The Middle-aged and Senior Users'' Needs of 3G Value-added Services from the Perspective of Different Lifestyle

• Main Authors: Tzu-Chieh Lin, 林子傑
• Other Authors: Chaucer-Chaoyun Liang
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/88407420241225784473

碩士 === 元智大學 === 資訊傳播學系 === 94 === As the market of mere voice service is going to be full, the speech quality and service differences between all mobile communicate operators are less. As a result, there are not enough incentives to attract mobile phone users to keep consuming. Therefore, the innovative mobile value-added service will surely become one of focuses in 3G industry in the future. On the other hand, because of the decrease in birth rate and the extension in average age in Taiwan, the number of the middle-aged and senior people who aged over 45 will be up to ten million in ten years. And these people will surely lead the consumer market. To telecommunication operators, the middle-aged and senior group has not only more consumption ability but also different needs for 3G mobile value-added services due to their diverse lifestyles. Those will be latent consumers who are enormous and can’t be neglected. According to above analyses, the purpose of this study is: describing the middle-aged and senior users’ consumer behavior by lifestyle variables, to find out diverse needs for 3G mobile value-added services in the middle-aged and senior group with different lifestyles. This study gathers data by in-depth interviews and questionnaire survey. In-depth interviews are used to assemble 3G telecom marketers’ revised advice about the first questionnaire, and forming the formal study questionnaire after revising. Questionnaire survey is used to understand the middle-aged and senior users’ consumer behavior and their needs for 3G mobile value-added service. According to statistical analyses, the main factor that will affect the middle-aged and senior users’ needs for 3G mobile value-added service is not lifestyle, but aging. Because of growing age and affecting by aging physical organs, psychology, and cognition, middle-aged and senior users’ needs for 3G mobile value-added service will tend to coincident. Nowadays, 3G mobile value-added services that they need the most are: emergency services, phone book spares, traffic and health information.