近年來智慧型手機已是科技業產業中重要的產品市場之一,產品種類也花樣百出,許多消費者在智慧型手機消費的過程中會受到自我族群的影響進而影響其購買決定。而智慧型手機現在幾乎人手一支,除了象徵智慧型手機業的蓬勃發展外,也顯示出現代人對於手機的要求已愈來愈多功能且人性化。而對應於智慧型手機市場的激烈競爭,相當然爾產品特性會特別重要。對於智慧型手機業來說,若能了解消費者自我族群意識會發生在購買意願上(例:愛國心較強者會偏好本土產品),智慧型手機業者若能夠透過溝通並滿足不同消費者需求,並在第一時間介紹最符合其需求之產品,將有助於提高顧客購買意願。 本研究之研究方式採問卷調查方式進行,研究對象以曾在智慧型手機購買過程中會受到自我族群意識影響,進而選擇購買本土或國外產品的消費者為主,回收394份有效樣本數,並進行實證分析,證實個人特質會影響消費者自我族群意識,消費者自我族群意識越高,對於本土產品的購買意願會越高,且產品特性對自我族群意識與購買意願之間的關係具有部分干擾效果。
Recent years the smart phone has become one of the most important industries of the technique product market, many consumers would be influenced by consumer ethnocentrism engaging in buying a smart phone. Also everyone owns a smart phone; it’s not only the sign of the development of the smart phone market, but also reveals that modern people demand the function of smart phones. Because the fierce competition in the smart phone market, the product characteristics get important. For the sales of smart phones, if they understand the consumer ethnocentrism influence consumers’ decisions to buy smart phones, they could introduce the most fitness product for consumers and increase sales. This study collects 394 effective questionnaires. The analyzed results confirm that antecedents have significantly effects on consumer ethnocentrism; consumer ethnocentrism intention has significantly effects on consumer purchase intention; product characteristics will moderates the relationship of consumer ethnocentrism and consumer purchase intention.