消費者求知性好奇與數位生活型態對多功能產品忠誠度影響之研究
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2021
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隨著資訊科技與電子產業的蓬勃發展，企業將可透過更多管道，也更容易觸及到更多潛在客戶，但也因行銷管道及潛在客戶眾多，企業也須規劃更多的行銷預算進行產品行銷及推廣；也因目前電子功能日新月異，一般使用者常無法了解全部的產品功能，但有些充滿求知性好奇的忠誠消費者，願意進行學習來了解這些產品功能，並幫助企業進行推廣。企業要如何在這些消費者群體中找出企業的隱形品牌大使？針對這些族群進行行銷的優勢，除了能提高轉換率並節省花費外，也可藉由這些隱形品牌大使協助推廣企業品牌及產品，帶來更龐大潛在的行銷效益。本研究對象以iPhone使用者為例，研究目的在於要探討「數位生活型態」、「求知性好奇」、「產品知識」與「產品價值」對於「忠誠度」的影響，並且透過集群分析以識別此類具有高度程度「數位生活型態」、「求知性好奇」、「產品知識」、「產品價值」與「忠誠度」的族群背景及行為特徵。本研究利用網路問卷並透過社群網路發布問卷，共搜集了246位來自不同產業、職位與職務之iPhone忠誠使用者的資料，男性100人（40.7%），女性146人（59.3%），整體平均年齡為46.3歲。本研究利用SPSS 23 for Mac版本進行統計檢驗，量表經過信效度分析、主軸因素分析與檢驗結果，均具有良好信效度，並透過迴歸分析及搭配SPSS外掛分析模組PROCESS進行檢定，檢驗「產品知識」、「產品價值」之中介效果是否顯著。分析結果顯示，會進行推薦行為之iPhone使用者在「數位生活型態」、「求知性好奇」、「產品知識」、「產品價值」、與「忠誠度」皆具有顯著影響；「數位生活型態」、「求知性好奇」、「產品知識」、「產品價值」與「忠誠度」等變項彼此間皆呈現顯著正相關；「數位生活型態」除會直接影響「忠誠度」外，也可藉由「產品知識」、「產品價值」間接影響「忠誠度」；「求知性好奇」除會直接影響「忠誠度」外，也可藉由「產品知識」、「產品價值」間接影響「忠誠度」；「產品知識」除會直接影響「忠誠度」外，也可藉由「產品價值」間接影響「忠誠度」；「產品知識」與「產品價值」越高，則「忠誠度」程度越高；「數位生活型態」與「求知性好奇」除可直接影響「產品知識」外，也會直接影響「產品價值」，「數位生活型態」與「求知性好奇」程度越高，則「產品知識」與「產品價值」程度越高，並進而影響「忠誠度」程度越高；「數位生活型態」在年齡、教育程度、職務產業具有差異性；「求知性好奇」在每月可自由運用之金額具有差異性。此類具有高水平之「數位生活型態」、「求知性好奇」、「產品知識」、「產品價值」、與「忠誠度」的消費者特徵為具有高頻率「社群媒體」、「即時通訊」、「拍照攝影」、「商務工作」、「行動支付」行為，並具有較高頻率的Apple軟硬體產品衍生消費行為，背景變數為具有大學（專）學歷的資訊科技業之高階經理人，每月可自由支配金額約為60,001~80,000元。除了研究結果的討論外，本研究對如何保持此類消費者在高程度之「數位生活型態」、「求知性好奇」、「產品知識」、「產品價值」與「忠誠度」提出建議做法與策略，期望能對企業組織在實務上有實質貢獻。
With the rapid development of the information technology and electronics industries, the enterprises will be able to reach more potential customers through more channels. Also because of the large number of marketing channels and potential customers, the enterprises must also plan more marketing budgets for product marketing and promotion. And due to the rapid changes in the electronic functions, ordinary users often cannot understand all product functions, but there are some loyal consumers who have high degree of epistemic curiosity and willing to learn these product functions and help to promote them. How can the enterprise find their invisible brand ambassadors among these consumer groups? The advantages of proceeding marketing for these groups can not only increase the conversion rate and save costs, but also leverage these invisible brand ambassadors to help promote the brand and products, and bring greater potential marketing benefits.This target of the study will take iPhone users as a case. The purpose of the study is to explore the impact of e-lifestyle, epistemic curiosity, product knowledge and product value on loyalty, and use cluster analysis to identify the demography and behaviors of such group with high degree of e-lifestyle, epistemic curiosity, product knowledge, product value and loyalty.This study used online questionnaires and distributed the questionnaires through social networks. Total responses of 246 loyal iPhone users from different industries, job position level and functional division were collected. There were 100 males (40.7%) and 146 females (59.3%). The overall average age was 46.3 years-old. The study uses the SPSS 23 for Mac version for statistical testing. The scales have undergone reliability and validity analysis, principal axis factoring, and the result shows all have good reliability and validity. The study is through regression analysis and the SPSS external PROCESS analysis module to test whether the indirect effects of the mediation change of “product knowledge” and “product value” are significant or not.The findings show that iPhone users who have recommend behavior have a positive significance on the variables such as e-lifestyle, epistemic curiosity, product knowledge, product value and loyalty; Secondly, there is a significant positive correlation between the variables such as e-lifestyle, epistemic curiosity, product knowledge, product value and loyalty. Besides, e-lifestyle and epistemic curiosity not only directly affect loyalty, but also indirectly affects loyalty through product knowledge and product value; product knowledge not only directly affects loyalty, but also indirectly affects loyalty through product value; it shows the higher degree of e-lifestyle and epistemic curiosity will bring the higher degree of product knowledge and product value and will also bring higher degree of loyalty. The epistemic curiosity and e-lifestyle not only directly affect product knowledge, but also directly affects product value, the higher degree of epistemic curiosity and e-lifestyle will bring higher degree of product knowledge and product value. For e-lifestyle, there is a positive significance on the age, education and occupation. For epistemic curiosity, there is a positive significance on the monthly freely disposal amount.Such consumers with high degree of e-lifestyle, epistemic curiosity, product knowledge, product value and loyalty are characterized by high frequency usage of social media, instant messaging, photography, business work, mobile payment behavior and higher secondary behavior including purchasing other Apple Hardware/Software products. The demography shows they are senior executives in information technology industry with bachelor degree, and own monthly freely disposal amount is about TWD 60,001~80,000.In addition to the discussion of the study results, this study proposes practical practice and strategies on how to maintain a high degree of e-lifestyle, epistemic curiosity, product knowledge, product value and loyalty of such consumers, and is expected to provide substantial contribution to the management practice of the enterprises.
