我國的行動通訊業者，面臨市場與法規面的挑戰，營收逐漸不如預期，而根據國外經驗，透過數據服務提升每用戶平均貢獻值(Average Revenue Per Unit; ARPU)，是提升營收的有效做法。3G是提升ARPU的最佳工具，因此得知顧客對3G電信服務屬性的偏好，對於增加3G用戶與從其他業者處爭取客戶有極大幫助。本研究目的為探討顧客對3G電信服務屬性的偏好以及各3G電信服務屬性的願付價格(Willingness to Pay; WTP)。本研究利用實驗設計的方式設計問卷，以獲得受訪者屬性偏好之資訊，並使用沒有IIA限制的混合羅吉特模型進行實證分析，樣本是於台南市區蒐集共344份問卷，包含1376次有效實驗。
結論顯示費率對於顧客偏好有負面之顯著影響，而固定數量免費簡訊、行動電視以及NFC服務對於顧客偏好有正面之顯著影響，而消費者對於行動電視屬性偏好異質性相當高，對其餘屬性則無顯著之異質性；在WTP校估結果中顯示，固定數量免費簡訊之WTP為3.22元，行動電視WTP為848元，但不同消費者之WTP差異相當高，NFC服務之WTP為902元。因此建議3G服務業者可以推行顧客有正向偏好的服務，也可以將2G與目前3G服務，以及未來將推行的3G服務，整合設計各種不同的方案，以吸引更多的顧客。

Mobile telecommunication service providers in Taiwan face challenges from the market and the regulations, and the revenues of them gradually not as good as expected. According to foreign experiences, through data services to increase Average Revenue Per Unit (ARPU) of subscribers is the valid approach to increase revenues, and 3G services are the effective tools in increasing ARPU. Therefore, knowing customers’ preferences to 3G services has great assist to increase and win subscribes over other providers. The objectives of this research are to investigate the 3G services preferences of customers and the willingness to pay (WTP) of service attributes. This research apply the experiment design in the questionnaire to obtain the information about respondents’ preferences on the attributes and carry the empirical analysis result out by applying mixed logit model without IIA restriction, the sample was collected in Tainan city and includes 344 valid questionnaires and 1376 valid experiments.
The result shows price is significantly negative for comsumers’ preference, SMS, mobile TV and NFC service are significantly positive for comsumers’ preference. Comsumers’ preference for mobile TV has high heterogeneity and no significantly heterogeneity for other attributes. In WTP estimation result, the WTP for SMS is NT 3.22 dollars, mobile TV is NT 848 dollars but the difference between consumers is quite high, and NFC service is NT 902 dollars.As a result, we suggest 3G service providers could carry out 3G services with positive preferences for comsumers, and design various rate programs include 2G, 3G, and future 3G services with positive preference for 3G subscribes to attract much more customers.

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