生理特徵應用於市場區隔之研究

Abstract

自Smith將市場區隔的概念帶進行銷的領域中，市場區隔的研究議題在行銷實務中歷久不衰。行銷人員可以利用眾多區隔變數，如地理區隔、人口統計變數、生活型態、利益尋求變數、忠誠度、使用頻率等等有意義的變數對於(消費者)市場予以切割分析。 然而在數十年的相繼研究後，市場區隔的研究臻於成熟，也很難有所突破。另一方面，生物科技領域學科卻在資訊科技的支撐下突飛猛進，尤其在人類基因的研究上常有突破性發現。由美國、英國、日本、德國、法國及中國大陸六國科學家參與的人類基因組計畫HGP (Human Genome Project)，在西元2000年公佈了人類基因組圖譜的排序草圖，此項研究成果的發表將促進更多遺傳疾病、基因療法和基礎基因研究的發展。 有鑑於生物科技的高度發展，本研究欲引用身體的生理特徵，將之帶進市場區隔的研究議題當中。首先利用生活型態將消費者予以分類，再利用生理特徵變數與消費者型態做交叉驗證。另外，本研究亦利用心理、生理及行為三方面分析比較其不同基礎區隔是否在消費者創新特質上有所差異。 研究結果呈現，以生活型態為基礎分類的消費者型態與生理特徵為基礎分類的區隔無顯著相關性。然而，有趣的是本研究結果卻約略顯示出，以生活型態為基礎區隔的消費者型態在生理特徵上有些微的分布差異。另一方面，本研究結果亦顯示出無論在不同的生活型態集群或是生理特徵區隔，消費者創新特質皆具有顯著的差異。購買行為在是否購買、購買次數、第一次購買日期、購買金額、購買產品類別及購買目的上，對消費者創新特質則具有顯著的差異。 本研究初步探索生理特徵在市場區隔的潛在探究性，以及從多方面的角度檢視消費者創新特質的差異性。而未來的研究除了可以在研究方法上更為精緻化外，後續的研究也可以繼續針對其他行銷相關議題進行探討,，將探索的領域近一步拓展。

The general approaches of market segmentation have been investigated and developed very often in past decades, and some methods were popular and familiar in practices, such as demographic, psychographic and lifestyle. Though these methods were well-established, there was still enough room to advance for this marketing issue. Thanks to the achievement of information technology, which release the possibility to unlock the physical mysteries of human beings. To our point of view, we want to examine if specific physical attribute has the potential capability to be the element of segmentation. Therefore, we followed the traditional segmentation method by lifestyle first; however, the primary objective of this research was to explore the possible implication of physical attribute, so this research would investigate the correlation between lifestyle-based typology and physical attribute based classification. In addition to above investigation, consumer innovativeness was another issue this research interested. Though innovativeness was always an important topic, we found that previous literatures focused on the dispute of concept and measurement most of the time. To provide a comprehensive outlook, we tried to obtain and compare consumer innovativeness from three different aspects: lifestyle, buying behavior, and physical attribute. The results showed that there was no significant difference between lifestyle based typology and physical attribute based classification. However, we suggested further analysis of relationship due to the specific distribution of physical attribute on each typology. In addition, this research also demonstrated that consumer innovativeness was significant difference on lifestyle based typology, physical attribute classification, and some part of DC buying behavior. Therefore, future study could expand this topic by concentrating on other marketing issue, and try to refine the research methods.