探討消費者感質之需求：以購買『智慧型手機』為例

A Study on Customer Qualia Requirementof Smart Phone Purchasing Behavior

10.6846/TKU.2012.00491

江佳益

感質 ； 消費者行為 ； 智慧型手機 ； Qualia ； Consumer behavior ； smart phones

淡江大學管理科學學系企業經營碩士在職專班學位論文

2012年

碩士

牛涵錚

繁體中文

早期消費者購買手機的動機非常的簡單，純粹只為了方便溝通，隨著手機的功能性大幅進步及手機大廠激烈競爭之下，市場上充斥著各品牌手機的廣告及資訊，使得消費者在選購手機時的考量因素變得更複雜。本研究欲了解品牌智慧型手機的品質、品牌、幸福感是否會影響到消費者對於感質的感受，與感質是否會影響消費者的購買意願。 本研究主要以台灣地區60歲以下具有消費能力之消費者為研究對象，運用消費者感質量表，探討消費者對於智慧型手機感質需求之要素。問卷透過網路方式發放，有效回收量表為335份。透過信度分析各構面與子構面之Chonbach’ sα值皆在0.7以上，並利用探索性因素分析所得之因素結構合適，顯示本量表具有良好的效度與信度。本研究發放量表時，同時施以個人擁有物為量表與消費者仿冒品之消費態度量表作為本研究之效標，發現受測結果有顯著相關。 經消費者感質需求的探討發現，無論銷售族群為何，皆需以品質發展為基礎，再逐漸向上提升消費者心理需求的層次，強調應用人性化與周延的服務品質，並透過滿足情感愉悅的產品屬性將更能塑造品牌的價值。

The motivation of consumer to buy the phone is very simple in early years and just for communication. As the functions of mobile phone is getting stronger and the manufacturer of the phone is under the serious competition, many kinds of the the mobile phones is goning on the market. The advertisings and informations of the phone is getting so many, that the market is flooded and decision to buy a mobile phone become more complex. This study is to understand Qualia (Quality, brand, and happiness) of smart phones which can increase consumer buying intention. By analysis of 335 online questionnaires in above 15 and under 60 years old consumer. The validity, reliability and Confirmatory factor analysis results show that this questionnaire has significant goodness-of-fit. This research proves that “qualia questionnaire”is good in validity and reliability. By investigating of the consumer requirement of qualia, the quality is the main parameter. Then psychological feeling and service are the secondary factors. Finally, the brand value could rise with happiness feeling of the phone.

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