行動商務之有效市場區隔及區隔基礎研究

Exploring Effective Market Segmentation and Segmentation Bases for Mobile Commerce

陳亭羽(Ting-Yu Chen) ； 黃士芸(Shih-Yun Huang)

《經營管理論叢》 4卷2期 (2008/12) Pp. 97-126

https://doi.org/10.6872/OMR.200812_4(2).0005

摘要

行動商務市場結合網際網路的跨地域性、互動性、多媒體特性與手機的個人化、隨時隨地，可能導致舊有市場區隔不再適用於行動商務市場，且現今對於行動商務市場的市場區隔變數缺乏深入探討，故本研究目的為探討行動商務之市場區隔，利用問卷為研究工具，採調查法進行實證研究，並使用卡方檢定法分別來檢定人口統計、心理層面和行為變數區隔變數對使用型態變數之差異分析，且為了要證實結論之強健性，本研究將再利用單因子變異數分析、Kruskal-Wallis H檢定及相關分析來檢定各區隔變數對使用行為變數是否有顯著差異。研究結果發現，若欲以單一變數暸解較多消費者行為差異，以達到市場區隔的目的，仍以「性別」與「年齡」為較佳的市場區隔變數。個別市場區隔討論方面，性別、年齡、職業、家庭人數、家庭生命週期、居住地點、星座、利益追求，都可作為品牌市場區隔變數。年齡可做為價格市場區隔變數；職業可做為使用行為市場區隔變數；年齡、職業、月平均收入、居住地點、星座上網與否、上網時數可做為訊息來源市場區隔變數；教育程度可做為未來市場潛力的市場區隔變數。本研究之結論以提供最佳市場區隔變數，使未來有意進入行動商務市場之經營者，有較客觀的資訊及參考模式。

關鍵字

市場區隔 ； 行動商務 ； Kruskal-Wallis H檢定

並列摘要

Mobile Commerce combines the characteristics of Internet like cross-region, interaction, and multimedia; and characteristics of cell-phone including individualization and convenience, may cause the old segmentation variables to be unfit in the new market. Currently it lacks deep discussion for segmentation variables in Mobile Commerce, so the purpose of this research is to find the valid segmentation variable in the Mobile Commerce market. It utilized the questionnaire as an empirical study and also utilized Chi-square to assay the differences of the demographical, psychological and behavior aspects respectively in using behavior variables. In order to verify that the conclusion is strong, this researcher utilized the ANOVA analysis, Kruskal-Wallis H analysis and Correlation analysis to show if there are significant differences of buying behaviors in different market segments. The research discovered that if want to find out more consumer behavior differences with the single variable, the best segmentation variables are ＂age＂ and ＂sex.＂ Sex, age, occupation, number of people of family, family life cycle, place of residence, constellation, interests, can also be market segmentation variables respectively. The age can be the price segmentation variable; the occupation can be the behavior market segmentation variable; the age, occupation, average monthly income, place of residence, constellation, accessible to Internet, and the hours of surfing the Internet can be the source market segmentation variable. The level of education can be the market segmentation variable as the future market potential. This research conclusion summarized the best market segmentation variable in order to provide marketers an objective reference.

並列關鍵字

Market Segmentation ； Mobile Commerce ； Kruskal-Wallis H analysis