近年來手機逐漸走向多功能化，智慧型手機使用的比重日漸增加，功能強大、複雜的情況下，消費者對於智慧型手機的產品知識是否會影響到其選購？頗令人好奇。然過去智慧型手機研究對此一領域缺乏相關的探討，故本研究希望深入探討智慧型手機之產品知識對消費者購買意願的影響，以及實際購後滿意度情況，以瞭解： 一、不同人口統計變項消費者之智慧型手機產品知識、購買考慮因素及購後滿意度現況。 二、產品本身價格、外型、功能在消費者購買智慧型手機之決策上之重要性為何？購買考慮因素與購後滿意度之間有無關聯？ 三、消費者人口統計變項不同對其智慧型手機購買考慮因素及購後滿意度上有何差異？ 四、消費者產品知識高或低對其智慧型手機購買考慮因素及購後滿意度上有何差異？ 本研究以台灣地區已經購買IPhone或HTC Android Phone之消費者進行調查，利用網路問卷針對符合條件之不特定對象進行抽樣，共取得293份有效問卷以Spss14.0 for Window軟體進行統計分析。 經統計驗證後本研究發現八點結論：一、不同背景者偏好不同智慧型手機；二、消費者選購智慧型手機重視服務及功能考慮；三、購後滿意度外型及功能滿意度較高；四、選擇不同智慧型手機者在價格跟功能考慮因素上有顯著差異；五、選擇不同智慧型手機者在購後滿意度上有顯著差異；六、產品知識高低會影響消費者功能與服務上的考慮；七、產品知識高低會影響購後功能及服務滿意度。研究者並針對研究發現提出給智慧型手機廠商、智慧型手機銷售通路及消費者的相關建議；八、購買考慮因素會影響其購後滿意度。 Multi-function and smart phone has become mainstream and been increased dramatically in mobile phone market. It’s curious that if consumers’ knowledge of smart phone will affect the purchase? This research will focus and try to understand if the consumers’ knowledge of smart phone affects the purchase will and the actual satisfactions after purchase: 1. Current status of different population statistics on knowledge of smart phone purchase key factors and satisfactions after purchase.2.How importance of Price, looks and functions of smart phone in consumers’ purchase? Is there any correlation between purchase key factors and satisfactions after purchase?3.The influence of different population statistics on purchase key factors and satisfactions after purchase.4.If the level of consumers’ knowledge on smart phone affect the purchase key factors and satisfactions after purchase? This research use questionnaires on internet, sampling from consumers who purchase iPHONE or HTC Android Phone. Then use SPSS 14.0 for windows to do the analysis from 293 effective questionnaires. After analysis, this research provides 8 conclusions as below: 1.Different background consumers prefer different smart phones.2.The purchase key factors of smart phone are service and functions.3.Looks and functions of smart phone has higher satisfactions after purchase.4.There are obvious preferences in price and functions from consumers who chose different smart phones.5.There are obvious satisfactions after purchase from consumers who chose different smart phones. 6.Consumers’ knowledge of smart phone has obvious impact on purchase key factors: service and functions.7.Consumers’ knowledge of smart phone has obvious impact on satisfactions of service and functions. 8. Purchase key factors has obvious impact on satisfactions.
