台灣網路電話消費行為研究

Abstract

本研究以台灣地區消費者為研究母體，對網路電話消費者行為進行研究分析，以提供未來網路電話業者行銷策略的參考。本研究以問卷調查方式進行，回收實際有效問卷共732份，獲得下列研究結果：消費者對網路電話業者的選擇依序為PChome Skype、Seednet Wagaly家族、其他業者、瑪凱電信ipbb、亞太電信icall。消費者在進行業者選擇時最主要的考量因素第一為費率價格的76.9%，第二為通話品質的43.3%，第三為其他因素的10.3%，第四為業者形象的10.1%，與功能較多的8%。

This is a consumer behavior study base on the VoIP users in Taiwan, through analyze its current market development and discuss future competitive strategy. In the study, a questionnaire was designed to verify the theoretical model, and collected 732 samples. The results goes as follow: The order of consumer choice of the VoIP service providers in Taiwan are, PChome Skype, Seednet Wagaly family, other VoIP service provider, MKY telecommunications ipbb, and APTG icall. The most considering factor when Taiwan consumer choosing a VoIP service provider is price of communication fee. The second considering factor is the communication quality.