| Summary: | 碩士 === 佛光大學 === 管理學系 === 101 === With the progress of science and technology, evolution of mobile phones, from the general development of mobile phones to smart phones, allow consumers to use the smart phones behavior, one kind of generation status“Smartphone Addicts”, and free wireless fidelity （WiFi） access in public areas space, increased year by year, so that consumers consider whether to replace smart phones. This phenomenon shows, current situation is worthy of study topics, Therefore, this study will explore the use and purchase of consumer smart phone demand in the heart and underlying values, and through research and understand the results obtained, that can help mobile communications industry, thinking about the future direction of marketing and channel.
This study uses content analysis method, total of 50 men and women throughout the respondents, Issues related to the content of the answer to be pooled, each interview data will be summarized and content classification test. By Means-End Chain Model and Laddering Method, after discussions with coders revise its definition of common, the various elements were incorporated into the attributes, consequences and value hierarchy.Finally, drawn through the implication matrix out hierarchical value map, smart phone users to understand the meaning and use of personal value hierarchy behavior.
According to study results show, the smart phone usage behavior attributes by : price, brand, reputation, screens, exterior, lens, number of photographic painting, waterproof, fluency, fashion trends, operating system, user interface and mobile phones rating 13 elements; interests results by: relieve stress, relationships, convenience, to meet the demand, cost savings, brand recognition, peer recognition and efficiency 8 elements; value of the ultimate benefits by: comfortable life, happiness joy, a sense of accomplishment, a sense of belonging, freedom, true friendship, and social identity 8 elements. That will contribute to related industries and the impact of the social environment, future marketing direction of smart phones and pathways, is noteworthy.
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