| 摘要: | 在日益競爭激烈的科技產品市場當中，唯有消費者的需求和生產者所提供的產品特徵相吻合，才能有效提升消費者的購買意圖。但隨著科技不斷發展，消費者對科技產品的需求變得逐漸多元，同時由於需求是屬於較不易觀察的內隱性特質，因此消費者和生產者之間存在著巨大的鴻溝，這使得生產者很難確切掌握消費者的需求，過去以大方向猜測的戰術來研發產品特徵，不僅缺乏效率更耗費大量資源。由於生活型態可將個人需求反映於外顯行為上，且消費者對各種產品特徵所感知到的價值，亦會隨著生活型態的不同而有所差異，因此生產者除了可藉由生活型態洞察消費者的需求之外，也可依據對各種產品特徵重視程度不同來劃分市場，進而提供適切的產品以有效刺激其購買意圖。雖然近年來面臨經濟衰退的窘境，但由於智慧型手機具有與科技並進，同時亦能善用科技來滿足消費者多元需求的特質，因此仍然能在行動通訊裝置市場當中快速成長，但在競爭激烈的智慧型手機市場當中，卻並非所有款式都能熱賣。為了瞭解此現象的背後原因，本研究以智慧型手機為探討對象，採用統計分析與專家訪談方法探討下列目的。 一、 科技產品市場中的消費者，其主要的生活型態類別。 二、 消費者選購科技產品時，影響其決策的關鍵因素。 三、 生活型態干擾對消費者之需求因素、產品特徵、資訊來源與購買意圖關係之影響。 本研究結果可提供給台灣科技產品業者，使其瞭解市場中消費者的生活型態描述，以及影響其決策的關鍵因素，進一步更可作為配置研發、行銷資源的參考依據。 In an increasingly competitive technological product market, in order to effectively promote the consumer's purchase intention, producers can only provide product characteristics which are consistent with consumers’ demand. However, with technological development, consumers’ demand for technology products has become increasingly diverse. Furthermore, the “demand” is a tacit nature which is very difficult to observe, thus there is a huge gap between consumers and producers. It makes producers be difficult to accurately grasp the demand of consumers. In the past, the aimless approach of developing a variety of product characteristics is not only inefficient but also wasted a lot of resources. As for lifestyle, because it can reflect an individual’s demand on external behavior, producers can have an insight into consumer’s demand via lifestyle. Then, providing appropriate product characteristics will effectively stimulate consumer’s purchase intention. In recent years, smart phones are still able to thrive among mobile device market in global downturn, but not all models can be hot. In order to understand the reasons behind this phenomenon, I chose smart phones as my subject and discuss the following purposes: First, the main kinds of consumers’ lifestyle in technology product market in Taiwan. Second, the key factor affecting consumer’s decision-making. Third, the moderating effect on motivation, product characteristics, information source between purchasing intention. The result of this study is expected to provide to Taiwan smart phone industry. It will make them understand the description of consumers’ lifestyle in the smart phone market, and which product characteristics they emphasis on. Furthermore, it can be used as a reference direction as research and marketing resource betting. Keywords：Lifestyle, Product Characteristic, Smartphone |
