Younger Consumers Buying Behavior of The Smart Phone Research

• Main Authors: Yi-sheng Su, 蘇意盛
• Other Authors: Chia-Jen Tao
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/41754819759935085704

碩士 === 國立勤益科技大學 === 工業工程與管理系 === 99 === The reason for this study is to investigate and find the young consumer demand for the smartphone, use of research methods including document analysis and survey methods, analysis by SPSS for descriptive statistics, reliability and validity assessment, re-use AMOS structural equation models to build understanding of the research variables to explore the correlation between various dimensions and impact, to understand Taiwan smartphone in the market conditions, and provides analysis of the questionnaire to help manufacturers sell their products to make some reference on the future can provide young consumers closer to the demands of the smart phone. The research framework to product attributes, attitudes, past experience, the four dimensions of subjective norms influence consumers to buy smart phones as the direction. Study of Internet forums and schools students applied for 201 measured objects, recovered 177 valid samples, and samples out of 30 Internet survey, a total of 207. Total reliability of this study was 84.6%, confidence is high; this study the reliability and validity studies have shown the right way, and samples of good quality. Areas with moderate overall, so this study model has good explanatory power. R with the use of appropriate force to study the model of the test analysis, a value of 1, indicating there was no breach of this study type II error. The results showed that for younger consumers, there are several cases in the purchase of smart phone showing the two extreme types, first type in the choice of smart phone features touch screen only care about; brought only because the pursuit of popular to the value or sense to buy mobile phones, like the discussion of product design. Operation and does not like the trouble of learning products, the more simple the better function; second type is concerned about the young consumer groups in addition to touch screen smart phones but also some of the buttons and interface of the operation; and experience the product will recognize the advantages of product design, so do not expect to bring products to the value by design; and will take the initiative to understand the product features, product design, additional features can be enhanced, or in combination with other products, allows users to operate, can enjoy the fun of new product.