本研究以使用智慧型手機之消費者為研究對象,主要目的為探討影響消費者使用智慧型手機的申購使用因素。提供通信業者做為智慧型手機行銷之參考。本論文在消費者行為理論與相關文獻的基礎下,運用EKB的模式架構,並採用網路問卷調查法,將調查資料經過統計方法分析,獲致結果如次:消費者使用智慧型手機的申請動機屬性,主要分為考量價格、品牌、品質、通路、服務等五大因素;而使用智慧型手機者對手機與電信公司的評估準則屬性,主要分為重視手機價格導向、重視通路服務導向、重視手機功能導向等三大因素;受訪者的生活工作樣態主要分為注重價格型、流行時尚型、務實使用型、簡單靈活型等四大類;而一般消費者購買的智慧型手機資訊來源以網路資訊和電視廣告等二項為主要訊息。 本研究建議電信業者可著重於「通訊品質」、「電信費率高低」、門市服務態度」和「品牌形象」,通訊品質可增加基地台涵蓋區域,因目前電信業者費率皆十分類似,可推出合約期限短的專案吸引手機淘汰率高的消費者,針對使用率低的消費者客戶推出量身訂做的低費率方案,企業形象會直接或間接影響消費者行為;故在企業形象上,電信業者可加強消費者對企業印象。在門市服務態度方面提升服務人員素質及專業知識、有效處理客訴問題、提供顧客個人化服務。
This research is based on consumer who uses smartphone, the main purpose is to discuss the factors that affect consumers' use of smart phone then provide the data as a reference for marketing. This study is based on the theory of consumer behavior and related literature then uses model of EKB and web questionnaire survey. After analyzing the survey data, the result as follow: the consumers’ motivation types of applying for using smartphone can be divided into five main factors: price, brand, quality, path and service. The assessment principles types concerned in using smartphone can also divided into three main factors: the price of smartphone, access service and phone function. The working and living styles of those who are visited can be divided into four types: pay attention to price, fashion trend, pragmatic and simple. A general consumer can mainly get the information of use smart phones from TV and network. This study suggests that telecom operators can focus on "communication quality", "telecommunications rates", "market image" and "brand image", increase the cell site coverage area, launch short term contract, launched a low rate program, strengthen the consumer impression of the enterprise, improve the quality of service personnel and professional knowledge, effective handling of customer complaints, to provide personalized customer service.