The Information Collection of Number Portability on Consumers’ Cognition

[[abstract]]隨著技術的進步消費者的需求也越來越多樣化 開放號碼可攜後更要抓住消費者的心並培養消費者的使用習慣。本研究透過實證問卷了解消費者認知與教育程度在資料搜尋管道與使用習慣是有所差異，在消費者的需求動機方面發現消費者容易受到價格影響消費意願，但在需求認知方面若消費者心中已有認定之品質認知，則較難以利用價格優勢以及新通訊技術吸引消費者；因此本研究觀察價格優勢是影響消費者是否持續使用或更換的重要因素之一，但服務若沒有差異性則價格下降有其極限，若欲長期拉攏消費者持續使用則在通話品質與無線網路品質，因此品質形象會成為消費者選擇電信公司時的選項；在銷售方面則建議透過消費者學習行為、消費習慣經由各流行管道使消費者學習新通訊技術的使用方式。[[abstract]]When the advanced technology has diversified the consumer demand the number portability has attracted them and further changed their usage behavior on the mobile phones Through the method of empirical survey this thesis would understand how the consumers’ cognition and educational level are differed on their information search and usage pattern It is found that their consumption intention is easily affected by the price factor Yet if the consumers have the quality cognition they are hardly attracted by both the price and the new technology factor Hence this thesis would study if the price factor has the advantage to encourage the consumers’ retention on their particular mobile numbers Under the circumstances of undifferentiated service and limited price reduction building a long-termed relationship between a consumer and a telecommunication company is relied on the quality of communication and wireless network As a result the quality image has become the prime factor for consumers to choose any telecommunication company In terms of marketing the telecommunication companies are suggested to take note of consumer learning behavior and consumption habit in order to encourage them to learn the new telecommunication technologies via various information channel