| Summary: | 碩士 === 元智大學 === 企業管理學系 === 96 === Recently, many stores align with Taipei Smart Card Company to offer consumers the multi-function smart cards which make them have more convenient life.
The study used the EKB theory and Roger’s Innovation Diffusion Model to be the basis of consumers’ adoption decision, and Holak’s adoption model of new products to be the framework of innovation adoption. Besides, the life style segmented the consumers of smart card and it’s advantageous to make marketing strategy. The object of the study is the consumers who live in Taipei and have ever used the smart card. And SPSS 12.0 is the data-analysis tool. First, using factor analysis to narrow down the life-style variables, and then using cluster analysis to make market segmentation. Finally, use ANOVA and Chi-Square test to examine all hypotheses.
The result shows that the consumers of smart card can be make an effective market segmentation by life style. There are significant differences between all the demographic statistic variables, adoption decision variables; In addition, there is also significant difference between product attribution, extended function, and satisfaction in the product assessment principles. Finally, in the adoption willingness, every cluster have higher willingness to adopt the relative extended function of traffic transportation, like combing with the charging function of HSR (high speed rail) and Taiwan Railway. In the end, make the conclusion of marketing strategy according every study result.
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