A Study on the Purchasing Behavior and Market Segmentation of PDA Consumers - A Case Study for Taipei District

• Main Authors: Liu Ji Tzer, 劉積澤
• Other Authors: Quang-Hua Chen
• Format: Others
• Language: zh-TW
• Published: 2002
• Online Access: http://ndltd.ncl.edu.tw/handle/35317986250864233284

碩士 === 國立交通大學 === 經營管理研究所 === 90 === In line with the tendency to integrate Computing, Communication and Consumer Electronics, IA (Information Appliance) products with easy operation, affordable price and Internet functions, are getting more popular. Because of a PDA’s compact size, easy operation and personal design, it has become the product with the most potential among IA. However there is little research concerning Consumer Behavior towards PDA at present; therefore the purpose of this research is to understand which product attributes PDA consumers pay most attention to, and from the point of view of market segments to discuss the differences in product preference. This is necessary to help companies form their marketing strategy. In this research, the EKB model is used as a conceptual framework, and the AIO lifestyle variable is used as a basis of market segmentation. PDA product attributes and demographic factors are used as independent variables. Consumption reality variables describe the behavior of consumers. This research discusses only open system PDA, such as Palm OS, Win CE and Penbex OS, etc. The sample is drawn from the residents of Taipei district who possess PDA. The sampling frame is the visitors to the Information Exhibition in Taipei World Trade Center during December, 2001. The results show: PDA consumers can be successfully segmented by lifestyle variable, such as “Rational Independent Buyer”, “Fashion Followers”, “Convenience Buyer”, and “Brand-Impulsive Buyer”. Among the four market segments, Price and OS variables are not significant predictions of product choice. Of much more significance are demographic variables, purchase motive variable, information search, product attributes evaluation criteria, and consumption reality variables.