在這科技飛騰的時代，智慧型手機使用日益普及，根據eMarketer於2016年公布台灣使用智慧型手機人口佔總人口73.4%，相較於新加坡71.8%與南韓70.4%的使用率，此比率高居全球之冠，各行業該如何運用智慧型手機市場為自己駐足的行業開創佳績，成為現今人們廣為關注的話題。
本論文研究所用之資料取自「科技部傳播調查資料庫第一期第三次（2014）：媒體的娛樂與社交功能」一般民眾（18 歲以上）之問卷資料。首先對樣本基本資料結構與特性進行描述，接著將智慧型手機使用的相關題項找出，並進行因素分析找出因素構面作為分群變數，藉由兩階段分群法進行分群，探討其各群間相關之特性與智慧型手機使用之目的。爾後從性別、年齡與教育程度等基本人口變項進行分析，進一步了解不同人口基本結構智慧型手機之使用目的之差異情形，並將「網路素養」、「社交媒體」等相關題組進行因素分析，萃取出重要共同因素後並予以命名，以探討不同媒體社交功能使用情形與智慧型手機使用目的之相關性，最後將人口基本結構與共同因素視為變數，分別採用CART、C5.0、QUEST與CHAID四種決策樹分析方法對「集群一」、「集群二」智慧型手機高度使用者進行模型之建構，使各行業可針對欲探討之集群提出行銷方針。 / With the rapid development of technology, the Internet and mobile phones play an important role in our lives. According to eMarketer 2016, 73.4% of Taiwan's population use smartphones, compared to 71.8% in Singapore and 70.4% in South Korea , Taiwan tops the list of the world. How to create success by using smartphone market is an important issue today.
The data used in this thesis was taken from the Ministry of Science and Technology Survey in 2014. The survey topic was media entertainment and social functions, based on general public who are 18 years old or older. First, the structures of the sample are described. Next, we extract factors by using factor analysis. The factors are used as the cluster variables. This study uses two-stage method to cluster and explore characteristics of the relevant groups for the smartphone usage. Then, we analyze demographic variables to understand different populations of smart phones usage, and extract common factors of "Internet Literacy" and "Social Media" by using factor analysis. Finally, the basic structure of the population and the common factors are used to classify smartphone users, which helps to provide marketing guidelines.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0104354008 |
| Creators | 蔡儀君, Tsai, Yi-Chun |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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