| 摘要(英) |
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. |
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