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系統識別號 U0026-1901201606045200
論文名稱(中文) 低價位電子消費品產品屬性探討—以USB隨身碟為例
論文名稱(英文) An Exploration of Product Attributes on Low-price Consumer Electronics- A Case Study of USB Flash Drive
校院名稱 成功大學
系所名稱(中) 企業管理學系
系所名稱(英) Department of Business Administration
學年度 104
學期 1
出版年 105
研究生(中文) 陳柏煒
研究生(英文) Po-Wei Chen
電子信箱 q92301082@gmail.com
學號 R46021235
學位類別 碩士
語文別 中文
論文頁數 68頁
口試委員 指導教授-莊雙喜
口試委員-康信鴻
口試委員-周信輝
中文關鍵字 USB隨身碟  低價位電子產品  市場區隔  產品屬性  聯合分析法 
英文關鍵字 USB flash drives  low-price consumer electronics  market segmentation  product attribute  conjoint analysis 
學科別分類
中文摘要 消費性電子產品,產品週期快速,市場競爭激烈,且具有消費者選擇多樣化的特性。企業如果能開發出符合消費者需求之產品,就能持續獲利。

本研究選擇USB隨身碟進行探討。在現今西元2014年USB隨身碟是發展成熟的產品,其市場穩定,技術進步,產品同質性高。而且因為使用方便,即使在邁入雲端科技的現在,依據無法被取代。另一方面,USB隨身碟具有消費者會多次購買的特徵,在本次研究中726位受試者,共有373位,購買過3次以上,佔全體人數的51.2%。

本研究有效問卷共計726份,透過聯合分析法對容量、速度、保固和價格等四個產品屬性進行調查。實證所得之結果,產品容量是整體受試者首先考量的屬性。其次是終身保固,第三則是價格因素。

此外,分別以性別、 購買次數、購買通路、學生與非學生和國私立學校進行市場區隔分析,得出以下重點:
1.消費次數和價格重要性兩者呈反向關係,即購買次數越多的消費者,對於價格的屬性就越不在意。
2.在電子專賣店購買的消費者,較重視終身保固和價格,而在非電子商品專門店購買的消費者則較重視容量。通路的差異能增加企業的獲利。
3.實體商店和網路購物的差異,並不影響消費者對於USB隨身碟的屬性偏好。
4.性別、學生與非學生和國私立學校三個區隔的差異不大。
英文摘要 The consumer electronics market is intense competitive and ever-evolving with new products. Companies try to develop the new product to attract consumers. Therefore, if companies can develop the products that are more in line with the requirements of the consumer, they will be able to get more profit.

This study focus on USB flash drive. USB flash drive is the product with mature technology. The market is stable, and the product homogeneity is high. Moreover, USB flash drive would be bought repeatedly by consumers. In this study, a total of 726 respondents, 373 respondents purchased more than three times, accounting for 51.2% of the entire population. The product attributes of USB flash drive are filtered into four product attributes. There are capacity, speed, warranty and price. The empirical results demonstrate that the product capacity be considered as the most important product attribute. Second is a lifetime warranty, the last is the speed.

The following is other findings of this study:
1. The relationship between price sensitive and purchasing frequency is negative significant correlation.
2. Customers who went to electronic stores to purchase USB flash drive attach importance to lifetime warranty and price, others do not. Therefore, different marketing channels would have an effect on the profitability of companies.
3. There is no significant difference between purchasing online or at the store in the preference of the product attributes.
論文目次 第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4

第二章 文獻回顧 5
第一節 市場區隔理論 5
第二節 產品屬性理論 9
第三節 聯合分析法 13

第三章 研究方法 17
第一節 聯合分析研究設計 17
第二節 屬性篩選 19
第三節 前測 20
第四節 正式問卷 22

第四章 資料分析 23
第一節 敘述統計分析 23
第二節 整體受試者偏好分析結果 31
第三節 性別族群偏好分析 35
第四節 曾經消費次數偏好分析 37
第五節 購買地點偏好分析 40
第六節 學生與非學生族群偏好分析 44
第七節 國立學校與私立學校偏好分析 46

第五章 結論與建議 48
第一節 結論 48
第二節 研究貢獻與建議 51
第三節 研究限制 53

參考文獻 54
附錄一 前測問卷 57
附錄二 正式問卷 61
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