臺灣博碩士論文加值系統

Apple在2007年第2季推出智慧型手機iPhone，為全球手機市場投下一顆震撼彈，並將創新的觸控螢幕技術應用於智慧型手機上，讓手機操作型式帶來重大突破與革命，更將各種功能整合於iPhone手機上，使得整個手機使用的生態與模式完成改變，讓智慧型手機的操作模式與定義更加明朗化。
為了更深入的瞭解消費者在購買智慧型手機iPhone時所考慮的因素，本研究將採取「方法目的鏈(Means-EndChain)」理論以質化的深入訪談法及內容分析(Content Analysis)去收集與分析資料，以瞭解消費者真正具多樣化的需求。本研究首要動機即是以深入訪談的方法去瞭解影響消費者對智慧型手機之購買決策行為的認知結構。並依生活型態以二階段集群分析法（Two-Stage Clustering)分群進行各群之價值階層圖(Hierarchical Value Map，HVM)依據連結關係，找出關鍵要徑(critical path)，以作為市場區隔之參考，制定更能貼近消費者之行銷策略。
本研究的成果對於智慧型手機之經營策略與創新研發而言，能夠自消費者需求面的角度了解消費者之需求，進而研擬策略加強經營手機大廠或其他週邊相關產品線之廠商之競爭優勢，以使營運策略的定位與內容取向，能符合目標消費者的深層需求，進而增加營運的業績與消費者之滿意度。
關鍵字：方法目的鏈、智慧型手機、集群分析、價值階層圖、內容分析法

Apple introduces the intelligent smart phone iPhone in the 2nd season of year 2007, throws and leaves one to convulse for the global smart phone market, and innovative new touch screen technology used in apply to smart phones, make a breakthrough in mobile phone operating style and revolution, but will integrate various functions on the iPhone, makes the whole mobile ecosystem and models used to complete changes as well as operating models and definition more clarified and defined.
For a better understanding of cusumer at the time of purchase considerations for smart phones, I will take "Means-EndChain" Theory of quality of the in-depth interviews and Content Analysis to collect and analyze data. The primary motivation of this study is based on in-depth interview approach to understand the impact of consumer purchase decision and cognitive structure of behavior on the smart phone. Also according to "Two-Stage Clustering" lifestyle cluster for the value of (Hierarchical Value Map, HVM) link between the basis to identify the key critical path, as the market area reference, in onder to develop better marketing strategies.
The results of this study of the smart phone in terms of business strategy and innovation,will understand the needs of consumers from the perspective of consumer demand side, and the develop strategies to enhance business mobile phone manufactures, so that the positioning and content of business strategy orientation, can meet the deep needs of target consumers, thus increasing operational performance and consumer satisfaction.
Key words：Means-End Chain、Smart Phones、Cluster Analysis、Hierarchical Value Map、Content Analysis

目錄 ..........................................viv
圖目錄...........................................vv
表目錄..........................................vvi
第一章緒論.........................................1
第一節研究動機.....................................1
第二節研究目的.....................................3
第三節研究流程.....................................4
第二章文獻探討.....................................5
第一節智慧型手機之定義與概況.........................6
第二節Apple智慧型手機iPhone進......................10
第三節需求理論....................................14
第四節方法目的鏈..................................18
第五節生活型態....................................28
第三章研究方法....................................30
第一節分析架構....................................30
第二節分析流程....................................31
第四章資料分析....................................35
第一節樣本描述性統計分析...........................35
第二節要素的誘引與歸納.............................37
第三節要素的編碼與歸類.............................39
第四節生活型態之因素分析、集群分析與區別分析..........40
第五節A/C/V聯結間的確認............................47
第六節HVM的繪製...................................56
第七節管理意涵....................................73
第五章結論........................................75
第一節研究結論....................................75
第二節研究貢獻....................................78
第三節研究限制....................................79
參考文獻.........................................80
附錄、問卷.......................................84

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