消費者創新產品之接受意願與產品屬性評估之研究—以網路電話盒(機)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，通話價格低廉及兼具多種附加功能的網路電話產品開始興起。而網路電話因具有價格低廉、通訊便利、及應用多元等特性，隨著寬頻網際網路的盛行，在通訊產業中將成為最具潛力的產品。然而，目前關於消費者對於網路電話消費者接受意願研究卻不多見，本研究希望透過網路電話之接受意願行為，瞭解消費者在評估網路電話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Rogers之「創新採用過程」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，以網路電話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，將網路電話市場區隔化。本研究範圍所探討的網路電話僅限於電話對電話中之網路電話盒(機)，研究對象為大台北地區居民且目前已擁有寬頻上網之消費者，以民國92年2月台北市春節多媒體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「新潮自主型」、「衝動自主型」和「便利社交型」，而研究結果各區隔市場消費者在人口統計變數、購買動機、資訊來源、產品屬性評估準則及生活型態變數上皆有顯著差異。

In line with the tendency to integrate Computing, Communication and Consumer Electronics, the Mobile Voice over IP(VOIP) products with cheaper values and offering many kinds of functions, are getting more popular. Because of VOIP’s cheaper values, convenient communication and offering many kinds of functions, it has become the product with the most potential among communication industry. However there is little research concerning Consumer adoption towards VOIP at present; therefore the purpose of this research is to understand which product attributes VOIP 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 Roger’s adoption model is used as a conceptual framework, and the AIO lifestyle variable is used as a basis of market segmentation. VOIP product attributes and demographic factors are used as independent variables. Consumption reality variables describe the behavior of consumers. This research discusses only the machine of VOIP. The sample is drawn from the residents of Taipei district who use the network of broadband transmission. The sampling frame is the visitors to the multimedia Exhibition in Taipei World Trade Center during February, 2002. The results show: VOIP consumers can be successfully segmented by lifestyle variable, such as “Fashion Independent Buyer”, “Impetuous Independent Buyer”, and “Convenience social Buyer”. Among the three market segments, Much more significance are demographic variables, purchase motive variable, information search, product attributes evaluation criteria, and consumption lifestyle variables.