作者未提供

• Main Authors: Cheng-Jie Wang, 王正傑
• Other Authors: 作者未提供
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/z989we

碩士 === 銘傳大學 === 傳播管理研究所碩士班 === 92 === With the driving forces of technological innovation, economical demand related factors and deregulation, the new industry emerged from the convergence of information technology, telecommunications and media industries is known as mobile data services. Taiwan’s cell phone user rate has been ranked number one in the world. However, due to the decline of users’ growth rate and voice’s contribution rate and the decrease of airtime fee, exploring market in mobile value-added service has become the new source of income for the entire market in telecommunications. Following the internet-based e-commerce, mobile commerce in recent years has led researchers and marketers to focus their attention on the potential of marketing communication in mobile media. Mobile phone operators have attached importance of mobile-game service for mobile consumer so as to increase the turnover and profit, which makes the growing turnover of the mobile phone market possible. Because the development of mobile game lies in the convergence of mobile technology with electronic entertainment, the study of mobile-game service remains uncommon in Taiwan’s domestic market. Given the initial phase of this service in domestic market, this research investigates the factors, which affect consumer’s touch of mobile-game service. Furthermore, this study used EKB model, analyzed the consumer behavior from the aspects of the purchasing decision-making variables and the demographic variables associated with the list of life style. This research will identify the factors that influence the consumer’s usage of mobile-game service and provided the basic reference to the operators before planning a fresh product. This study samples undergraduate students in North Taiwan and applied proper statistical methods to analyze it. It can be concluded that there is no significant difference for using of mobile-game service among different consumer markets differed by the demographic variables. But in the purchasing decision process, a significant difference exists. In addition, an association has been suggested that the deference is dramatically related to the change of the price. Therefore, it is proposed that the mobile-game service operator could plan the proper product and sales promotion aiming at the price strategy, so as to lift the rate of the customers’ access, which provides relevant businessmen in telecommunications and digital content planning and references towards current and future marketing strategies.