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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(外文):LEE, CHIH-MING
外文關鍵詞:Action cameraAHPkey factors
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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
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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