A study of telecommunication and broadcast value cognitive structure about mobile triple play－An exploratory study of mobile phone TV

• Main Authors: Kuo-Hsiung Hsu, 徐國雄
• Other Authors: Kuo-Ping Hwang
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/78499151207319442829

碩士 === 國立成功大學 === 電信管理研究所 === 96 === The technology and industry of mobile communication are growing up day by day, and the global users of cellular phone are rising constantly. Cellular phone has been the one of the essential products to carry with people everyday. According to the marketing research institution, IDC, indicates that the global cellular phone manufacturers totally produced 1 billion and 19 million cellular phones in 2006, and it rose 22.5% than the cellular phones which were produced 832.8 million in 2005. The scale of the marketing and users of cellular phone is so huge, and it exceeds far in the marketing scale of the other information and consumption electric terminal products. Furthermore, cellular phones are the requirements with people everyday, and this attracts the cellular phone operators to integrate all kinds of applications into cellular phones, and it also exert an erosion and threat influence to original information and consumption electric products. By the improvement in technology of the communication network, it can provide the faster data transmission rate, and it can make the mobile internet smoothly. Therefore, to integrate video, voice and data into cellular phone is an inevitable trend. What the service can be called “mobile triple-play”. A lot of studying approve that “Means-end Chain” is an effective method that can offer one to understand consumer's psychology and behavior (Gutman and Reynolds 1979; Gutman 1982; Florence and Rapacchi 1991; Olson and Reynolds 2001). This research plans to explore consumer's attribute and relative one's own value of mobile TV services with “Means-end Chain”, and to understand the motion of using mobile TV services from consumer. As for operators, they can understand what means for the attributes of mobile TV services that operators attach importance to through “Means-end Chain”, and expect to bring what consumption result and value. And the research makes up the value cognitive structure difference through comparing consumer and operator with Means-end Chain. The results of study show that operator and consumer have different value cognitive structure, in other words, operators and consumers have different link relations in “attribute - result “, “result – value”, and “attribute – value”. At the same time the results of compare means in “attribute “, “result “ and “value “ also show the difference between operator and consumer for “service content attribute “ and “price attribute”. There are cognitive differences between operator and consumer for “interpersonal relationship and novelty” and “life entertainment”, and for “belonging “and “stimulus” of value.