行動電話消費市場降低風險策略之研究

A Research of Risk Reduction Strategies in Mobile Phone

10.29931/MR.200409.0004

洪大為(Da-Wei Hong)；呂錦婷(Chin-Ting Lu)

涉入 ； 降低風險策略 ； 行動電話 ； consumer involvement ； risk reduction strategies ； mobile phone

行銷評論

1卷1期（2004 / 09 / 01）

53 - 73

繁體中文

每位行動電話使用者，對該產品的涉入型態不盡相同。本研究以此行為變數區隔行動電話消費市場，探討各區隔在知覺風險上的差異，及知覺風險和降低風險策略的關係，並進一步深究各市場區隔所偏好的降低風險策略。本研究針對有行動電話購買經驗的消費者，以台北市為測試範圍，回收458份有效問卷之後利用統計分析one-way MANOVA、Pearson相關及one-way MANCOVA驗證研究假設。結果發現，以涉入為市場區隔變數，可劃分為「低規範涉入群」、「高購買情境涉入群」及「高持續與產品認知涉入群」。各分群在不同的知覺風險表現上有顯著差異；不同的知覺風險與降低風險策略有部份顯著相關。在涉入分群對降低風險策略的關係中，排除涉入分群與總知覺風險的交互效果時，涉入分群對降低風險策略有部份顯著差異，代表著若不考慮總知覺風險的影響，各區隔對降低風險策略有不同的偏好。另，在考慮涉入分群與各別知覺風險的交互效果時，涉入分群對降低風險策略有部份顯著差異，代表著若針對不同的知覺風險推出降低風險策略，在各區隔中有不同的成效表現。

Market This paper studies the perceived risks and risk reduction strategies for mobile phone market that is segmented by consumer involvement. We use One-way MANOVA, Pearson correlation analysis and One-way MANCOVA to examine the effectiveness of different perceived risks and risk reduction strategies in different segmented markets. The result shows that those segments have significant differences among perceived risks. When confronting different perceived risks, each segment prefers different risk reduction strategies. However, when perceived risks are hot concerned, each segment has favorite risk reduction strategies.

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