生活型態與市場區隔之研究─以智慧型手機消費者為例

隨著科技的進步，可攜式電子產品使用越來越便利，因此消費者使用率亦更普遍，而這其中以智慧型手機的普遍性最高，市場已朝人手一隻的趨勢發展。現在隨時隨地皆可看到所謂的「低頭族」，路上可發現各式各樣品牌、款式及功能的智慧型手機。同時可發現人們的生活型態及方式也產生了變化，進而改變民眾的食、衣、住、行、娛樂方式。而業者也感受到新商機及新型態行銷方式的可能，而如何了解消費者的喜好及需求並推出消費者內心所想要的手機樣式亦更加重要。本研究利用Plummer(1974)提出的生活型態與市場區隔理論為基礎，根據AIO變數，活動(activity)、興趣(interest)和意見(opinion)來衡量與萃取相關因素，同時以人口統計變數交叉分析，期望得到各集群消費者的特性與喜好。研究範圍以大台北地區使用過智慧型手機之金融從業人員為主要抽樣母體，採以便利抽樣方式對目標對象抽樣，共發出問卷350份，回收份數300份，有效問卷共259份。最後經過討論、歸納與分析後，利用生活型態與人口統計變數等理論分析，分析萃取出五個生活型態因素及三個生活型態群集群。提出結論與建議以供電信及行動電話製造相關業者選定目標市場及制定行銷策略之參考。

關鍵字

智慧型手機；市場區隔；生活型態

並列摘要

As technology advances, the use of portable electronic products is becoming more and more convenient. Consumers purchased personal portable electronic equipment such as smart phones is common and widespread. There is a plethora of smart phone manufacturers to choose from all with a wide array of features and functions that have begun to change our lifestyle little by little. Technology is become so integral to everyday life that it is now uncommon to come across a person that does not own a cell phone. Everywhere you look all eyes are glued to the screen of some media device. People’s basic needs such as, clothing, housing, transportation, education, and entertainment, has grown to include a media device. This has been a boom for telecommunication companies and dealers. They know and understand the possibility of new business opportunities and new types of marketing, Manufacturers realize that they must be appeal to the consumer's wants and preferences focusing and targeting younger consumers. The study based on Lifestyle and Market Segmentayion Plummer (1974), according to the AIO variables, (activities, interests and opinions) to measure and extract the relevant factors. By using Demographic Variables Cross-analysis expect to gain the consumer’s characteristics and favorites. The samples of the study are drawn from the financial practi-tioners using smart phones , Convenience sample of 350 questionnaires were issued a total of 259 valid questionnaires wear collected. After analysis five lifestyle factors and three lifestyle clusters are extracted . Finally the selected target market for telecommunications and mobile phone manufacturing industry are to develop their marketing strategies.

並列關鍵字

SmartPhone ； MarketSegmentation ； LifeStyle

參考文獻

•白滌清（2007），譯消費者行為，華泰文化。

•Andreasen,A. R.(1967),Leisure, mobility & lifestyle patterns. Proceedings of American Marketing Association Conference, Chicago, USA,pp.55-62.

•Blattberg,R.C.,Sen,S.K.(1974),”Market Segmentation Market Segmentation Using Models of Multidimensional Purchasing Behavior”, Journal of Marketing,Vol.38,pp.17-28.

•Blattberg,R.C,Sen & S.K.(1976),“Market Segmentation Analysis,” Journal of Marketing,pp.67-76,Vol.40,Oct.1976.

•Hawkins,D.I.,Roger J.Best & Kenneth A. Coney(1992),Consumer

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生活型態與市場區隔之研究─以智慧型手機消費者為例

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