| Summary: | 碩士 === 國立東華大學 === 企業管理學系 === 97 === With the activation of the Third Generation Mobile Phone System (3G; WCDMA system) for all carriers in Taiwan starting 2005, the mobile communication market has entered a completely different generation from mobile voice to the mobile data. The number of users has continued to grow and by May 2009, the data even indicate that the number of 3G system users has tremendously outgrown the users of 2G systems. Among which, the number of users subscribing mobile data service has consistently increased. The results implies that the current users subscribing for mobile phones services in Taiwan are no longer limited to voiced phones only.
With the progress in mobile data transfer, the carriers have also subsequently introduced the application services constructed on the mobile network, also known as mobile value-added service. Apart from voice and general short message services, anything service such as stock market information, instant messenger, multi-media application, E-commerce service, mobile positioning, mobile commerce and other applications provided through the mobile communication network, can be considered as value-added service. Although there are various types of mobile value-added services introduced in Taiwan currently, only a few consumers have taken the advantage of them. Whereas highly expensive costs for mobile value-added service, insufficient promotion, and users not yet developed with habit of using the value-added service, are probable causes accounted for the result.
Thereby, the study aims to explore the relationship between the mobile value-added service and the use of mobile network service from the perspective of customer value, and to further achieve customer satisfaction and repurchase intentions. Babin, Darden and Griffin (1994) believed that in the process of consumption, the values which the customers perceive include the practical use and entertainment. The objective of the mobile value-added service is to provide the convenience for users, portable inquiry at any time and relevant application services. These services not provide practical information but also contains the entertainment convenience of audio-video and games in line with practical use and entertaining values proposed by the scholars.
The verification results of the hypothesis obtained from the empirical analysis of the study are the follows:
1.The factors of interactivity, accessibility, and involvement accounted for customer values cause have positively significant impact on customer value.
2.The factors of attraction, skills, and challenges accounted for customer value cause do not achieve positive significant level.
3.Brand image has positively significant impact on experiential value, which implies that the experiential perception of customers is influenced by the brand image of the carrier providing services.
4.The customer value (practical value and experiential values) also has positively significant impact on customer satisfaction.
5.Customer satisfaction has positively significant impact on re-purchase intentions.
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