| Summary: | 碩士 === 開南大學 === 國際企業學系 === 98 === Cellular phone profoundly affects people’s lives, are also a high-tech products that have the highest growth rate. As time evolves, science and technology continue to advance, so cellular phone are continually evolving, not only changed in the past means of communication have changed communication speed, time and space constraints in the difficult conditions by real-time communication has become an important part of life and work. History of research data from the past can be informed of cases of internal and external factors affecting mobile phone product related information, but most researchers use the general statistical analysis for study, but the lack of a variety of viewpoints from the more detailed the analysis. For this reason, this study has constructed four clusters and thirteen criteria/nodes derived from previous studies and then used Decision Making Trial and Evaluation Laboratory ( DEMATEL ) , Analytic Network Process ( ANP ) with the compromise ranking method (VlseKriterijumska Optimizacija I Kompromisno Resenje, VIKOR ) decision-making model. Explore the impact of product cost, product style, product function and product pursuit and the pursuit of relative weight, to build cottage effect on the impact of mobile phones to consumers in decision-making models, and dimensions as the selection point of view the subject, for model verification. The results showed that the product costs in mobile phone prices, cell service rate and video call service rates for affected, product style will be word of mouth, brand image, advertising and appearance design for effect, product functions are subject to the general built-in functions, entertainment functions and functions derived from the impact of the product will be customized to pursue, functions and appearance of breakthrough effect, and there are four dimensions of interaction relations; In the thirteenth evaluation criteria, customized mobile phone affect consumer purchase decisions the most important factor, second, prices and entertainment for mobile phones; In the selection dimensions of performance, product style is the best investment programs, one product style dimensions of the gap between brand image criteria 0.2250, intention closest to desire level.
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