Choice Behavior of Subscribers For Mobile Service Systems and Mobile Service Operators in Taiwan

• Main Authors: Wei-Hong Chen, 陳威宏
• Other Authors: Chun-Hsiung Liao
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/31420917956487811265

碩士 === 國立成功大學 === 交通管理學系碩博士班 === 95 === This research analyzes the choice behavior of subscribers for mobile service systems and mobile service operators in Taiwan. Revealed preference (RP) data and stated preference (SP) data are collected by internet questionnaires (posted on related telecommunications disscusion forums), and total 456 effective samples are received. We first derive, by factor analysis, the latent influential variables influencing subscribers’ choices of systems and operators. Then, we use the RP and SP data to construct individual choice model of systems and operators in Taiwan by multinomial logit (MNL) model and by nested logit (NL) model. The elasticities of monthly fee, call rate, and promotion of operators are calculated and compared. Finally, several scenarios of monthly fee, call rate, and promotion for 3G operators are studied. The empirical results of the MNL and the NL models are summaried as follow: Product: The higher service quality increases subscriber’s intention for that system and operator. Promotion in service attitude, with the highest elasticity among all four quality indexes, should be the first priority of operators. Price: The lower service tarriffs increases subscriber’s intention for that system and operator. In particular, reduction in call rate is more effective than that in monthly fee. Promotion: The better promotion increases subscriber’s intention for that system and operator. First International Telcom of PHS system should keep the advantage in price to hold out its current subscribers, and should promote its service quality to raise market share. Chunghwa Telcom of 2G and 3G systems could raise its 3G market share by decreasing 3G monthly fee and call rate. Taiwan Mobile of 2G and 3G systems should passively react to its competitors’ stragety since the effectiveness of the reduction in monthly fee, call rate, and of the increase in promotion is listed in the second of three major 3G operators. Far Eastone Telcom of 2G and 3G systems could decrease its 3G call rate to raise 3G market share. Finally, Asia Pacific Broadband Wireless Communications and VIBO Telcom of 3G system can expand their market shares by reductions in tariffs or by increase in subscribers’ knowledge for 3G system.