A Study on the Effects of Smart Phone Operating PlatformService on Consumer Preferences

• Main Authors: Chia-Hui Kuo, 郭家惠
• Other Authors: Ping Wang
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/60981068296776551990

碩士 === 崑山科技大學 === 資訊管理研究所 === 101 === Consumers typically would consider numerous factors, such as product appearance, price, brand, operation system, and hardware in purchasing their smart phones. Importantly, there are ten important factors highlighted by Paranraman, et al. (1985), in the paper “A Conceptual Model of Service Quality and Its Implications for Future Research” to measure the perceptive service quality. Accordingly, in the present study used the approach of focus group interview to domain experts and screened out non-dominated factors, five significant dimension factors were left consequently, namely, “functionality”, “reliability”, “responsiveness”, “security”, and “appearance”. Additionally, Analytic Hierarchy Process (AHP) was used to help manager analyze the importance weights on the five factors of user preferences on QoS of smart phone services. We concluded that the “responsiveness” of the smart phone’s operating platform has the greatest effect on consumer preferences, followed by the second, “appearance”; the third, “functionality”; the fourth, “security”; and the last, “reliability” which is consistent to the research results regarding demand theory proposed by by Saaty. As it’s also shown that the consistence of the findings is quite satisfactory to the original goal, the experimental results could provide as an important reference for users in purchasing smart phones.