品牌聯想與MP3隨身聽消費者行為研究－以新竹市國立大學學生為例

Abstract

由於數位影音方面的娛樂地位逐漸受到人們的重視，結合了休閒娛樂的消費性電子產品，儼然成為當代的科技主流，而近年來數位影音科技不斷的發展與進步，加上市場消費者多元化的需求，能夠兼具多元性、迅速性與便利性的MP3隨身聽，在近幾年已成為人們生活中不可或缺的日常用品，因此創造出了MP3隨身聽的龐大商機，導致各家廠商開始發展出各式各樣的MP3隨身聽，來搶攻這個具驚人成長力的市場，但是消費者的喜好不僅只是多元更是瞬息萬變，因此掌握住MP3隨身聽的消費者行為，是現今企業界取得優勢利基的關鍵，如今市面已發展出眾多品牌的產品，因此藉由對品牌聯想的探討，可以更深入了解MP3隨身聽的消費者行為。 本研究是以EBM模式的決策過程變數為研究架構，並納入品牌聯想，來探討不同人口統計變數是否在消費者的決策過程變數、消費實態變數與品牌聯想上有顯著差異，而本研究所探究的MP3隨身聽是指內置快閃記憶體型與硬碟型的MP3隨身聽，其為目前MP3隨身聽的主流趨勢，並不包含已面臨淘汰的CD型MP3隨身聽，本研究的對象是擁有MP3隨身聽的新竹市國立大學學生，於民國九十六年十月至九十七年一月，在三所新竹市的國立大學進行分層比率隨機抽樣的問卷發放，最後得到的研究結果顯示，不同人口統計變數的新竹市國立大學學生，其MP3 隨身聽的購買行為，在決策過程變數、消費實態變數與品牌聯想上皆有顯著差異，且不同消費實態的消費者在品牌聯想同意程度與產品屬性重視程度上有顯著差異。

People place importance on entertainment function of digital video and audio, so the consuming electronic products combining with recreation are in the character of a lead today. The diversified, fast, and convenient MP3 players become essential supplies for daily use because of not only the advacement on digital video and audio but also the diversified market demand. Therefore, the greatly profitable opportunities attract enterprises to develop a variety of products to obtain profits in this flourishing market. Because the preferences of consumers are diverse and changeable, the key point to obtain niche is the grip of MP3 player purchasing behavior. Nowadays, there are numerous brands developed in the market, so exploring brand association can understand more about MP3 player purchasing behavior. The conceptual framework of this study the decision process of the EBM model and the brand association is considered to research if different demographic variables have significant differences on the decision process variable, consumption reality variables and brand association. The MP3 players of this thesis exclude CD-based one and only include Flash-based and HDD-based one which are the mainstream. The samples are students who own MP3 players and study in national university in Hsin-Chu City. The Stratified Random sampling survey is from October 2007 to January 2008 in three national universities in Hsin-Chu City. The final result shows that students of different demographic variables in national university in Hsin-Chu City have significant differences on the decision process variable, consumption reality variables and brand association. Besides, the students of different consumption reality have significant differences on the product attribute and brand association.