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系統識別號 U0026-1407201416061900
論文名稱(中文) 探討購買動機、美感認知、涉入程度、性別與行動網路使用程度對智慧型手機尺寸與顏色選擇之影響
論文名稱(英文) The Influences of Purchase Motivation, Aesthetic, Involvement, Gender and Mobile Internet Usage on Choice for Smartphones Size and Color
校院名稱 成功大學
系所名稱(中) 電信管理研究所
系所名稱(英) Institute of Telecommunications and Management
學年度 102
學期 2
出版年 103
研究生(中文) 楊慶霖
研究生(英文) Ching-Lin Yang
學號 R96011094
學位類別 碩士
語文別 中文
論文頁數 76頁
口試委員 指導教授-蔡東峻
口試委員-陳勁甫
口試委員-李奇勳
中文關鍵字 購買動機  美感認知  涉入程度  螢幕尺寸 
英文關鍵字 Purchase Motivation  Aesthetic  Involvement  Screen Size 
學科別分類
中文摘要 近年來國內行動裝置產業將邁入成熟期,在市場趨近飽和的狀態下,手機製造商為了增加銷售,試圖利用產品設計來吸引消費者的眼光,掀起螢幕尺寸與機殼顏色的戰爭。因此,對廠商而言,瞭解消費者對手機尺寸與顏色的選擇預測則為重要的課題。但影響消費者行為的因素有很多種,其中消費者特性可以適當的解釋消費者行為模式,故本研究將以消費者特性變數:人口(性別)、心理(購買動機、美感認知、涉入程度)與行為(行動網路使用程度)為基礎,針對智慧型手機的螢幕尺寸與機殼顏色,採網路問卷調查的方式,共計回收303份有效樣本,探討不同消費者特性對智慧型手機尺寸與顏色的選擇差異。
研究結果發現,功利性動機、美感認知、購買涉入特性愈高的消費者,會傾向選擇小尺寸的手機,享樂性動機與行動網路使用程度特性愈高的消費者,會傾向選擇大尺寸的手機,而社會涉入對手機尺寸的選擇預測則無影響。此外性別因素對手機尺寸與顏色的選擇預測,發現性別因素對手機顏色的選擇預測有影響,女性消費者較傾向選擇非黑色與小尺寸的手機,男性則較傾向選擇黑色與大尺寸的手機。在其他發現部分,發現當不同消費者特性同時影響手機尺寸選擇時,美感認知的影響程度最大。
故本研究根據研究結果,發展實務建議如下:
(一) 針對高行動網路服務與多媒體需求的消費者,主動推銷大尺寸的手機。
(二) 手機製造商應重視手機尺寸問題,減少推出過大尺寸的手機。
英文摘要 The mobile device industry is entering a mature stage. In order to appeal customers, manufacturers try to improve their products’ designs, so competition increasingly becomes a matter of aesthetic features rather than hardware. Accordingly, understanding and predicting consumers’ preferences in terms of smartphone size and colour becomes a critical issue for manufacturers.

Many factors may influence consumer behaviour, and consumer characteristic is one such factor. This study tries to understand the influence of consumer characteristics, such as demographic variables (gender), psychographics (purchase motivation, aesthetic and involvement) and behaviour (mobile internet usage) upon their choice of smartphone in terms of traits such as size and colour. An internet-based questionnaire was used to obtain a sample cohort of 303 valid samples.

The statistical approach is a binary logistic regression analysis. The results show that utilitarian motivation, aesthetics, purchase involvement and gender have positive influences on choice of smartphone size, but hedonic motivation and mobile internet usage have a negative influence. For variables on choice for smartphone colour, all these results are insignificant, with only gender having a positive influence on choice of smartphone colour. In addition, aesthetics is the most important variable to consumers when choosing a smartphone size. From these results, this research provides the following managerial implications to mobile manufacturers: (1) mobile device manufacturers should focus on promoting large-size mobile devices to heavy users of mobile internet services who also have a strong demand for multimedia service at the same time; and (2) pay attention to the problem of size and reduce to launch oversized smartphones.
論文目次 摘要 I
誌謝 VI
表目錄 IX
圖目錄 X
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的 4
第四節 研究流程 5
第二章 文獻探討 6
第一節 產品外觀之構成與價值 6
第二節 價值理論與價值認知 11
第三節 消費者特性影響 14
第三章 研究方法 21
第一節 研究架構與假設 21
第二節 研究設計 22
第三節 變數衡量 23
第四節 前測與正式問卷設計 26
第五節 資料分析方法 29
第四章 結果分析與討論 30
第一節 樣本結構 30
第二節 基本資料敘述性統計分析 31
第三節 研究變數之檢定與衡量 33
第四節 消費者特性對智慧型手機螢幕尺寸選擇的影響 36
第五節 消費者特性對智慧型手機機殼顏色選擇的影響 49
第六節 其他發現與研究結果 54
第五章 結論與建議 60
第一節 研究結論 60
第二節 實務建議 64
第三節 研究限制與後續研究建議 65
參考文獻 67
附錄一 71
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