An Investigation of The Relationship Between Consumer Lifestyles and Consumer Value Recognition Of Mobile Communication Products

• Main Authors: WEN-TING CHOU, 周文婷
• Other Authors: CHIEN-HENG CHOU
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/68167464761410350944

碩士 === 中國文化大學 === 國際企業管理研究所 === 92 === This paper reviewed various consumer life styles and product value recognition theories, and developed an appropriate survey tool applicable to the determination of consumer’s value recognition of mobile communication products. Mobile communication has long been viewed as an important necessity of modern life style of mankind. Recent breakthroughs in telecommunication and computer technologies induced a convergence of advanced, multi-functional mobile communications products, and further integrated into the life styles of its users. However, the billions invested implementing the Third Generation mobile technologies have not yet been met with a favorable consumer market response. Clearly, consumers are not as enthusiastic about 3G mobile products as expected, at least not yet. It is then worth investigating as to the cause of this expectation gap. This paper thus derives the research objective to investigate the relationship between consumer lifestyles and their value perception or recognition of mobile communication products. This study developed a suitable survey tool based on the various consumer value and life style theories. Using Convenience Sampling method, a total of 400 surveys were issued in Taipei. 369 forms were returned, and 355 of which were deemed as valid for a response rate of 96.92%. This paper concludes a relationship between the statistical characteristics of a population, namely, age, sex, education level, job, and monthly income, can be used to better explain value perception of mobile communication products. This relationship with value recognition is more evident in the Opinion facet of the life style theory, followed by Interest and Activity. Based on the finding of this study, this paper suggests further investigation using the survey tool developed of dedicated lifestyle groups as a continuation of this study.