| Summary: | 碩士 === 國立交通大學 === 管理科學系所 === 101 === With the advances in digital technology, since the iPhone one lunched in 2007, it quickly took the digit into human life and made a significant lifestyle changes. In addition, the global smartphone market has grown 10 times in past five years, and due to the cost reducting and highly demand, we can predict that there is a long term growth in the future years. The smartphone has become the mainstream of 3C produts, and it’s not only changed the lifestyle but also the way people consume. And it’s really a tough market for both existing and newly companies. So, how to reach the consumers behavior is the key point to win for every firm.
This study uses the questionnaire to collect the data, and structure it by EBM consumers’ behavior model. Then we describe the characteristics and behavior of consumers by using purchase motive variables, sources of information, product properties and consumption reality variables. All data were analyzed with following methods: factor analysis, ANOVA and Chi-Square test.
The results show that there are significant differences in purchase motivation, sources of information, and consumption reality for smartphone consumers. The outcomes indicate a few significant differences in product properties. Furthermore, there are some influence byimpact on brand image and country of origin. Finally, it provids some advice based on the results.
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