主要智慧手機品牌之搜尋引擎計數估計與市占率與用戶滿意度之關係

Abstract

搜索引擎已經成為功能強大的搜索工具，是企業尋找提高品牌實力的有效商業工具，也是網絡計量學的一個核心組成部分，所謂的網路計量學是指網路上(www)使用模式的研究和分析。在網絡計量學中，最常使用的數據是搜索引擎計數估計（SECEs）。搜索引擎所提供的搜索引擎計數估計已引起大量關注，主要是因為近期有關測量的受歡迎程度和名聲的研究，如作者的知名度、第一次世界大戰（WWI）中戰鬥機王牌飛行員的名聲，和其他相關研究。 本研究著重於主要智慧手機品牌在搜索引擎的計數估計，或網路呈現頻率(web presence)，及其與市占率及和消費者滿意度之關聯。本研究探討智慧手機品牌的引擎計數估計與其市場率是否有相關性，不同語言關鍵字的影響，及智慧手機品牌的搜索引擎計數估計與消費者的滿意度之間的相關性。研究結果表明，智慧手機品牌的搜索引擎計數估計與其市占率有顯著的正相關關係。由於搜索引擎計數估計或網路存在度，代表該品牌的知名度，本研究結果顯示智慧手機的搜索引擎技術估計及其市占率之間存在著正向關係，亦指智慧手機之知名度及其市占率之間存在正相關關係；而智慧手機的搜索引擎計數估計及手機功能的消費者滿意也是呈現正相關，這意味著品牌知名度及消費者滿意度之間的正向關係。這項研究探討的另一個議題是智慧手機品牌在東北亞地區的受歡迎程度，而結果表示，因為搜索引擎計數估計或在這些市場的網絡呈現頻率較高，一些智慧手機可能在某些市場上表現特別突出。

Search engines have become powerful search tools for consumers and proven business tools for businesses looking to increase brand strength, and are a central component in the science of webometrics – the study and analysis of usage patterns on the World Wide Web (www). The most common form of data used from search engines in webometrics is search engine count estimates (SECEs). Search engine count estimates provided by search engines have attracted significant attention because of the recent research on measuring popularity and fame, such as the popularity of authors, the fame of World War I (WWI) fighter-pilot aces, and other studies.

This study focuses on the search engine count estimates, or web presence, of major smartphone brands and its links to market share and consumer satisfaction. This research examines the correlation between search engine count estimates of smartphones brands and their market share, the effect of search queries in different languages, and the correlation between search engine count estimates of smartphone brands and consumer satisfaction with smartphone brand features. The results of the study show that there is significantly positive correlation between search engine count estimates of smartphone brands and their market share. A larger web presence or higher search engine count estimates represents the popularity of the brand. The results also imply that there is positive correlation between the popularity of smartphones and their market share. The correlation between search engine count estimates of smartphones and consumer satisfaction with smartphone features is also positive, which also implies a positive relationship between popularity and consumer satisfaction. Another area this study discusses is the popularity of smartphone brands in Northeast Asia. The results show that some smartphones outperform in certain markets because the search engine count estimates returned or web presence in those markets are higher.

Keywords: search engine, webometrics, search engine count estimates, smartphones, market share, popularity