| Summary: | 碩士 === 國立交通大學 === 管理學院碩士在職專班國際經貿組 === 96 === Due to the fast-developed technology and rapid economic growth in recent years, a highly consumer society is developed and students have higher consuming ability gradually. Some products are very popular among students. For example, PC, mobile phone, scooter, video game and other electronic product. It seems the trends of design and appearance are getting younger and more delicate. The main purpose is to occupy the market of college students. The marketing staffs do rack their brains to conceive manifold marketing activity facing the numerous homogeneous products and severe competitive market. The purpose of this thesis is to explore the possible attitude of college students of different life style segmentation when they purchase mobile phone based on the point of view of consumers. The attitude aspects include purchasing intention, how the lifestyle influences purchasing behavior and the preference differences of mobile phone function demand. Hoping the result of the thesis provide advantageous information for mobile phone manufactures during marketing strategy implement period.
The study adopts Howard-Sheth model as the conceptual framework. With AIO lifestyle variables as market segmentation base, the study uses product attribute, population statistics, attitude and purchasing intention as variables. We use consumption reality variable to describe consumer behavior and attempt to examine the degree of difference significance. The thesis is focus on the mobile phone with telecommunication function. The study object is college students in HsinChu area. The sampling survey was taken during Oct. to Dec. in 2007.
According to the study result, college students purchased mobile phone in HsinChu area can treat lifestyle as useful segmentation variables to divide into three types of “subjective”, “pinch pennies” and “pragmatic.” Except the age of population statistics and consumption reality, mobile phone consumers of each segmentation in gender of population statistics, institute, monthly disposable income, and product attribute evaluation criteria, product attitude evaluation criteria and purchasing intention evaluation criteria have significant differences.
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