| Summary: | 碩士 === 國立高雄師範大學 === 人力與知識管理研究所 === 106 === Abstract
Due to the advance of technological development and a myriad of information
transfer in modern society, business models in the sales industry must go through an
adaptive adjustment in order to conform to contemporary consumer habits. The home
appliance market is a particularly competitive field and therefore extremely
responsive to shifts in market trends and consumer needs. Both virtual and physical
retail outlets have identified the global sales trend in smart appliances, making smart
appliance sales the most competitive in the coming years. This research is focused on
a discussion of the influence of consumer and sales channel characteristics on the
decision making process in purchasing smart appliances.
This research is aimed towards a Taiwanese consumer base with experience in
purchasing home appliances and (or) a need to purchase smart appliances. My
research methodology is to conduct online questionnaires and run SPSS modules
under Narrative Statistics, Independent-Sample T Test and Analysis of Variance
(ANOVA). My findings from 433 samples are as follow:
1. Male, young, married with higher education and income level. I find that those
who are self-employed are more likely to conduct online research on product
details, price comparison and user feedback before committing to purchase on a
virtual retail outlet.
2. Female, older, vocational education with personal income between 10,000 (and
below) to 50,000, including students and financial professionals, are more likely
to purchase from physical retail outlets after a free trial period.
I conclude with practical suggestions in the marketing and sales of smart
appliances to the retail industry based on my research findings.
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