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.