燒錄機（CD-R/RW）之消費行為與市場區隔之研究－－以台北市大學生為例

Abstract

隨著多媒體市場蓬勃發展，具有儲存容量大及成本低等優點的光碟機，似乎已成為多媒體電腦儲存周邊之必須配備，在歷經1998及1999年的銷售知道燒錄機成長快速，而且加上DVD光碟機市場發展不如大家的預期，以及大家對儲存媒體的需求增加，使得我們不得不重視燒錄機（CD-R/RW）的成長。因此，希望瞭解燒錄機（CD-R/RW）的消費者特性分析，來擬定行銷策略。 本研究以燒錄機消費者的生活型態變數來進行燒錄機消費市場的市場區隔化，當成功將市場區隔成不同生活型態之區隔並給予命名後，再繼續探討各區隔的消費者購買行為、人口統計變數、重視的產品屬性之差異，以解釋各區隔的特徵，最後則提出行銷策略的建議。 本研究以EKB消費者行為模式為觀念性架構，使用事後區隔的方法，以燒錄機產品屬性與人口統計變數作為投入變數；以生活型態變數做為市場區隔之基礎；以消費行為變數做為消費行為之描述，而將燒錄機市場區隔化。研究範圍包含購買者與潛在消費者，對象為台北市大學之大學生，在抽樣的設計上，依分層隨機抽樣法，對台北市大學的大學生進行抽樣調查。而資料蒐集則以問卷形式進行。資料分析的進行前，先比較不同消費行為對燒錄機產品屬性重視程度的差異，再對購買者進行區隔；利用因素分析進行構面縮減，再以集群分析對一般化生活型態變數進行燒錄機市場區隔化，之後以多變量分析、卡方檢定等方法，檢定各項研究假設。 研究結果顯示，購買者與潛在消費者在16項產品屬性上重視的程度不同，分別是：價格、品牌、使用口碑、保固期限、售後服務、使用的介面、外接式或是內接式、散熱程度加、說明書容易閱讀、外型、硬體支援程度、軟體支援程度、未來被取代的可能性、附贈軟體、其他附贈東西和提供教育訓練。透過區隔化的過程，得到「理智自主」、「價格取向」、「新潮追隨」與「廣告效用」四個燒錄機產品消費者市場區隔。各區隔消費者在產品屬性因素的重視程度上有差異的為價格、製造地區、使用口碑、寫入速度、操作時的穩定性、保固期限、售後服務、內接式或是外接式、硬體支援程度、未來被取代的可能性、附贈軟體、其他附贈東西和提供教育訓練，這十三項因素均有顯著差異。在消費者行為變數上有顯著差異的為資訊蒐集、購買價格、品牌選擇、使用者經驗、購買地點；在人口統計變數上有差異的為性別、年齡、年級、居住環境。整體而言，燒錄機消費者的購買動機主要為資料備份；資訊蒐集來源最多為使用者口碑；希望購買價格為5001~6000元；偏好品牌為Teac和Ricoh；購買地點最多為電腦專賣店。

Since the market scale of multimedia grows up fast, CD-R which has the strength on its big storage content and low cost seems to be a standard storage facility of multimedia computer. From 1998 and 1999’s sales experience, we know CD-R grows up fast and DVD don’t reach the expected scale. And the needs of storage media increase quickly, so we must keep an eye on CD-R. We hope that understanding the characters of customer behaviors to make the marketing strategy. The research makes the segmentation of CD-R customers by their life style variants. When it successes, we give the names and discuss the consumer behavior, people statistics and different preference of product specialty to explain every segmentation’s characters. Finally, we have suggestions for marketing. The research employs EKB model as the conceptual framework and take the CD-R specialty and people variant as input variants, the life style variants as the basic of market segmentation, and the consumer variants to describe consumer behaviors. It includes the buyers and potential consumers. The data collection has been carried out through the questionaries done by university students in Taipei using stratified random sampling. Before assay the data, compare the difference of different behaviors value product specialty of CD-R. And segment the buyers by using factor analysis, cluster analysis and ANOVA to check the hypotheses. Results reveal the buyers and potential consumer value different 16 product specialties. And after segmenting the buyers, we get four clusters. There are 13 product specialties valuing different between these four clusters. It differs from INFORMATION COLLECTION, PRICE, BRAND, USER EXPERIENCE, PLACE, GENDER, AGE, CLASS and LIVING ENVIREMENT. To view the whole, the buyers’ motive is to storage data. Their information collection is from public praise. Their buying price is NT$5001~NT$6000. Their preferred brand is Teac and Ricoh. They bought in computer monopoly store most.