行動電信重度使用者行為探索

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Title:	行動電信重度使用者行為探索 An Exploratory Study for Behavior of Mobile Telecommunication Consumer
Authors:	駱少康金力鵬
Contributors:	國貿系
Keywords:	行動通訊重度使用者區別分析 Mobile telecommunication Heavy user Discriminant analysis
Date:	2005-06
Issue Date:	2017-08-03 10:59:30 (UTC+8)
Abstract:	本研究乃針對台灣地區行動電話使用者之消費資料進行探索性資料分析，目的在依消費者使用程度實施市場區隔，區分出重度使用者與輕度使用者兩族群，並探究兩族群在使用行為、地理與人口統計變數上之異同，以提供後續假設驗證性研究的基礎;並藉研究中建立之區別函數，應用於判別新申辦用戶的未來使用程度。經本研究以二階段集群分析所區隔出之重度與輕度使用者，發現重度使用者在門號使用時間上明顯高於輕度使用者；在繳費行為上，重度使用者顯著地較輕度使用者為經常延遲繳費；而重度用戶使用手機國際漫遊通話的次數亦是高於輕度使用者。此外，本研究也發現用戶在費率型態上選擇基本型與商務型者有較高的機率會是重度使用者；而居住地為台中與台南（縣）市的消費者，使用程度較可能低於其他地區的用戶；而從事營建業的消費者其行動通訊使用量也較其他職業可能為低。以區別分析所建立的判別模型，可有效的區分出重度與輕度兩群使用者，且預測準確率達86.44%。 This study applies the exploratory field study to discover the significant variables between heavy and light users in mobile telecommunication industry. The results of this study provide groundwork for later, more systematic hypothesis testing. It also gives the usage level prediction of new mobile phone applicants. 　　From the two-stage cluster analysis, two groups of heavy users and light users are identified. The results suggest that the duration of mobile phone accounts is significantly longer in heavy user group. Light user group is more often to delay the bill payment, while heavy users utilize more of the international calling program. This study employed the discriminant analysis to develop the prediction model of heavy and light user groups, with an accuracy rate of 86.44%.
Relation:	商管科技季刊 6:2 民94.06 頁283-293
Appears in Collections:	[Department of International Trade 7 Graduate Institute of International Trade ] periodical articles

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