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標題: An Empirical Study to Explore the Relationships between Diffusion of Innovations and Customer Values on Taiwan''s Mobile Communication Companies
作者: Hu, Ke-Jen
關鍵字: 行動通訊;mobile communication;顧客價值;功利性價值;快樂性價值;創新擴散;顧客忠誠;集群分析;customer values;utilitarian;hedonic;diffusion of innovation;customer loyalty;cluster analysis
出版社: 科技管理研究所
關鍵字: 行動通訊, 顧客價值, 功利性價值, 快樂性價值, 創新擴散, 顧客忠誠, 集群分析

According to the researches of the FIND (Focus on Internet News & Data )in Taiwan, at the end of June 2003, the number for mobile communication users had reached to 25.27 millions, and the density of the mobile communication users also had become the No.1 in the world. Therefore, how to take good advantage of the mechanism the mobile communication brings to us has been a key factor to the competitive advantage for today's business that invest in the mobile communication.
Recently, although customers' preferences of new products had changed a lot, the value they perceived and cared can be classified into two main categories: the utilitarian and hedonic values. According to the past decades, the customer values have positive effects on the customer loyalty. So, this study intends to find out how to structure the customer retention mechanism to enhance the customer loyalty.
The diffusion of innovations model can be used to categorize your customers for consuming the high-technology products into five parts: innovators, early adopters, early majority, late majority, and laggards for the
Therefore, to get a representative result in the purchasing mode of cell phone in Taiwan, a survey of cell phone user was conducted and a convenience sampling method was used. This study uses cluster analysis to categorize the customers according to the diffusion of innovation. To examine the moderating effects of the early market, early majority, late majority and laggards, this study tests it through GLM (General Linear Model) with univariate analysis using customer loyalty as the dependent variable and a specific customer value as a predictor.
The results show that the functional value has a greater impact on customer loyalty for the customers in the early market than early majority and late majority; the hedonic value has a greater impact on customer loyalty for the customers in the early majority than early market and late majority; the price has a greater impact on customer loyalty for the customers in the late majority than early market and early majority.
Key words: mobile communication, customer values, utilitarian, hedonic, diffusion of innovation, customer loyalty, cluster analysis
Appears in Collections:科技管理研究所

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