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  • 學位論文

數位單眼相機消費者生活型態及消費者行為之研究-以女性為例

A Study on Lifestyle and Consumer Behavior of Interchangeable-lens Camera-A Case of Female Users

指導教授 : 朱文增
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摘要


「攝影」是一門藝術,讓我們的生活和回憶充滿繽紛色彩;「攝影」也是一項消費,無論是舊式的底片相機、鏡頭配備、相片沖洗到現今以數位主流當道的數位相機、記憶卡等,連結了產業面、藝術文化、休閒旅遊,帶動了相關產業的發展。 過去因為攝影器材的笨重、使用操作的困難度及經濟條件的考量,使得「攝影」的參與者被侷限在專業人士或男性的角色,但隨著數位相機產業的興起和發展,新技術的研發改變了消費者的使用習慣,以往的「單眼相機」已進化成「數位單眼相機」,親和的入門款進價、隨拍隨看的方便功能,吸引更多對攝影同好者。 另一方面,女性收入和地位漸漸提升,也助長了女性的消費能力,相機廠商也積極經營女性市場,針對女性擬定各樣的行銷策略。故探索女性在購買數位單眼相機的決策和考量則是值得研究的議題。有鑑於此,本研究欲瞭解女性在數位相機的購買上的考量因素,並希望透過生活型態來瞭解女性對數位單眼相機的消費者行為。在採問卷方式,並利用統計方法分析後所得結果如下: 一、以「 20-39 歲」、「未婚」、且「無未成年子女」、「月可支配所得」在 5,001-10,000 元之大學(專)上班族最多。二、可分為「被動消極」、「獨立樂觀」、「保守觀望」和「陽光社交」四個生活型態區隔。三、不同人口統計變項在各生活型態集群均無顯著差異。四、不同生活型態在「考慮時間」、「產品屬性重視度」、「月使用次數」、「分享經驗意願」、「學習意願」及「相機滿意度」、「品牌再購意願」均呈顯著差異。五、在人口統計變項對消費者行為上,「年齡」、「所得」、「職業」決定了是否有錢;「婚姻」、「未成年子女數」決定是否有閒,「單眼資歷」則決定專業程度,而產生選擇上的差異。 本研究依據結論提出建議及探討,可提供學術單位及產業面對於女性市場區隔和行銷策略訂定上的參考。

並列摘要


“Photography” is an art that makes our lives and memories full of colors. “Photography” is also a symbolism of consuming product. From old-fashioned cameras, lens, and film developing to today's digital mainstream in power of the digital cameras, memory cards, and etc., it links industrial surfaces, arts and culture, leisure and tourism together and further drives the development of relevant industries. In past, "photography" participants were limited to professionals or male due to the bulky photographic equipment, difficult operations, and the difficult economic conditions. However, with the growth market and technology development of the digital camera industry, new technology changed the using habits of consumers. "SLR" had developed to "Interchangeable-lens Camera", and the combination of convenient take-and-view feature and friendly retail price threshold attracted more photography enthusiasts. On the other hand, the growth in both income and social status of women had also contributed to the spending power of women. Camera manufacturers were also actively engaged in female market and developed a variety of marketing strategies for women. Therefore to explore women in decision-making and considerations when buying a interchangeable-lens camera was a topic that worth to study. In view of this, this study was to understand the considerations of women in the decision-making of interchangeable-lens camera purchasing, and hoped to understand the behavior of female consumers through their lifestyle. By questionnaire survey, the use of statistical methods to analyze the results as follows: First, women in "20-39", "unmarried" and "no minor children," "$5,001-$10,000 in monthly disposable income," "University (College)," and "office worker" were the majority. Second, lifestyle segmentation can be divided into four parts: "passive group," "independent and optimistic group," "conservative and observant group" and "sunshiny and socializing group". Third, different "demographic variables" in each lifestyle clusters had no significant differences. Fourth, different lifestyle in "time to consider," "product attributes great importance to degrees," "monthly usage," "willingness in sharing experiences," " willingness to learn," "camera satisfaction," and "brand repurchase intention" showed significant differences. Fifth, "demographic variables" in decision-making showed that "age", "income", "occupation" decided whether to have money; "marriage" and "children" decided whether to have leisure, "monocular qualifications" determined the professional level, which resulting in differences in choices. This study came up with suggestions based on the conclusion, and can be used as a reference in female market segmentation and marketing strategy for academic units and industry.

參考文獻


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