| Summary: | 碩士 === 中國文化大學 === 國際企業管理學系 === 104 === The digital single-lens reflex camera used to give the impression of high price, complex operation and being difficult to carry; thus it became the tool of professional photographers or a few advanced camera users.
However, with the advent of the mirrorless interchangeable lens camera (MILC or EVIL for short) in 2008, many camera manufacturers have launched in succession light and relatively low-priced mirrorless interchangeable lens cameras, and brought about a revolution at the digital single-lens reflex camera market. The advent of the mirrorless interchangeable lens camera not only provides more purchasing options to professional users, but also attracts more consumers to the camera world, as the mirrorless inter-changeable lens camera has superior photographing quality compared to that of the spe-cialized digital single-lens reflex camera, in addition to its absolute advantages in vol-ume and weight.
Based on the ANP network hierarchy analysis, this research intended to explore the crucial process factors in the consumer’s selection of mirrorless interchangeable lens camera with the research framework of three main criteria of price, brand and product’s functions and eight sub-criteria. The research results indicated that, with the framework of three main criteria and eight sub-criteria, the purchasing factors in order of im-portance for users are: product’s functions, price and brand. Hence the research results may serve as some reference for camera manufacturers to fill the niche market of prod-uct development and competition in the future.
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