台灣地區消費者對128位元遊戲機接受意願之研究

Abstract

在遊戲機市場與新力PS2角逐市場霸主地位的將有微軟在2001年秋季推出的XBox，任天堂也會推出新款遊戲機Game Cube。可預期的是，2002年遊戲機市場競爭程度將是相當激烈的。 有鑑於此，本研究嘗試由電腦遊戲與電視遊樂器消費者的消費需求，透過創新採用理論，作為未來128位元遊戲機屬性接受程度之推論。並探討128位元遊戲機的消費者，是否能以生活型態加以區隔，來決定目標顧客群，以提供業者制定行銷策略。 本研究以網際網路之遊戲區集群會員為例進行研究，發現生活型態可以有效區隔接受128位元遊戲機之潛在消費者；在消費者採用決策行為變數上之資訊來源、產品功能看法、興趣、採用時間、價格接受程度、網路連線費、購買地點皆有顯著差異。在認知上，約七成六的民眾認為128位元遊戲機產品功能比傳統電視遊樂器、掌上型電動遊樂器兩者提供更多元化的服務；在資訊尋求上，主要為電視、報章雜誌佔大多數，其次是網路媒體及親朋好友的介紹；在興趣方面，有興趣者佔居多數，佔八成二左右；採用時間，以十二個月以上佔五成五居多數，其次為六至十二個月者佔二成六左右。不同生活型態的消費者集群在評估準則中的行銷服務、品牌重視、基本需求上有顯著差異存在；在整體上，消費者強調基本需求與品牌重視。

In the Game console marketplace, Sony’s Play Station 2, which has owned the market hegemony, will face two mighty competitors-Microsoft’s XBox and Nintendo’s Game Cube in the coming year. It’s expectable the game console market competition will be very intense in the year of 2002. The purpose of this paper, while using Roger's Innovation Adoption Theory as its frame, is to identify the acceptance of the 128-bit game console based on consumers' preference and their demand for broadband. In addition, we try to find out whether the 128-bit game console consumers can be segregated by their life style so as to identify target consumer groups and to provide our research results to the industry to formulate their marketing strategies. The samples we used for this study are the game zone member of the Internet. From the samples we discovered that potential users could be effectively segregated by life style. In addition, we found the consumers’ adoption behavior variables shows difference do exist in terms of the source of information, opinion of the function, interested, time to adoption, the price of game console, Internet on-line fee and where to buy. In order to target these potential customers, different marketing strategies are required. About 76% of the sample attendants who has heard of 128-bit game console have expressed that the 128-bit game console can provide multifunctional services when compared to tradition and hand-held videogame console. Primary sources of such information comes from TV, newspapers and magazines, the next are from Internet and their relatives and friends. Majority of the sample attendants showed interest in 128-bit game console and 55% have expressed their intention to purchase the game console over 12 month, 26% will purchase within a 6 to 12 month period. It also shows differences do exist between different lifestyle consumers in estimate principle on marketing and servicing, attach importance to brand, basically function requirement. In the whole body, they emphasize to basically function requirement and attach importance to brand.