無線區域網路802.11X消費者市場區隔之研究

Abstract

網際網路已經改變了多數人的生活形態，隨著人們對網路的依賴程度越來越高，對於可以隨時隨地上網的需求也逐漸增加。無線區域網路(Wireless LAN , WLAN)因具有不需重新佈線的方便性、機動性高、傳輸速率快等特性，隨著網際網路及行動辦公室觀念的盛行，成為目前最具有潛力的產品。然而，目前關於消費者對於WLAN消費行為之研究卻不多見，本研究希望透過WLAN產品之消費行為，瞭解消費者在評估WLAN產品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，AIO生活型態變數作為市場區隔的基礎，WLAN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WLAN市場區隔化。本研究範圍所探討的WLAN僅限於無線區域網路最為廣見之IEEE802.11X系統，研究對象為台北地區目前已擁有WLAN之消費者，以民國91年11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，WLAN消費者可透過生活型態變數作有效的市場區隔，分為「自由自在型」、「獨立便利型」、和「品牌衝動型」，各區隔市場消費者在人口統計變數、購買動機、資訊尋求、產品屬性評估準則及消費實態變數上皆有顯著差異。 根據研究結論，本研究最後就三個區隔市場，提出產品、價格、通路及促銷策略，作為WLAN相關業者未來從事行銷策略規劃之參考。

Internet has changed the life style of lots people. Following the increasing dependence of network, more and more people want to go on the internet anywhere and anytime. Wireless LAN has some advantages such as easy go on internet without wire, mobile, high transmission rate. So, Wireless LAN becomes the hottest products. But there is not easy to get the reports about the Wireless LAN’s consumer behavior. So this study analyses the consumer behavior of Wireless LAN to understand what product properties when consumer buy Wireless LAN products emphasis. By the other way, we can confer differ groups focus on the different product properties. Then we can map out the marketing strategy about the different consumers for the enterprises. This study use EKB model to be the frame, and AIO table be the foundation of the marketing segment, WLAN product attributes and demographic factors are used as independent variables. Consumption reality variables describe the behavior of consumers. This research discusses only WLAN 802.11X system. The sample is drawn from the residents of Taipei district who own WLAN 802.11X products. The sampling frame is the visitors to the Information Exhibition in Taipei World Trade Center during November, 2002. The results show: WLAN consumers can be successfully segmented by lifestyle variable, such as “Freedom Buyer”, “Independent convenience Buyer”, and “Brand-Impulsive Buyer”. Among the three market segments, demographic variables, purchase motive variable, information search, product attributes evaluation criteria, and consumption reality variables are significant predictions of product choice. According to the conclusion of this report, then suggest about product, price, path, and promotion strategy for WLAN related business consult to establish marketing planning in the future.