ThedomesticmobilecommercepersonallyValue-addedServicesresearchofthevalueserviceandtheusewish

[[abstract]]摘 要 近年來行動電話每位用戶的平均收益逐年下滑，個人加值服務儼然已成為行動商務發展的重點；然而各家業者所推出的個人加值服務商品琳瑯滿目，如何去評估所推出的加值服務商品是否會被顧客所採用？這個問題，顯示出顧客的接受態度攸關行動商務個人加值服務是否能推行成功。在探討顧客對行動個人加值服務的採用意願之前，有必要先對每項個人加值服務商品的屬性作全面性的瞭解，因為商品的屬性與商業策略的制定有密切的關係。Balasubramanian et al（2002）對個人加值服務商品所設計的八大分類模式，以及Clarke（2001）對加值服務定義的四個維度的價值命題，都是探討加值服務商品屬性的良好工具。在Balasubramanian et al的八大分類模式中對於「區域」與「時間」兩個屬性的檢視存在一些模糊不清的觀點。為了釐清這些模糊不清的觀點，本研究修改了Balasubramanian et al的分類方式，將原本的八類擴充為十八類，接著蒐集了台灣五家行動電話業者目前所提供的個人加值服務，並依服務類別和服務型態加以整理與分類，再由所修改後的十八類分類模式與Clarke四個維度的價值命題，檢視每項加值服務的屬性；之後還將台灣所提供的個人加值服務與Anckar和D'Incau（2002）的研究中所整理的芬蘭的個人加值服務項目作比較，找出兩者的差異。本研究亦參考Anckar和D'Incau對芬蘭顧客的調查方式，將台灣的顧客依「年齡」、「性別」、「教育程度」、「年收入」、「平均每天使用網路的時數」、「使用網路時受騙的次數」…等，六項分類方式對顧客作區分，並透過問卷調查來探討每類客戶族群對個人加值服務的使用意願。經本研究後瞭解到國內目前個人加值服務商品的提供現況，也發現國人對國內目前的各項加值服務商品的使用率皆不高，但對其中多項商品的未來使用意願卻很高，而對芬蘭已提供的七項加值服務商品的未來使用意願更高；在經過問卷調查後，也瞭解到每類顧客族群的使用意願，更瞭解到「安全」與「價格」，是顧客使用加值服務商品前最重要的兩項考慮因素。期望本研究的研究成果對業者在日後推廣個人加值服務的工作上能有所幫助。[[abstract]]ABSTRACT In recent years the mobile phone average revenue per user year by year reduced. The personally Value-added Services to become the key point for development the mobile commerence. However, mobile commerce includes a large range of various services, especially with regard to numerous value-added services. But how can the suitability for m-commerce of their own products and services be assessed ? From the question, we see that successes or failures depending on whether users are willing to accept cell phone companies’ extra added services. Before we discuss the customers’ level of demand for extra services, it is essential to understand and study the attribute of existing added services available to every one. Because the value-added service attributes and developing a good marketing strategy has close relationship. Balasubramanian et al.(2002) developed a model to categorize mobile business value-added services into eight areas. Clarke(2001) defines the characteristics of value-added products via four value propositions for m-commerce. These two models allow us to clearly determine the attributes of each value-added service. Under Balasubramanian model is not rigorous for determine the attributes of "Location" and "Time". In order to solves this problem, we have to modify Balasubramanian’s eight categories to become eighteen categories. We collected and sorted the five largest cell phone service providers in Taiwan and sorted these providers' value-added services using our eighteen categories and Clarke’s four value propositions for m-commerce to examine each value-added service's attributes. We compared the results with Anckar and D'Incau's research to determine the key differences between Taiwan and Finland. We refer to Anckar and D'Incau's research. Divide the customers into six elements: age, sex, education, income, average time of use the network per every day, and when use network is deceived number of times. Researchers can conduct a survey to study each class and type of service that customers prefer and accept. After ours research results, It is to better understand the current mobile phone value-added services situation in Taiwan, and the evidence has shown that the Taiwan's users do not have high utilization ratio for many value-added services in Taiwan. But they have hight accepted for Taiwan's many value-added services in future. We detected Taiwan's users have high accepted for these additional seven services in Finland. After our marketing surveys to better understand which products are in greater demand among cell phone users in Taiwan. We detected two important element are the security and the price for customers. We hope this research results will give the service providers a good reference