A Qualitative Research of Consumer Behavior on Choosing 3G Telecoms Firm

• Main Authors: Chin-Chih Lee, 李景智
• Other Authors: 李弘暉
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/98089655898332875611

碩士 === 元智大學 === 管理研究所 === 95 === As the telecom market is deregulated in Taiwan, the mobile service market grows very quickly. The penetration rate grows from 7% in early 1998 to 103% in early 2003, the top one in the world. It points out the highly competition in Taiwan telecom market. In 2000, Tran-Asia, which is a southern single-district mobile carrier, launches a series of “Local tone CF” gain consumer’s concession and gain the prize of “BEST Customer Service” and highest “ARPU” achievement in telecom industry. It wins the market via single-district license and least resource. As 3G services are launched in Taiwan in 2005, the purchasing behavior in 3G services is totally different from 2G services. All the 3G service carriers try to copy the successful business model in 2G services, but fail to get the equivalent result. What is the real desire of consumer? What does consumer need? What is the key factors in purchasing decision? All the researches above would help 3G service carriers to know consumer behavior. All the researches in the past focus on quantity research. Quantity researches in 2G service of consumer behavior in telecom focus on behavior of specific timing, these researches are not enough to know the consumer behavior in purchasing 3G services. So this research chooses “Quality Analysis” as the methodology to discuss deeply consumer behavior in purchasing 3G services under the variable competitive environment. This research use “Grounded theory” as its methodology. Having deep interview with 3G mobile service carrier, to deal with interview record and concept of Grounded theory”, to coding the data, so as to construct consumer decision model in choosing mobile service carrier. This research gets the sample via “theory sampling”. There are twenty interviewers in the research, and get 84 “open code”, and get 15 “axis code”. At the end, in choosing coding stage, the 15 “axis code” form three concepts: “motivation”, “decision process”, “influence variety”. These concepts constitute consumer behavior in 3G services.