A Study on Wireless LAN 802.11X Consumer Market Segmentation

• Main Authors: Yu-Ting Lin, 林育廷
• Other Authors: Prof. Quang-Hua Chen
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/36007783285270599968

碩士 === 國立交通大學 === 經營管理研究所 === 91 === Internet has changed the life style of lots people. Following the increasing dependence of network, more and more people want to go on the internet anywhere and anytime. Wireless LAN has some advantages such as easy go on internet without wire, mobile, high transmission rate. So, Wireless LAN becomes the hottest products. But there is not easy to get the reports about the Wireless LAN’s consumer behavior. So this study analyses the consumer behavior of Wireless LAN to understand what product properties when consumer buy Wireless LAN products emphasis. By the other way, we can confer differ groups focus on the different product properties. Then we can map out the marketing strategy about the different consumers for the enterprises. This study use EKB model to be the frame, and AIO table be the foundation of the marketing segment, WLAN product attributes and demographic factors are used as independent variables. Consumption reality variables describe the behavior of consumers. This research discusses only WLAN 802.11X system. The sample is drawn from the residents of Taipei district who own WLAN 802.11X products. The sampling frame is the visitors to the Information Exhibition in Taipei World Trade Center during November, 2002. The results show: WLAN consumers can be successfully segmented by lifestyle variable, such as “Freedom Buyer”, “Independent convenience Buyer”, and “Brand-Impulsive Buyer”. Among the three market segments, demographic variables, purchase motive variable, information search, product attributes evaluation criteria, and consumption reality variables are significant predictions of product choice. According to the conclusion of this report, then suggest about product, price, path, and promotion strategy for WLAN related business consult to establish marketing planning in the future.