3G手機需求屬性的分析 - 消費者涉入程度的觀點

Abstract

本研究使用問卷調查的方式，蒐集消費者的資料，以及詢問消費者對於3G手機想法，包括購買動機、資訊的來源、接受的價格範圍、各項產品屬性等。目的在於找出為何至今3G手機的銷售不如預期的理想，並期待可歸納出3G未來發展的方向。 經過文獻蒐集與問卷分析之後，發現消費者對於3G手機的想法和電信業者所推動的目的並不一致。現今業者多半強調3G手機的各項影音、視訊服務或其他多元化的加值服務，但研究結果卻顯示，消費者最在意的仍然是手機價格，而且對於手機的觀念還是處在聯絡功能，至於非語音的加值服務，消費者多數處在觀望的態度，其重視程度不如業者所期盼的高。 本研究首先按照消費者對於3G手機的涉入程度，將其分成高涉入程度和低涉入程度兩組，經過t檢定確認分組有效之後，再進行比較。此外，本研究也在問卷中詢問消費者是否有使用3G手機的經驗，從不同的角度去分析。對於費者的人口統計變數、使用經驗、需求變數、資訊來源變數、消費者實態變數，利用卡方檢定和交叉表的形式進行比較分析。而在產品屬性方面，則是利用單因子變異數分析法來進行資料的解讀。 綜合分析比較，並了解消費者的實際需求之後，建議未來各家電信業者可從教育消費者對於手機的使用態度著手，強力改變消費者對於手機的觀念和使用手機的習慣，推廣手機並不是只是用來聯絡而已，還有許多其他服務功能。如此才可以使3G手機在未來的發展更蓬勃。

By using questionnaire, this study collected the information of consumers. Also, the study asked the thoughts of 3G mobile phones from them, including the demand, where the 3G information came from, the acceptable range of price, the character of 3G, and so on. The purpose is to find the future development of 3G mobile phones. According to the literature and analysis, there are different points between consumers and 3G business. Today, every 3G company emphasizes the improvement of technology and the video part of 3G functions. But the data analysis showed that consumers care about the price most. And most consumers still consider mobile phones as communicating tools. They don’t pay attention on other new functions. This study grouped consumers into two types by their involvement degree. After using T-test, ensured there is really a difference between high involvement and low involvement, then this study proved every hypothesis. In order to get the more complete analysis, this study also asked consumers whether they have used 3G mobile phones or not. By using Chi-Square test, cross tabulation and ANOVA test, we can test the difference among every variable and compare the results that we got. To summarize the analysis result, we understand the real requirement of consumers. So, we advise 3G business should educate consumers, and change the thoughts and habits of consumers. Tell consumers that there are lots of interesting functions of 3G mobile phones. Then, 3G mobile phones can have chance to be popular around Taiwan in the future.