近年來國際間互動越發頻繁，國與國之間的界線已然不存在，通訊之必要性亦不斷提升。以台灣旅客人次而言，除了亞洲占了地利之便以外，歐洲是到訪人數少數呈現成長的地區，而這樣的趨勢不僅侷限於台灣，全球到訪歐洲的人數也持續增加中。因此，本研究鎖定國際通訊市場來進行消費者偏好因素之分析，而對象則是以曾經前往歐洲的消費者為例，希望了解消費者重視之偏好因素。
　　本研究主要使用紮根理論、敘述性偏好法及多元羅吉特模式。首先，透過紮根理論與曾到歐洲的消費者進行深度訪談，了解消費者重視的因素；其二，經由敘述性偏好法將紮根理論之結果模擬成情境問卷；最後，以多元羅吉特模式建立模型，分析消費者偏好之屬性。
　　根據本研究結果顯示，消費者重視的主要因素依序為易用性、通訊品質、有無網路及價格。另外，亦有其他變數來增加偏好模型的解釋能力，如購買便利性、社群媒體重視度、過去使用經驗與社會經濟變數等方案特定變數，透過建構偏好模型，讓業者可以從正向因素加強服務，並改善使消費者產生負向偏好的因素，以此應對國際通訊需求的變化。

Past studies have shown that VoIP and traditional voice service has substitution relationship. How does traditional international communications face the challenge of VoIP? Therefore, this study aims to achieve the following objectives. First, in order to understand what kind of aspects of consumer attention. This study discusses the traditional international communications services and VOIP at the same time. Second, this study intends to construct international communication service preference model. Third, this study would like to provide advice so that they can provide better service. According to the results of this study, consumers are most concerned about ease of use. With the progress of science and technology, ease of use has become a basic condition. When the basic conditions are slightly reduced, it will affect the consumer's willingness to use. While other important factors are Communication quality, Additional value and Price.

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