目前台灣的行動電話普及率已達100%，在競爭激烈的電信市場中，各家電信業者為吸引用戶，紛紛推出各項優惠的費率方案，像是手機優惠、贈送通話費等，這些促銷方式對用戶的吸引力，是否能影響其月租費的選擇為本研究最主要的議題之一，而除了業者的行銷手法外，用戶本身的因素，如費率選擇偏見、價格意識與行為慣性也納入考量。　

　　當用戶開始使用行動電話服務，不同程度的月租費導致用戶有不同的沉沒成本與知覺單位成本，是否會進而影響其使用量，而不同價格意識與行為慣性的用戶是否在使用量的變動上也有所差異？若每個月支付的實際金額超出月租費，用戶會有何反應？本研究探討使用量超出月租費的金額是否影響用戶知覺公平，且進一步衡量用戶價格滿意度與保留意願為何。

　　為探討上述問題，本研究參考相關文獻設計問卷，利用獨立樣本t檢定與迴歸方式驗證各項假設，問卷採用紙本與網路兩種方式發放，有效樣本數為 334份，本研究所得之重要結論如下：

(一)業者的促銷方案對用戶選擇月租費的影響程度不大
(二)有較高費率選擇偏見的用戶，會傾向選擇較高的月租費；而價格意識較高的用戶，會選擇較低的月租費
(三)行為慣性較高的用戶，使用量超過月租費的金額會比慣性低的用戶更低
(四)使用量超出月租費金額較低的用戶，其知覺公平較高，且進一步影響其價格滿意度與保留意願　　

　The rate of penetration on mobile phone has been over 100 percent in Taiwan. Due to fierce competition, service providers who want to attract customers have some popular promotion programs like handset subsidies and fee bonus. One of the purposes of this study is to examine which determining factors are more important for customers choosing a rate plan which include providers’promotion programs and the customers’own factors such as tariff choice bias, price consciousness and action inertia.

　Would different rate plan influence customers’usage by the different sunk cost and unit cost when customers begin to use the service? Would customers’price consciousness and inertia influence their usage? This study is going to discuss and examine the influence on perceived equity when the payment of usage exceed customers’rate plan, by which to determine customers’price satisfaction and retention. The Independent Samples T Test and Linear Regression are used to analyze the data which collected by the questionnaire. Following are the major findings of this study：

(1)The effects of promotion programs on choosing rate　plans are slight.
(2)Customers who are affected by tariff-choice biases will choose higher rate plans and customers who are conscious at prices will choose lower rate plans.
(3)The action inertia will influence customers’usage.
(4)Customers’perceived payment equity will be higher when their payment is close to their rate plan which will affect their price satisfaction and retention.　

【網站部分】
Gartner，http://www.gartner.com/
中華電信網站，http://www.cht.com.tw/
台灣大哥大網站，http://www.taiwanmobile.com/
遠傳電信網站，http://www.fetnet.net
威寶電信網站，http://www.vibo.com.tw/
國家通訊傳播委員會，http://www.ncc.tw/
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汪美香、葉桂珍（民92年）。年輕網路族對網站特性之認知與網路購物意圖之關連性研究。資訊管理展望，5 (1)，19-44。
陳順宇，「多變量分析」，華泰書局，2004。
榮泰生，「SPSS與研究方法」，五南書局，2009。
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