A Research on Choice Behavior for Fixed Communication Network Services — A Case Study of High Technology Industry in Taiwan

碩士論文[[abstract]]本研究之目的在於探討國內高科技廠商對於固網業者的選擇行為。我國固定通信網路市場的開放，象徵著電信事業已逐漸邁向使用者導向之經營模式。本研究透過問卷調查893家高科技廠商，探討影響企業用戶選擇固網業者的考慮因素，並嘗試應用羅吉特模式(Logit Model)於企業對固網業者各種行銷情境因素的評估和選擇行為予以分析，比較不同屬性變數對於企業購買需求的影響，透過實證資料建立其選擇行為模式。 本研究樣本資料共回收161份，有效回收率達18.03%。在資料分析方面，除了對樣本資料進行敘述性統計分析外，並以SAS統計軟體進行樣本資料的代表性分析、卡方獨立性檢定、因素分析與模式的校估檢定工作。由模式校估結果顯示樣本經市場區隔後，有意願使用新固網服務之企業用戶，在選擇固網服務商時，主要會考量「價格」與「公司資源」兩個因素；無意願使用新固網服務之企業用戶，則會考量「公司聲譽與服務處理效率」、「網路服務內容」及「價格」三個因素。[[abstract]]The aim of this research is to investigate the choice behavior of local high tech firms on fixed communication network services, The opening-up of fixed communication network market in Taiwan indicated that the managing style in communication industry has been on the way to customer-oriented one. A case study was conducted using a survey instrument, with the data collected from 893 high tech firms to respond to research questions involved in this research, consisting of the investigations of what factors that do affect the choice behavior at those surveyed companies to the fixed communication network services , using logit model to evaluate the factors that affect the marketing performance and the buying behavior of those surveyed companies. This research then will try to establish a newly choice behavior model. We collect 161 valid samples and the rate of retrieve is 18.03%. In analysis of these data, we proceed an descriptive statistic analysis by using SAS statistic software tool to analyze representative of samples, chi-square test of independence, factor analysis and the model test. The result presents that after market segmentation, A part of enterprises will think about the factors of price and resource of company when choosing service from new fixed communication network. The others will think about the factors of firm reputation and service handle efficiency, internet service content and price