標題: 我國金融業之智慧型網路服務購買行為研究
A Study on Taiwan Financial Firms' Purchasing Behaviors of Intelligent Network Services
作者: 蘇憲奇
Su, Sheng-Chi
陳光華
虞孝成
Quang-Hua Chen
Hsiao-Cheng Yu
科技管理研究所
關鍵字: 智慧型網路;組織購買行為;金融業者;Intelligent Network;organizational purchasing behaviors;financial firms
公開日期: 1997
摘要: 摘要 智慧型網路(IN)是將電腦資料庫查詢的功能與公眾電話網路結合,使得電信網 路提供通話服務時能更具零靈活性。所以能夠提出許多新的電信服務,包括:080服務、 付費諮詢服務、簡易回覆、電話投票等。本研究以國內金融業者為對象,探討其對於IN服 務的購買行為,藉以供電信業者擬定IN行銷規劃之參考。本研究以Choffray & Lilien之 工業購買反應模式為基礎,構築本研究之操作架構,對金融業者進行問卷調查,探討其對 於IN服務的認知、需要、評估及採用各階段受到何種因素的影響。研究結果發現:組織購 買IN服務的行為會受到資訊來源、IN服務項目、IN服務特性、組織要求、環境限制及組織 屬性等因素的影響。專業刊物為影響金融業者認知IN的最佳推廣方式,金融業者最有興趣 的IN服務是簡易回覆,金融業者最重視的評估特性是售後服務。本研究並依據分析的結果 ,針對金融業者之智慧型網路物購買行為,分別提出認知方面、興趣方面、評估方面及採 用方面之行銷規劃建議。關鍵字:智慧型網路,組織購買行為,金融業者。 Abstract Intelligent Network (IN) is PSTN integrated with computer database que ry technologies . The intelligence in the database makes each call routing mor e flexible . New and advanced services features can thus be offered . This the sis looked into the IN service purchasing behaviors of Taiwan financial compan ies. The objective was to provide marketing and strategic recommendations to t elecommunications carriers . The framework of this study was based on the ind ustrial market - response model of both J. M. Choffray and G. L. Lilien . and proceeds to an questionnaire research for financial firms . It was to analyze how they are affected in the phase of the recognition , interest , evaluation and adoption of IN services .The findings of this research include : the organ izational buying behavior was affected by the following factors : information sources , IN services items , characteristics of IN services , organizational requirements , environmental constraints and company-specific factors . The te lecommunications trade journals are the best ways of promoting to the financia l firms. The financial firms are most interested in the Automatic Recall featu re of all IN services. The most appreciated IN characteristics assessed by fin ancial firms is After-Sales Services . This research recommended marketing str ategies to increase the financial firms' recognition , interest , evaluation a nd adoption of IN services . Keyword : Intelligent Network , organizational pu rchasing behaviors , financial firms .
URI: http://140.113.39.130/cdrfb3/record/nctu/#NT860230002
http://hdl.handle.net/11536/62676
Appears in Collections:Thesis