消費者對智慧型手機偏好之探討

Abstract

「智慧型手機」在行動電話市場所佔比例已逐日增加，除行動電話外形差異之外，影響消費者購買行為的主因已轉變為「作業系統」。因應消費者行為的改變，手機廠商也由獨自主導市場的方式，轉變成為與消費者共同合作。Apple的App Store、Google Android的積極搶進、NOKIA將推出的Ovi線上軟體和媒體商店、微軟公司推出之「Windows Marketplace」亦要提供Windows Mobile作業系統專屬的應用軟體、黑莓機製造商RIM公司的軟體商店，顯示各家手機大廠已經將目標由硬體評比轉移至作業系統與軟體支援之爭。

本研究基於這樣的市場趨勢，針對「消費者對智慧型手機的偏好」，依人口統計變數、生活型態與產品功能屬性為因子，使用SPSS進行信度檢定、因素分析、變異數分析與集群分析等方法，並獲得結論如下： 1. 不同市場區隔在消費者生活型態有顯著差異 2. 不同消費者集群在人口統計變數上無顯著差異 3. 各集群消費者對於智慧型手機功能屬性的要求有顯著差異

關鍵字：智慧型手機、作業系統、消費者偏好、行動電話

The market share of "Smart phones" has been increasing day to day. The key decision factor to effect consumer behavior is now the "operation system" on smart phone. Accompy with the changes in consumer behavior, cellphone manufacturers take the initiative from “Drive the market” to “co-operate with consumers”. Such as Apple's App Store, Google Android, NOKIA software and media Ovi online store, Microsoft just launched "Microsoft marketplace", BlackBerry manufacturer RIM also plan a software store, show out that cellphone manufacturers move their competition from hardware evaluation to the operating system and software support functionality. This research including three factors: demographic variables, lifestyle and functional propertites to analysis " Consumer preferences for smart phones ", by SPSS with Reliability test、Factor analysis、ANOVA and Cluster Analysis methodologies.And get following conclusions: 1. Different market segmentations have a positive relation with consumer life style. 2. Different consumer groups have a negative relation with demographic variables. 3. Each consumer group have a positive relation with smart phone functional requests Key words: SmartPhone、OS、consumer perferences、cell phone.