隨著台灣行動電話市場的飽和，各家業者已逐漸將焦點從吸引新用戶申辦門號轉移至提昇舊有用戶的通話量為主，業者為了提昇用戶的通話量，近來紛紛推出新的月租費率方案。但業者所提供多樣的月租費率方案對用戶通話量是否有實質的影響，將是值得深思的問題。因此對用戶而言，月租費率的高低，以及在不同的通話時段或不同通話對象撥打行動電話是否會直接影響其通話量？此外，業者針對高月租費率、深夜減價時段與網內互打皆較低月租費率、一般時段與網外互打提供較低的通話價格，是否用戶能知覺到其通話費率上的差異？當用戶知覺到此通話費率的差異，是否對通話量造成影響？又用戶是否使用不同的月租費率會透過價格知覺間接影響其通話量？
為探討上述的問題，本研究利用學生的通話明細其每通的通話記錄探討月租費率、通話時段與通話對象對實際通話量的影響，並再搭配問卷調查的方式，將用戶實際使用行動電話行為與用戶內心所認知的行為到相互比較，以驗證內心的知覺與實際使用行為的差異為何。本研究所得之重要結論如下：
(1) 採用高月租費率的用戶其通話量較採用低月租費率者來的高。
(2) 同一受測者其網內互打平均通話量較網外互打高；於深夜減價時段撥打行動電話的平均通話量較一般時段高。
(3) 受測者使用不同的月租費率會透過價格知覺間接影響通話量。
(4) 通話對象之價格知覺高的受測者有較高的通話量；但通話時段之價格知覺的不同對通話量並不產生影響。

Lately, the growth of the market is getting slower in Taiwan’s mobile telecommunications industry. The operators focus on increasing existing subscribers’ usage volume gradually rather than attracting new subscribers. In order to raise usage volume, operators issue new monthly fee programs. However, do these monthly fee programs work? It should be deeply examined.
For subscribers, do different monthly fees, call periods and call receivers directly have impact on subscribers’ usage volume? In addition, we want to know whether price perception is influenced by monthly fees, rate periods and call receivers. In this study, we wonder whether that subscribers can perceive price differences. If they perceive it, does it have influence on usage volume? And is the unit cost a key factor mediating between monthly fees and usage volume.
In order to answer the mention above questions, student’s CDR (Call Detail Records) will be used to analyze. Besides, we also collect questionnaire data to compare subscribers’ perception differences with real behaviors. The major findings of this study are as follows：
(1) Subscribers’ usage volume will increase by monthly fee.
(2) The volume of intra-network calls is higher than regular calls and that of the volume of special hour calls is higher than peak hour calls.
(3) Different monthly fees influence usage volume indirectly through subscribers’ effects on price perception.
(4) The call receiver’s price perception will increase usage volume, but the call period of price perception does not have significant impact on subscribers’usage volume.

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