- 學位論文
性價比與手機換購之影響
The impact of Cost and Performance ratio and consumers change smartphone
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摘要
繼個人電腦後，手機是近年來最受歡迎的科技產品，本研究先從智慧型手機的現況進行探討。智慧型手機從一開始幾乎只有高端手機，平均售價在499美元以上。隨著智慧型手機的製造門檻的降低，到了2014年已經有低於100美元的產品，甚至搭配電信業者的方案也有零元手機。價格已到達普及大眾的價格甜蜜點，因此市場快速的成長。 從過去的文獻探討得知，影響消費者選擇手機產品的因素甚多，例如品牌、產品單價、功能、手機材質、整體設計等，應該有共同或不同的考量因子。本研究選擇在台灣地區的通訊行實際更新手機的消費者做為研究對象，來探討性價比及轉換成本對消費者在手機更換的影響。 手機製造技術的門檻降低及模組化已讓手機普及，手機不再是奢侈品而是日常生活的必需品。手機是生活中不可缺乏的溝通工具外，更是流行性商品。消費者在更換手機時，不再只是為了品牌、功能、作業系統等等因素，而是更進一步的考慮流行性商品的因素，如外型設計、性價比、主觀規範、轉換成本等流行因素。本研究以計畫行為理論結合性能認知、價格認知、轉換成本等各項可能影響消費者換購手機之因素來探討消費者對於手機換購之原因。
並列摘要
The smart phones' production is easier than the past, smart phones have already popularize in the consumption market, smart phone is no longer a luxury goods and it is necessary product for daily life. Smart phone can not be lacked of communication tools, it is also a fashion goods. Consumer while changing a smart phone, no longer just for calling, such as brand, function and operation system... etc., Consumers also think about smart phone as the fashion goods, features design, the price/performance ratio compare, subjective standard, switching cost ... etc. The research will explore why consumers change smart phones. After the personal computer, smart phone is the most popular technology product in recent years, Plam took the lead to release a smart phone can watch television, listen streaming music or use community software to contact with friends, also let the user check an email, access personal related information, listen to music and take a picture, and install the additional software. Smart phone also make personal computers, notebook computers compete more fiercely. So, this research will study from the current conditions of smart phone. The smart phone almost only high level products from the first, the average selling price is above USD499, along with the reducing of manufacturing threshold of smart phone, the entry level smart phone lower than USD100. Even consumers can choose free charge smart phone with the telecommunication operator plan, the price has already arrived the universal public's price, the development of smart phones' market growth quickly. We could know from the past literature review, influenced a factor of consumer's choice smart phone product too much, for example: brand, price, function, phone material, and overall design...etc., Those factors should have the common or different consideration factor, and this research will choose Taiwan market for research object and explore the price/performance ratio and switching cost influence consumers or not.
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