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研究生:李穩長
研究生(外文):LI, WEN-CHANG
論文名稱:iPhone使用者之消費行為研究
論文名稱(外文):A Study on the Consumer Behavior of iPhone Users
指導教授:林尹星林尹星引用關係
指導教授(外文):LIN, YIN-HSING
學位類別:碩士
校院名稱:南台科技大學
系所名稱:應用英語系
學門:人文學門
學類:外國語文學類
論文種類:學術論文
論文出版年:102
畢業學年度:101
語文別:英文
論文頁數:110
中文關鍵詞:智慧型手機消費者購後行為手機成癮
外文關鍵詞:iPhonePost-purchase Consumer BehaviorSmartphone Addicts
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綜觀國內外學者及相關論文研究僅多針對消費者在智慧型手機使用行為之探討,有鑑於此,本研究旨在探討購買智慧型手機後,對於消費行為之影響,尤其針對iPhone使用者來做研究探討。本研究採用問卷調查法,樣本以台灣本島之iPhone使用者為研究對象,問卷共發出400份,所得資料以SPSS 17.0進行描述統計、ANOVA分析等統計方法分析。研究結果顯示:

(1) 本研究顯示iPhone使用者之消費行為與其人口變異數:包括年齡、婚姻狀態、可支配所得、及職業等,具有顯著性的差異。
(2) 本研究顯示iPhone使用者之消費行為其生活型態:包括人際關係、時間管理、及旅遊行為等,具有顯著性的差異。
(3) 本研究所提供之結果,除可以了解iPhone使用者之消費行為以外,同時對於其可能造成之影響提供相關數據研究,對於日後相關行銷及消費行為之探討具有顯著的助益。
This thesis exploits the influence of consumer behavior by using iPhone. Questionnaire Survey is applied for this research and is focused on the iPhone users in Taiwan, of which 400 samples are collected. The SPSS 17.0 software package is adopted for descriptive statistics and the analysis of ANOVA. The research findings are as follows.

First of all, the research reveals that consumer behavior could be influenced by demographic features including: age, marital status, monthly income, and occupation, of which had remarkable impact.

Secondly, the research reveals that consumer behavior could have impact on personal lifestyle including: interpersonal relationship, personal time management, and travel behavior age, of which had remarkable impact.

Eventually, the research findings of this thesis not only provide figures and statistics for the consumer behavior of iPhone users, but servers an alternative do dealing with related marketing and consumer behavior issues.
Abstract (Chinese).............................................i
Abstract (English).............................................ii
Acknowledgement................................................iii
Table of Contents..............................................iv
List Of Tables.................................................vii
List of Figures................................................x
Chapter 1 Introduction.............................................1
1.1 Overview.............................................1
1.2 Research Background.............................................2
1.3 Research Motivation.............................................4
1.4 Research Questions.............................................5
1.5 Research Objective.............................................6
1.5.1 User Group.............................................6
1.5.2 User Satisfaction.............................................6
1.5.3 Purchase Decision.............................................6
1.5.4 Post-Purchase Behavior.............................................7
1.6 Research Scope.............................................7
1.7 Definition of Terms.............................................7
1.7.1 iOS.............................................7
1.7.2 App.............................................8
1.7.3 User Interface.............................................8
1.7.4 eBank.............................................8
1.7.5 SSL.............................................8
Chapter 2 Literature Review.............................................9
2.1 Overview.............................................9
2.2 Theory of Consumer Behavior.............................................11
2.3 Lifestyle.............................................18
2.4 Smartphone & Dependency.............................................21
2.5 Marketing Strategy.............................................23
2.5.1 Advertising Strategy.............................................24
2.5.2 Pricing Strategy.............................................25
2.6 Brand Image.............................................25
2.7 Brand Awareness.............................................26
2.8 Consumer Satisfaction.............................................27
2.9 Post-purchase Behavioral Intentions.............................................29
Chapter 3 Research Methodology.............................................32
3.1 Research Structure.............................................32
3.2 Research Questions & Hypotheses.............................................33
3.3 Instrument.............................................34
3.3.1 Reliability of the Instrument.............................................35
3.3.2 Validity of the Instrument.............................................35
3.4 Pilot Study.............................................36
3.5 Sampling Design and Statistical Analysis.............................................37
3.6 Sample Descriptive Statistics.............................................37
3.7 Summary.............................................45
Chapter 4 Data Analysis and Results.............................................46
4.1 Overview.............................................46
4.2 Sample Description Analysis.............................................46
4.3 Survey of Analysis of Variance (ANOVA).............................................57
4.4 Summary.............................................76
Chapter 5 Discussion and Conclusion.............................................78
5.1 Overview.............................................78
5.2 Result Discussion.............................................79
5.2.1 RQ1.............................................79
5.2.2 RQ2.............................................81
5.2.3 Extra Findings.............................................83
5.3 Research Limitations.............................................83
5.4 Suggestions for Future Research.............................................84
5.5 Conclusion.............................................85
References.............................................86
Appendix.............................................95
A. Chinese Questionnaire.............................................95
B. English Questionnaire.............................................103
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1. 黃國平、王明坤 (民100) 。「電信解除管制後新產品服務知覺品質、服務等候、企業形象與知覺價值對消費者行為意向之影響-台灣三大電信公司服務競爭模型之比較」。電子商務學報。第13卷。第2期。303-338頁。
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3. 黃彥達 (民94)。智慧型手機榮景背後的深思。e天下雜誌。
4. 劉財龍 (民98) 。價格保證與便利性對購買意願之影響:以零售業為例。行銷評論。6卷4期。
5. 江義平、李怡璇、 江亦瑄(2008)。文化主題商品體驗行銷效果之研究。東吳經濟商學學報,60,67-95。
6. 周中理、陳正(2007)。體驗行銷策略、顧客關係管理與行銷績效關係模式研究-台灣旅館業之驗證。行銷評論,4(3),339-364。
7. 林愷茵、吳貞儀 (2012)。「老屋欣力」懷舊社區營造之論述。嘉大體育健康休閒期刊,11(1), 229-240。 高希均(2012)。「幸福」的追求 ——「遠見民調」反映人民切身感受。遠見雜誌,315,p60-65。
8. 徐錢玉、 陳柏蒼 (2011),體驗、情緒與地方依戀之研究-以淡水老街為例。運動與遊憩研究,5(4),1- 18。
9. 陳勁甫、陳信州(2006),滿意度、地點便利、地方依附對租書店消費者再購意願之影響,出版與管理研究,2,127~146。
10. 許立群(2007)。建構懷舊情緒量表之研究-以地方老街為例。行銷評論,4(2),163-186。 曹勝雄、孫君儀,(2009),「建構地方依戀因果關係模式」,地理學報,55,43-63。
11. 曾文志(2007)。大學生對美好生活的常識概念與主觀幸福感之研究。教育心理學報,38(4),417-441。
12. 謝宗恆、侯錦雄和郭彰仁 (2005),遊客對北埔傳統聚落之文化遊憩屬性與場域依戀關係之研究,戶外遊憩研究,18(4),1-24。
13. 戴有德、陳冠仰、李素馨(2008),遊憩涉入、場所依賴與場所認同因果關係之研究:以東豐綠色走廊遊憩自行車使用者為例。戶外遊憩研究,21(4),27-57。
14. 蘇宗雄(2000)。體驗設計行銷──感性抬頭‧進入大體驗時代。設計93,5-8。
 
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