品牌權益影響觸控式手機購買行為之研究－ 以台北市消費者為例

Abstract

自從2007年七月蘋果電腦的iPhone上市後，在消費性電子產品上掀起一股熱潮，因此許多大廠紛紛推出觸控式手機。多點觸控技術的應用也徹底改變傳統的使用者介面。研究指出觸控式手機為大多數消費者換機時的首選，觸控式手機勢必成為將來手機的主流，其市場的成長幅度相當樂觀。本研究希望透過觸控式手機的消費行為，以瞭解觸控式手機的哪些產品屬性為消費者所重視，以及消費者對於品牌權益認知程度的不同又會如何影響其購買行為。 本研究以Howard-Sheth模式中的消費者決策程序為研究架構，主要在探討觸控式手機的消費者購買行為，藉由線上問卷調查的方式，蒐集有效問卷共411份。為瞭解觸控式手機消費者的購買行為，本研究以人口統計變數作為區隔消費者群體的基礎，探討人口統計變數對購買實態、購買動機、資訊來源、產品屬性與品牌權益的關係。研究結果顯示，觸控式手機的消費者在人口統計變數對購買實態、購買動機、資訊來源、產品屬性準則與品牌權益上皆有顯著差異。

Since 2007 July after the launch of iPhone of Apple,there has come a boom in the consumer electronics market, so many companies have developed and launched touched-panel mobile phones. Also the application of multi-touch techniques thoroughly changes the conventional user interface.Reseaches indicate that many consumers will take touched-panel mobile phones into account for top priority when they replace the old ones. Undoubtedly, touched-panel mobile phones will catch on in the near future and the market will grow soon and optimistically. The goal of this research is to understand which product attributes was considered by consumers, as well as how consumer’s awareness of brand equity to affect their purchasing behavior through the consumer behavior research of touched-panel mobile phones. The research framework of this thesis is based on the consumer decision process of Howard-Sheth model. The main propose of this research is to discuss the consumer behavior of touched-panel mobile phones. With the method of using online questionnaire survey, we can understand the purchase reality of users who own touch phones. Meanwhile, The results show that the difference in demographic variables of touch phones’s consumers between purchase reality variables, purchasing motivations, information sources, product attributes evaluation criteria , and brand equity are significant.