隨著行動科技的進步，人們對於行動頻寬的需求也愈來愈大，從過去2G系統到目前3.5G及WiMAX (Worldwide Interoperability for Microwave Access)，這些系統不斷地擴大其行動頻寬，而ISP (Internet Service Provider)業者及電信業者也在構思何種型態之服務才能符合消費者對於頻寬的需求。所以WiMAX技術之發展，固然使得人們對這些廣大的頻寬具有無限之想像空間，而未來應發展何種應用服務組合，仍然值得我們深思。
本研究選用EKB消費者行為模式為觀念性架構，以生活型態變數作為市場區隔之基礎，分析影響大眾消費者使用WiMAX應用服務的因素，以提供相關業者在規劃WiMAX應用服務組合的參考依據。研究發現，集群二為理性購買型，愛好社交、對於價格有認知，並且為人數最多之單一集群，特別重視行動服務導向，表示大眾消費者偏好於WiMAX行動服務；其它族群消費者較重視行動學習導向及行動醫療導向，本研究建議系統業者，可將行動學習服務及行動醫療服務作為未來推動WiMAX服務的核心。

Following the progress of mobile technology development, the demand for mobile bandwidth becomes higher and higher. From 2G system to 3.5G and WiMAX (Worldwide Interoperability for Microwave Access), these systems unceasingly expand the bandwidths. Now the ISP carriers and telecommunication companies are also thinking about what kinds of services are proper to fit the bandwidth. The development of WiMAX technique motivates people’s infinite imagination for these wide bandwidth. Therefore, it is worth to investigate what application service portfolios should be developed in the future.
This research applies EKB model as a conceptual frame and lifestyle variables are used. Market segmentation analysis is conducted to examine the influencing factors of using WiMAX application services. The results show that cluster 2 is the rational purchasers cluster. This is the biggest cluster and people in it love social activities and have perception for price. They especially emphasize on “Mobile-Oriented Service”, which implies that people have preference on WiMAX mobile services. Other clusters all emphasize on “Mobile Learning Service” and “Mobile Care Service.” This research suggests that the carriers could treat “Mobile Learning Service” and “Mobile Care Service” as the core of carrying out the WiMAX mobile services in the future.

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