數位生活型態的衡量與比較：以台北與上海二地受測者為例

Measure and Compare Individual Digital Lifestyles: Taking Respondents in Taipei and Shanghai as an Example

余強生(Chian-Son Yu) ； 廖芷翎(Zhi Ling Liao)

《創新與管理》 17卷2期 (2021/07) Pp. 29-57

摘要

由於數位科技及其衍生出來服務已滲透到現代人們生活中各色各樣的活動，因此，想要瞭解人們目前的數位生活型態，以便利用消費者的數位生活型態，去制定行銷與產品策略的需求，也越來越大。因此，一些學者開始想建立一個數位化生活型態的量表，以便利用這個量表去衡量現代人們的生活風格，因為他們認為這些量表比傳統的一般生活型態量表，更能有效地描繪出現代人們的生活型態。奠基於此，本研究首先嘗試去驗證Lin（2018）所建立的數位生活型態量表，接著，並針對台北與上海二地的消費者進行問卷調查，嘗試比較影響二地民眾數位生活型態的原因，是否有無不同？本研究經由實際分析317位台北受測者與336位上海受測者，成功地將台北受測者分為4群、上海受測者分為3群，藉由集群分析的比較，本研究探討了一些實務上的意函，希望這些探討可提供給企業或市場行銷人員作為參考。

關鍵字

數位生活型態 ； 量表 ； 台北 ； 上海

並列摘要

Because digital technology and its derived services have penetrated into current people's a variety of daily activities, the needs of using individual digital lifestyles to understand consumer digital lifestyles as well as devising marketing and product strategies have grown up. Accordingly, some scholars like to build a digital lifestyle scale and employ this scale to assess current people lifestyles heavily because the digital lifestyle scale can more accurately profile current consumer lifestyles than traditional lifestyle scale. Motivated by the above, at first this research attempted to empirically examine the digital lifestyle scale presented by Lin (2018). Next, this research conducted investigate consumers living in Taipei and Shanghai by using online questionnaires, and compared the differences of affecting people's lifestyle causes between Taipei and Shanghai. By surveying 317 respondents in Taipei and 336 respondents in Shanghai, this research classified Taipei respondents into four groups and Shanghai respondents into three groups. Through clustering analysis, several practical implications culled from this research may give marketers or firms some valuable clues when promoting digital services or products.

並列關鍵字

Digital lifestyle ； Scale ； Taipei ； Shanghai