淡江大學機構典藏:Item 987654321/32991
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    题名: 行動電話產業消費者行為與行銷通路對顧客滿意影響之研究
    其它题名: The study on the impact on satisfaction by the mobile phone consumer behavior and marketing channel
    作者: 謝政育;Hsieh, Cheng-yu
    贡献者: 淡江大學管理科學研究所碩士班
    陳定國;Chen, Ding-guo;楊維楨;Yang, Wei-tzen
    关键词: 消費者行為;行銷通路;顧客滿意;Consumer behavior;Marketing Channel;Customer Satisfaction
    日期: 2006
    上传时间: 2010-01-11 03:06:26 (UTC+8)
    摘要: 近年來台灣經濟成長快速，國民的水準亦隨之逐年提升，人們對於行動電話的使用日趨普遍，加上科技的進步使得人類對於生活品質的要求也更加重視，且產業之間的競爭也更形激烈，因此行動電話的行銷通路成為非常重要的一環。然而，購買行動電話的通路型態有很多種，什麼樣的消費者會選擇何種通路型態來購買行動電話？消費者之特性與行動電話通路型態間，二者有何關係存在？
    　　基於上述的動機，本研究希望能藉由統計資料的分析，達成下列的研究目的：
    一、 不同的生活型態是否會影響行動電話通路的選擇？
    二、 不同的行動電話通路下的消費者特性為何？
    三、 消費者人口統計變數是否會影響行動電話通路的選擇？

    本研究針對行動電話的消費者進行問卷調查，根據回收問卷進行資料分析與比較後，主要的研究結果如下：
    一、 不同通路型態的消費者之生活型態會有差異；不同通路型態的消費者其生活型態除社交活躍因素外，價格敏感因素、生活品質因素、購物衝動傾向因素、流行時尚因素、名牌傾向因素等生活型態皆會有差異。
    二、 生活型態因素與通路型態的選擇有關；生活品質因素、購物衝動因素、流行時尚因素、及名牌傾向因素會影響消費者選擇專賣店通路；生活品質因素及流行時尚因素會影響消費者選擇非專賣店通路；價格敏感因素、購物衝動因素與流行時尚因素會影響消費者選擇加值經銷商通路。
    三、 消費者的人口統計變數與通路型態的選擇有關；人口統計變數包含有性別、年齡、教育程度、職業、現居地及每月可支配所得。

    關鍵字：消費者行為、行銷通路、顧客滿意。
    With the booming economy of Taiwan in recent years, people''s level also improves year by year and people are becoming more general in use of the mobile telephone. In addition, the progress of science and technology makes us pay more attention to the quality of the life ,and the competition among industries appears even more fiercely. As a result, the marketing of the mobile telephone becomes a very important part. There are so many kind of channels to the purchase of mobile phone, however, which channels will consumers choose ? What relationship exists between consumers'' characters and purchase of mobile telephone ?

    On the basis of above-mentioned motives, this research hopes to fulfill the following research purposes with the analysis of the statistical data：
    （１） Will different life attitudes influence the choice of mobile telephone ?
    （２） What are the characteristics of first , consumer under different mobile telephone thorough fares ?
    （３） Will consumer''s demographic parameter influence the choice of the thorough fare of the mobile telephone ?

    This research carries on questionnaire investigation to consumers of the mobile telephone. After analyzing and comparing the questionnaire, the main result of study is as follows:
    （１） The different consumers have differences in different purchasing channels. Consumers will be different in some factors, such as busy social activity, the sensitivity to the price , life quality , unexpected shopping , fashion , and brand inclination.
    （２） The living type attitude factor relates to choice of the thorough fare type attitude; and it will influence consumers to choose the thorough fare of monopolized shop that the famous brand is inclined to the factor for life cue , the excited factor of shopping , fashion factor; It is not the thorough fare of monopolized shop that life cue and fashion factor will influence consumers to choose; Sensitive factor of the price , the excited factor of shopping and fashion factor will influence consumers to choose distributor''s thorough fare of adding value.
    （３） Consumers'' demographic parameter relates to choice of the thorough fare type attitude; Demographic parameter packs of sex of containing , age , education degree , job , occupy now can arrange income every month.
    显示于类别:[管理科學學系暨研究所] 學位論文

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