As smart phones have been popular and well-adopted, how to efficient identify types of preferences and key items for their purchase decision has then been a crucial issue for smart phone marketers and manufacturers.
To react to this challenge, this study adopts analytic hierarchy process (AHP) to build up decision models of smart phone purchase, and trying to investigate whether young people across the straits behave and prefer different. First of all, based on current literature, a three-dimension decision model composed of 16 elements is built. Then, 80 young people across the strait are invited to the investigation and repress their prefer-ence based upon AHP processes.
Our results show that young people across the strait behave somewhat different in terms of smart phone purchase. Particularly, young people in Taiwan pay more attention functions relevant to entertainment and game, whereas young people in mainland China emphasize on features relevant to social community.
Finally, owing to the fact that, consumer preference is regarded as key indicators for market prediction, it is believed that findings of this thesis may provide implications for (branded) smart phone producers in terms of getting a better balance and gudielines between universal generalized and localized customized product design.
