數位類單眼相機消費行為之研究

Abstract

本研究目的為瞭解數位類單眼相機消費者的消費行為，並以生活型態理論作為市場區隔之基礎，進一步找出不同人口背景變項及區隔市場的消費者所重視之產品功能需求和消費行為，進行深入探討與研究。本研究的調查對象為16歲以上曾經購買過數位類單眼相機的民眾，問卷實施時間為2012年4月5日至5月6日，採實體與網路問卷同步發放，回收有效問卷385份。 研究結果顯示，數位類單眼相機市場的消費者以年輕族群為多數，且在女性市場極有開發潛力。傳統型的「不可交換鏡式」相機較「可交換鏡式」多，且標榜「大光圈」功能的相機特別名列前茅。整體受試者對數位類單眼相機的產品屬性滿意度前五名為：「相機的品牌形象」、「相機的畫素值」、「相機的外型」、「相機的顏色」、「相機操作介面的便利性」；對產品屬性的重視度前五名為：「相機的最大光圈值」、「相機的發色畫質」、「相機操作介面的便利性」、「售後的顧客維修服務」、「相機的價格」。本研究以生活型態區隔出數位類單眼相機消費者分為：「保守實際生活導向型」及「流行品質生活導向型」，「保守實際生活導向型」對相機的滿意度高於「流行品質生活導向型」，也較有願意推薦他人自身品牌的數位類單眼相機，在產品屬性的評估方案上，也都較「流行品質生活導向型」重視。 本研究根據結果進行討論，提出研究結果之應用，最後對數位類單眼相機業者和未來研究方向提出建議。

The purposes of this study were to understand the consumer behavior of DSLR (Digital Single Lens Reflex)-like and to find the demands of product functions which the consumer requires by different demographic statistics and the theory of lifestyle used for segmenting marketing. The study was investigated by questionnaires both in the internet and real life, which were sent to the people who are over 16-year-old and had bought the DSLR-like. The duration of conducting the questionnaires was from April 5th to May 6th, 2012, and 385 effective questionnaires were recycled. The results of this research were abstracted as following: 1. The main consumer of DSLR-like are younger group and women; 2. “un-exchangeable lens” cameras are more than “exchangeable lens” cameras, especially those featured in the “big aperture”; 3. The top 5 satisfaction of DSLR-like attribution orderly are “brand image”, “pixels”, “shape”, “color”, and “convenience of operation”; 4. The top 5 importance of DSLR-like attribution in consumers’ mind orderly are “biggest aperture value”, “The picture quality”, “convenience of operation”, “after-sales service”, and “price”; 5. The consumers of DSLR-like were segmented to “conservative realistic lifestyle” and “fashionable quality lifestyle” by lifestyle, and the former one is higher than the latter one in the satisfaction, the willingness of recommendation, and the evaluation of product attribution. According to the above results, this study proposed some applications and advice to the corporations of DSLR-like and the future researches in the end.