4G 寬頻應用導入商圈滿意度及忠誠度之研究

4G broadband application into the business district satisfaction and loyalty of the study - Take China Telecom 4G wisdom city plan as an example

本研究以中華電信推展4G寬頻應用智慧城市計劃之商圈業者及持有智慧型手機者為研究對象，選定計畫導入區域對象如台北、新北、桃園、新竹及苗栗等五縣市人潮聚集的主要商圈業者與遊客為抽樣地區，採取分層抽樣的方式，發放206份問卷。研究結果顯示商圈主要以女性且41-50歲的軍公教族群居多，透過差異性分析女性滿意度較高，在年齡的部分年長者滿意度最高，學歷的部分在知覺有用、知覺易用及態度的部分以學歷較低者，平均數較高。迴歸分析的部分，中華電信4G寬頻應用智慧城市計畫導入商圈在知覺有用、知覺易用對於態度是有影響力的，而使用者態度對於滿意度也有影響力，滿意度也會影響消費者的忠誠度。顯示智慧導覽APP的使用能夠正向影響消費者消費行為，促使提升消費者之滿意度以及消費忠誠度。最後根據研究結果，以資通訊科技的角度對4G寬頻於智慧城市中的應用對電信業、科技新創業、傳統產業及政府提出建議，以供參考。

This study is focused on Chunghwa Telecom Intelligent Community Plan and smart phone users. The plan imports into the business districts which includes Taipei City, New Taipei City, Taoyuan City, Hsinchu, and Miaoli. The questionnaires were distributed to toursits by stratified sampling method and returned 206 questionnaires. The result shows that, 41-50 female government employees are the major group, and females and elders have high level of satisfaction by analysis of variances. At the same time, those who have low academic qualifications have high level of perceived usefulness and perceived ease of use. In summary, Chunghwa Telecom Intelligent Community Plan is influencial on perceived usefulness, perceived ease of use, customer loyalty and customer satisfaction. Finally, according to the results of the study, the application of 4G broadband in the wisdom of the city's investment in the telecommunications industry, science and technology new business, traditional industries and the Government to make recommendations for reference.