| Summary: | 碩士 === 國立交通大學 === 經營管理研究所 === 90 === In the Game console marketplace, Sony’s Play Station 2, which has owned the market hegemony, will face two mighty competitors-Microsoft’s XBox and Nintendo’s Game Cube in the coming year. It’s expectable the game console market competition will be very intense in the year of 2002.
The purpose of this paper, while using Roger''s Innovation Adoption Theory as its frame, is to identify the acceptance of the 128-bit game console based on consumers'' preference and their demand for broadband. In addition, we try to find out whether the 128-bit game console consumers can be segregated by their life style so as to identify target consumer groups and to provide our research results to the industry to formulate their marketing strategies.
The samples we used for this study are the game zone member of the Internet. From the samples we discovered that potential users could be effectively segregated by life style. In addition, we found the consumers’ adoption behavior variables shows difference do exist in terms of the source of information, opinion of the function, interested, time to adoption, the price of game console, Internet on-line fee and where to buy. In order to target these potential customers, different marketing strategies are required. About 76% of the sample attendants who has heard of 128-bit game console have expressed that the 128-bit game console can provide multifunctional services when compared to tradition and hand-held videogame console. Primary sources of such information comes from TV, newspapers and magazines, the next are from Internet and their relatives and friends. Majority of the sample attendants showed interest in 128-bit game console and 55% have expressed their intention to purchase the game console over 12 month, 26% will purchase within a 6 to 12 month period. It also shows differences do exist between different lifestyle consumers in estimate principle on marketing and servicing, attach importance to brand, basically function requirement. In the whole body, they emphasize to basically function requirement and attach importance to brand.
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