|摘要: || 平板電腦已經改變人們接收資訊的方式，不僅影響多年來人們使用電腦的型態，更成為時尚潮流且開始融入生活與工作之中。過去，產業主要的競爭方式是以技術與價格為指標，而如今轉變成為必需滿足客戶需求的心理層面導向。然而，影響消費者行為變遷之於生活型態的因素為何？是產業競爭必需探究分析，進而作出差異化的商品與行銷策略。區隔目標市場與消費族群進而達到滿足需求的產品，才是商品銷售最終目的。|
Tablet computers have changed the way people to receive information, not only affected the pattern of using computers for many years, but also became the fashion trend and involved people’s daily life and work. In the past, industry was only focus on the effectiveness of technical and price competition, but now, how to satisfy consumers’ needs become more and more important. Therefore, “What are the factors that have influenced on consumers’ behavior in lifestyle?” it is the must-done research for the industrial competition and different or unique merchandise and marketing strategy could be established accordingly. Segmenting the target markets and consumer groups by product is the final objective of selling.
This study is to target on the tablet computer users, through the variables of lifestyle and demographic, and trying to explore the differences in lifestyles of consumers, as well as the links to each other. By using convenience sampling, 203 questionnaires were distributed with 100% response rate of 203 valid questionnaires. Data analysis were included Descriptive Statistics, Influence Factors Analysis and Cluster Analysis.
By using influence factor analysis, 6 lifestyle factors have been selected as follows:
brand advocating factor
character self-discipline factor
social innovation factor
impulse acting factor
seek exciting factor
family oriented factor
Then, using clusters analysis method to divide consumers into three clusters:
clusters 1 : fashion and self-discipline clusters
clusters 2 : life routine clusters
clusters 3 : trendy impulse clusters
Finally, based on the analysis results, we made recommendations for each clusters for
its marketing strategies. Furthermore, for the limitations and shortcomings, we also made
recommendations and suggestions for future researching and studying.