智能手機如何影響消費行為研究Examining How Smartphones Impact on Consumer Behaviors
11-02, 2015
摘要
智能手機,擁有豐富的娛樂應用,更快的在線服務速度, 芯片中便利的官方功能, 這些技術都極大地影響了人們的生活，影響力的程度就像琥珀里的蒼蠅,持續至今。最簡單的例子，消費者很容易就能通過掃描智能手機的小屏幕來獲取信息或在網上商店購買商品。當商店開始打折活動,它可以直接通過廣播向用戶的智能手機宣傳他們的活動, 然后消費者可以僅僅通過觸摸屏幕就能比較商品的價格來尋找最低價格。此外,購買者經常還搜索從當前位置到商店舉辦銷售活動地的路線圖，而這些在互聯網過去的數十年里甚至都沒有想過。因此,智能手機創新技術鼓勵了這些新生產業以火箭的速度提高甚至改變了過去的消費習慣。智能手機的普及導致消費者行為進化,同樣使企業主認識到消費者的促銷方法應遵循的新趨勢。
1. Executive Summary
The smart phones, with abundant entertainment applications, higher speed of non-wireless online services, and convenience official functions in their microchips, are substantially impacting on a technology disruption to human life, and true extent of their implications, like a fly in amber, last to this day. The simplest example is consumers are easily to access information and purchase goods in online shop through scan small screens of smart phones. When a store begin a discount event, it can direct broadcast their activities through announcing to user’s smart phones, and then consumers are able to compare prices of a commodities just via touching the screen to find minimum prices. Also, the purchasers usually search the route map from the current location to the store which hold sale activities, nevertheless, majorities even unknown about internet over decades. Thus, the encourage innovation of smart phones brought infant industry boost with a rocket speed and even transform the consuming habits around the word. With the spread of smart phones caused evolutionary in consumer behavior, it makes business owners recognize promotional approaches for consumers should be followed new trending.
Therefore, the author would emphasis on investigating the elements are higher possible to influence buying behavior in the smart phone market for people who live in Hong Kong. Actually, for better understanding customer’s psychology and supply a future direction for market research, the author also proposed to integrate traditional consumer behavior theories and research methodologies to express the objective vision from smart phones users about why they would like to throw away their original purchasing habit to expect trying another newly product. Through scientifically analyzing and interpreting, drawing people’s viewpoints from all walks of life to extend of whole Hong Kong society are necessary for assisting to achieve the objective research results. Additionally, the raising questions ‘how can businesses harness the strength of the smart phones characteristic for making maximum profits?’ would be provided suggestions in the author’s report.#p#分頁標題#e#
Key word smart phone; consumer behavior; marketing; PEST; business environment
2. Introduction引言
2.1 Background背景
The harbor stands a strategic position, especially the midpoint offshore marine between South Sea and the Eastern Sea, Hong Kong are described as paradise of shopping due to its prosperous commerce and numerous visitors. People Daily reported that President Xi Jinping expressed confidence in Hong Kong’s future and central government will continue supporting this city to promote democracy in line with the law and uphold its prosperity and stability. (Jun, 2014)
The central government's basic policies toward Hong Kong have not changed and will not change, Xi said, stressing Beijing's adherence to the "One Country, Two Systems" policy and the Basic Law.This land hides greater potential opportunities absorbed many foreign luxury brands, the free taxation policies for Hong Kong dweller stimulate their consumption desires. On the other side, the smart phone, generally comprehended by local residents, is a phone through high-end servers supplying users a progressed operating platform include extended applications like multimedia entertainments, automatic e-books, high-definition camera, online stores, official tools and even intelligence language robot has became their daily necessity for Hong Kong people. Perez (2014) reported that Apple topped Hong Kong market for smart devices in the year of 2013. Research has shown that the total amount smart phones sold in Hong Kong reached 5.5 million units, reduced by 6.1 million in 2012. (Perez, 2014)
In peace with iPhone 6 and iPhone 6 plus launched last few days, this devices, as the most popular smart phones on a worldwide basis has instantaneous attracted the world’s attention. Escalated by new generated iPhone 6, a typically example, the larger size touch-panel screen of a smart phone, with better user experience, is seems foreseeable welcomed in no longer further. However, over decades, the innovative improvements majority gathered in the area of telecommunication technology whilst few consumer’s behavior for mobile phones were changed until intelligent phone eventually appeared. Specifically, the shrinking of high-speed internet service from carriers in Hong Kong rendered people obtain their interested information randomly anywhere. Otherwise, the behavior in financial scope has radical diversified in Hong Kong for recent years, many of residents utilized smart phone to direct transact or trade with others.
