本研究旨在探討消費者對於產品類別涉入、網際網路和行動電話的使用狀況，以及線上促銷行為間的關聯。希望了解消費者的涉入程度是否因不同的產品類別而有所差異，而網際網路和行動電話的使用情況，是否會影響消費者對網路和簡訊行銷的態度。進而推論，此種利用網際網路和行動電子產品，作為行銷的方法是否可行。本研究以台北縣淡江大學，日間部一～四年級的大學生作為抽樣母體，採分層抽樣的方式發放問卷。涉入的產品類別，是將日常生活用品，依食、衣、住、行、育、樂作分類。研究結果發現： （1）產品類別與產品涉入程度：以產品類別為「樂」者，大學生的高涉入傾向較為明顯。高涉入者，在「重要的」題項上，其成本效果非常顯著。 （2）高產品涉入者與手機使用情形：對「飲食」具高涉入的大學生，通常使用手機來撥接電話、使用的目的為方便聯絡。 （3）使用手機消費者對線上促銷行為之態度：在網路促銷和簡訊促銷兩方面，只需20％～35％的關聯規則，就可以獲得90％的解釋力，故建議業者可以做更好的資源配置。 This research is for the purpose of discussing the consumer to ford into, the internet and the mobile phone behavior in service regarding the product category, as well as on-line promotes sales the behavior connection. The hope understood the consumer fords into the degree whether has a difference because of the different product category, but internet and mobile phone service condition, whether can affect the consumer to the network and the news brief marketing manner. Then the deduction, this kind of use internet and the motion electronic products, took marketing method is whether feasible. This research by the Taibei county Danjiang University, during the day a four grades university student took the sampling parent substance, picks the stratified sampling the way to provide asks the volume. Fords into the product category, is the daily life thing, according to the food, the clothes, lives, the line, nurtures, happy makes the classification.
