消費者如何選購行動電話之研究

The Research Of How Consumers Choose Mobile Phones

林坤正(Kung-Chen Lin)

指導教授 ： 楊智超 ； 張純莉

朝陽科技大學/管理學院/企業管理系/碩士(2013年)

摘要

摘要
本研究主要運用EBM 模式為主要研究架構，經修正後對消費者如何選購行動電話進行研究。其研究目的有五：一、探討消費者購買行動電話的動機為何？二、探討消費者購買行動電話的資訊來源為何？三、探討消費者購買行動電話的評估準則為何？四、探討消費者購買行動電話的消費實態（手機種類、品牌、價格、地點、購買時間）為何？五、探討消費者最常使用行動電話的功能為何？
研究結果如下：一、消費者購買一般功能手機的主要原因，以「不會操作太複雜的功能，可撥接電話就好」為主，而購買智慧型手機的主要原因以「功能多且可擴充，符合自身需求」為主。二、消費者購買行動電話的主要資訊來源，以聽從通訊商店銷售人員的介紹為主，最重視的購買評估準則，以「功能」為主。三、消費者購買行動電話的種類，以購買「智慧型手機」最多。四、消費者購買的品牌一般功能手機以「諾基亞（NOKIA）」最多，而購買智慧型手機，則以購買「三星（SAMSUNG）」最多。五、消費者購買的價格，一般功能手機以「3000元以下」最多，智慧型手機以「5001～10000元」最多。六、消費者購買的地點，以「各電信業者的門市商店」最多，原因以「地點近，方便選購和維修」為主。七、消費者購買行動電話的時間，購買一般功能手機的時間，以「二年～三年」最多，而購買智慧型手機的時間，以「一年以內」最多。 八、消費者最常使用行動電話之功能方面，一般功能手機消費者，分別以「撥接電話」、「收傳簡訊」、「時鐘鬧鐘」為最常使用；智慧型手機消費者，分別以「撥接電話」、「行動上網」、「拍照攝影」為最常使用。
最後本研究歸納研究結果，對各品牌行動電話廠商與後續研究者提出建議，期能創造廠商與消費者雙贏的局面，以及提供後續的研究方向。

關鍵字：EBM 模式、一般功能手機、智慧型手機、購買動機、資訊來源、評估準則

關鍵字

EBM 模式 ； 一般功能手機 ； 評估準則 ； 資訊來源 ； 智慧型手機 ； 購買動機

並列摘要

Abstract
This research was conducted mainly by adopting a modified EBM model to study how consumers choose their mobile phones. There are five purposes of the study:
1. What are the purchasing motives for consumers to buy mobile phones?
2. What are the consumers’ information sources in buying mobile phones?
3. What are the evaluation criterion when buying mobile phones?
4. What is the consuming situation (kinds, brands, prices, and purchasing places of the mobile phones, and the duration of owning the mobile phones purchased) for consumers to buy mobile phones?
5. What are the functions of the mobiles phones most frequently used by the consumers?
Final results are concluded as follows:
1. The main reasons for consumers to purchase feature phones are “not being able to operate too-complicated functions but dialing and receiving would be enough.” While the main reasons for those who pick smart phones are “having multi-functions and enabling expandability to meet their own needs.”
2. The major information sources for consumers to purchase mobile phones are from the salespersons’ recommendations at the mobile phone retailers, and the major evaluation criteria is the functions.
3. The types of mobile phones mostly purchased are smart phones.
4. The best-seller’s brands are NOKIA for feature phpones and SAMSUNG for smart phones respectively.
5. The prices that consumers purchas mobile phones are mostly below NT$3,000 for feature phones and NT$5001-10000 for smart phones.
6. Places where people purchase their mobile phones are mostly at “retailers of telephone companies” due to the proximity, convenience, and after-sale services.”
7. The time spans consumers own their features phones are mostly 2 to 3 years and within 1 year for smart phones.
8. The functions that are most frequently used are “making and receiving calls, sending and receiving texts, and time and alarm clocks” for feature phones, and “making and receiving calls, net-surfing, and photographing for smart phones respectively.
In concluding the research , it is suggested to the known-branded mobile phone companies that they create a win-win situation for both mobile phone manufacturers and consumers, and a further study is also recommeded.

Keywords: EBM model, feature phone, smart phone, purchasing motives, information sources, evaluation criterion

並列關鍵字

evaluation criterion ； information sources ； purchasing motives ； smart phone ； feature phone ； EBM model

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