網路行銷影響消費者購買智慧型手機之購買行為─以新竹市大學生為例

Abstract

隨著科技的日新月異，智慧型手機越發普及，市面上充斥著許多廠牌，從低端至高端，各種價位、樣式之智慧型手機應有盡有。要如何在這塊紅海市場上讓消費者看見自己的品牌，進而產生購買行為，是一項非常重要的課題。隨著網路技術的發展，人們在電腦或行動裝置前觀看資訊的時間也增加許多，如何利用這個無遠弗屆的網路媒體，來有效達到行銷之效果，是本研究所關注的課題。本研究針對智慧型手機，探討網路行銷是否會影響消費者購買智慧型手機之購買行為。研究以網路問卷的形式並以新竹市大學生為調查對象，共回收398份有效問卷，並使用因素分析、信度分析、敘述性統計分析、獨立樣本t檢定、變異數分析、卡方檢定、相關分析、迴歸分析等方式進行統計分析，欲了解網路行銷與消費實態之關聯性。 研究結果顯示，網路行銷會影響消費者之購買金額及購買頻率等購買行為，不同的人口統計變數與消費動機、產品屬性、消費實態上也有顯著差異。本研究結果建議智慧型手機業者可先進行市場區隔，再針對該市場之目標客群之重視項目進行行銷策略的實施，如此將能更有效吸引目標客群之目光，達到網路行銷之最高效益。

As the technology is advancing day by day, almost everyone has a popular smartphone now. There are many kinds of brands of smartphones with different prices on the market. Therefore, how to make the customers’ preference from this red ocean smartphone market is a very important issue. In recent years, Internet technology has developed rapidly, more and more people spend much time on receiving information on the Internet. This study discusses how to use the Internet, the far reach media, to achieve the effectiveness of marketing. This study takes smartphone as subject for investigation to discuss the impact of consumer purchasing behavior of smartphones on national college students in Hsinchu area by E-marketing. Online survey was used in the research and 398 efficient questionnaires were collected. The analysis method included Factor Analysis, Reliability Analysis, Descriptive Statistics, t Test, ANOVA, Chi-Square Test, and Regression Analysis. The result shows that E-marketing has influence on purchasing frequency and the consumption volume. There are also significant differences between different demographic variables among various consumer motives, product attributes and purchasing behavior. This research suggests that smartphone companies can use different market segments to launch different E-marketing campaigns, in order to identify the target consumers precisely.