智慧型手機已不再只是通話的工具，它融合了照相、音樂、導航…等等功能於一身，成為功能已逐漸接近筆記型電腦的行動電腦，而且已成為消費者生活的ㄧ部份。然而國內手機產業向來以代工為主，產品設計及關鍵技術研發人力不足，主要技術與先進國家仍有差距，重要關鍵零組件又多仰賴進口，諸多的因素削弱國內手機產業之國際競爭力，也降低了手機業者的利潤。如何掌握消費者對智慧型手機的偏好，規劃適當功能組合的智慧型手機並配合行銷策略成為業者首要之務，也是業者能否佔有智慧型手機市場一席之地的關鍵所在。 本研究藉由對智慧型手機有實際使用經驗者進行調查，據以分析受測者之生活型態與使用智慧型手機之經驗，歸納出結論與建議。 本研究認為智慧型手機所具備的功能和消費者使用智慧型手機功能的經驗，將影響消費者後續購買智慧型手機的評估優序，而不同生活型態的消費族群，在購買智慧型手機的評估優序方面沒有顯著的差異。研究結果也顯示，消費者仍習慣於實體通路購買智慧型手機，且3G數據傳輸的用戶仍然偏低，有待電信業者與智慧型手機業者之通力合作，提供引人的促銷方案，以擴大3G數據傳輸之用戶群。 The features of a smart phone are no longer just for phone call, but incorporating photography, music, navigation ... etc. in one. It is not just a smart phone, but a mobile computer as well, and has become to react to the life of consumers. In Taiwan, the mobile phone industry has always been to OEM oriented and poor in product design and key technology research. There are still some main technology gaps with the advanced countries and many key components are imported. These factors are weakening the mobile phone industry international competitiveness. It also reduces the mobile industry''s profits. How to get consumer’s preferences and planning appropriate combination features of smart phones to be the first task for the mobile phone industry. The object of this study should have an experience on a smart phone. This study has a conclusion and recommendation after analyzing the subjects of the life style and user experiences of a smart phone. Here are the conclusions of this study. The features and user experiences of a smart phone will affect the consumer’s assessment of priority in buying a smart phone in the future. There is no big difference between the different life style of the consumers in buying a smart phone in the future. The study also showed that consumers are still accustomed to a physical channel to buy a smart phone. The 3G users are still relatively low. It needs the smart phone carriers to coordinate with the smart phone manufacturers to expand the 3G users by offering attractive promotions.
