| 摘要: | 本論文研究以聯合分析方法於產品開發設計上的運用，以了解市場上的消費者心中最佳MP3播放器之開發設計形式為何？
研究以立意抽樣法(purposeful sampling)的方式，針對台北地區18歲以上至30歲為範圍的年輕人所做的調查，此年齡範圍主要涵蓋大學生、碩博士研究生、上班族以及其他類等身分。問卷調查的過程是利用ACA(Adaptive Conjoint Analysis)套裝軟體進行的，發放205份問卷，而所得有效問卷一共187份。本研究之中，以10個產品屬性而共32個水準做為受測者購買高容量MP3播放器的決策變數，研究中MP3十個屬性分別為：彩色液晶顯示螢幕畫素、連續播放時間、是否支援存取、充電時間、控制鍵形式、品牌、外形、價格、MP3播放器的重量、保固方式等。
資料收集方式透過ACA成對比較資料的收集，其中資料編碼的過程皆採用了產品輪廓的效用模型公式。ACA套裝軟體將187位受測者的成對性資料結果予以輸出，而此輸出結果再藉由Matlab撰寫程式(見附錄)去進行編碼與轉檔的工作，之後得到187位受測者各30筆的成對比較資料編碼。
研究結果發現，市場上依照受測者考慮購買MP3播放器所在意的屬性排序分別為：品牌、外形、支援功能、充電時間、價錢、控制鍵形式、連續播放時間、保固方式、螢幕畫素、機體重量。此外，市場上五個不同集群區隔：獨特品味深沉內斂族、資訊收集務實需求族、隨波逐流族、抽象思慮冒險族、平穩踏實族。建議企業廠商應於此五個區隔分別制定不同的行銷策略以因應，才能研發出符合市場消費者喜愛需求的MP3播放器。
The purpose of this dissertation wants to apply conjoint analysis in product devel-opment and design, and example for mp3 player. Besides, we also can understand which mp3 player style will be appetizing in current market through conjoint analysis. We use purposeful sampling to sample these young people who live in Taipei. These people’s occupations are college students, graduate students, or people who work in Taipei. Questionary design uses Adaptive Conjoint Analysis software. Then we diffuse 205 questionaries, and available questionaries are 187.
After ANOVA, factor analysis, cluster analysis, and cross analysis, we find the se-quence of factor that consumers consider buying mp3 player is: brand, form, capability, price, control button’s form, continue playiny’s time, reserve way, effective number of pixels in screen, weight. We also find there are five segments in mp3 plyer market, in-cludes: special savor segment, pragmatic segment, people who swims with the tide segment, adventureful segment, and sureness segment. In the last, we suggest firms should make different marketing strategy by different segments, so that they could gain the niche in this complicated market. |
