來源國形象、品來形象與智慧型手機消費行為分析 -以台北地區消費者為例

Abstract

隨著數位科技的進步，智慧型手機從2007年iPhone第一代發布以來，快速走入人類的生活並大幅改變生活方式。此外，過去五年全球智慧型手機市場成長超過十倍，在成本降低、市場需求持續強勁的情況下，未來成長仍舊看漲。智慧型手機已成為市場主流，不但改變了現代人的生活習慣，現代人的消費方式和觀念也不斷地變化；在原有品牌大廠外還有許多新的競爭者加入，各廠商如何更準確地掌握住消費者的需求，將是成功勝敗的關鍵。

本研究採用問卷調查法來蒐集資料，以EBM模式之消費者購買決策過程作為本研究之架構，包括問題認知、資訊尋求等五個階段，發展出消費者行為變數，並描述其人口統計變數之特徵，藉由智慧型手機之產品屬性、購買動機、資訊來源與消費實態變數上對消費者行為加以描述，探討台北地區智慧型手機的消費者消費行為間的描述。本研究採用因素分析、變異數分析、卡方檢定等統計方法，對樣本資料進行分析。

研究結果顯示，智慧型手機消費者在購買動機、資訊來源與消費實態變數上皆有顯著差異，產品屬性上則鮮有差異；在消費者基本特徵對來源國形象及品牌形象上有顯著差異。最後根據上述的分析結果，提出建議以供智慧型手機業者作為制定策略時之參考。

With the advances in digital technology, since the iPhone one lunched in 2007, it quickly took the digit into human life and made a significant lifestyle changes. In addition, the global smartphone market has grown 10 times in past five years, and due to the cost reducting and highly demand, we can predict that there is a long term growth in the future years. The smartphone has become the mainstream of 3C produts, and it’s not only changed the lifestyle but also the way people consume. And it’s really a tough market for both existing and newly companies. So, how to reach the consumers behavior is the key point to win for every firm.

This study uses the questionnaire to collect the data, and structure it by EBM consumers’ behavior model. Then we describe the characteristics and behavior of consumers by using purchase motive variables, sources of information, product properties and consumption reality variables. All data were analyzed with following methods: factor analysis, ANOVA and Chi-Square test.

The results show that there are significant differences in purchase motivation, sources of information, and consumption reality for smartphone consumers. The outcomes indicate a few significant differences in product properties. Furthermore, there are some influence byimpact on brand image and country of origin. Finally, it provids some advice based on the results.