生活型態與知覺風險對於消費者行為影響之研究－以數位相框為例

隨著數位相機及照相手機出貨量與日俱增，數位相片的周邊應用商品從相片印表機轉換至數位相框。數位相框產品功能及特性多元且生命週期短，市場變動快、競爭激烈且不確定性高。面對此一高風險的市場特性，消費者在購買此產品時，在消費行為與一般商品有顯著不同。本研究針對大台北地區（台北縣、台北市、桃園縣）的數位相框消費者，分析生活型態與知覺風險對於消費者行為影響發現：一、受訪者對於購買目的與購買管道之重要性評比在大部份之區隔變項中較無顯著的差異，此可能由於數位相框之產品生命週期較短，消費者必須不斷的適應新產品，且需要獲得較多專業知識及售後服務，因此必須採用專業化程度較高之購買管道。二、由知覺風險群在購買目的、資訊來源與購買管道上均無顯著差異。亦即其購買必存在有一些目的，而以產品與此目標配合，並以達成的程度來衡量其可接受的目標水準。

關鍵字

數位相框；生活型態；知覺風險；消費者行為

並列摘要

With the increasingly growth of the production of digital camera and camera phone, the peripheral applied commodities of digital photos has changed from photo printer to digital photo frames. Digital photo frames have multiuple functions and characteristics, and they have short life-cycle, rapid changes in markets, high competition, and high uncertainty. Facing the characteristics of high risk market, when consumers purchase digital products, their purchase behavior is remarkable different from purchasing general comodity. This study is aimed at the consumers who purchased digital photo frames in Greater Taipei Area (in Taipei County, Taipei City, and Taoyuan County). The study analyzes the influence from lifestyles and perception risk as regard to consumer behavior, and then finds out that: 1. There is no significant difference in most of segmentation variables from narrators with regard to the importance rating between purchase purpose and purchase channels. The reason might be the shorter life-cycle of digital frames that customers have to continuously adapt themselves to the new products and need more professional knowledge and after-sales service that they have to choose a more professional purchase channel. 2. There is no significant difference among purchase purpose, information sources, and purchase channels by perception risk group. That is, the purchase must be accompanied with some purposes which some purposes could couple with, and this study uses achived level to meansure the acceptable target levels.