自傳統手機被智慧型手機取代後,智慧型手機已經成為現代人隨身必備及最重要裝置。在台灣,高價位手機市場已由Apple iPhone攻佔,其他手機廠牌難以與其角逐,因此轉而推出「高性價比」的中低價位智慧型手機,與iPhone進行市場區隔。中低價位智慧型手機不論在硬體或軟體方面都能與iPhone的相當,價位卻親民許多,因此仍獲得許多消費者的青睞。 在中低價位智慧型手機市場競爭激烈的情況下,各家廠商需要更了解消費者對產品的需求,方能開發消費者需要的產品。因此本研究以長期使用中低價位智慧慧型手機的消費者進行專家問卷調查,並運用層級分析法,找出消費者選購中低價位智慧型手機的關鍵因素,使目前手機業者或欲進入中低價位智慧型手機市場的業者,在開發手機時能夠有所參考,以期推出獲得消費者好評、滿足消費者需求的產品。
Since traditional cell phone has been replaced by smart phone, smart phones have become the most important mobile device. In Taiwan, iPhone has dominates the high-priced smart phone market, other smart phone companies cannot compete with iPhone and can only concentrate on non high-priced markets. In the highly competitive smart phone market, vendors need a better understanding of consumer demand for the product to develop the products consumers want. Therefore, this study solicits the opinion from the experts who are the long term user of non high-priced smart phone and uses AHP (analytic hierarchy process) to identify the key factors that consumers will consider when they decide to buy a non high-priced smart phone.