| Summary: | 碩士 === 世新大學 === 企業管理研究所(含碩專班) === 97 === Abstract
In 2001, Docomo, a Japanese corporation, introduced FOMA to the market, offering the third generation mobile communication service (eg. 3G) to the mass cellphone users. Subsequently, major telecommunication companies in Taiwan such as Chunghwa Telecom, Far Easton Telecom and Taiwan Mobile Telecom also offer 3G services. This study examines the consumer’s decision making process on purchasing 3G service based on the consumer’s lifestyle. Furthermore, with the advent of the information age, consumer’s information need to play an important role in influencing purchasing decisions. This study examines factors including the consumer’s use of media and analyzes those factors that may effect consumers’ decision in purchasing 3G service.
The study focuses on Chunghwa’s customers. Chunghwa Telecom is the leader of telecommunication market in Taiwan. Consumers were randomly chosen at the three branches of Chumghwa Telecom, in Taipei, Taichung and Kaohsiung as interviewees. The result of the interviews are generalized into several items factors for consideration. The factors are acceleration of transmission rate, increasing discount on cell phone plans and enhancement of the 3G content. The purpose is to investigate whether these factors would affect consumers’ decision on purchasing 3G service. More importantly, this study addresses the questions by examining whether lifestyle would affect the consumers’ purchase decision.
The study included a survey to examine the relationship of three factors (acceleration of transmission rate, increasing discount on cell phone plans and enhancement of the 3G content) and the consumer purchase decision 3G services. Results do indicate that these factors play a role in affecting the purchase decision. In addition, the study implies the need for telecommunication companies to segment customers according to their lifestyle and target each customer segment with different tactics as 3G technology is increasingly adopted by the market.
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