DVD-Video播放機市場區隔及消費者行為之研究－以台北縣市為例

Abstract

摘 要 隨著資訊產品的世代演進，傳統家庭用影音播放機已遂漸被高容量、高影音品質的DVD-Video播放機所取代，DVD-Video播放機已成為近幾年來成長速度最為快速的消費性影音電子產品。然而，目前關於消費者對於DVD-Video播放機消費行為之研究卻不多見，本研究希望透過DVD-Video播放機之消費行為，瞭解消費者在評估DVD-Video播放機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DVD-Video播放機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DVD-Video播放機市場區隔化。本研究範圍所探討的是DVD-Video播放機，研究對象為台北市(縣)居民且目前已擁有DVD-Video播放機之消費者，以民國92年2月台北市世貿中心家電視聽展參觀民眾為抽樣對象進行調查。 研究結果顯示，DVD-Video播放機消費者可透過生活型態變數作有效的市場區隔，分為「品牌偏好型」、「購買衝動型」、「理性自主型」，各區隔市場消費者除了在產品屬性評估準則之畫質效果因素、價值導向因素無顯著差異外，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。

Abstract Owing to information products evolving generation, Traditional media player have been displaced by DVD-Video Player. DVD-Video Player has become the fastest growth product among Consumer Electronics in the past years .However there is little research concerning Consumer Behavior towards DVD-Video Player at present; therefore the purpose of this research is to understand which product attributes DVD-Video Player 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. DVD-Video Player product attributes and demographic factors are used as independent variables. Consumption reality variables describe the behavior of consumers. This research discusses only DVD-Video Player. The sample is drawn from the residents of Taipei district who possess DVD-Video Player. The sampling frame is the visitors to the Information Exhibition in Taipei World Trade Center during February, 2003. The results show: DVD-Video Player consumers can be successfully segmented by lifestyle variable, such as “Brand Preference Buyer”, “Impulsive Buyer”, and “Rational Independent Buyer”. Among the three market segments, Definition and Value-Oriented factors are not significant predictions of product attributes evaluation criteria. Of much more significance are demographic variables, purchase motive variable, information search, product attributes evaluation criteria, and consumption reality variables.