隨著時代與科技的進步,人們的交流方式產生巨大的轉變,透過通訊科技的推陳出新,現代人能輕鬆地透過智慧型手機來傳遞訊息。然而消費者在使用智慧型手機之考量因素並不相同,可能是受到品牌、價格、他人建議、需求或從眾行為之影響,根據調查顯示,超過75%的消費者會透過搜尋產品評價以及資訊做為選擇的參考依據,消費者容易受到參考群體之影響。由此可知,消費者為減少購物風險會參考別人的意見,甚至出現模仿他人的行為,也就是從眾行為的產生。因此促使本研究探討從眾因素對消費者知覺價值之影響,並且知覺價值對於消費者之從眾行為是否有中介效果,以台灣消費者為研究對象,共回收384份有效樣本,並使用SPSS與AMOS統計軟體進行實證分析,結果發現從眾因素會部分影響知覺價值並影響從眾行為。 研究結果顯示,同儕對品牌的支持、團體吸引力以及團體壓力情況下的從眾因素,顯著影響消費者對於智慧型手機的知覺價值,並且在高的知覺價值下,也會有較高的從眾行為發生;而追求流行因素對於知覺價值無顯著影響,推測可能是因為現在流行資訊過多,流行元素常常來的快去得也快,而選擇智慧型手機通常會經過比較,也會考慮是否符合自身需求,因此追求流行並不會影響到消費者對於智慧型手機的知覺價值。而個人自信程度對於知覺價值無顯著相關,推測是因為當個人對於智慧型手機的了解有相當程度的自信時,較不會受到社會大眾及週遭群體對產品的知覺影響,對於產品的品質績效也較有自己的一套見解,因此個人自信程度對於知覺價值無顯著影響。
With the progress of the times and technology, the way of communication had tremendous change. People can send messages by the smartphone through innovation of the communications technology. The smartphone penetration will reach 67% in Taiwan. All the company hope to grab market share. However, the company wants to success under the gradually rising of consumer awareness which need to understand the potential needs of customers. Consumers considerations of using smartphones are not the same, may be subject to brand, price, others suggested demand or the impact of conformity. According to the survey, more than 75% of consumers would be affected by product reviews and information when need to choose the product. In the other word, consumers will reference to the views of others to reduce risk. This behavior is called “Conformity”. This study focuses on the smartpfphone, analyzing whether the conformity characteristics would lead to the perceived value, and the conformity would occur to consumer by perceived value. This is an Empirical study. We distribute questionnaires who ever used smartphone. This paper recouped 384 questionnaires to analyze it with SPSS and AMOS. The result show that the peer support for brand、attractiveness and group pressure situation significant affect consumer perceived value. The behavior of conformity significant be affected by consumer high perceived value.