| Summary: | 碩士 === 國立臺灣科技大學 === 企業管理系 === 94 === Since VocalTec, an Israel-based company, announced internet-phone services in late 90s, voice over IP (VoIP) business becomes a booming service all over the world. In general, cheapness is the most important motivation for consumers to choose VoIP service. Not only telecommunication equipment vendors and service providers, but also cable TV service providers join in this marketplace to provide VoIP service to their existing customers to catch up with the technology trend.
In order to save telephone billings, consumers start to choose VoIP service to replace traditional telephone service. Consumers also switch their providers periodically, therefore, VoIP service providers must consider how to receive a strong brand trust and then to build up a strong brand loyalty from their existing customers, in order to maintain the customers to keep using the current brand. To testify the research hypotheses of this thesis, we use data from Taiwan Fixed Network’s existing customers and NTUST’s students in a random methodology. We received 182 effective questionnaires. The research result is summarized in the following:
1. No matter a positive or negative product concept consumers have on VoIP, it has no significant influence on product value of VoIP after using. In addition, consumers’ characters also have no significant influence on the product value.
2. The more positive product value consumers have on VoIP, the higher the positive brand effect and brand trust it creates. Moreover, Brand trust is more significant than brand effect.
3. The higher the positive brand effect and brand trust consumers have on the current brand, the higher the positive brand loyalty it will create.
Keywords: VoIP, Brand Trust, Brand Effect, Brand Loyalty
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