The Impact of Service Innovation Orientation on Facets of CBBE – An Empirical Study of 3G Mobile Service

[[abstract]]在現今科技產品的市場中，由於資訊與通訊領域的技術提昇，目前此兩大技術已整合成形；近年來數位傳輸以及儲存技術能力已大幅提昇，行動電話由2G已逐步進展到3G/3 5G，由最傳統的聲音傳遞單一功能，已增加到數十種功能；由於技術的創新，演變成服務創新，再加上消費者對品牌權益的認知以及個人創新特質的差異等因素，足以影響購買意願，針對此一關聯性與可能的相關因素，進行實證性探討。 本研究以台灣地區行動電話消費者為研究對象，藉由相關理論設計問卷，進行問卷調查，包含實體問卷發放與網路填答等路徑蒐集資料。在研究過程中發現，服務創新中的相對優勢與顧客品牌權益的品牌聯想、知覺品質與品牌獨特性等核心構面，以及產品的種類與個人特質間的差異等因素，對顧客購買意願有一定的影響程度。 本研究以創新服務與顧客品牌權益作為理論基礎，用以檢測行動電話加值服務影響顧客的因素。此研究是藉由306位受訪者對行動加值服務的認知所做的實證，結果中發現不同的創新以及顧客品牌權益的觀點，其認知是有所差異的，尤其是潛在的使用者與使用著。此分析結果希望能進一步提供行動通信業者在市場上的相關產品策略。[[abstract]]In recent years the proliferation of mobile internet applications has caused telecommunication organizations to extend their service scopes With the arrival of 3G mobile service has reshaped the landscape of mobile communication making it more personal more versatile and more expressive than before The technologies lead to related advantage for adoption of a mobile service innovation in the business market Given this article’s focus on related advantage of service innovation core CBBE facets and brand association that are the strongest predictors of purchase intent and behavior However this paper isolates segments of consumers who differ in personal innovative tendencies as well This suggests that innovative tendencies dominate product type in the determining which innovation characteristics have an impact on adoption; but the interaction between innovativeness and product type determines the demographic profile of adopter within each segment of cognitive and sensory innovators This study applies innovation and Customer-based brand equity (CBBE) theories to examine the factors that influence the adoption of mobile service The proposed model was empirically evaluated by using survey data collected from 306 users concerning their perceptions of mobile service The findings indicate the perceptions of use were different over innovation and CBBE stages Specially there was a significant between potential adopters and users The results may provide future insights into mobile service marketing strategie