固網寬頻上網服務係最近三、四年因網際網路的興起才見其蓬勃發展。由於技術的不斷創新及新的經營者陸續加入，新舊業者為競逐市場行銷手法五花八門，各種應用不斷推陳出新且費率持續下降，市場形貌可說是瞬息萬變。面對此一激烈競爭的市場，如何保有舊有客戶及吸引新客戶以擴大市場占有率，是每一個固網寬頻服上網服務業者必需面對的首要課題；而建立優質的市場管理機制，以維持此一激烈競爭市場的良好運轉秩序，則是業務主管機關的主要目標；同樣地，消費者也可藉由對固網寬頻上網服務特性的瞭解培養成熟理性的消費行為，不僅重視價格，更要重視品質及所獲得之價值，以產生良性之消費驅力。
本論文藉由問卷調查，蒐集高雄縣市及台南縣市固網寬頻上網服務使用者社經基本資料及使用情形，分析當前固網寬頻上網服務市場影響「顧客行為意向」的主要因素，並建構一個包含「服務品質」、「知覺犧牲」、「服務價值」與「滿意度」對「顧客行為意向」影響之關係模式；同時分析在此市場中，受訪者的社經地位以及使用寬頻上網情形對關係模式各因素構面的影響程度。最後，藉由本論文研究結果提供給消費者、固網寬頻上網服務業者以及業務主管機關有價值的參考資訊，以期有所裨益於國內固網寬頻上網服務市場的發展。本論最後所獲致重要結論如下：
(1) 年齡愈輕教育程度愈高的受訪者，其自主性愈高且對品質水準要求愈高；以受訪者對固網寬頻上網服務的評價而言，ISP業者扮演關鍵角色；高速上行連線速率則是未來發展的趨勢
(2) 服務品質對受訪者是否繼續租用固網寬頻上網服務或提升固網寬頻上網服務等級的行為意向具有關鍵性的影響。
(3) 受訪者對固網寬頻上網服務的評價普遍不高，使用者轉移租用其他業者的服務或不再升級現有服務的可能性高於繼續租用原有業者的服務或升級現有服務。最後，服務價格將是固網寬頻上網服務市場規模繼續成長的關鍵因訴。
關鍵詞：固網寬頻上網服務、服務品質、服務價值、知覺犧牲、滿意度、顧客行為意向

Fixed-network broadband internet service (F-NBIS) has developed versatilely because of the innovations of new technology and the entry of the new internet service providers (ISPs). F-NBIS market is getting more competitive and the tariff is driving down than even before. Therefore, in order to achieve greater market shares it would be critical for the ISPs to understand well the customer behavior intention of the subscribers for their services.
This thesis, by collecting the questionnaire data of the F-NBIS subscribers in Tainnan and in Kaoshiung, attempt to analyze the main influential factors of the customer behavior intention of the F-NBIS subscribers. We build a relationships model comprised of “service quality”, “sacrification”, “value”, “satisfaction”, and “customer behavior intention”. Moreover, we evaluate the impacts of the subscribers’ background and service type on these influential factors. Our main results can be summarized by the following three points:
(1) The younger or higher educated the subscribers are, the more independent they are and the higher standard level of service they demand. The ISPs play the important role on the evaluation of the F-NBIS subscribers for the service. A higher connection speed of uploading will be the trend of the future F-NBIS.
(2) “Service quality” plays the vital role for the subscribers’ behavior intention on the issues of whether to use again the current ISP’s service and of whether to promote the current F-NBIS level.
(3) The evaluation of the subscribers for the F-NBIS is not good. They are more likely to switch to other ISPs or to retain their current service level. Finally, the service tariff is the key element of the future growth of the F-NBIS market.
Keywords：Fixed network Broadband internet service, Service quality, Service value, Perceived sacrifice, Satisfaction, Customer behavior intention.

一、中文部分
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