行動電話消費行為之研究

The Influential Factors of Customer's Cell Phone Purchasing

徐永豐(Yung-Feng Hsu) ； 盧宏益(Hung-Yi Lu) ； 許文姿(Wen-Tzu Hsu) ； 林婷婷(Ting-Ting Lin) ； 郭珊如(Shan-Ju Kuo) ； 孫千雅(Chien-Ya Hsun)

《Journal of Data Analysis》 4卷4期 (2009/08) Pp. 81-118

https://doi.org/10.6338/JDA.200908_4(4).0008

摘要

隨著科技的日新月異，手機不再只是人與人之間溝通的工具，由於附加功能的推陳出新，讓消費者在生活上變得更具依賴性與便利性，也造成手機更換的頻率增加。站在手機開發廠商的立場上，若能了解受消費者青睞的外觀或功能為何，便能依此研發受大眾歡迎的手機來增加公司利潤。本研究針對手機的外觀和功能因素加以探討，資料收集方式採取問卷調查，並利用因素分析、卡方分析與變異數分析來找出消費者購買手機時所重視的外觀與功能因素為何，以提供手機開發廠商未來的決策參考。研究結果顯示，在手機外觀方面，不論年齡、職業或每月平均薪資為何，大部分消費者皆喜歡有質感的手機；在手機價格方面，不論是否含門號，大部分35歲以上受訪者能接受的價格皆為3000元以下，而越年輕的消費者，其價格彈性也越大；在手機功能方面，學生、年紀較輕或每月平均薪資較低的消費者對於手機附加功能的需求性較高，而其他職業類別、年紀較長或每月平均薪資較高的消費者則青睞簡單實用、操作方便的手機。

關鍵字

消費者型態 ； 手機市場趨勢 ； 因素分析 ； 卡方分析 ； 變異數分析

並列摘要

With the rapid advance of technology, cell phone today serves much more than the communication tool among people. Due to its multiple functions that have been updated every day, cell phone has made people's life more convenient than it was before, and people buy new cell phones with more functions more frequently than they did. From the cell phone manufacturers' point of view, if they are able to understand what function and what appearance consumers prefer for their cell phones, they can develop new cell phones basing on consumers' preference and increase their profit.Thus, this research is aimed to investigate the appearance and function factors of cell phone. Data was collected through questionnaire survey, and analyzed with factor analysis, chi-square analysis, and analysis of variance. It is hoped to identify the appearance and function factors that would influence consumers' cell phone purchasing behavior and the finding of the study could offered as reference for the cell phone manufacturers.The results showed that in the appearance factor of cell phones, most consumers prefer cell phones with high quality look. In the price factor, no matter if there is a cell phone monthly plan attached, most of the subjects who are over 35 years old can only accept the cell phone price to be under three thousand dollars, and the younger the consumers are, the more flexibility they have with the cell phone price. As for the function factor, it was found that students, young consumers, or consumers with low average monthly income show higher requirement for the function of cell phone, and consumers in other occupation categories, older consumer, or consumers with high average monthly income prefer simple, practical, and easy-operated cell phone.

並列關鍵字

consumer type ； trend of cell phone market ； factor analysis ； chi-square analysis ； variance of analysis

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