數位相機消費者購買行為與市場區隔之研究-以新竹地區消費者為例

Abstract

數位相機從1996年以來，每年呈現二位數之高成長率，至近年數位相機市場已從成長期進入成熟期，市場已越來越激競爭，各廠商如何掌握住消費者的需求，將是成功勝敗的關鍵；本研究對數位相機市場進行有效之市場區隔及提出各區隔市場之特徵。 本研究以EBM模式之消費者購買決策過程作為本研究之架構，以AIO生活型態變數作為市場區隔之基礎，並描述其人口統計變數之特徵，藉由數位相機之產品屬性、購買動機、資訊來源與消費實態變數上對消費者行為加以描述，本研究採用因素分析、集群分析、變異數分析、卡方檢定等統計方法對樣本資料進行分析。 研究結果顯示，數位相機消費者可透過生活型態變數作有效的區隔市場，分為「品牌忠誠」、「著重便利」和「新奇流行」，各區隔市場在人口統計變數 、產品屬性、購買動機、資訊來源與消費實態變數上皆有顯著差異。最後根據此研究結果，針對三個區隔市場分別提出行銷建議，以提供數位相機選擇目標市場及行銷建議之參考。

Since 1996, Digital Still Camera (DSC) have shown highly growth annually. In recent years, DSC market enterd from Growth stage into Mature stage. The market has become increasingly in competition. For a company to understand the consumer’s requirement. It is the key to successful. We were devoted to segmenting the DSC market with different features in each segment. The EBM model is used as a conceptual framework, and the AIO lifestyle variables are used as a basis for market segmentation. We further describe the characteristics and behavior of consumers by purchase motive variable、sources of information, product properties and consumption reality variables. All data were analyzed with following methods: factor analysis, cluster analysis, ANOVA analysis and Chi-Square test. The results showed that consumers of DSC could be effectively segmented by lifestyle variables. Such as ”brand-loyalty Buyer”, ”fashion Buyer ”, “convenient Buyer”. Among the three market segments, demographic variables, purchase motive variables, sources of information, product properties and consumption reality variables all manifested significantly predictions of product choice. Finally, based on the results, marketing strategy is proposed for the three segmented markets.