Undoubtedly, the competition in smart phone market has become increasingly fierce. As for marketers, after Apple company prompted technological breakthrough by products of iPhone series while they realized that market promotion plan can not instead of their own product’s research and development, the core competitive strengthen of a company, permanently, is depend on its product gained a foothold in the market yet. From consumers opinions, they may effected by huge various elements to change their original preference instead of new types.#p#分頁標題#e#
2.2 Research Aims研究目的
The purpose of this dissertation is to to investigate detailed elements resulted in changing of consumer behavior or purchasing intention towards the smart phone market. So the aim of this research is to seek out that external and internal elements to hinder or encourage consumers with buying smart phones.
The main research issues is
? Why Hong Kong residents want to purchase a smart phone?
? How smart phones bring beneficial to their users?
? Which age phase is main users for smart phones in Hong Kong?
? Which brand is the most welcomed one for each age phases?
? Why they are more willing to purchase the smart phone of such a brand?
? Which is the most attractive reason for buying a smart phone?
? How much would users in Hong Kong like to pay smart phone by “monthly contract phone” or “pay as you go” ?
? How long consumers would like to upgrade their devices?
2.3 Research Objectives研究對象
Marketers are ought to identify the virtual factors which have a dominating position on the consumer’s minds for process making a purchase decision. The collected resources, questionnaires and relevant literature would be analyzed and interpreted appropriately to interpret the research aim. The measurement model would be suggested by which features are play a dominant function on the marketing competition in Hong Kong. Hence, identifying the clearly attitude of smart-phone purchaser about their consumption behaviors in order to deeply understand the consumers psychological to occupy more market share.
2.4 Research Methodologies研究方法
The problems of how an investigation would be implemented by next few week can through operating suitable methodologies adapt every research procedures while the question how to collect data, and what instruments can provide a objective conclusions should be considered at the beginning of investigation.
Business analyzing tools like PEST tool and SWOT metric approach are available applied in the author’s survey. (Kuhlthau, 1991) Furthermore, the author would conduct an investigation that in terms of how people choice smart phones through semi-closed questionnaires as well as selecting participants to make face to face interview. The survey of questionnaire was carried out of which randomly sent 1000 questionnaires to people who lived in Hong Kong, and taken interview research for the age between 18 to 65, dividend them in three groups include for both males and females respectively.
As expected, the participant’s core version of their motivation, personality and external environment for smart phone would be withdraw by data analyzed process. Nevertheless the well-recognized brand awareness and acceptance would also be concentrated discussed, certainly, purchaser intention are included. Finally, providing the author’s perceptions at the end of report for providing suggestions in order to assist future business activities and market research.#p#分頁標題#e#
2.5 Contributions結構
Aiming at investigating the special characteristic of Hong Kong consumer’s purchasing inquiry of smart-phone and exploring whether it is truth that Hong Kong consumers have some preference brands such Apple, Samsung, or Xiaomi in telecommunication industry, this research would be undertaken from previous studies include large primary resources, and analyze some current data the author would collect through qualitative interviewing and online-questionnaire with consumers who got a Hong Kong identity.
