本研究以分析層級程序法及問卷為研究分析方法,探討影響消費者購買可攜式(Portable)GPS/PND選擇因素之排序和權重,期能找出並歸納其中影響選擇因子,提出台灣在發展GPS科技產品方面的相關建議,以提供業者與消費者更進一步的資訊供其參考。本研究採取兩種不同類型問卷方式,在於瞭解消費者之購買動機,同時,彙整相關選擇因素與其相關資料,第一種問卷設計了消費者之生活型態、購買需求動機與個人基本資料等問題項目;第二種問卷則為AHP型式問卷,依照購買需求動機問項,利用AHP方法求得消費者購買GPS之重視因素。根據研究分析結論,發現「價格」、「操作性」、「外觀」構面為目前台灣消費者購買GPS選擇之主要因素,其次依序為「顯示屏」、「服務」、「基礎性能」、「附加功能指標」、「設計維修」、「物理指稱」、「性能指標」十項構面,而歸納出整體選擇因子則為「道路指示相似度」、「導航功能」、「興趣點豐富程度」、「售後服務」、「電子地圖資料多寡」、「待機時間」、「操作性簡單或複雜」、「DVD/MP3」、「GIS的實時更新」、「運算速度」、「藍芽」、「指示聲音」等前十名,共計四十三項。
Our study utilized Analytic Hierarchy Process (AHP) and questionnaire to investigate the preference and weights of Portable GPS/PND. We intend to find out the selection factors in order to offer advices of developing GPS technology product in Taiwan and provide consumers and manufacturers with further information as their reference. We adopted two-type questionnaires to collect related factors and information; the first type is consumer questionnaire for constructing consumer’s life-type, buying motivation and personal information. The second type is AHP questionnaire for judging attributes from consumer’s buying motivation; so that GPS consumer’s purchase factors can be obtained by AHP method. The results showed that pricing, operation and appearance are main factors for Taiwanese consumers selecting GPS. Secondary factors are arranged in sequence as followed: display screen, service, basic performance, additional function index, maintenance repairs, physics index and performance index. We concluded the integer selection factors are similarity degree of path direction, navigation function, abundance of interesting spot, after service, information amount of e-map, standby time, difficulty of operation, DVD/MP3, update of GIS, arithmetic speed, Bluetooth and direction sound etc. All factors are altogether 43 items.