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  • 學位論文

我國青少年行動電話購買行為之研究-方法目的鏈之分析

Teenage Consumers’ Mobile Phone Purchasing-Behavior Analysis by Means-End Chain Method

指導教授 : 廖淑伶
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摘要


行動電話產業雖然景氣是持續向上,但是就成長率來看,已有趨緩的情況,而且未來五年行動電話使用戶成長力將不若以往,因此行動電話業者想要在如此競爭激烈的市場上占有一席之地,勢必要開發新市場。近年來,青少年消費者已躍升為消費主體之一,許多青少年認為行動電話在生活中的重要程度最高。所以能找出青少年對於行動電話產品的價值結構,就可以針對青少年消費市場擬定更符合其需求的行銷策略。 本研究藉由屬性-價值階層的研究方法,以瞭解青少年對於行動電話產品的各種產品屬性的重視程度,以及影響消費者屬性選擇的個人消費價值與個人終極價值之間的關聯。並以產品知識為自變數,探討不同程度的消費者產品知識,其對消費者價值的影響是否有差異。 本研究結果發現,青少年所重視之行動電話屬性、個人消費價值與個人終極價值有相關性存在,即方法目的鏈可以應用在青少年購買行動電話之行為上。其中在行動電話屬性與消費價值相關分析中,又以「娛樂屬性」與「新奇價值」相關程度最高;而在消費價值與終極價值相關分析中,以「便利價值」與「內在終極價值」相關程度最高;在行動電話屬性與終極價值相關分析中,以「娛樂屬性」與「內在終極價值」相關程度最高。 就具有不同產品知識的青少年,其對於行動電話產品知識程度高者,對屬性及價值的重視程度均會高於產品知識程度低者。而且對於消費價值而言,行動電話產品知識程度高的青少年對於消費價值的重視程度,大致也高於知識程度低的青少年。

並列摘要


While the wireless communication market is still growing, market data and figures indicate the growth rate is slowing down such that it is expected that the user base growth for the next five years will not be as strong as before. As a result, it is necessary for the mobile operators to find new and innovative ways to create new market under such saturated and competitive market condition. In recent years, teenage users have become one of the ainstream consumers of mobile phones. A significant number of teenagers feel mobile phone is an essential part of their daily life. Therefore, by identifying the value system of the teenage consumers on mobile phone will enable the mobile operators to come up with effective sales and marketing strategy for this market. This research employs the means-end chain method to assess and measure the degree of influence of the attributes of mobile phones on the teenage consumers. As well, we set out to study the correlation between consumer’s consumable value system and ultimate value system.Additionally, we set out to study if the depth of product knowledge plans an influential role in determining consumer’s purchase decision. The research concludes that there is a correlation between the features of mobile phones, consumer’s consumable value system and the consumer’s ultimate value system. This research also validates the means-end chain as an effective tool in analyzing teenage consumer purchasing behaviors. The study shows that the entertainment and new innovation technology qualities of the mobile phones are influential factors affecting consumer decision making.In the analysis between consumable value system and ultimate value system, convenience and internal fulfillment value has a high degree of correlation. In the analysis between mobile phone attributes and ultimate value system, entertaining and internal fulfillment value has a high degree of correlation. Teenage consumers who have a higher degree of product knowledge tend to be strongly influenced by mobile phone features and values compared to those teenage consumers who are less knowledgeable about the mobile phones. As well, teenage consumers who have better knowledge of mobile phone features tend to care more about consumable values compared to those who are less knowledgeable of mobile phone features.

參考文獻


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被引用紀錄


王勝裕(2012)。籃球鞋消費行為之研究-方法目的鏈之應用〔碩士論文,國立臺灣師範大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0021-1610201315290467

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