影響消費者採用創新數位產品之因素---以整合式手機為例

A Study on Factors of Affecting Consumers Adopting Innovative Digital Products: Take Converged Phone as an Example

蔡俊賢(Chun-hsien Tsai)

指導教授 ： 周惠文

國立中央大學/管理學院/資訊管理學系碩士在職專班/碩士(2007年)

摘要

整合式手機結合了通訊與PDA 運算能力，使得消費者在手機上也能擁有商務及娛樂功能。隨著3G 及無線網路頻寬的增加，手機業者結合系統業者提供各項嶄新的軟、硬體服務，讓整合式手機市場逐漸壯大，也為通訊產業帶來龐大的商機。根據研究機構IDC 的研究資料指出，2006 年全球的整合式手機年成長率為57.88%，顯示整合式手機市場仍具有高度成長性。因此對手機業者來說，分析消費者對整合式手機所採用的因素及其看法是進入市場的重要依據。

本研究透過調查消費者對整合式手機的採用與否，希望了解其對整合式手機採用時所考慮的因素。在生活型態變數中以四個生活型態因素(流行時髦、傳統節儉、廣告傳播及衝動購買)從消費者中區隔出三種集群(衝動型、保守型及中庸型)，並與人口統計變數透過卡方檢定、變異數分析及區別分析來檢定各消費集群對於創新產品的看法及實際購買行為是否具有顯著差異。

研究結果顯示，不同消費集群對於創新產品的看法及其實際購買與否並不相同，因此手機製造商必須針對不同需求進行不同的開發及行銷，才能區隔出不同消費者的需求。本研究並歸納出下列四點建議提供業者在開發及行銷時的參考：1. 降低成本及售價；2. 區隔市場；3. 開發殺手級應用；4. 及時進入市場。

關鍵字

整合式手機 ； 市場區隔 ； 創新採用

並列摘要

The converged phone combines the benefits of telecommunication and functionsof PDA, it enables consumers satisfy in their business and entertainment needs at one
go. Following the growth of 3G technology and wireless broadband services, the mobile phone industry players have started to join force with broadband system industry. Based on a research study conducted by IDC, the growth rate of converged phone market in 2006 was 57.88%. It indicates that there is still room for rapid growth for this market.

Based on the study, there are 4 lifestyle factoring (trendy, moderate, advertising and compulsive buying), and the author groups the consumers into 3 different categories (compulsive buyers, protective buyers and moderate buyers). In addition, with the Demographical Description , Chi-square, ANOVA, T-test, Discriminate Analysis, play a decisive influence on analyzing consumers’ opinion and buying decision.

Study results showed that different consumer segmentations tend to have different tastes and buying needs. Based on the present study, 4 recommendations were derived to mobile provider in developing and marketing their products: 1. Cost
down and price reduction; 2. Market segmentation; 3. Development of killing applications; 4. Market penetration on the right timing.

並列關鍵字

Market segmentation ； Innovation adoption ； Converged phone

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