高階手機應用軟體的消費者行為研究

Abstract

本研究是研究高階手機應用軟體的消費者行為，並以專業人士使用高階手機應用軟體的品牌喜好、使用時間、使用地點及應用軟體的功能選擇偏好為研究標的，探討對於消費者而言，什麼樣的高階手機應用軟體功能搭配可以有效吸引消費者的興趣購買，以及何種的付費或免費應用軟體功能是對於不同人口統計變數的差異。

從2007年起，由於蘋果手機深耕市場帶來大量的使用人潮，大家對於高階手機的應用軟體使用愛不釋手以臻瘋狂之境界，讓之前沉寂已久有記事功能的PDA手機轉變成有各種不同功能的高階智慧型手機，有符合商務人士專用配備功能的手機，也有適合上班族提供工作效率的功能手機，也有針對一般消費者愛用的基本配備的高階手機，基本上，你可以自己去定義你的高階手機的功能及屬性，因為你可以自己規劃它的各種功能來滿足你的需求!

本研究即針對目前時下最流行的高階手機應用軟體功能，探討消費者對於高階智慧型手機應用軟體的消費者行為，進一步分析並提出建議 ， 作為消費者、軟體開發廠商或想進入此研發領域者的參考。

本研究以新竹科學園區一般上班族中的專業人士為抽樣目標，探討消費者對於高階智慧型手機的應用軟體的各項使用偏好，功能選擇偏好，對於高階智慧型手機應用軟體的免、付費功能使用喜好，以及人口統計變數與生活型態變數之間的關係。並以卡方獨立性檢定各項變數之間的關連性。

This research is the consumer behaviour study for smart mobile phone application software, especially focus on professional people using high-end mobile phone experience, sach as brand preference, using time, using place and functions of software application choose. With regard to investigate into the partiality for which brand of application software from the professional personage point of view, it is discussed for consumer, what kind of high-end mobile phone software applications function matches and can attract consumers' interest to be bought effectively, and what paying or free application software planted the function is the difference to different demographic parameters.

From 2007, because the mobile phone of the apple deeps plough on the market and brings using crowd of a large number of, everybody is used and so fond that will not let the application software of the high-order mobile phone out of one's hand in order to the realm which become crazy, the PDA cell-phone of the function had intelligent mobile phones of high-order of different functions to change to keep a record of events quietly for a long time before letting, accord with the commercial personage's special-purpose mobile phone which allocates the function, there is a function mobile phone that suitable salariat offered working efficiency too, there is a high-order mobile phone to basic outfit which general consumers like using too, basically, you can define function and attribute of your high-order mobile phone by oneself, because various functions that you can plan it by oneself meet your demands!

This research directs against the most popular high-order mobile phone application software function at present at present promptly, probe into consumer's consumer behaviour to the intelligent mobile phone application software of high-order, further analyze and propose the suggestion, or want to enter reference of this person who researches and develops field as consumers, software development manufacturer.

This research regards professional personage in the general salariat of science park of Hsinchu as the goal of sampling, probing into consumers will use and have a partiality for several of the application software of the intelligent mobile phone of high-order, function choose, have a partiality for, exempt, pay as to high-order intelligent mobile phone application software function application fond of, and the relation between demographic parameter and living type attitude parameter. And with closing between every parameter of square independence examination of card.