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研究生:蘇意盛
研究生(外文):Yi-sheng Su
論文名稱:年輕族群消費者對智慧型手機的購買行為之研究
論文名稱(外文):Younger Consumers Buying Behavior of The Smart Phone Research
指導教授:陶家珍陶家珍引用關係
指導教授(外文):Chia-Jen Tao
學位類別:碩士
校院名稱:國立勤益科技大學
系所名稱:工業工程與管理系
學門:工程學門
學類:工業工程學類
論文種類:學術論文
論文出版年:2011
畢業學年度:99
語文別:中文
論文頁數:87
中文關鍵詞:智慧型手機SEM問卷調查統計分析
外文關鍵詞:smart phoneSEMquestionnairesstatistical analysis
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本研究欲探討其原因並找出年輕消費者對於智慧型手機的各項需求,使用的研究方法包括文獻分析法和問卷調查法,藉由SPSS作敘述性統計分析、信效度評估,再運用AMOS建立結構方程模型來了解本研究變項,探討各構面間之相關及影響,了解台灣地區智慧手機在市場上的狀況,且提供問卷分析結果幫助廠商在銷售產品上能有所參考,未來可以提供更貼近年輕消費者訴求的智慧型手機。本研究架構以產品屬性、態度、過去經驗、主觀規範等四個構面作為影響消費者購買智慧型手機的方向。研究對象為網路討論區和學校內的學生,對201位對象進行施測,回收後有效樣本177份,以及網路問卷樣本抽出30份,共207份。本研究之總信度是84.6%,可信度很高;而本研究的信度和效度都顯示研究方法正確以及樣本品質良好。在整體配適度方面,所以本研究模式具有不錯的解釋力。利用R配適度進行研究模型的檢定力分析,其值為1,顯示本研究沒有違犯型二誤差。
研究結果顯示對於年輕族群消費者而言,有幾項情形在選購智慧手機時呈現極端的兩種類型,第一種類型在選擇智慧手機時只在意觸控螢幕的功能;只因為追求流行所帶來的價值或是感覺而購買手機,喜歡討論產品設計。且不喜歡學習產品操作上的麻煩,功能上越簡便越好;第二種類型的年輕消費族群則會在意智慧手機除了觸控螢幕還要有人性化的按鍵和介面操作;而且親身體驗產品的優點才會認同產品設計,所以不會期待產品能藉由設計帶來的價值;並且會主動瞭解產品的功能,產品設計可以加強附加功能,或是結合其他產品,讓使用者在操作時,能享受產品使用的新樂趣。

The reason for this study is to investigate and find the young consumer demand for the smartphone, use of research methods including document analysis and survey methods, analysis by SPSS for descriptive statistics, reliability and validity assessment, re-use AMOS structural equation models to build understanding of the research variables to explore the correlation between various dimensions and impact, to understand Taiwan smartphone in the market conditions, and provides analysis of the questionnaire to help manufacturers sell their products to make some reference on the future can provide young consumers closer to the demands of the smart phone. The research framework to product attributes, attitudes, past experience, the four dimensions of subjective norms influence consumers to buy smart phones as the direction. Study of Internet forums and schools students applied for 201 measured objects, recovered 177 valid samples, and samples out of 30 Internet survey, a total of 207. Total reliability of this study was 84.6%, confidence is high; this study the reliability and validity studies have shown the right way, and samples of good quality. Areas with moderate overall, so this study model has good explanatory power. R with the use of appropriate force to study the model of the test analysis, a value of 1, indicating there was no breach of this study type II error.
The results showed that for younger consumers, there are several cases in the purchase of smart phone showing the two extreme types, first type in the choice of smart phone features touch screen only care about; brought only because the pursuit of popular to the value or sense to buy mobile phones, like the discussion of product design. Operation and does not like the trouble of learning products, the more simple the better function; second type is concerned about the young consumer groups in addition to touch screen smart phones but also some of the buttons and interface of the operation; and experience the product will recognize the advantages of product design, so do not expect to bring products to the value by design; and will take the initiative to understand the product features, product design, additional features can be enhanced, or in combination with other products, allows users to operate, can enjoy the fun of new product.

摘要------------------------------------------------------------------------------------------- iii
ABSTRACT----------------------------------------------------- iv
目錄------------------------------------------------------------------------------------------- vi
表目錄---------------------------------------------------------------------------------------- vii
圖目錄---------------------------------------------------------------------------------------- viii
符號說明------------------------------------------------------------------------------------- ix
一、緒 論---------------------------------------------------------------------------------- 1
1.1研究背景與動機------------------------------------------------------------------ 1
1.2研究目的--------------------------------------------------------------------------- 3
1.3研究步驟--------------------------------------------------------------------------- 4
二、文獻探討------------------------------------------------------------------------------- 7
2.1智慧型手機------------------------------------------------------------------------ 7
2.1.1智慧型手機市場----------------------------------------------------------- 8
2.2年輕族群------------------------------------------------------------------------ 13
2.2.1年輕族群的定義----------------------------------------------------------- 13
2.2.1台灣的年輕族群----------------------------------------------------------- 13
2.3消費者的購買行為--------------------------------------------------------------- 15
2.3.1消費者行為的定義-------------------------------------------------------- 15
2.3.2 年輕消費者族群---------------------------------------------------------- 19
2.3.3消費者行為的研究-------------------------------------------------------- 20
2.3.4影響消費者行為的因素-------------------------------------------- 22
2.3.5影響消費者行為的內在因素--------------------------------------- 25
2.3.6影響消費者行為的外在因素------------------------- 28
2.3.7消費者行為的模式-------------------------------------- 31
2.4市場區隔--------------------------------------------------------------------------- 34
2.4.1市場區隔的定義----------------------------------------------------------- 34
2.4.2市場區隔的程度----------------------------------------------------------- 34
2.4.3市場區隔的條件----------------------------------------------------------- 35
2.4.4市場區隔的基礎----------------------------------------------------------- 36
2.5本研究架構相關文獻--------------------------------------------------------- 36
三、研究設計與方法---------------------------------------------------------------------- 45
3.1研究架構--------------------------------------------------------------------------- 45
3.2研究假設--------------------------------------------------------------------------- 46
3.3問卷設計-------------------------------------------------- 46
3.4研究限制與抽樣設計------------------------------------------------------------ 48
3.4.1問卷試測-------------------------------------------------------------------- 48
3.4.2抽樣範圍與對象--------------------------------------- 49
3.5資料分析方法--------------------------------------------------------------------- 50
四、資料分析------------------------------------------------------------------------------- 53
4.1敘述性統計分析------------------------------------------------------------------ 53
4.2信度分析--------------------------------------------------------------------------- 56
4.3結構方程模型分析--------------------------------------------------------------- 56
4.3.1交叉效度分析------------------------------------------------------------- 61
4.3.2檢定力分析---------------------------------------------------------------- 64
五、結論與建議---------------------------------------------------------------------------- 65
5.1結論--------------------------------------------------------------------------------- 65
5.2建議--------------------------------------------------------------------------------- 66
5.2.1研究限制------------------------------------------------------------- 66
5.2.2後續建議------------------------------------------------------------- 67
參考文獻------------------------------------------------------------------------------------- 68
問卷------------------------------------------------------------------------------------------- 74

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