The ascertainment of these phenomena of Hong Kong consumer perception undoubtedly are able to supply market participants a proper opportunities to understand and convince people’s version for regulating their sale strategies which let operator cultivate commodities to require the consumers satisfaction. To some extent, as for Hong Kong smart-phone market, only comprehending smart-phone real wanted characteristics in phone applying so that they are higher possible to achieve the great sales. Eventually, the local residential choices direction would facilitate business owner’s who was in Hong Kong to seek out strengthens, weakness, opportunities, and threatens for sake of changing their sale methods to make more competitive sale strategies in the future.
3. Literature Review文獻綜述 9
3.1 Background of Smart-Phone Market 9智能機市場背景
3.1.1 Global Smart-Phone Market 9全球智能機市場
3.2 Consumers Behavior Models 12消費者行為模式
3.2.1 Buying Decision Process Model 12購買決策過程模式
3.2.2 Stimulus Response Model 14刺激響應模式
3.3 Characteristics Affecting Consumer Behavior 16影響消費者行為的特點
3.3.1 The Brand Preference 16品牌偏好
3.3.2 The Innovation 18創新力
3.3.4 After Sale Services 19售后服務
3.4 Geo-political and Strategic factors Impact on Resident under Hong Kong Circumstance 20地緣政治和戰略因素對香港居民的影響
3.4.1 The Culture in Hong Kong Integrate with Eastern and Western Factors 20整合東西方因素的香港的文化
3.4.2 The Power Distance 22權利的距離
3.4.3 Sensitive to Social Relationship 23敏感的社會關系
3.5 Discussion of Literature Review 24文獻綜述的討論
3.6 Hypotheses 26假設
4.Research Methodologies 27研究方法
4.1 Introduction 27引用
4.2 Research Philosophy and Design 27哲學和設計研究
4.3 Research Methodologies 29方法研究
4.3.1 Primary Resource 29原始資料
4.3.2 Interview 30采訪
4.3.3 Online Questionnaire 32網絡問卷
4.4 Research Methodologies Limitations 34研究方法限定#p#分頁標題#e#
4.6 Legal, Moral and Ethical Considerations 36法律、道德和倫理方面的考慮
5. Data Presentation and Data Analyze 37數據排列和數據分析
5.1 Introduction 37引用
5.2 Instrument 37儀器
5.2.1 Interview 37采訪
5.2.2 Questionnaire 39問卷
5.3 Data Presentation 39數據顯示
5.3.1 Answers of key questions from 2 interviewees in semi-structured interviews 40受訪者在半結構化面試的關鍵問題
5.3.2 The Data Presenting of Questionnaire 44問卷的數據整理
6. Conclusion and Recommendation 46結論和建議
References & Bibliographies 48引用和參考書目
Appendix 55附錄
Appendix 1 Questionnaire Sample in Chinese 55中文版問卷樣本
智能手機,擁有豐富的娛樂應用,更快的在線服務速度, 芯片中便利的官方功能, 這些技術都極大地影響了人們的生活，影響力的程度就像琥珀里的蒼蠅,持續至今。最簡單的例子，消費者很容易就能通過掃描智能手機的小屏幕來獲取信息或在網上商店購買商品。當商店開始打折活動,它可以直接通過廣播向用戶的智能手機宣傳他們的活動, 然后消費者可以僅僅通過觸摸屏幕就能比較商品的價格來尋找最低價格。此外,購買者經常還搜索從當前位置到商店舉辦銷售活動地的路線圖，而這些在互聯網過去的數十年里甚至都沒有想過。因此,智能手機創新技術鼓勵了這些新生產業以火箭的速度提高甚至改變了過去的消費習慣。智能手機的普及導致消費者行為進化,同樣使企業主認識到消費者的促銷方法應遵循的新趨勢。
1. Executive Summary
The smart phones, with abundant entertainment applications, higher speed of non-wireless online services, and convenience official functions in their microchips, are substantially impacting on a technology disruption to human life, and true extent of their implications, like a fly in amber, last to this day. The simplest example is consumers are easily to access information and purchase goods in online shop through scan small screens of smart phones. When a store begin a discount event, it can direct broadcast their activities through announcing to user’s smart phones, and then consumers are able to compare prices of a commodities just via touching the screen to find minimum prices. Also, the purchasers usually search the route map from the current location to the store which hold sale activities, nevertheless, majorities even unknown about internet over decades. Thus, the encourage innovation of smart phones brought infant industry boost with a rocket speed and even transform the consuming habits around the word. With the spread of smart phones caused evolutionary in consumer behavior, it makes business owners recognize promotional approaches for consumers should be followed new trending.
