影響消費者購買穿戴式裝置關鍵因素之研究—使用AHP方法

The Study of Key Factors Affecting Consumers' Decisions on Purchasing Wearable Devices Using the AHP Method

10.6626/MR.201712_17.0003

李智明(Chih-Ming Lee)；李岱航(Dai-Hang Lee)

穿戴裝置 ； 關鍵因素 ； 層級分析法 ； Wearable Devices ； Wearable Electronics ； Key Factors ； AHP

管理研究學報

17卷（2017 / 12 / 01）

87 - 123

繁體中文

近年來，消費性電子產品發展迅速，產品的效能越來越高，產品的體積也越來越小，甚至將智慧型產品應用在穿戴物品上。2013年開始，電子穿戴式裝置陸續在各個電子產品國際展覽中登場，引起不少的話題以及消費者的關注，但是卻始終不見電子穿戴式裝置迅速普及。於是本研究想了解影響消費者購買穿戴式裝置的關鍵因素有哪些，以幫助穿戴式裝置廠商能研發更符合消費者的產品，加速穿戴式裝置世紀的來臨。本研究使用AHP層級分析法，首先經由文獻整理，建立影響消費者購買穿戴式裝置的關鍵因素層級架構，共有6個構面以及23項關鍵因素。接著設計問卷，進行消費者問卷調查。經問卷結果分析發現，影響消費者購買穿戴式裝置之構面中，前2個重要構面依序為「硬體」和「軟體」；而前4個重要關鍵因素依序為「易用性」、「品質」、「智慧性」和「安全性」。最後，本研究依研究成果提出有用的建議，希望可以提供政府相關單位及穿戴業者參考。若穿戴業者能了解顧客購買產品的關鍵因素，必能設計出令消費者滿意的穿戴式裝置，提高顧客滿意度。

In recent years, consumer electronics have seen rapid development and improvement. As they become smaller in size, intelligent products are now more common in articles of wear. While the debut of electronic wearable devices in product exhibitions since 2013 has attracted a lot of consumer attention, they are still not popular as yet. This study thus aims to find the key factors that impact consumers' decisions on purchasing wearable electronics. This study uses the AHP method, constructing through literature review a hierarchy of 6 dimensions and 23 key factors. The results reveal that the two most important dimensions that influence consumers' purchase decisions are the ＂hardware＂ and ＂software＂ of the wearable device, while the top four key factors are found to be ＂ease of use＂, ＂quality＂, ＂wisdom＂, and ＂security＂. Finally, we propose useful suggestions for governments and the industry that can help make customers more willing to buy wearable products and also increase their satisfaction.

