| 摘要: | 智慧型手機已經發展多年，廠商在推陳出新的過程中，已逐漸邁向同質化，越來越難以引起消費者耳目一新。近年，開始有廠商致力推廣新型態的直式摺疊智慧型手機，試圖打破這個僵局，藉由新型態的直式摺疊智慧型手機來給消費者一個全新的使用體驗。在過去，智慧型手機的購買關鍵因素調查案例相當豐富，但新型態的直式摺疊智慧型手機資訊相對匱乏，故本研究希望了解產業界及消費者在直式摺疊智慧型手機的選購因素觀點上是否有認知落差。以協助業界能開發出更符合消費者需求的的產品以及制定更有效的行銷策略。
本研究首先透過文獻探討，找出會影響消費者選購智慧型手機的關鍵因素，並將其建立之構面，得到3個主要構面及10個關鍵因素。接著採用問卷調查法做各構面及其各因素重要性排序，透過調查問卷結果分析，將主要構面及其因素權重進行重新排序。本研究調查結果，在主要構面中，專家認為重要性排序依序為「規格構面」、「產品構面」、「服務構面」，其內因素排序分別為規格構面：「相機模組」、「處理器規格」、「儲存容量」、「電池保固」、產品構面：「品牌」、「外型設計」、「價格」、服務構面：「維修保固」、「技術支援」、「服務專業度」；消費者認為重要性排序依序為「產品構面」、「規格構面」、「服務構面」，其內因素排序分別為產品構面：「品牌」、「價格」、「外型設計」、規格構面：「相機模組」、「處理器規格」、「儲存容量」、「電池保固」、服務構面：「維修保固」、「技術支援」、「服務專業度」。本研究在專家資格上設定為五年以上有通訊及相關零售經驗之業界人士；消費者則是有使用過智慧型手機，其中包含有使用過直式摺疊智慧型手機及沒有使用過直式摺疊智慧型手機。
最後，依據研究結果，提供給智慧型手機業者、及其相關需求機構，業者在未來產品開發時，建議可以更重視在消費者較關注的構面及因素上，如品牌的培養、相機技術的開發、維修保固的提升，讓消費者更有意願嘗試使用新型態的智慧型手機。;Smartphones have been developed for many years and in the process of innovation, manufacturers have gradually become homogenized, making it more and more difficult to refresh consumers. In recent years, some companies have started to promote new types of straight folding smartphones in an attempt to break this deadlock and give consumers a new experience through new types of straight folding smartphones. In the past, there have been many surveys on the key purchase factors of smartphones, but there is a lack of information on the new straight folding smartphones. Therefore, this study aims to understand whether there is a gap between the industry and consumers′ perceptions on the purchase factors of straight folding smartphones, in order to help the industry, develop products that better meet consumers′ needs and formulate more effective marketing strategies.
In this study, the key factors that affect consumers′ choice of smartphones were firstly identified through literature research, and then the structure was established to obtain 3 main dimensions and 10 key factors. Then, used a questionnaire survey to rank the importance of each factor and the key factors, and re-ranked the weight of the key factors through the analysis of the survey results. In this study, among the major dimensions, experts believe that the order of importance is "specification dimension", "product dimension", and "service dimension", and the order of factors are: specification dimension: "camera module", "processor specification", "storage capacity", "battery warranty", product dimension: "brand", "design", "price", service dimension: "maintenance warranty", "technical support", and "service professionalism". "Consumers ranked the importance of product aspects, specification aspects, and service aspects in order of importance, with the following factors: product aspects: "brand", "price", "design", specification aspects: "camera module", "processor specifications", "storage capacity", "battery warranty", service aspects: "maintenance warranty", "technical support", and "service professionalism". The service components: "maintenance warranty", "technical support", and "service professionalism". For this study, experts were defined as industry professionals with at least five years of experience in communications and related retailing;consumers were defined as those who have used smartphones, including those who have used straight folding smartphones and those who have not used straight folding smartphones.
Finally, based on the results of the study, it is suggested that smartphone manufacturers and related demand agencies should pay more attention to the aspects and factors that consumers are more concerned about in future product development, such as brand cultivation, camera technology development, and maintenance warranty enhancement, so that consumers will be more willing to try new types of smartphones. |
