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消費者採用iPod touch的因素分析 = The Factor An...

國立高雄大學高階經營管理碩士在職專班(EMBA)

消費者採用iPod touch的因素分析 = The Factor Analysis of Consumer Adoption of iPod touch – Q Mathodology Approach

Record Type:	Language materials, printed : monographic
Paralel Title:	The Factor Analysis of Consumer Adoption of iPod touch – Q Mathodology Approach
Author:	王博玄,
Secondary Intellectual Responsibility:	國立高雄大學
Place of Publication:	[高雄市]
Published:	撰者;
Year of Publication:	2009[民98]
Description:	124面圖、表 : 30公分;
Subject:	Q方法
Subject:	Consumer behavior
Online resource:	http://handle.ncl.edu.tw/11296/ndltd/54618064707193820629
Notes:	參考書目：面
Notes:	指導教授：李亭林
Summary:	本文主要以初次體驗使用者與長期體驗使用者在與iPod touch互動的過程來研究，探討從感官、情感、思考、行動、關聯體驗上針對造型設計、操作介面、品牌形象、時尚需求之差異性？以及其對於產品可能形成的偏好？本研究主要採用Q方法，並以Q因素分析來探討初次體驗使用者與長期體驗使用者對產品偏好之差異性？哪些產品體驗構面會對這兩種使用者影響最大，及印象最深刻？並藉以提出iPod touch成功的關鍵因素。結果顯示，產品偏好類型可區分為：1.注重產品功能與介面導向。2.注重品牌形象導向。3.注重社會價值及個人風格導向。4.注重流行時尚與身分地位導向等四個導向。且初次體驗使用者與長期體驗使用者對產品偏好並無明顯差異性。雖然iPod touch影響消費者購買行為以功能與介面導向為主體，但其各個導向又是息息相關，因此，除了產品功能與介面的需求，還要注重自己公司的品牌形象以及為商品增添時尚需求的設計元素，才能使產品的設計更為健全。 This study explores the interactions between iPod touch and the users, which were divided into two groups: the first-time tiral and the long-term users. The author investigated the different needs of style designation, manipulation interface, brand image and fashion based on the respects of sense, emotion, thinking, motion and related experiences. Here we also want to know if the factors above can direct the consumers’ favors to this product. The Q method and its Q factor analysis was adopted in this study to investigate the different products favors between the first-time tiral and the long-term users. Which product-experience dimension contributes to the largest effects on consumers and therefore impresses them most? Then we propose the vital factors to the success of iPod touch on the basis of these analyses.The results indicate that there are four categories that direct the product favor, which are 1. the function and the interface; 2. the brand image; 3. the social value and personal style; 4. the fashion and the status. Besides, the first-time tiral users showed no difference from the long-term users.Although iPod touch which affect the behavior of consumer’s purchase mainly focuses on the product function and its interface-oriented characteristics, each dimention is also linked closely. Therefore, more efforts should be focused on the brand image of product and the characteristics of fashion design to makes the product more competable, except for the product function and its interface-oriented characteristics.

消費者採用iPod touch的因素分析 = The Factor Analysis of Consumer Adoption of iPod touch – Q Mathodology Approach
王, 博玄

消費者採用iPod touch的因素分析 = The Factor Analysis of Consumer Adoption of iPod touch – Q Mathodology Approach / 王博玄撰 - [高雄市] : 撰者, 2009[民98]. - 124面 ; 圖、表 ; 30公分.
參考書目：面指導教授：李亭林.
Q方法Consumer behavior

消費者採用iPod touch的因素分析 = The Factor Analysis of Consumer Adoption of iPod touch – Q Mathodology Approach
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