| Summary: | 碩士 === 朝陽科技大學 === 企業管理系碩士班 === 101 === Abstract
This research was conducted mainly by adopting a modified EBM model to study how consumers choose their mobile phones. There are five purposes of the study:
1. What are the purchasing motives for consumers to buy mobile phones?
2. What are the consumers’ information sources in buying mobile phones?
3. What are the evaluation criterion when buying mobile phones?
4. What is the consuming situation (kinds, brands, prices, and purchasing places of the mobile phones, and the duration of owning the mobile phones purchased) for consumers to buy mobile phones?
5. What are the functions of the mobiles phones most frequently used by the consumers?
Final results are concluded as follows:
1. The main reasons for consumers to purchase feature phones are “not being able to operate too-complicated functions but dialing and receiving would be enough.” While the main reasons for those who pick smart phones are “having multi-functions and enabling expandability to meet their own needs.”
2. The major information sources for consumers to purchase mobile phones are from the salespersons’ recommendations at the mobile phone retailers, and the major evaluation criteria is the functions.
3. The types of mobile phones mostly purchased are smart phones.
4. The best-seller’s brands are NOKIA for feature phpones and SAMSUNG for smart phones respectively.
5. The prices that consumers purchas mobile phones are mostly below NT$3,000 for feature phones and NT$5001-10000 for smart phones.
6. Places where people purchase their mobile phones are mostly at “retailers of telephone companies” due to the proximity, convenience, and after-sale services.”
7. The time spans consumers own their features phones are mostly 2 to 3 years and within 1 year for smart phones.
8. The functions that are most frequently used are “making and receiving calls, sending and receiving texts, and time and alarm clocks” for feature phones, and “making and receiving calls, net-surfing, and photographing for smart phones respectively.
In concluding the research , it is suggested to the known-branded mobile phone companies that they create a win-win situation for both mobile phone manufacturers and consumers, and a further study is also recommeded.
Keywords: EBM model, feature phone, smart phone, purchasing motives, information sources, evaluation criterion
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