Therefore, the author would emphasis on investigating the elements are higher possible to influence buying behavior in the smart phone market for people who live in Hong Kong. Actually, for better understanding customer’s psychology and supply a future direction for market research, the author also proposed to integrate traditional consumer behavior theories and research methodologies to express the objective vision from smart phones users about why they would like to throw away their original purchasing habit to expect trying another newly product. Through scientifically analyzing and interpreting, drawing people’s viewpoints from all walks of life to extend of whole Hong Kong society are necessary for assisting to achieve the objective research results. Additionally, the raising questions ‘how can businesses harness the strength of the smart phones characteristic for making maximum profits?’ would be provided suggestions in the author’s report.#p#分頁標題#e#
Key word smart phone; consumer behavior; marketing; PEST; business environment
2. Introduction引言
2.1 Background背景
The harbor stands a strategic position, especially the midpoint offshore marine between South Sea and the Eastern Sea, Hong Kong are described as paradise of shopping due to its prosperous commerce and numerous visitors. People Daily reported that President Xi Jinping expressed confidence in Hong Kong’s future and central government will continue supporting this city to promote democracy in line with the law and uphold its prosperity and stability. (Jun, 2014)
The central government's basic policies toward Hong Kong have not changed and will not change, Xi said, stressing Beijing's adherence to the "One Country, Two Systems" policy and the Basic Law.This land hides greater potential opportunities absorbed many foreign luxury brands, the free taxation policies for Hong Kong dweller stimulate their consumption desires. On the other side, the smart phone, generally comprehended by local residents, is a phone through high-end servers supplying users a progressed operating platform include extended applications like multimedia entertainments, automatic e-books, high-definition camera, online stores, official tools and even intelligence language robot has became their daily necessity for Hong Kong people. Perez (2014) reported that Apple topped Hong Kong market for smart devices in the year of 2013. Research has shown that the total amount smart phones sold in Hong Kong reached 5.5 million units, reduced by 6.1 million in 2012. (Perez, 2014)
In peace with iPhone 6 and iPhone 6 plus launched last few days, this devices, as the most popular smart phones on a worldwide basis has instantaneous attracted the world’s attention. Escalated by new generated iPhone 6, a typically example, the larger size touch-panel screen of a smart phone, with better user experience, is seems foreseeable welcomed in no longer further. However, over decades, the innovative improvements majority gathered in the area of telecommunication technology whilst few consumer’s behavior for mobile phones were changed until intelligent phone eventually appeared. Specifically, the shrinking of high-speed internet service from carriers in Hong Kong rendered people obtain their interested information randomly anywhere. Otherwise, the behavior in financial scope has radical diversified in Hong Kong for recent years, many of residents utilized smart phone to direct transact or trade with others.
Undoubtedly, the competition in smart phone market has become increasingly fierce. As for marketers, after Apple company prompted technological breakthrough by products of iPhone series while they realized that market promotion plan can not instead of their own product’s research and development, the core competitive strengthen of a company, permanently, is depend on its product gained a foothold in the market yet. From consumers opinions, they may effected by huge various elements to change their original preference instead of new types.#p#分頁標題#e#
2.2 Research Aims研究目的
The purpose of this dissertation is to to investigate detailed elements resulted in changing of consumer behavior or purchasing intention towards the smart phone market. So the aim of this research is to seek out that external and internal elements to hinder or encourage consumers with buying smart phones.
