以聯合分析法研究旅客的國外電信網路服務選擇因素

A studying the factors of passengers' choice of foreign telecommunication network services by conjoint analysis

本研究探討旅客國外旅遊時選擇電信網路服務考量的因素，我們運用聯合分析法分析電信網路服務各屬性水準對不同集群旅客之選擇影響，進而提供電信服務商在行銷時參考，本研究結果顯示：1. 旅客在使用上網服務與選購上網服務時，心理層面上對產品屬性重要性的選擇是不同的，當在使用上網服務時，認為「收訊品質」是最重要的，但在選購產品時，會以「每日上網費用」先做考量。2. 對於使用「國際漫遊」、「當地sim卡」及「wifi分享器」上網的不同集群的旅客，對於產品屬性的重要性明顯不同，使用國際漫遊上網的旅客，最重視的是「收訊品質」；使用當地sim卡上網的旅客，最重視的是「每日上網費用」，使用wifi分享器上網的旅客，最重視的是可提供多人連線的「附加功能」。

This study explores factors that travelers consider when choosing a telecommunications network service when traveling abroad. We use the joint analysis method to analyze the impact of each attribute level of telecommunications network services on the choice of different cluster passengers, and then provide telecommunications service providers with reference when marketing. The results of this study show:When using internet services and purchasing internet services, passengers have different psychological choices about the importance of product attributes. When using internet services, they believe that ''reception quality'' is the most important, but when purchasing products, the ''Daily Internet Fee'' will be considered first.For passengers of different clusters who use ''international roaming'', ''local sim card'' and ''wifi sharer'' to access the Internet, the importance of product attributes is obviously different. For those who use international roaming to access the Internet, the most important thing is ''reception'' ''Quality''; passengers using the local sim card to access the Internet, the most important thing is the ''Daily Internet Fee'', passengers using the wifi share device to access the Internet, the most important thing is to provide multi-person connection ''additional functions.''