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研究生:許忠正
研究生(外文):XU,CHUNG-CHENG
論文名稱:影響消費者購買運動攝影機關鍵因素之研究 —使用AHP方法
論文名稱(外文):The Study of the Key Factors Affecting Consumer’s Purchasing Decision of Action Camera - Using AHP Method
指導教授:李智明李智明引用關係
指導教授(外文):LEE, CHIH-MING
口試委員:阮金祥萬文隆李智明
口試委員(外文):ROAN, JIN-SHYANGWAN,WEN-LUNGLEE, CHIH-MING
口試日期:2020-06-17
學位類別:碩士
校院名稱:東吳大學
系所名稱:企業管理學系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2020
畢業學年度:108
語文別:中文
論文頁數:116
中文關鍵詞:運動攝影機層級分析法關鍵因素
外文關鍵詞:Action cameraAHPkey factors
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在1960年代電影公司試圖以第一人稱視角來激發人們觀看影片的真實感受,而大多數相機都很容易損壞,無法適應多變的拍攝環境。而近年來運動攝影機的上市後,方便攜帶且適應多種惡劣環境,使用人數與日俱增,如今市面上眾多品牌,它們都試圖在運動攝影機產業中脫穎而出,不斷創新,市調機構也認為前景看好,預測未來銷售量日增月益,因此本研究欲了解消費者重視的購買運動攝影機因素。本研究主要之研究目的,探討影響消費者選擇運動攝影機的關鍵因素,並期望研究成果能為相關產業帶來幫助。
本研究藉由文獻探討,列出影響消費者購買運動攝影機關鍵因素及層級架構,得出5個關鍵構面,以及21個關鍵因素,並收集50位有效受測者問卷,再將各個因素依照整體權重進行排序並加以分析。
研究結果顯示,第一名重要的構面為「功能」,前六名重要的因素排序為「畫質」、「品質」、「抗震效果」、「價格」、「攜帶性」、「廣角」。本研究結果,對運動攝影機業者提出一些寶貴的建議,以幫助業者擬定未來產品研發及行銷策略。

In the 1960s, movie companies tried to use a first-person perspective to stimulate people's real feelings about watching movies, and most cameras in then were so easily damaged that they couldn't adapt to the changeable environment of photography. In recent years, the launch of action cameras, has changed the camera industry and consumer usage habits, since the action cameras are easy to carry and adapt to a variety of harsh environment, the number of action camera users increases. Now, there are many brands on the market, and they are trying to stand out in the action camera industry by continuous innovation. The market research agencies also think that the prospects of market are good, sales will continuously increase by year. This study tries to find the key factors that affecting consumer’s selction of action camera, and hopes that the results of the research can help the action camera industry to better understand the customer’s needs.
This study explores the key factors that affect consumer’s purchase of action cameras by literature survey, and we develop a hierarchical structure consisting of five dimensions and 21 factors. Next, we design the AHP questionnaire and collect 50 valid copies of questionnaires. Then, we analyze the questionnaire, and rank the dimensions and factors by their overall weight.
The results show that the most important dimension is “function”, and the six most important factors are "picture quality", "quality", "anti-seismic effect", "price", "portability" and " wide-angle ". Based on the results of this study, we propose suggestions for action camera operators to develop future product development and marketing strategies.
中文摘要 iii
ABSTRACT iv
目 錄 i
表目錄 ii
圖目錄 iii
第一章 緒論 4
1.1 研究背景與動機 4
1.2 研究目的 7
1.3 研究流程 10
第二章 文獻回顧 11
2.1 運動攝影機基本原理 11
2.2 消費者購買運動攝影機之相關文獻 11
第三章 研究方法 37
3.1 層級分析法(AHP)基本理論與目的 38
3.2 層級分析法(AHP)的假設 39
3.3 層級分析法(AHP)之研究流程 40
第四章 問卷結果與分析 46
4.1 問卷消費者背景分析 46
4.2 分群比較分析 55
4.3 構面權重計算 59
4.4 關鍵因素整體排序結果與分析 62
4.5 不同性別問卷比較 69
4.6 不同性別問卷之差異檢定 75
第五章 研究結論與建議 77
5.1 研究結論 78
5.2 研究建議 79
5.3 研究限制與未來研究方向 82
參考文獻 84
附錄 問卷 99


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