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題 名 | AHP法應用於消費者購買行動電話決策因素研究--以中部地區持有行動電話之大專學生為例=The Research of Important Factors for Consumers' Purchasing Cell Phone Decision |
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作 者 | 楊菁倩; 陳怡靜; 林淑玲; | 書刊名 | 中州學報 |
卷 期 | 22 民94.12 |
頁 次 | 頁219-228 |
分類號 | 496.34 |
關鍵詞 | 分析層級程序法; 得爾菲法; 消費者行為; AHP; Analytic hierarchy process; Delphi method; Consumer behavior; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究的目的欲探討影響消費者購買行動電話決策的因素,以提供行動電話銷售典製造業者更具體的了解影響消費者購買行動電話的因素,作為相關業者擬定行銷策略之參考。本研究透過訪談行動電話銷售業者方式,找出業者認為影響消費者購買意願的多項重要因素來設計問卷,運用考量多目標決策 (MCDM, multi-criteria decision-making) 的分析層級程序法 (AHP) 來分析消費者購買決策與考量的多個目標與各目標的重要性排序。研究結果發現消費者購買行動電話時,考量的最重要的四項因素是:最注重功能 (拍照功能以及鈴聲編輯),價格次之 (低價位新臺幣5,000元以下),第三注重是外觀 (造形設計),第四注重才是品牌。 |
英文摘要 | This study is to find the important factors for cell phone purchasing decision of the consumers' behavior. The information could help the relative cell phone manufactures and sellers to know more about the purchasing behavior of their consumers. It will provide useful information for the manufactures make their marketing strategies. We use questionnaires to investigate the purchasing decision factors of the cell phone consumers by random. Analytic Hierarchy Process was used to analyze the multiple criteria and rank those criteria for the purchasing decision making of the consumers. There search finds and ranks that those criteria for the purchasing decision making of the consumers: the first factor is function (photo function and music edit function), the second factor is price (lower than NT$5000 is best), the third factor is out looking (shape and type); the fourth factor is the brand. |
本系統中英文摘要資訊取自各篇刊載內容。