台北市消費者對行動影音播放器市場區隔之研究

Abstract

由於數位科技不斷進步發展，市場上影音產品推陳出新，MP3音樂播放器成為熱門商品，自從Apple公司在2005年10月推出第五代iPod後，音樂播放器發展為行動影音播放器，不僅只是收聽數位音樂，還具備MP4影片觀賞、照相、玩遊戲等功能，功能強大、華麗奪目的造型，使得行動影音播放器的銷售數目不斷攀升，再加上一波MP3音樂播放器的換機風潮，消費者對行動影音播放器的需求日漸增加，因此本研究擬針對行動影音播放器作為研究產業。

本研究以台北市消費者為研究對象，以AIO生活型態量表作為區隔基礎，利用問卷調查方式蒐集資料，透過創新採用過程、行動影音播放器之產品屬性、人口統計變數作為投入變數，並使用因素分析、集群分析、變異數分析、卡方檢定等方法來分析所得之實證資料。探討不同消費者集群對行動影音播放器此一創新科技產品的創新採用過程行為，以及評估行動影音播放器時著重哪些產品屬性，進而讓行動影音播放器的相關業者更能掌握消費者的需求概況，擬定有效的行銷策略。

研究結果顯示，行動影音播放器消費者可有效的區隔成五個集群－「獨立主動型」、「衝動購買型」、「廣告價格型」、「漠不關心型」和「自我規格型」。而各區隔市場消費者在人口統計變數、產品屬性以及創新採用過程決策行為變數上皆有顯著差異，最後並針對各區隔市場之消費者提出行銷建議。

The digital technology has developed rapidly and prosperously, so there are many products of audio and video in the market and MP3 music player becomes the popular commodity. Since Apple Computer Company promoted fifth generation of iPod in October, 2005, the music player became portable multimedia player. Users could not only listen to the digital music, but also watch MP4 video, take pictures, play games, and so on. Portable multimedia players with a variety of functions and good-looking modeling make the sales number go up continuously. In addition, people who have MP3 music players want to buy portable multimedia players and the demand of consumers on portable multimedia players increses day after day. Hence the study takes portable multimedia players as the research industry.

The object of the study is consumers in Taipei city, and the study used AIO life style scale as the base of market segmentation. Data was collected by using questionnaires based on innovation adoption process, product attributes of portable multimedia player, and demographic variables and analyzed by applying factor analysis, cluster analysis, analysis-of-variance (ANOVA), and chi-square test. Discuss different consumer clusters’ innovation adoption process on portable multimedia players and which product attributes they prefer. Then manufacturers of portable multimedia players could know consumers’ demand clearly, and draws up effective marketing strategies.

The results showed that there is five types of consumers on portable multimedia players- (1) independent consumers, (2) impulse buying consumers, (3) ad and price consumers, (4) not care a fig consumers, and (5) DIY and specification consumers. There were significant differences on innovation adoption process, product attributes, and demographic variables. Suggestions for marketing strategy in each cluster were also provided in the study.