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系統識別號 U0026-0812200913394546
論文名稱(中文) Market Segmentation of Mobile Phones in Taiwan
論文名稱(英文) Market Segmentation of Mobile Phones in Taiwan
校院名稱 成功大學
系所名稱(中) 國際經營管理研究所碩士在職專班
系所名稱(英) Institute of International Management (IIMBA--Master)(on the job class)
學年度 95
學期 2
出版年 96
研究生(中文) 王國強
研究生(英文) Sugiarto Soebagio
電子信箱 s_Sugik@Yahoo.com
學號 ra794402
學位類別 碩士
語文別 英文
論文頁數 115頁
口試委員 口試委員-林泰誠
口試委員-廖俊雄
口試委員-林清河
口試委員-吳萬益
指導教授-呂錦山
中文關鍵字 手機 
英文關鍵字 Market Segmentation  Mobile Phones  Factor Analysis  Cluster Analysis 
學科別分類
中文摘要 none
英文摘要 This thesis evaluates the market segmentation of mobile phones in Taiwan based on customers’ perspectives. This thesis’s findings suggest that mobile phones function can be divided into six service factors, namely, news report service as the most important followed by transaction service, entertainment service, personal service, internet and multimedia services, and financial and security service. Five market segments were identified based on these six service factors. Results indicated that six service factors were significantly different among the five segments. In addition, the characteristics of these five market segments were discussed in this study.
論文目次 ACKNOWLEDGEMENT I
ABSTRACT III
TABLE OF CONTENTS IV
LIST OF TABLES VI
LIST OF FIGURES VIII
CHAPTER ONE INTRODUCTION 1
1.1 Research Background and Motivation 1
1.2 Research Objective 4
1.3 Limitation Scope 5
1.4 Organization of this Study 5
CHAPTER TWO LITERATURE REVIEW 7
2.1 The Development of Mobile Phones 7
2.2 The Functions of Mobile Phones 11
2.3 Market Segmentation 21
2.3.1 Definition of Market Segmentation 21
2.3.2 Market Segmentation Related research 23
2.3.3 Market Segment Variables 30
2.4 Mobile Phone Market Segmentation 31
CHAPTER THREE RESEARCH METHODOLOGY 35
3.1 Research Steps 35
3.2 Questionnaire and Sampling Design 36
3.2.1 Questionnaire Design 36
3.2.2 Sampling Design 39
3.3 Reliability and Validity 39
3.3.1 Reliability Test 39
3.3.2 Validity Test 40
3.4 Data Analysis Method 41
3.4.1 Factor Analysis 41
3.4.2 Cluster Analysis 43
3.4.3 Analysis of Variance (ANOVA) 44
3.5 Summary 44
CHAPTER FOUR DESCRIPTIVE RESULTS AND INTERPRETATION 46
4.1 Descriptive Analysis 46
4.1.1 Data Collection 46
4.1.2 Characteristics of Respondents 46
4.1.3 Measurement Results for Relevant Research Variables 48
4.2. Analysis of Variance of Market Segmentation of Mobile Phone 51
4.3. Factor Analysis of Functions of Mobile Phones 78
CHAPTER FIVE CONCLUSIONS AND IMPLICATIONS 90
5.1 Research Conclusions 90
5.2 Contributions of the Study 95
5.3 Implications of the Study 96
5.4 Limitations of the Study 97
5.5 Direction for Future Research 97
REFERENCES 100
APPENDICES 107
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