台灣於2005年10月15日正式啟用行動號碼可攜服務。我國電信市場進入完全競爭市場,對行動通訊服務業者造成不小的衝擊。行動號碼可攜服務業務牽動電信業者的市場重新劃分,已經被行動通訊業者視為市場競爭中相當重要的一項指標。如何在行動號碼可攜服務中獲得最大的優勢更是台灣行動通訊業者積極在思考的問題。過去電信服務相關的研究多著重於消費者如何選擇電信服務業者,較少有實施行動號碼可攜服務後的消費行為研究。本研究的研究目的在探討不同的號碼可攜服務轉換動機如何影響行動號碼可攜服務的消費行為。不同的轉換動機如何影響行動號碼可攜服務後的顧客忠誠度。是否會因為消費者特性不同,轉換動機對號碼可攜服務的消費行為的影響程度也會有所不同。
本研究針對台灣實際申請行動號碼可攜服務成功的用戶,進行電訪問卷的調查。藉由研究結論提供實務上的建議給電信服務業者做為推動行動號碼可攜服務的參考。根據分析的結果,本研究發現轉換動機來自於服務品質要求、電信公司的品牌認同及對電信資費重視程度。

The Mobile Number Portability (MNP) policy was launched on Oct 15th, 2005. Thereafter, the telecom market in Taiwan entered a new era of hyper competition which impacted the involved firms. This policy resulted in the
reallocation of market shares which is one of the key performance indicators in competition. Consequently, telecom operators strive to gain competitive
advantages in light of the MNP policy. Although there are studies done on how consumers choose the telecom service providers in light of the MNP policy, rare are done on how MNP influences the true consumption behavior. This research aims to investigate the consumer behavior attributed to the MNP policy. We in particular explored the motivators that affect consumer’s loyalty. Besides, the above investigation was conducted with respect to different consumer characteristics to show their impact degree.
Telephone survey was conducted on telecom services subscribers. The
research result will provide invaluable insights to mobile operators in Taiwan.
The research results show that the key affecting factors for consumer switch are attributed to the quality of service, brand value of operator and sensitivity to the tariff.

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