品牌形象與音樂手機購買行為研究----以新竹市國立大學學生為例

Abstract

隨著網際網路的興盛，讓數位化的交流非常的便利也宣告數位化時代的來臨，因此電子性消費產品也紛紛的加上數位化的功能。在這波數位化風潮中，最近這幾年將音樂檔案整合至手機的蓬勃發展更是引人注目。 本研究希望透過研究音樂手機之消費行為，在納入了品牌形象對於消費者購買決策的影響並瞭解消費者在音樂手機產品屬性間如何做評估。並利用研究結果，給予廠商相關的的行銷及品牌策略的建議。 本研究以EKB模式作為研究之架構，並將音樂手機產品屬性、消費者人口統計變數、購買動機、資訊來源及品牌形象作為投入變數，並透過消費實態變數作為消費行為之描述，探討之間是否有顯著差異。研究對象為新竹市使用過音樂手機的國立大學生，於民國九十七年三月至五月，共三個月的期間以新竹市三所國立大學學生進行抽樣調查。 研究結果顯示，新竹市立國立大學學生音樂手機消費者在部份人口統計變數、和購買動機、資訊來源、產品屬性準則及消費實態變數上皆有顯著差異。而在品牌形象方面，對音樂手機品牌形象認知程度不同的新竹市立國立大學學生，在消費實態變數上有顯著差異。

As music becomes digitization in the world, it leads digit music likes MP3 getting popular. And digit music has changed our daily life. Music cell phone starts to replace MP3 and MP4 player these years and becomes one of fast-growing products recently. This research, therefore, aims to understand which product attributes that music cell phone consumers will pay most attention to. Besides, this study also focuses on the influence of brand image and the relations between consumption realities. According to the result, we could plan the marketing and brand strategies for music cell phone industry..

By using EKB model as a conceptual framework, music cell phone product attributes and demographic factors、purchase motive、information search and brand image are used as independent variables. Consumption reality variables describe the behavior of consumers. It takes randomly survey samples from the national university students in Hsinchu. The total effective samples are 489 units. This research uses factor analysis, chi-square test and analysis of variance, these all analyze by using SPSS.

The result of this research shows partly demographic factors、product attributes evaluation criteria, purchase motive variable、information search 、brand image and consumption reality variables of the music cell phone are significant difference of product choice.