| Summary: | 碩士 === 聖約翰科技大學 === 企業管理系碩士班 === 105 === The penetration rate of domestic smart phones has reached 73.4% in 2015. The age of consumer groups has gradually declined. The proportion of their own smart phones in junior high school students and high school students was 78.8% and 93.3% .Teenager’s become an important consumer groups for smartphone. This study is to explore the teenager’s lifestyle, reference groups and purchasung decisions.We can understand the teenager’s purchasing of smart phones decision-making and provide reference for the marketing strategies The questionnaire of our survey was conducted to collect data. Return rates were 94.5% (n=260).The study following statistical analysis methods were conducted:regression analysis and multinomial logistic regression analysis. The results of this study show that teenager’s life style is different and the purchase of smart phone process reference groups will be different.The type of broad-based opinion and the type of technology life are most likely to be affected by the reference group when purchasing a smart phone The reference groups have a significant partial effect on the purchasing decisions. In addition, this study found that In addition, this study found that the differences in teenager’s lifestyle patterns of have a significant effect on the smart phone purchasing decisions. The teenagers of technology life style buy the smart phone, in addition to pay more attention to product features, than the pursuit of product features and products at reasonable prices.Academically, this study found that will complement the academic study of young people's consumption behavior in the past deficiencies. As a matter of practice, the results of this study can be used as a future reference for youth groups to develop marketing strategies, enterprises should be targeting young lifestyle and reference groups, with more precise marketing strategy, so will be able to increase marketing effectiveness.
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