Tuesday 20th of February 2018

Characteristics of Global Calling in VoIP services: A logistic regression analysis

Thanyalak Mueangkhot, Julian Ming-Sung Cheng and Chaknarin Kongcharoen

We investigate the characteristics of Voice over Internet Protocol (VoIP) services in Taiwan that influence Global Calling choice, by comparing Bayesian and Maximum likelihood estimates. The results will assist operators in setting their services. The sample data are 573 sales transactions using prepaid cards issued by Taiwanese e-retailers. The dataset contains individuals who placed recommendations in 2011-2013, which are representative of the actual market. Global Calling is defined as a critical characteristic selected by consumers. Data are analyzed by logistic regression of the two approaches. The study shows that the odds ratio of Global Calling is suitably modeled by the Bayesian approach. Collectively, the results show that the key characteristic of VoIP service is the price per month and Taiwanese landline calling. Taiwanese landline calling exerts the greater positive effect on Global Calling choice. The study then discusses the implications of VoIP operator selection, focusing on Taiwans local call market.

Keywords: Characteristic of VoIP, Logistic regression, Bayesian estimation, Maximum Likelihood estimation, Global Calling.

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Thanyalak Mueangkhot
Thanyalak Mueangkhot received her M.B.A in Faculty of Liberal Arts and Management of Kasetsart University, SakonNakhon campus, Thailand, in 2005. She is now a graduate in Department of Business Administration of National Central University. Her main research interest is service marketing, green marketing, and Internet Technologies.

Julian Ming-Sung Cheng
Julian Ming-Sung Cheng is an Associate Professor of Marketing in the Department of Business Administration, National Central University, Taiwan. His current research interests include marketing channels, international branding, global marketing and internet marketing. His papers have appeared in Journal of International Marketing, Industrial Marketing Management, Journal of Business and Industrial Marketing, Journal of Advertising Research, International Journal of Market Research, Journal of Product & Brand Management, Journal of Marketing Channels, Asia Pacific Journal of Marketing and Logistics and so on.

Chaknarin Kongcharoen
Chaknarin Kongcharoen received his M.Eng in Computer Engineering in Faculty of Engineering, Suranaree University of Technology, Thailand, in 2006. He is now a graduate in Department of Computer Science & Information Engineering, National Central University. His main research interest in data mining, web mining, software metric and e-learning. His papers have appeared in KMITL Science and Technology Journal.

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