1. ETtoday 財經，2014。http://www.ettoday.net/news/20141117/426766.htm
2. Taitronics, 2015. https://www.taitronics.tw/zh_TW/news/info.html?id=DFA802DFEAB057DF
3. 1111 人力銀行，2014。http://www.1111.com.tw/mobileweb/zone/medicine/article-detail.asp?gid=1&autono=9695
4. Accenture, 2016. https://www.accenture.com/tw-en
5. Titchener, E. 1915. A beginner's psychology. New York: Macmillan.
6. MIC，資策會產業情報研究所，2015。https://mic.iii.org.tw/IndustryObservations_PressRelease02.aspx?sqno=380
7. Digitime, 2011. http://www.digitimes.com.tw/tw/dt/n/shwnws.asp?CnlID=13&Cat=140&id=245014
8. 科技產業資訊室，2017。http://iknow.stpi.narl.org.tw/Post/Read.aspx?PostID=13064
9. Alvarez, B. A.,Casielles, R. V.(2005).Consumer evaluation of sales promotion: the effect on brand choice.European Journal of Marketing,39(2),54-70.
10. Bhatnagar, A.,Ghose, S.(2004).Segmenting consumers based on the benefits and risks of internet shopping.Journal of Business Research,57(12),1352-1360.
11. Campbell, L.,Diamond, W. D.(1990).Framing and sales promotion: The characteristics of a Good Deal.Journal of Consumer Marketing,7(4),25-31.
12. Davis, F. D.,Bagozzi, R. P.,Warshaw, P. R.(1992).Extrinsic and intrinsic motivation to use computers in the work place.Journal of Applied Psychology,22(14),1111-1132.
13. Davis, S. M.(1989).From future perfect: Mass customizing.Planning Review,17(2),16-21.
14. Dodds, B. W.,Monroe, K. B.,Grewal, D.(1991).Effect of price, brand, and store information on buybers product evaluation.Journal of Marketing Research,28(3),307-319.
15. Emmer, M.,Jose, S.,Henshall, J.(2002).Building and maintaining brand value.International Tax Review,44-46.
16. Frazier, G. L.(1999).Organizing and managing channels of distribution.Journal of the Academy of Marketing Science,27(2),226-240.
17. Garvin, D. A.(1984).What does product quality really Mean?.Sloan Management Review,26(1),25-43.
18. Griffin, J.(1995).Coustomer loyalty: How to earn it, how to keep it.New York:Free Press.
19. Gronroos, C.(1990).Relationship approach to marketing in service context: The marketing and orangizational behavior interface.Journal of Business Research,20(1),3-11.
20. Juran, J. M.(1998).Juran's quality handbook.New York:McGraw Hill.
21. Kawamura, Y.(2005).Fashion-ology: An introduction to fashion studies.New York:Berg.
22. Keller, K.(1993).Conceptualizing, measuring, and managing consumer-based brand equity.Journal of Marketing,57(1),1-22.
23. Kotler, P.(2003).Marketing management.New Jersey:Prentice-Hall.
24. Leibetseder, M.,Laireiter, A. R.,Koller, T.(2007).Structural analysis of the e-scale.Personality & Individual Differences,42(3),547-561.
25. Marielle, E. H.,Jan, P. L.(2005).The different roles of product appearance in consumer choice.The Journal of Product Innovation Management,22,63-81.
26. Mark, S. S.,Ermest, J. M.(1998).Human factors in engineering and design.New York:McGraw Hill.
27. McRobbie, A.(1998).British fashion design: Rag trade or image industry?.London:Routledge.
28. McWilliam, G.,Chernatony, L. D.(1989).Branding terminology the real debate.Marketing Intelligence and Planning,7(7/8),29-32.
29. Mela, C. F.,Gupta, S.,Lehmann, D. R.(1997).The long-term impact of promotion and advertising on consumer brand choice.Journal of Marketing Research,34(2),248-261.
30. Mullet, G. M.,Karson, M.(1985).Analysis of purchase intent scales weighted by probability of actual purchase.Journal of Marketing Research,22(1),93-96.
31. Oracle(2015).JD Edwards EnterpriseOne Wearable Technology.
32. Parasuman, A.,Zeithaml, V. A.,Berry, L. L.(1988).SERVQUAL: A multipe-item scale for measuring consumer perceptions of service.Journal of Retailing,64(1),12-40.
33. Parasurman, A.,Zeithaml, V. A.,Berry, L. L.(1985).A conceptual model of service quality and its implications for future research.Journal of Marketing,49(4),41-50.
34. Rijsdijk, S. A.,Hultink, E. J.(2009).How today's consumers perceive tomorrow's smart product?.The Journal of Product Innovation Management,26(1),24-42.
35. Saaty, T. L.(1990).Decision making for leaders-The analytic lierarchy process for decisions in a complex world.Pittsburgh:RWS Publications.
36. Saaty, T. L.(1980).Analytic hierarchy process.New York:McGraw-Hill.
37. Silveira, G. D.,Borenstein, D.,Fogliatto, F. S.(2001).Mass customization: literature review and research direction.International Journal of Production and Economics,72(1),1-13.
38. Simmel, G.(1971).On individuality and social forms.Chicago:The University of Chicago Press.
39. Straughan, R. D.,Roberts, J. A.(1999).Environmental segmentation alternatives: a look at green consumer behavior in the new millennium.Journal of Consumer Marketing,16(6),558-575.
40. Tiernan, B.(2001).The hybrid company: Reach all your customers through multichannels anytime, anywhere.New Jersey:Wiley.
41. Veeramani, D.,Joshi, P.(1997).Methodologies for rapid and effective response to requests for quotation (RFQs).IIE Transaction,29,825-838.
42. Watson, R. T.,Pitt, L. F.,Berthon, P.,Zinkhan, G. M.(2002).Ucommerce: Expanding the universe of marketing.Journal of the Academy of Marketing Science,30(4),333-347.
43. Winer, R. S.(2001).A framework for customer relationship management.California Management Review,43(4),89-105.
44. Wirtz, J.(1998).Development of a service guarantee model.Asia Pacific Journal of Consumer Research,15(1),51-75.
45. Wispe, L.(1986).The distinction between sympathy & empathy: to call forth a concept a word is needed.Journal of Personality & Social Psychology,50(2),314-321.
46. Zeithaml, V. A.,Bithner, M. J.(1996).Service marketing.New York:McGraw-Hill.
47. 王苡諺(2006)。中國文化大學國際企業管理研究所。
48. 田憶文(2005)。國立成功大學資訊管理研究所。
49. 何仁智(2010)。中國文化大學商學院國際企業管理研究所。
50. 杜宜玫(2008)。實踐大學企業管理系碩士班。
51. 林佑群、雷立芬(2012)。中小企業促銷效果、廣告效果與顧客忠誠度關係之研究—以全聯福利中心為例。中小企業發展期刊，23，137-152。
52. 陳立棻(2008)。銘傳大學國際事務研究所。
53. 陳智揚(2015)。行動科技與應用：穿戴式科技。科學發展，512，20-25。
54. 曾新謬(2014)。結合資料與知識巨量資料的創新價值。技術與資訊，269(3)，4-7。
55. 黃侑勖(2005)。國立東華大學國際企業研究所。
56. 黃偉正(2013)。穿戴式產品演化趨勢與開發策略思維分析。穿戴式產品專題研究精選，台北市:
57. 德國萊茵TÜV(2014)。線上研討會平台。德國萊茵TÜV 大中華區電子雜誌，19，22-23。
58. 潘錫生(2003)。國立政治大學企業管理研究所。
59. 蔡秀瑾(2001)。長庚大學企業管理研究所。
60. 鄭伊純(2012)。國立中山大學企業管理學系。
61. 鄭紹成、陳鉦達、黃仁俊(2006)。服務保證、價格與企業可信度對消費者購買意願之影響—以團體套裝旅遊業為例。旅遊管理研究，6(1)，83-100。
62. 鄧振源、曾國雄(1989)。分析層級法的內含特性與應用（下）。中國統計學報，27(7)，1-20。
63. 鄧振源、曾國雄(1989)。分析層級法的內含特性與應用（上）。中國統計學報，27(6)，5-27。
64. 賴欣怡(2010)。銘傳大學國際企業研究所。
65. 薛承甫(2000)。國立成功大學工業設計學系。

1. 陳柏青,陳宏銘,林麗娟(2021)。以科技接受模式探討高爾夫運動之穿戴式裝置應用。成大體育學刊，53(2)，1-25。