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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/31428

    Title: 消費者個人特質、生活型態與數位家庭接受度關係之研究 : 以大台北地區為例
    Other Titles: A study of the relationship among consumer characteristics, life style and digital home acceptance : the case of Taipei metropolis
    消費者個人特質、生活型態與數位家庭接受度關係之研究 : 以大臺北地區為例
    Authors: 黃健銘;Huang, Chien-ming
    Contributors: 淡江大學未來學研究所碩士班
    陳瑞貴;Chen, Jui-kuei
    Keywords: 消費者行為;市場區隔;數位家庭;創新擴散理論;生活型態;Consumer Behavior;Market Segmentation;Digital Home;Diffusion of Innovation;Life Style
    Date: 2006
    Issue Date: 2010-01-11 00:40:48 (UTC+8)
    Abstract: 由於網路建設的普及,網路得以應用至各人類生活的領域;智慧型家電的產生,更是為了將人類生活導向更加便利的模式,「數位家庭」即在這樣的趨勢下成為熱門話題。知名廠商如:微軟、新力、三星等皆投入數位家庭的發展以取得商機。在顧客導向的今天,了解消費者並針對其需求設計已成為重點,而以數位家庭為標的物之消費者研究在國內尚為不足。因此本研究乃從消費者個人特質及生活型態兩個角度,探討消費者不同之數位家庭接受程度。



    Attributed to the diffusion of network, net technology can be utilized in every field of human’s life. Additionally, the development of Smart Electrical Appliance makes human’s life more convenient and comfortable. “Digital Home”, under this trend, has consequently become a popular topic. Some well-known manufacturers such as Microsoft, Sony, Samsung and so on all join in developing Digital Home technology and take advantage of attaining commercial opportunity. In today’s consumer-oriented marketing, to understand your customers and design the products they need are key factors led to succeed. But there still not have sufficient research about consumer behavior under the theme of Digital Home in Taiwan, therefore this study tries to discuss the relationship among consumers characteristics, life style and Digital Home acceptance.

    The purposes of this study can be generalized in the following four points:
    1.To discuss the relationship between different consumer characteristics and Digital Home acceptance.
    2.To discuss the relationship between different life style and Digital Home Acceptance.
    3.By the analysis of consumer characteristics and life style to generalize the market segmentation of Digital Home, and further to understand different consumer characteristics in each market segmentation.
    4.To advance suggestions toward the related industries of Digital Home in Taiwan.

    This research adopted the method of questionnaire aimed at all consumers in Taipei Metropolis including Taipei City and Taipei County. Convenience sampling is used to retrieve 541 valid questionnaires. The Statistical Package for the Social Science (SPSS 10.0) system was utilized for the Reliability analysis, Validity analysis, Factor analysis, Cluster analysis, Correlation analysis, Descriptive statistics analysis, etc. The analytic method is Chi-square test, it is used to exam the hypotheses of this study.

    According to the study result revealed, the hypothesis of the relationship between consumer characteristics and Digital Home acceptance partly exist. Different level of education, occupation, attitude toward technology, cognition of Digital Home show obvious relationship with Digital Home acceptance, the others are not. It shows that Digital Home acceptance is influenced by some consumer characteristics, but not all of them. The hypothesis of the relationship between life style and Digital Home acceptance is exist, it shows that consumer in different cluster of life style appears different Digital Home acceptance. Therefore this study includes the market segmentation for the future development of Digital Home. The outcome of this study provides some suggestions for the related industries, its marketing and further research.
    Appears in Collections:[Master's Program, Graduate Institute of Futures Studies] Thesis

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