台灣地區行動電話之普及率已超越96％（至民國90年底），業者間之競爭亦日趨劇烈，因之，對電信業者、消費者而言，有關行動電話消費行為的深入瞭解相當重要。本研究試圖探討消費者在選擇電信業者、費率方案與使用量等決策間之關係，以便了解消費者選擇行動電話之特性，並透過需求模式的模擬評估各種經營策略之績效，以及目前各業者所提出的各種促銷方案之實施效果，並經由適當的市場區隔進一步提供各業者針對不同群體研擬不同促銷方案之建議。由於本研究牽涉間斷性（業者、費率方案選擇）與連續性（通話量需求）之決策行為，故本研究方法將由同一效用函數建立間斷性及連續性之混合需求模型。
本研究採用顯示性偏好(RP)及敘述性偏好法(SP)設計問卷面談及電話輔助訪談所得資料。調查問卷之中有利用敘述性偏好法，設計出決策虛擬情境，以補足顯示性偏好數據解釋變異不足之處，以確實掌握消費者的電信業者選擇行為。電信業者選擇模式結果顯示「品牌與收訊品質」、「網內親友比例」、「網內互打費率折扣」、「送通話費」、「手機優惠」等變數皆顯著影響消費者對行動電話業者之選擇行為。而在持有數量、費率方案、與行動電話使用量混合需求模式校估結果方面，使用量需求函數係假設為指數型態，「個人剩餘所得」、「通話費率」、「免費通話費」、「行動電話單位使用成本」等變數顯著影響消費者之使用量需求；而間斷性選擇的部分，費率方案選擇模式結果顯示出「通話成本」、「通話費率」、「個人所得」等變數顯著影響消費者選擇費率方案之行為，模式中亦顯示「聯絡對象以客戶居多」之消費者會較傾向選擇高用量的費率方案與持有2支行動電話。至於，電信業者可利用「降低通話費率」或是「增加免費通話費」的策略增加用戶數，除此之外，尚可增加用戶每月行動電話使用量，達到一舉兩得之效。

The penetration rate of the cellular phone in Taiwan has been over 96%, and the cellular phone market is becoming more and more competitive. Therefore, it would be very important to understand the consumption behavior of cellular phone for the consumer, service provider as well as the regulatory agent. This study tries to investigate the interrelationship among the choice of the Cellular Corporation, service rate plans and the amount of usage. Including the above mentioned three choice dimensions, the demand model for the cellular phone service is developed and also used, by market segmentation and through demand elasticity and sensitivity analysis, to simulate the performance of the managerial strategies including those currently proposed by the providers. Since the choice we are concerned including the discrete choice (cellular corp., service rate plans) and the continuous choice (the amount of usage), our study is to set up an utility function, and, from utility maximization, to derive a set of discrete and continuous choice demand model for cellular phone. Discrete and continuous choice models will be formulated as switch regression framework. So in order to examine the practical choice behavior of consumer, we applied specially two model: (1) The first we collected consumers’ revealed preference (RP) data and stated preference (SP) data through field questionnaire survey, and estimated Cellular Corp. choice models. (2) The second model is a utility-consistent, combined discrete choice and continuous demand model (discrete/continuous demand model) assessing mobile phone usage due to consumer’s choice of phone ownership and rate plans.
Empirical analysis was done for the Tainan Area based on a disaggregate data set. The empirical results showed that: (1) the variables which significantly influenced the Cellular Corp. choice decision of consumer were branding and quality, percentage of intra-network-friends, discount of intra-network-rate, free usage fee, and discount of mobile phone. (2) The usage demand model of a discrete/continuous demand model is assumed exponential type, and the variables, which significantly influenced the usage demand model, were personal income, usage rate, free usage fee, and a unit of usage cost. (3) On the other hand, the variables, which significantly influenced the nest logit (NL) model of mobile phone ownership and rate plans, were usage cost, usage rate, user’s occupation, and personal income. By above conclusion, Cellular Corp. can use reduce-usage-rate strategy or increase-free-usage-fee strategy to increase the number of users and to increase user’s usage.

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