| Summary: | 碩士 === 國立臺北科技大學 === 商業自動化與管理研究所 === 92 === The voice market of mobile phone has been saturated gradually. The mobile value-added market has become the next battle of the telecom carriers. As a result, this study aimed at understanding the consumer''s perceived values toward mobile value-added services. This study built up the dimension of moble value by literature review, focus-group interview, and professions interview to find out what influence the relations among consumer''s perceived value, satisfaction, loyalty and public praise. Meanwhile, the findings might help increase the consumer''s satisfacion using the value-added services, and create the long-term loyalty and positive public praise. Telecom carriers could constantly improve and launch their enhanced and new value-added services according the consumer''s perceived mobile value to form a positive usage cycle.
For a better measurement, this study classified the mobile value into three dimensions, including instancy, service convenience, and service accessibility. Behavior intension were classified into customer loyalty and public praise. Exploratory and confirmatory research methods were used to implement the study. The exploratory research used focus-group interview and professions interview as the confirmatory research used questionnaire survey. The questionniares were distributed through electrical form on the website and paper-printed form. The sampling targets were the users who have used mobile value-added services in Taipei city. 1988 questionnaires were colletected and 1512 of them were valid for evaluation. By acheiving several measurement standards, the data were analyzed using the Linear Structural Relations, also known as LISREL.
The findings indicated that mobile value is able to be classified into three dimensions, including instancy, service convenience and service accessibility, meanwhile all three values have positive effect on public praise through customer cusotmer satisfaction. But as for customer loyalty, only instancy has postive effect on public praise through it. Different value-added services have different effect on customer satisfaction and customer loyalty, and the possibilities to generate postive public praise through customer satisfaction and customer loyalty were different.
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