從消費者知覺風險觀點分析平板電腦之行銷溝通工具

Analysing Marketing Communication Tools to Tablet PC Base on Customers Perceived Risks

畢翠芳(Tsui-Fang Pi)

指導教授 ： 陳筱琪

中原大學/商學院/企業管理研究所/碩士(2012年)

https://doi.org/10.6840/cycu201200443

摘要

高科技產品生命週期短，消費市場汰換迅速，因此要在有限時間內行銷高科技產品亦發困難；目前平板電腦引領風潮，但要如何在市場上達到有效推廣與行銷，實為一項挑戰，故本研究將以不同消費者市場應會對於行銷工具選擇有差異性作為切入點。因此，本研究首先分析各類型消費者在購買電腦過程中，將會產生那些知覺風險，再進一步從各類型消費的知覺風險中，找尋最適當行銷溝通方式。
本研究透過文獻回顧，將消費者區分為創新先驅者、早期接受者、早期接受大多數、後期接受大多數及落後者等5類，並將消費者的知覺風險區分為財務知覺風險、績效知覺風險、社會知覺風險、心理知覺風險、身體知覺風險、時間知覺風險及來源知覺風險等7項，以及行銷溝通工具區分為廣告、促銷、公共關係、人員推銷、直效行銷及口碑行銷等6項，並利用多元迴歸分析，了解不同類型消費者所產生知覺風險，應採取之行銷溝通工具。
研究結果顯示，「廣告」、「促銷」、「公共關係」、「直效行銷」及「口碑行銷」與各知覺風險有明顯的正相關，其中以「促銷」及「口碑行銷」最強烈；「人員推銷」除與「社會知覺風險」、「心理知覺風險」及「身體知覺風險」有很明顯的正相關，與其他知覺風險無明顯的相關，可知於平板電腦行銷上，消費者對於「人員推銷」較為疑慮。此外，行銷過程中，採用「廣告」加強傳播平板電腦對身體的安全性，或「公共關係」加強宣導平板電腦的價格、風格及品味，對創新先驅者有較強烈的感受；對早期接受者以「直效行銷」或「人員推銷」模式對平板電腦的價格行銷感受最強烈；後期接受大多數及落後者則建議由人員直接互動針對平板電腦價格宣傳最有效。

關鍵字

行銷溝通工具 ； 高科技產品 ； 創新接受者 ； 知覺風險

並列摘要

It is well recognized that today’s life cycle of high-tech products is short and the speed of IT (information and technology) development is fast, which brings a difficulty to enterprises in effectively marketing their products within a constrained life time. The current trend of tablet PC faces marketing and promotion challenges, thus, this study will focus primarily on different customer market places as well as different options of marketing tools. This study also begins with analyzing different customer perceived risks during their purchasing processes of tablet PC. Furthermore, the appropriate marketing communication approach is derived from perceived risks.

This research is conducted via literature review method in which the customer is divided into five categories: innovator, early adopters, early majority, late majority, and laggards. Consumers’ perceived risks are categorized into seven types, including financial perceived risk, performance perceived risk, social perceived risk, psychological perceived risk, time perceived risk, and source perceived risk. In addition, six marketing communication tools are defined as advertisement, promotion, public relations, personnel sales, direct marketing, and word of mouth promotions. Finally, the multiple regression analysis method was applied to understand what types of perceived risk will be produced by different consumers, and what corresponding marketing communication tools should be adapted.

The results reveal that advertisement, promotions, public relations, direct marketing, and word of mouth promotion have a positive correlation with perceived risks, and the “promotion” and “word of mouth promotion” have the strongest. “Personnel sales” only has significant positive correlation with social perceived risk, psychological perceived risk, and physical perceived risk. It can be argued that “personnel sales” is the least effective marketing communication tool for consumers’ perceived risks.

The physical safety concerns of tablet PC can be disseminating by taking advantages of advertisement during the marketing process or using public relations approach to strengthen tablet PCs price, style, and taste toward innovators. Direct marketing and personnel sales for tablet PC price marketing have the strongest effectiveness to early adopters. With regards to the late majority and laggards, it is suggested that “direct personnel sales” is the most effective approach to interact the table PC price with consumers.

並列關鍵字

Adopter categories ； High technical products ； Marketing communication tool. ； Perceived risks

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