| Summary: | 碩士 === 國立高雄第一科技大學 === 企業管理研究所 === 99 === When the advanced technology has diversified the consumer demand, the number portability has attracted them and further changed their usage behavior on the mobile phones. Through the method of empirical survey, this thesis would understand how the consumers’ cognition and educational level are differed on their information search and usage pattern. It is found that their consumption intention is easily affected by the price factor. Yet if the consumers have the quality cognition, they are hardly attracted by both the price and the new technology factor. Hence, this thesis would study if the price factor has the advantage to encourage the consumers’ retention on their particular mobile numbers. Under the circumstances of undifferentiated service and limited price reduction, building a long-termed relationship between a consumer and a telecommunication company is relied on the quality of communication and wireless network. As a result, the quality image has become the prime factor for consumers to choose any telecommunication company. In terms of marketing, the telecommunication companies are suggested to take note of consumer learning behavior and consumption habit, in order to encourage them to learn the new telecommunication technologies via various information channels.
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