生活型態影響學生購買手機消費行為及市場區隔之研究－以新竹大專院校學生為例

Abstract

近年來，由於科技快速發展和經濟的快速成長，帶來了高度的消費社會，也造成大學生消費能力大幅提高。尤其在某些單品項目上特別受到大學生的歡迎，例如：個人電腦、行動電話、摩托車、遊戲機和其他電子產品等，似乎這些產品的研發和外觀也有越來越年輕化和精緻化的傾向，目的也是為佔有大學生的消費市場。面對消費市場中同功能、同質性眾多的產品，再加上市場競爭激烈下，行銷人員莫不絞盡腦汁的構思各樣行銷活動。本研究是希望從消費者的觀點切入，瞭解不同生活型態特質的大學學生手機消費者，對於購買手機可能產生的態度。包括產品購買意願、生活型態對購買行為的影響及手機功能需求的偏好差異，希望對於手機廠商在研擬行銷策略有所助益。

本研究以Howard-Sheth 模式為研究架構，以AIO生活型變數作為消費者市場區隔基礎，以手機之產品屬性、人口統計變數、態度、購買動機作為投入變數，透過消費者實態變數作為消費行為之描述，探討之間是否有顯著差異。本研究只探討用來作為通訊使用可手持式的行動電話產品，研究對象為新竹大專院校學生消費者，於民國九十六年十月至九十六年十二月間進行抽樣調查。

研究結果顯示，新竹大專院校學生可透過生活型變數作為有效的市場區隔，分為「衝動主觀型」、「精打細算型」、「著重務實型」，各區隔市場除了在人口統計變數的年齡上及消費實態上無顯著差異外，其餘在人口統計變數的性別、學院別、每月可支配所得、產品屬性評估準則、產品態度評估準則及購買動機評估準則上皆有顯著差異。

Due to the fast-developed technology and rapid economic growth in recent years, a highly consumer society is developed and students have higher consuming ability gradually. Some products are very popular among students. For example, PC, mobile phone, scooter, video game and other electronic product. It seems the trends of design and appearance are getting younger and more delicate. The main purpose is to occupy the market of college students. The marketing staffs do rack their brains to conceive manifold marketing activity facing the numerous homogeneous products and severe competitive market. The purpose of this thesis is to explore the possible attitude of college students of different life style segmentation when they purchase mobile phone based on the point of view of consumers. The attitude aspects include purchasing intention, how the lifestyle influences purchasing behavior and the preference differences of mobile phone function demand. Hoping the result of the thesis provide advantageous information for mobile phone manufactures during marketing strategy implement period.

The study adopts Howard-Sheth model as the conceptual framework. With AIO lifestyle variables as market segmentation base, the study uses product attribute, population statistics, attitude and purchasing intention as variables. We use consumption reality variable to describe consumer behavior and attempt to examine the degree of difference significance. The thesis is focus on the mobile phone with telecommunication function. The study object is college students in HsinChu area. The sampling survey was taken during Oct. to Dec. in 2007.

According to the study result, college students purchased mobile phone in HsinChu area can treat lifestyle as useful segmentation variables to divide into three types of “subjective”, “pinch pennies” and “pragmatic.” Except the age of population statistics and consumption reality, mobile phone consumers of each segmentation in gender of population statistics, institute, monthly disposable income, and product attribute evaluation criteria, product attitude evaluation criteria and purchasing intention evaluation criteria have significant differences.