手機體驗試用方式對消費實態之影響-以台北市民為例

Abstract

現今手機品牌琳瑯滿目，手機功能也不斷豐富，各家品牌大廠無不卯足全力傳達其產品的特性與優勢於消費者，除了以傳統的媒體廣告傳達之外，體驗試用成為另外一種拉近消費者距離主要行銷手法；目前諾基亞、摩托羅拉、索尼愛利信等手機巨頭非常青睞此種銷售方式，紛紛在旗艦店的設立體驗平台，成為全新體驗式專賣店，此手法也成為各家品牌手機廠商傳達訊息給消費者最直接的模式，而體驗試用對於消費者採購手機時的決策有什麼樣的影響，是手機廠商所重視的課題之一。 本研究以手機產業為出發點，探討消費者購買意願與體驗試用方式的關係，以建立體驗試用方式與消費者行為的觀念架構作為管理者策略之參考。根據本研究背景與動機，所延伸出的研究目的如下。 (1) 探討手機體驗方式的定義 (2) 探討手機消費者的決策過程 (3) 確立體驗試用方式對於消費者購買實態之影響 本研究屬於描述性研究，即描述體驗試用方式的呈現下影響消費者注意對於購買行為之關係；並進一步以問卷的方式討論體驗試用方式和消費者購買意願之效果。

The function and feature of modern cell phone are multiple. Every cell phone manufacturer performs and shows their special design and feature to consumer very actively. Except original marketing concept, experience attempt is another main marketing technique. Top three cell phone manufacturer, Nokia, Motorola, Sony Ericsson, perform experience attempt to consumer very often in recent years. For example, to build up experience platform in flagship store is the direct technique to let consumer know the function and feature of new cell phone. The influence of real factors of consumption in cell phone experience attempt is the main issue in this essay. The objectives of this essay are as follow, (1) The definition of cell phone experience attempt (2) Real factor of consumption in cell phone (3) The influence of real factor of consumption in cell phone experience attempt The influence of consumer behavior by experience attempt is described by description research structure in this essay. The effect of experience attempt is described by questionnaire analyze.