近年來隨著通訊費率調降、無線網路發展進步及平價化等因素，智慧型手機已融入民眾生活，不僅是通訊工具，也同時反映著使用者的生活風格與型態，並具有形象傳達的功能；透過文獻回顧，本研究以「生活型態」、「生活風格」和「品牌形象」等相關論述作為理論依據，研究目的旨在探討並建構台灣地區智慧型手機使用者的生活風格樣貌，以期對智慧型手機採用現象有進一步了解，並且根據所得結論，提出智慧型手機銷售廠商未來行銷策略上的相關建議。
本研究針對台灣地區消費者以網路問卷的形式調查，共得到有效問卷1085份，以因素分析將生活型態量表萃取出「流行時髦」、「樂活主義」、「積極進取」、「傾慕他國」、「挑戰創新」和「資訊需求」等六大因素；智慧型手機使用者的生活風格量表則可區分出：「擁有手機的渴望」、「設計美感的愉悅」、「享樂主義的體驗」、「特定品牌的偏好」、「個人風格的彰顯」及「流行廣告的吸引」等六大因素；品牌形象量表則有三大因素：「功能型」、「象徵型」和「經驗型」。
本研究經由集群分析將受訪者分為四大集群，依據該集群在生活型態因素、生活風格因素、品牌形象因素及人口變項上的差異與特徵命名，有獨鍾iPhone體驗娛樂的「風格玩樂學生族」、務實堪用不追時髦的「保守穩健踏實族」、愛用國貨排斥韓流的「支持國產創新族」和趕搭熱潮喜愛洋牌的「追求時髦熟女族」，並發現不同生活風格樣貌的消費者間，所偏好的手機品牌有顯著差異。
此外研究亦發現智慧型手機各品牌之間的品牌形象，與不同智慧型手機品牌偏好消費者，在本國中心主義傾向上均有顯著差異。最後，本研究針對不同集群下的智慧型手機消費者，根據本研究所論述之生活型態、生活風格和品牌形象等因素，提出相關行銷建議與策略。 / Smartphone have gained considerable popularity in daily life because of the cheap cell phone plans and the Wi-Fi (Wireless Fidelity) convenience. While many people use smartphone to make and receive calls, a great segment of society has view smartphone as a stylish device conveying the their own lifestyles and personal image. Previous studies show that the lifestyle and the lifestyles of users as well as the brand image of smartphone are the three reasons that guide the consumer choice of smartphone. To understand consumer buying decision process and the factors affecting consumer choice, this study conducted a questionnaire survey to investigate Taiwan mobile users’ habits and preferences.
The survey asked respondents for their smartphone usage behaviors by online questionnaires. One thousand and eighty-five questionnaires were returned. Six factors of the lifestyle scale are extracted by the factor analysis, including pursuing fashion trends, demanding for health and sustainability, proactive for new products, having challenges and creations, and searching for information. Six factors of the lifestyles scale include the desire to own a smartphone, the attraction of the best design smartphone, the experience of pleasures, the preference of brand, and the attraction of commercial. Brand image scales include three factors: Functional, Symbolic, and Experiential.
The respondents are divided into four clusters by the three reasons and the population characteristics, including stylish teenagers, function-orientated consumers, domestic products embracers, and fashion-orientated women. The results showed that four clusters of respondents have significant different preferences between the mobile phone brands.
In addition, the brand images and consumers with different preferences of smartphone brands have significant difference in ethnocentrism tendencies. This study would conclude consumer buying decision process and the factors affecting consumer choice to address the marketing strategies of smartphone.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0994530162 |
| Creators | 王彥荏, Wang, Yen-Jen |
| 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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