我們探討購買的消費者選擇因素、不同變項消費者消費行為的差 異性以及提供

我們探討購買的消費者選擇因素、不同變項消費者消費行為的差 異性以及提供本研究之成果作為相關廠商手機研發及行銷策略之參 考，本研究以科技接受模式(TAM)與消費者滿意度為理論基礎，從「產品有用性」、「產品易用性」、「功能重視」、「產品滿意」、「品牌忠誠」、 「顧客滿意」與「參考群體」共 7 個變數對購買意願的關係與影響來 進行探討。 本研究問卷效度都在 0.75 以上，共發放問卷 200 份，有效問卷 184 份，有效回收率 93%。經統計分析後發現：不同性別、婚姻狀況、 使用不同品牌智慧型手機的受訪者，在智慧型手機的易用性認知、有 用性認知、忠誠度、功能重視程度、回購率與再購率上有顯著差異存 在。其中，智慧型手機品牌更是重要因素之一。 最後，依據研究之結果作出若干建議。 關鍵字：智慧型手機、消費者行為、科技接受模式

結果 (英文) 1:

We explore the purchase of consumer choice factors, differences and provide the results of this study as a research and development related to mobile phone manufacturers and marketing strategies of the different reference variables consumer behavior, this study technology acceptance model (TAM) and consumer satisfaction as the theoretical basis, from the "usefulness of the product", "ease of use", "functional importance", "product satisfaction", "brand loyalty", "customer satisfaction" and "reference group" a total of seven variables on purchase intention to explore the relationship and influence. This Questionnaire validity are 0.75 or more, a total of 200 questionnaires, 184 valid questionnaires, the effective rate of 93%. After analysis by the statistics found that: gender, marital status, respondents use different brands of smart phones, ease of use awareness in smartphones, usefulness awareness, loyalty, functional emphasis, the repurchase rate and the repurchase there are significant differences in the rate. Among them, the brand smartphone is one of the important factors. Finally, make a number of recommendations based on the results of the study.
Keywords: smart phones, consumer behavior, technology acceptance model

結果 (英文) 2:

We explore the consumer choice factors of purchase, the difference in consumer behavior of different variables, and provide the results of this study as a reference to the relevant manufacturers mobile phone research and development and marketing strategies, this study based on the technology acceptance model (TAM) and consumer satisfaction, from "product usefulness", "product ease of use", "functional attention" The relationship and impact of 7 variables on the willingness to buy were discussed, "product satisfaction", "brand loyalty", "customer satisfaction" and "reference group". The validity of the questionnaire in this study was above 0.75, with a total of 200 questionnaires distributed, 184 valid questionnaires and an effective recovery rate of 93%. After statistical analysis, it was found that respondents with different genders, marital status, and use of different brands of smart phones had significant differences in the ease of use cognition, useful cognition, loyalty, functional attention, repurchase rate and repurchase rate of smart phones. Among them, the smart phone brand is one of the important factors. Finally, a number of recommendations were made on the basis of the results of the study.
Keywords: Smart phones, consumer behavior, technology acceptance model

結果 (英文) 3:

We explore the factors of consumer choice, the differences of consumer behavior of different variables, and provide the results of this study as a reference for mobile phone R & D and marketing strategies of relevant manufacturers. Based on the theory of TAM and consumer satisfaction, this study focuses on "product usefulness", "product usability", "function emphasis", "product satisfaction", "product usability", "product satisfaction" Brand loyalty, customer satisfaction and reference group are seven variables that influence purchase intention. The validity of the questionnaire in this study is more than 0.75, 200 questionnaires were issued, 184 effective questionnaires, and the effective recovery rate is 93%. After statistical analysis, it is found that the respondents with different gender, marital status and brands of smart phones have significant differences in the ease of use, usefulness, loyalty, function emphasis, repurchase rate and repurchase rate of smart phones. Among them, smart phone brand is one of the most important factors. Finally, some suggestions are made based on the results of the study.
Key words: smart phone, consumer behavior, technology acceptance mode