近年來有許多的商家與台北智慧卡公司合作以提供悠遊卡更多的功能,使消費者生活更加便利。但是縱使悠遊卡現已增加許多的延伸性功能,消費者對悠遊卡這些功能的使用意願有多高呢?此議題乃為本研究欲探討的重點。 本研究以EKB 理論與Rogers的創新擴散模型為消費者採用決策之基礎,配合Holak新產品採用模式,做為創新採用之研究架構;此外,本文以生活型態將悠遊卡消費者市場作市場區隔,以利未來擬定行銷策略之參考。本文以大台北地區為研究範圍,研究對象則是使用過悠遊卡之一般消費者。在分析方法方面,運用統計軟體 SPSS 12.0,首先利用因素分析對生活型態變數進行資料縮減,再以集群分析法進行市場區隔,之後以變異數分析與卡方檢定等方法檢定各項研究假設。 從研究結果發現,悠遊卡消費者可透過生活型態變數進行有效的市場區隔,共分為「流行時尚群」、「精打細算群」、「審慎購買群」及「理性實用群」四個消費市場。各集群在人口統計變數上,性別、職業、每月可支用所得上有顯著差異;在採用決策過程變數上,產品知覺、資訊來源、功能看法、產品興趣、內容偏好上有顯著差異;在產品評估準則中的產品屬性、產品延伸功能以及滿意度構因素構面亦皆有顯著差異。在產品延伸功能之採用意願上,各集群對於與交通運輸相關之延伸功能採用意願較高,如結合高鐵、台鐵車票收費,最後再根據各研究結果提出行銷策略之建議。
Recently, many stores align with Taipei Smart Card Company to offer consumers the multi-function smart cards which make them have more convenient life. The study used the EKB theory and Roger’s Innovation Diffusion Model to be the basis of consumers’ adoption decision, and Holak’s adoption model of new products to be the framework of innovation adoption. Besides, the life style segmented the consumers of smart card and it’s advantageous to make marketing strategy. The object of the study is the consumers who live in Taipei and have ever used the smart card. And SPSS 12.0 is the data-analysis tool. First, using factor analysis to narrow down the life-style variables, and then using cluster analysis to make market segmentation. Finally, use ANOVA and Chi-Square test to examine all hypotheses. The result shows that the consumers of smart card can be make an effective market segmentation by life style. There are significant differences between all the demographic statistic variables, adoption decision variables; In addition, there is also significant difference between product attribution, extended function, and satisfaction in the product assessment principles. Finally, in the adoption willingness, every cluster have higher willingness to adopt the relative extended function of traffic transportation, like combing with the charging function of HSR (high speed rail) and Taiwan Railway. In the end, make the conclusion of marketing strategy according every study result.