生活型態對台北地區消費者在藍光影音播放機接受意願及市場區隔之研究

Abstract

在科技的進步與高畫質影像的發展趨勢下，為爭取娛樂影音市場龐大商機，相關廠商技術不斷推陳出新以滿足消費者對高品質娛樂影音需求，消費者希望除了擁有大尺寸液晶或電漿電視外，也能夠觀賞到更高畫質的影像呈現，傳統DVD影片已經無法滿足消費者的期待，因此次世代藍光技術產品需求因應而生，藍光影音播放機不但具備高品質影像播放能力，支援更多聲音格式與輸出且儲存容量雙層可達到50GB空間，為近來深受矚目的消費性電子影音產品；在2008年硬體規格確定後可望引起藍光影音播放機的消費市場加速成長。本研究希望透過消費者對於藍光影音播放機接受意願之行為，了解消費者在評估藍光影音播放機時會重視哪些產品屬性，是否能以生活型態作為區隔基礎來決定目標顧客群，並對各集群消費者加以適當描述，希望對於相關業者制定行銷策略上有所助益。

本研究以「Rogers創新採用過程」模式作為研究架構，以AIO生活型態變數作為市場區隔的基礎，以藍光影音播放機產品屬性與人口統計變數為投入變數，作為各市場區隔消費者的特徵與行為描述，探討之間是否有顯著差異，研究對象為台北地區消費者。

研究結果顯示，藍光影音播放機消費者可透過生活型態變數作市場區隔，可以分為「精打細算型」、「獨立保守型」與「社交新潮型」等三個集群；各區隔市場消費者在人口統計變數、訊息來源、功能看法、興趣程度、接受意願、產品屬性評估準則等變數上皆有顯著差異。

關鍵詞：生活型態、藍光播放機、創新接受、市場區隔。

With the progress in technology and high-definition image development, in order to grab the huge share in video market, most of vendors keep launching new products and technology to fulfill customers’ expectation. Large size is not the only criterion for LCD TV and PDP TV. Now customers pay more attentions on high-definition image & video. Current DVD cannot meet customers’ requirement anymore. Under this circumstance, there are more demands for Blu-ray technology. Recently, BD Player has become hot and potential products in consumer-electronics market for its excellent support in high-definition video/image, multiple audio format and higher storage capacity, up to 50GB. The format of Blu-ray disc had been confirmed on 2008. It is estimated that with the release of final format, the market of BD player will be definitely blossom. The purpose of this study is to understand what kind criterions are crucial to customers for BD player. Based on these criterions, this thesis would like to confirm whether lifestyle can be used as the segmentation to distinguish target customers. By having proper description for the target customers in different segments, it is hope that this thesis can provide some valuable information and reference for vendors in their marketing strategy. The Study adopts Roger’s “innovation adoption process” model as basis. AIO lifestyle variable is used as the basic structure for market segmentation; then, input another two variables, product property and population statistics, for the evaluation. By doing so, we are examining whtehre there is any siginificant difference between consumers’ characteristics and their behaviors. The study objects are residents in Taipei area. Based on the study result, potential consumers for BD Player can be divided into three groups: “pinch pennies”, “pragmatic” and “social”. There are significant differences for each group in population statistics, information source, function preference, interest, and criterions for product property.

Keywords: Life style, Blu-ray Disc Player, Innovation adoption, Market Segmentation.