建構兩岸年輕人選購智慧型手機要素模型之研究

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Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/27986

Title:	建構兩岸年輕人選購智慧型手機要素模型之研究 Building up Decision Models of Smart Phone Purchase for Young People Across the Straits: A Preliminary Study
Authors:	曾奕霖 Tseng, Yi-Lin
Contributors:	資訊管理學系碩士在職專班
Keywords:	AHP 智慧型手機購買決策 Analytic hierarchy process (AHP) Smartphone Purchase Decisions
Date:	2014-07
Issue Date:	2014-09-05 09:26:18 (UTC+8)
Abstract:	智慧型手機(Smart-phone)已經日漸普及，這意味著智慧型手機進入成熟市場。然而，人們有不同的偏好與購買決策。因此，本研究採用層級分析法(AHP)，建構消費者購買智慧型手機的研究，共歸納出三個要素，16個次要素，本研究並以兩岸的年輕人來做分析比對。從問卷結果發現，台灣與大陸在購買決策有些許差異，如在軟體功能上，台灣較重視遊戲娛樂，大陸則較重視社群及交友功能。有鑑於消費者喜好是主導市場的重要指標，所以智慧型手機業者開發新產品前，必須審慎評估，相信本研究可以提供智慧型手機業者獲得一個特定區域或全球通用的產品設計的參考依據。 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.
Appears in Collections:	[Department of Information Management & Graduate Institute of Information Management] Thesis

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