Evaluating the Willingness to Pay for Mobile Value-Added Services from Respects of Perceived Values

• Main Authors: Hsiang-Chu Chuang, 莊翔筑
• Other Authors: Jeung-Tai E. Tang
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/10337910651778689380

碩士 === 國立雲林科技大學 === 資訊管理系碩士班 === 93 === According to data published by ACI-FIND, a subdivision of Institute for Information Industry, the rate of ownership of mobile phones in Taiwan has decreased from 114% in the end of 2003 to 100% in the end of 2004. This means mobile phone marketers tend to pay much attention to ARPU value of each client instead, implying that pursuing the rate of ownership is not enough. Currently there are 4,320,000 families connected by networks in Taiwan, which include 3,350,000 broadband network clients, giving Taiwan the 3rd rank of highest Internet utilization rate globally (Emarketer, 2005). Such a massive number of network users suggest enormous niches in Internet marketing. On the other hand, the growth of number of mobile phone users in Taiwan also showed that markets in 3G and PHS domains are growing up, indicating the trend of mobile Internet is emerging fast. This is why many communication marketers offer mobile value-added services eagerly, since this is an expectant attempt to amortise losses coming from saturated markets. However, research reveals that revenues coming from sending short messages through mobile phone networks have occupied about 13% to 15% of total revenues of communication companies in Europe. This is an interesting finding - with no support of integrated multimedia contents, the most primitive text-based services still have a stable market need. Therefore, this study examines the willingness to pay for value-added services from the viewpoint of clients'' perceived values about mobile value-added services. Results presume that the usefulness of four different mobile value-added services is explicitly related to clients'' perceived attitudes, suggesting that clients are willing to pay for value-added services as long as they find these services valuable to them. Besides, the expenditure on mobile phone bills of participants is unaffected by gender, income or social backgrounds, meaning that sustainability exists in value-added services if clients choose to adopt them actively.