| Summary: | 碩士 === 國立交通大學 === 經營管理研究所 === 96 === The digital technology has developed rapidly and prosperously, so there are many products of audio and video in the market and MP3 music player becomes the popular commodity. Since Apple Computer Company promoted fifth generation of iPod in October, 2005, the music player became portable multimedia player. Users could not only listen to the digital music, but also watch MP4 video, take pictures, play games, and so on. Portable multimedia players with a variety of functions and good-looking modeling make the sales number go up continuously. In addition, people who have MP3 music players want to buy portable multimedia players and the demand of consumers on portable multimedia players increses day after day. Hence the study takes portable multimedia players as the research industry.
The object of the study is consumers in Taipei city, and the study used AIO life style scale as the base of market segmentation. Data was collected by using questionnaires based on innovation adoption process, product attributes of portable multimedia player, and demographic variables and analyzed by applying factor analysis, cluster analysis, analysis-of-variance (ANOVA), and chi-square test. Discuss different consumer clusters’ innovation adoption process on portable multimedia players and which product attributes they prefer. Then manufacturers of portable multimedia players could know consumers’ demand clearly, and draws up effective marketing strategies.
The results showed that there is five types of consumers on portable multimedia players- (1) independent consumers, (2) impulse buying consumers, (3) ad and price consumers, (4) not care a fig consumers, and (5) DIY and specification consumers. There were significant differences on innovation adoption process, product attributes, and demographic variables. Suggestions for marketing strategy in each cluster were also provided in the study.
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