| Summary: | 碩士 === 國立交通大學 === 經營管理研究所 === 91 === In recent year, digital photographic equipments, one kind of information electric appliances, grow rapidly. Digital still camera, digital video camera and pc camera are the main products. Nowadays, digital photographic equipments integrated sereral digital function are more and more popular.
We used Innovation Adoption Theory and revised it as the study’s frame used to identify the acceptance of the Digital Video Camera based on consumers'' preference and their demand. In addition, we try to find out whether the consumers can be segregated by their life style so as to identify target consumer groups and to describe their characteristics. We provide our research results to the industry to formulate their marketing strategies.
This research is to use structured questionnaires, and we got 480 effective copies of the samples we used for this study are the Taipei area TV consumers who attended to The 13th Comprehensive Electric Show, Taipei 2003. All data were analyzed with the following methods: Frequency Distribution Analysis, Factor Analysis, Reliability Analysis, Cluster Analysis, Discriminant Analysis, MANOVA Analysis, Scheffe’s Test, Chi-square Test.
From the samples we discovered that potential users could be effectively segregated by life style. In addition, we found the consumers’ adoption behavior variables shows difference do exist in terms of the source of information, opinion of the function, interested, time to adoption, the price of digital video camera, the price of image process software, the price of dv tape and where to buy. In order to target these potential customers, different marketing strategies are required. About 88.1% of the sample attendants who has heard of digital video camera have expressed that the digital video camera can provide multifunctional services when compared to tradition analogy video camera and digital still camera. Primary sources of such information comes from TV, newspapers and magazines, the next are from Internet and their relatives and friends. Majority of the sample attendants showed interest in digital video camera and 56.3% have expressed their intention to purchase the digital video camera over 12 month, 22.7% will purchase within a 6 to 12 month period. It also shows differences do exist between different lifestyle consumers in estimate principle on marketing and servicing, attach importance to operate panel design, convenience, price, brand, marketing. In the whole body, they emphasize to brand and price.
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