個人數位助理(PDA)消費者購買行為與市場區隔之研究－以台北地區居民為例

Abstract

在快速整合運算(Computing)、通訊(Communication)及消費電子(Consumer Electronics)的趨勢下，操作容易、價格低廉及兼具上網功能的IA產品開始興起。PDA因具有體積輕巧、操作容易、個人化設計等特性，隨著網際網路及行動祕書觀念的盛行，在資訊家電中成為最具潛力的產品。然而，目前關於消費者對於PDA消費行為之研究卻不多見，本研究希望透過PDA之消費行為，瞭解消費者在評估PDA時會注重哪些產品屬性。此外，從不同消費群體的角度去探討對產品偏好上的差異，希望有助於企業擬定其行銷策略之參考。 本研究以EKB模式作為本研究之架構，以AIO生活型態變數作為市場區隔的基礎，以PDA產品屬性與人口統計變數作為投入變數，透過消費時態變數作為消費行為之描述，將PDA市場區隔化。本研究範圍所探討的PDA僅限於Palm OS、Win CE及Penbex OS等「開放式架構」之PDA，研究對象為台北市(縣)居民且目前已擁有PDA之消費者，以民國91年12月台北市世貿中心資訊展參觀民眾為抽樣對象進行調查。 研究結果顯示，PDA消費者可透過生活型態變數作有效的市場區隔，分為「理性自主型」、「新潮追隨型」、「便利購物型」和「品牌衝動型」，各區隔市場消費者除了在消費時態變數之購買價格及作業系統上無顯著差異外，其餘在人口統計變數、購買動機、資訊來源、產品屬性評估準則及消費實態變數上皆有顯著差異。

In line with the tendency to integrate Computing, Communication and Consumer Electronics, IA (Information Appliance) products with easy operation, affordable price and Internet functions, are getting more popular. Because of a PDA’s compact size, easy operation and personal design, it has become the product with the most potential among IA. However there is little research concerning Consumer Behavior towards PDA at present; therefore the purpose of this research is to understand which product attributes PDA consumers pay most attention to, and from the point of view of market segments to discuss the differences in product preference. This is necessary to help companies form their marketing strategy. In this research, the EKB model is used as a conceptual framework, and the AIO lifestyle variable is used as a basis of market segmentation. PDA product attributes and demographic factors are used as independent variables. Consumption reality variables describe the behavior of consumers. This research discusses only open system PDA, such as Palm OS, Win CE and Penbex OS, etc. The sample is drawn from the residents of Taipei district who possess PDA. The sampling frame is the visitors to the Information Exhibition in Taipei World Trade Center during December, 2001. The results show: PDA consumers can be successfully segmented by lifestyle variable, such as “Rational Independent Buyer”, “Fashion Followers”, “Convenience Buyer”, and “Brand-Impulsive Buyer”. Among the four market segments, Price and OS variables are not significant predictions of product choice. Of much more significance are demographic variables, purchase motive variable, information search, product attributes evaluation criteria, and consumption reality variables.