| Summary: | 碩士 === 國立成功大學 === 電信管理研究所 === 102 === In recent years, due to the rapid rise of China's economy, the communication between the cross-strait become important. This study conducted logistic regression analysis to understand which factors are important when the consumers decided their communication way, in other side, to know whether the consumer will change communication options due to learning or experience. The results are following:
1. The key attribute of factors when consumers considered international communications services includes quality, price, transparency and convenience, as well as the learning factor, however, consumers affected by the degree of learning factor is the biggest, followed by convenience, quality, price and transparency.
2. The consumers who has the higher degree of attention on Quality, transparency and convenience tend to use roaming, prepaid card, or the monthly rental number services, on the contrary, who has the higher degree of attention on price learning tend to use the VoIP service.
3. In the study, we can found the evaluation of learning quality, price, convenience by individual. It has enough predicting power to realize the cross-strait communication choice behavior.
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