Factors Affecting Adolescent Consumers’ Choice of Mobile Phones

• Main Authors: SU, HUI-CHUN, 蘇惠君
• Other Authors: Shiaw-Wen, Tien
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/37777271750920028663

碩士 === 中華大學 === 科技管理學系碩士班 === 99 === With the rapid development of communication technology, the functions of mobile phones have greatly improved. Mobile phones have become an important communication tool in daily life of the adolescent consumers. Considering recent dramatic increase in the purchasing power of the adolescent consumers, the mobile phone market has an enormous sales potential. The purpose of this study is to explore the key factor affecting adolescent consumers’ choice of mobile phones. Through literature reviews and Fuzzy Delphi Method, factors affecting adolescent consumers’ choice of mobile phones were selected, including six domains covering sixteen evaluation criteria. Based on the framework established accordingly, weight analyses were carried out by Analytic Network Process. The findings of this research are as follows: 1. Adolescent (aged 13 to 18) consumers’ primary considerations of purchasing mobile phones are “derived function” and “basic function”, followed by “product design”, “product image”, “price of product” and finally “source of information.” 2. The weights of the criteria in order are “conversation function”, “video and music function”, “camera function”, “amusement function”, “durability”, “simple operation”, “SMS”, “quality of product”, “communication quality”, “price of product”, “recommendation from peers”, “calling rates”, “advertisement”, “appearance”, “promotion” and “SMS rates.” In the modern time, the adolescent consumers emphasize much on the functions of gaming as well as entertainment. In addition, music has become a common language between the adolescent consumers. The mobile phone market will attract the adolescent consumers’ attention on condition that their demands are satisfied.