數位單眼相機購買決策因素之研究

A Study on the Purchase Decision Factors of Digital Single Lens Reflex Camera

張世勇(Shih-Yung Chang)

指導教授 ： 李元墩

長榮大學/管理學院/高階管理碩士在職專班(EMBA)/碩士(2013年)

https://doi.org/10.6833/CJCU.2013.00011

摘要

科技突飛猛進、技術持續創新，數位相機也越來越有親民價格，吸引了更多新手玩家加入數位單眼相機的行列。想要購買到一台符合自己需求的數位相機就得事先收集資訊，然後再加以深入比較研究，故了解哪些是影響消費者購買單價高且操作複雜的數位單眼相機之購買決策因素實為重要。
　　本研究使用深度訪談法以及層級分析法之研究方法。第一階段以深度訪談方式深入了解其設計之問卷調查表對於影響購買數位單眼相機決策因素方面的情況，從中探求相關變項；第二階段則根據深度訪談之後的資料，發展出一份完整之問卷調查表，以立意抽樣方式發放問卷調查，進一步分析數位單眼相機購買決策因素。
　　研究結果顯示數位單眼相機購買決策因素之五個主要構面權重比例排序前三名為機身機能0.411，相機價格0.191，相片機能0.182。而前三名主構面之次構面權重比例排序主要構面分別為多鏡頭選擇、功能性以及有效畫素。由此可知，影響數位單眼相機購買決策因素，在機身機能方面以多鏡頭的功能為最重視；在相機價格方面比較肯花在功能性較佳的數位單眼相機上；最後在相片機能方面比較重視相機本身的有效畫素功能。

關鍵字

數位單眼相機 ； 購買決策因素 ； 深度訪談法 ； 層級分析法

並列摘要

With the new technology and innovation developing continuously, the digital cameras also have the more affordable price. This attracts more and more new camera players to join the market. It is necessary to　 compare and collect information before buying a digital camera according to the requirement. This information will help consumers to make more understanding of what is the main purpose to make purchase decision on high-end and complex digital single lens reflex camera.
　　The research is using interview and Analytic Hierarchy Process (AHP) method. In the first stage, using depth interview to understand the variable factors of making purchase decision and design questionnaire according to these information. At the second stage, gets the information which collects from first stage to design more integrity questionnaire and use the sampling to get the result. Using the result to proceed more analysis after get the factors of purchasing digital single lens reflex camera.
　　The research result shows the ratio of 5 key factors in making purchase decision of digital single lens reflex camera. On the ranking of top 3 are camera body function 41.1%, camera price 19.1% and photo function 18.2%. As for the other second aspects, the top 3 ranking are multi camera lens choice, functional and effective number of pixels. From the result, we can get 3 conclusions for the influence of making purchase decision. First of all, the camera lens is the most important fact in camera body function. Second, consumers prefer to spend more cost on the functional digital SLR cameras. Finally, on the aspect of photo function, they will pay more attention on the effective number of pixels.

並列關鍵字

Digital Single Lens Reflex Camera ； Purchase Decision Factors ； In-depth Interviews ； Analytic Hierarchy Process(AHP)

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