Grant and Schlesinger (1995)曾指出，企業增加獲利的方法有三種，一為吸引顧客，增加客戶數；二為提高顧客的使用率；三為與顧客保持長久而良好的關係。我國開放行動電話業務至今，總用戶數已達24,479,825人，而每百人持有率亦成長至108.64%。大部分業者固然可吸引到許多的顧客，並擁有龐大的用戶群，然而在提高顧客的使用率上，各家卻皆面臨到用戶貢獻度（Average Revenue Per User, ARPU）下降的問題，即許多消費者不願使用或者使用量逐漸降低；此外業者也面臨未能與顧客保持長久關係的困難。針對上述問題，國內外眾多研究中，卻較少有學者做一整合之研究。因此本研究即運用購買意願、購後使用行為以及再購買意願之相關理論以探討行動通訊服務業者之促銷活動對於消費者之購買意願、購後使用行為以及再購買意願之影響，並冀能透過本研究提供行動通訊服務業者在擬定促銷活動時之參考。

本研究首先分析國內行動通訊服務產業之現況，並透過目前申辦門號常見之促銷活動：「手機折扣優惠」和「通話費優惠」作為研究之主軸，經由相關文獻回顧後建立本研究之假設，並以兩個研究分別印證之。研究一採用實驗設計之方式驗證消費者是否對於不同性質之促銷活動具有不同之購買意願，而研究二則將以問卷調查並收集通話明細資料，以瞭解消費者實際使用行為，並驗證消費者面對不同性質之促銷活動是否具有不同之購後使用行為，而購後使用行為又是否會影響其再購買意願？

根據資料分析結果，本研究發現在提供相同優惠幅度的情況下，消費者將對「手機折扣優惠」具有較高之購買意願。但本研究同時亦發現「手機折扣優惠」固然可吸引較多的消費者購買，然而「通話費優惠」卻具有較高之購後使用行為以及再購買意願，且提高「通話費優惠」之優惠幅度時，將可相對提高消費者之購買意願。因此本研究建議業者若能提高此一優惠，相信除了增加消費者之購買意願外，亦能增加其購後使用行為以及再購買意願。此外，本研究亦發現高購後使用行為之消費者，亦具有較高之再購買意願，因此應增加可促進消費者使用行為之促銷活動。

Grant and Schlesinger (1995) indicated that companies could get benefits by three methods. First, attracting new customers to enlarge customer base. Second, motivating customers to use product. Finally, keeping good and stable relationship with customers. In Taiwan, the mobile phone service has been deregulated since 1996. In 2003, the entire market has 24,479,825 subscribers, and its penetration rate is 108.64%. Although almost every service provider has lots of customers, they all face the crux of the declining ARPU (Average Revenue Per User). It means lots of customers wouldn’t use the services, or decrease their usage volume. Furthermore, providers have the difficulty to keep the stable relationship with customers. Toward the above-mentioned phenomenon, there are few studies are conducted integratively. Therefore, this study intends to apply the theories of purchase intention, post-purchase consumption behavior and repurchase intention to integratively examine how promotion programs of service providers affect subscriber’s purchase intention, post- purchase consumption and repurchase intention in Taiwan mobile phone service market.

Firstly, we analyze the current situation of mobile phone service in Taiwan, and use “handset subsidies” and “Fee Bonus”, two of the most popular activities programs, as our research objectives. Then, we develop the research framework and hypotheses based on related literatures. Thirdly, we would conduct two studies to test the research hypotheses. In study 1, we want to investigate whether customers would have different purchase intention for different promotion programs. Study 2 intends to examine whether different promotion programs effect subscribers’ consumption (usage volume) and repurchase intention by collecting data from questionnaire survey and calling data record (CDR).

This study finds that, with the same discount amount, customers would prefer “handset subsidies” to “Free Bonus”. Nonetheless, subscribers with “Fee Bonus” would have higher post-purchase consumption and repurchase intention. Furthermore, we confirmed that increase the discount amount of “Fee Bonus” could increase the purchase intention of “Fee Bonus”. Therefore, We suggested that if service providers could raise the incentive of “Fee Bonus”, it might improve the purchase intention, and the same in post-purchase consumption behavior and repurchase intention.

【中文部分】
江玉琪(民86)，個別產品購買意願、產品價格差異、消費者價格意識及風險接受程度對組合產品購買意願之影響-以行動電話為例，成大交管所，碩士論文。
電信總局(民92)，「2001年行動電話普及率排名、我國行動電話平均通話分鐘數與用戶貢獻度比較」，http://www.dgt.gov.tw。
資策會(民91)，「2002年第二季台灣手機產業之產銷概況分析」，http://www.find.org.tw。
吳萬益、林清河 (民89)，「企業研究方法」，華泰書局。

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