With the rapid development of the information technology and electronics industries, the enterprises will be able to reach more potential customers through more channels. Also because of the large number of marketing channels and potential customers, the enterprises must also plan more marketing budgets for product marketing and promotion. And due to the rapid changes in the electronic functions, ordinary users often cannot understand all product functions, but there are some loyal consumers who have high degree of epistemic curiosity and willing to learn these product functions and help to promote them. How can the enterprise find their invisible brand ambassadors among these consumer groups? The advantages of proceeding marketing for these groups can not only increase the conversion rate and save costs, but also leverage these invisible brand ambassadors to help promote the brand and products, and bring greater potential marketing benefits.This target of the study will take iPhone users as a case. The purpose of the study is to explore the impact of e-lifestyle, epistemic curiosity, product knowledge and product value on loyalty, and use cluster analysis to identify the demography and behaviors of such group with high degree of e-lifestyle, epistemic curiosity, product knowledge, product value and loyalty.This study used online questionnaires and distributed the questionnaires through social networks. Total responses of 246 loyal iPhone users from different industries, job position level and functional division were collected. There were 100 males (40.7%) and 146 females (59.3%). The overall average age was 46.3 years-old. The study uses the SPSS 23 for Mac version for statistical testing. The scales have undergone reliability and validity analysis, principal axis factoring, and the result shows all have good reliability and validity. The study is through regression analysis and the SPSS external PROCESS analysis module to test whether the indirect effects of the mediation change of “product knowledge” and “product value” are significant or not.The findings show that iPhone users who have recommend behavior have a positive significance on the variables such as e-lifestyle, epistemic curiosity, product knowledge, product value and loyalty; Secondly, there is a significant positive correlation between the variables such as e-lifestyle, epistemic curiosity, product knowledge, product value and loyalty. Besides, e-lifestyle and epistemic curiosity not only directly affect loyalty, but also indirectly affects loyalty through product knowledge and product value; product knowledge not only directly affects loyalty, but also indirectly affects loyalty through product value; it shows the higher degree of e-lifestyle and epistemic curiosity will bring the higher degree of product knowledge and product value and will also bring higher degree of loyalty. The epistemic curiosity and e-lifestyle not only directly affect product knowledge, but also directly affects product value, the higher degree of epistemic curiosity and e-lifestyle will bring higher degree of product knowledge and product value. For e-lifestyle, there is a positive significance on the age, education and occupation. For epistemic curiosity, there is a positive significance on the monthly freely disposal amount.Such consumers with high degree of e-lifestyle, epistemic curiosity, product knowledge, product value and loyalty are characterized by high frequency usage of social media, instant messaging, photography, business work, mobile payment behavior and higher secondary behavior including purchasing other Apple Hardware/Software products. The demography shows they are senior executives in information technology industry with bachelor degree, and own monthly freely disposal amount is about TWD 60,001~80,000.In addition to the discussion of the study results, this study proposes practical practice and strategies on how to maintain a high degree of e-lifestyle, epistemic curiosity, product knowledge, product value and loyalty of such consumers, and is expected to provide substantial contribution to the management practice of the enterprises.
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數位生活型態, 求知性好奇, 產品知識, 產品價值, 忠誠度, 消費者型態集群, e-lifestyle, epistemic curiosity, product knowledge, product value, loyalty, cluster analysis