穿戴式装置消费市场决策影响因素之研究Factorsofthe-中华科技大学.PDFVIP

Journal of China University of Science and Technology Vol.65-2016.01 穿戴式裝置消費市場決策影響因素之研究 Factors of the Wearable Devices Market Segmentation and Consumer Decision-making Process Affecting 陳國晃 ¹ 謝士煜 ² 廖錦農² Kou-Huang Chen Shih-Yu Hsieh Chin-Nung Liao 1 中華科技大學 工業工程與管理系 2 中華科技大學企 業管理系 摘 要 穿戴式裝置在近年來蔚為風潮，在可預知的全球消費性電子市場急速擴大， 也是 2014 年消費性電子展(CES ）的主要焦點，國際間知名大廠，無不積極投入新 產品的研發。根據國際數據資訊IDC 指出，穿戴式裝置市場將在未來 4 年，邁入 蓬勃發展的階段，2014 年全球總出貨量將達1,920萬台，預估 2018 年將可大幅躍 升至1億 9,120萬台，成長近 10倍。 本研究以消費者行為觀點作為市場區隔變數進行問卷設計與調查，依據問卷 調查結果再以 EKB 模式的四個階段為構面，應用層級分析法(Analytic Hierarchy Process, AHP) ，取出消費者使用後滿意度的因子權重，並進行排序，本研究的結果 將可提供相關業者在發展穿戴式裝置市場與制定行銷策略時的參考。 關鍵詞 : 穿戴式裝置,層級分析法 , 行銷策略 Abstract The wearable devices are popular in recent years, development scale of wearable devices, in the rapid extension in the foreseeable global market, is also important focus of 2014 the consumption electronics exhibition (CES), nations each well-known big factory in world, all actively put into the new product development. International data information (IDC) indicates that the wear type device market will exceed into a stage of booming development at the coming 4 year. The world always takes delivery of goods the quantity as about 19.2 million (2014) currently, go to 2018 will be able to significantly leap to 191.2 million and increase about 1000%. In this study consumer behavior perspective as market segmentation variables questionnaire design and survey, based on the survey results and then to the four stages