大台北地區電視機消費者對平面顯示器電視(FPD-TV)接受意願及其產品屬性評估之研究

Abstract

平面顯示器電視(FPD-TV)目前在不同技術上的產品有電漿電視、液晶電視、數位投影電視(包含前投影及背投影；以MicroDisplay驅動)，皆努力在家用顯示器市場上掙得一席之地；具體而論，歐洲、美國及日本是FPD-TV現階段較有發展空間之地區，台灣地區平均所得高，亦有相當發展機會，在售價尚未十分合理前，其他地區的消費能力將會十分有限，唯大陸經濟快速起飛，北京、上海等大城居民的消費力正逐漸抬頭，未來亦可能浮現商機。 本研究藉由電視機消費者的消費需求，透過創新採用理論，作為未來對平面顯示器電視接受程度之推論；並嘗試探討對平面顯示器電視有接受意願的消費者，是否能以生活型態加以區隔，來決定目標顧客群，探討集群在人口統計變數、接受程度變數以及對產品屬性評估準則的差異性。並透過複迴歸分析探究產品屬性對消費者採用時間的影響，除做為未來產品擴散的推論，更用以提供業者制定行銷策略。 本研究採用結構式問卷調查法蒐集資料，以中華民國九十二年度第十三屆「台北電器視聽大展」之大台北地區電視機消費者為對象進行研究，收集有效樣本466份；在分析方法上，以次數分配百分比、因素分析、信度分析、集群分析、區別分析、變異數分析、雪費檢定、卡方檢定、複迴歸分析等統計方法，對蒐集之樣本資料進行分析。 研究結果發現若不考慮消費者是否知曉此產品，整體市場的潛在消費者中有意願接受者佔72.9%，若只以知曉此產品的消費者為考量，則有意願接受者佔82.9%；並發現生活型態可以有效區隔接受平面顯示器電視之潛在消費者；在人口統計變數上，性別、年齡、家庭每月平均所得、職業、家庭概況、家庭人口數、家庭中未成年人口數、住家大小皆有顯著差異。在消費者接受過程變數上之家中電視機種類、資訊來源、產品功能看法、產品主要功能認知、興趣、產品主要活動、採用時間、畫面尺寸、畫面尺寸格式、產品種類、產品價格、產品付款方式、產品購買地點、數位電視頻道計費方式、數位電視基本頻道月租費皆有顯著差異。在認知上，約有八成八的民眾聽過平面顯示器電視相關產品；在有意願接受者中，約七成的民眾認為平面顯示器電視產品功能比傳統以CRT技術為基礎的電視提供更多元化的服務；在資訊尋求上，主要以報章雜誌佔大多數；在主要功能認知上，以家庭劇院用螢幕居多數。在興趣方面，有興趣者佔居多數，佔八成四左右；在主要活動上，以家庭劇院級視聽娛樂居多數；在採用時間上，以十二個月以上佔六成六居多數。不同生活型態的消費者集群在產品屬性評估準則中的價格費用、品質與服務保固、附加設計、調整操作與擴充相容性、畫面特性與尺寸外觀、數位電視開播時間與頻道業者、品牌與生產國、數位電視節目與購買便利性有顯著差異存在；在整體上，消費者最重視故障率、使用壽命與機件耐用度及售後服務，顯示消費者非常重視產品品質與服務保固。 研究結果同時發現產品屬性構面對消費者在產品採用時間的接受程度有顯著影響，依據分析結果，加強產品的價格費用、品質與服務保固、附加設計、調整操作與擴充相容性，數位電視開播時間與頻道業者、數位電視節目與購買便利性，可以加速消費者的採用使產品加速擴散。

Nowadays, there are many types of FPD-TV products based on different kinds of FPD technology, including PDP-TV, LCD-TV and Digital Projection-TV (front projection/rear projection; driven by MicroDisplay), as the major players in highly competitive TV market. For the time being, there will be a great chance of developing FPD-TV in Europe, USA, Japan, as well as in Taiwan. Before the selling price going down to the acceptable level, it couldn’t be popularized in other area; however, the economic situation in some cities of Mainland China, such as Peking and Shanghai, is rising dramatically, it might be popularized in the near future. We used Innovation Adoption Theory and revised it as the study’s frame used to identify the acceptance of the FPD-TV based on TV consumers' preference and their demand. In addition, we try to find out whether the TV consumers can be segregated by their life style so as to identify target consumer groups and to describe their characteristics. We also try to explore the relations between product attributes and consumers’ time to adoption by Multiple Regression Analysis. Finally, we provide our research results to the industry to formulate their marketing strategies. This research is to use structured questionnaires, and we got 466 effective copies of the samples we used for this study are the Taipei area TV consumers who attended to The 13th Comprehensive Electric Show, Taipei 2003. All data were analyzed with the following methods: Frequency Distribution Analysis, Factor Analysis, Reliability Analysis, Cluster Analysis, Discriminant Analysis, MANOVA Analysis, Scheffe’s Test, Chi-square Test and Multiple Regression Analysis. The research result shows that if we don’t consider whether the consumers are aware of these products, 72.9% potential users have expressed their intention to purchase in the market. If we only figure the potential users who have been aware of these products, 82.9% potential users have expressed their intention to purchase in the market. From the samples we discovered that potential users could be effectively segregated by life style. In addition, we found the demographic variables shows difference do exist in terms of the gender, age, monthly average income of family, occupation, family life cycle, family size, number of minor children and house size. We found the consumers’ adoption behavior variables shows difference do exist in terms of the types of family TV, source of information, opinion of the function, perception of the product function, interested, action of the product, time to adoption, size of screen, large aspect ratio, type of the product, price, type of payment, where to buy, fee structure of Digital TV channel, monthly fee of basic channels. In order to target these potential customers, different marketing strategies are required. About 88% of the sample attendants who has heard of FPD-TV, and 70% of the attendants who will adopt the product have expressed that the FPD-TV can provide multifunctional services when compared to traditional CRT-based TV. Primary sources of such information come from newspapers and magazines. Majority of the sample attendants showed interest in FPD-TV and 66% have expressed their intention to purchase the FPD-TV over 12 month. It also shows differences do exist between different lifestyle groups in evaluating factors. In the whole potential users, they emphasize to the quality of products and maintain service. This research has also found that product attributes could influence consumers’ time to adoption. And we found that firms enhance some FPD-TV attributes will speed up the adoption of consumers to accelerate the diffusion of FPD-TV.