應用層級分析於智慧型手機採購評選決策-以台灣中部地區為例

智慧型手機近年來風靡全球，不論男女老少幾乎人手一支智慧型手機。根據研究調查機構Gartner公司最新研究報告指出，去年2011年全球總共賣出了4億7千萬支的智慧型手機，佔全球手機總銷售量的3成多。重要的是，比起前年2010年，智慧型手機的總成長率幅度大幅的成長了將近六成，這樣的研究資料顯示，不久的將來智慧型手機將會成為手機市場上的主流產品，未來低價高品質化的手機市場興起，各大手機品牌製造業者必將相繼的投入市場，而對於如此的市場競爭，如何獲取顧客的心，將是重要的課題，對於消費者而言購買智慧型手機時的需求考量又是什麼，將是值得我們去探討。本研究利用陳宜伶(2006)文章中所提到消費者選擇智慧型手機時所考量的智慧型手機功能因素，作為研究問卷的基礎，使用分層抽樣的方式調查，建立層級分析問卷，並且進一步分析研究消費者在採購智慧型手機時，所考量的因素權重，找出當消費者選購智慧型手機時優先考量的原因。跟據本研究調查結果，消費者購買智慧型手機時將會以擁有高娛樂性之功能的智慧型手機為優先考量。

關鍵字

智慧型手機；層級分析法；分層抽樣；消費者決策

並列摘要

In the recent years, the smart phones have swept the whole world around under its feet, and no matter people who are male, female, old or young, nearly every person has one smart phone. According to the latest research report made by the research survey institution-Gartner company, to indicate that there is a total sale of smart phones at 470 million pieces in the previous year (2011), accounted more than 30% on the total sales of the global cellular phones. In comparison to the figures of the year prior to the previous year (2010), there is a total growth rate of the smart phones in a large degree to nearly 60%, with the research data to indicate, in the coming future, the smart phones will become the mainstream products in the cellular phone market, thus, it will be an important lesson on how to make appeal to the hearts of the consumers when facing market competitions. In the paper, using the smart phone function factors considered by the consumers when selecting smart phones as proposed by Chen, Yi-Ling in her article of 2006 as the basis of the research questionnaire, to make investigation by way of substrate sampling, with establishment of substrate analytical questionnaire, to further make analysis on the weighted value of the factors considered by the consumers when selecting smart phones, in order to find out the reasons considered first by the consumers when selecting and purchasing smart phones. According to the results of the research survey, when buying smart phones, the consumers will consider first on the smart phones with the functions of high entertainment capability.