The main research issues is
? Why Hong Kong residents want to purchase a smart phone?
? How smart phones bring beneficial to their users?
? Which age phase is main users for smart phones in Hong Kong?
? Which brand is the most welcomed one for each age phases?
? Why they are more willing to purchase the smart phone of such a brand?
? Which is the most attractive reason for buying a smart phone?
? How much would users in Hong Kong like to pay smart phone by “monthly contract phone” or “pay as you go” ?
? How long consumers would like to upgrade their devices?
2.3 Research Objectives研究對象
Marketers are ought to identify the virtual factors which have a dominating position on the consumer’s minds for process making a purchase decision. The collected resources, questionnaires and relevant literature would be analyzed and interpreted appropriately to interpret the research aim. The measurement model would be suggested by which features are play a dominant function on the marketing competition in Hong Kong. Hence, identifying the clearly attitude of smart-phone purchaser about their consumption behaviors in order to deeply understand the consumers psychological to occupy more market share.
2.4 Research Methodologies研究方法
The problems of how an investigation would be implemented by next few week can through operating suitable methodologies adapt every research procedures while the question how to collect data, and what instruments can provide a objective conclusions should be considered at the beginning of investigation.
Business analyzing tools like PEST tool and SWOT metric approach are available applied in the author’s survey. (Kuhlthau, 1991) Furthermore, the author would conduct an investigation that in terms of how people choice smart phones through semi-closed questionnaires as well as selecting participants to make face to face interview. The survey of questionnaire was carried out of which randomly sent 1000 questionnaires to people who lived in Hong Kong, and taken interview research for the age between 18 to 65, dividend them in three groups include for both males and females respectively.
As expected, the participant’s core version of their motivation, personality and external environment for smart phone would be withdraw by data analyzed process. Nevertheless the well-recognized brand awareness and acceptance would also be concentrated discussed, certainly, purchaser intention are included. Finally, providing the author’s perceptions at the end of report for providing suggestions in order to assist future business activities and market research.#p#分頁標題#e#
2.5 Contributions結構
Aiming at investigating the special characteristic of Hong Kong consumer’s purchasing inquiry of smart-phone and exploring whether it is truth that Hong Kong consumers have some preference brands such Apple, Samsung, or Xiaomi in telecommunication industry, this research would be undertaken from previous studies include large primary resources, and analyze some current data the author would collect through qualitative interviewing and online-questionnaire with consumers who got a Hong Kong identity.
The ascertainment of these phenomena of Hong Kong consumer perception undoubtedly are able to supply market participants a proper opportunities to understand and convince people’s version for regulating their sale strategies which let operator cultivate commodities to require the consumers satisfaction. To some extent, as for Hong Kong smart-phone market, only comprehending smart-phone real wanted characteristics in phone applying so that they are higher possible to achieve the great sales. Eventually, the local residential choices direction would facilitate business owner’s who was in Hong Kong to seek out strengthens, weakness, opportunities, and threatens for sake of changing their sale methods to make more competitive sale strategies in the future.
3. Literature Review文獻綜述 9
3.1 Background of Smart-Phone Market 9智能機市場背景
3.1.1 Global Smart-Phone Market 9全球智能機市場
3.2 Consumers Behavior Models 12消費者行為模式
3.2.1 Buying Decision Process Model 12購買決策過程模式
3.2.2 Stimulus Response Model 14刺激響應模式
3.3 Characteristics Affecting Consumer Behavior 16影響消費者行為的特點
3.3.1 The Brand Preference 16品牌偏好
3.3.2 The Innovation 18創新力
3.3.4 After Sale Services 19售后服務
3.4 Geo-political and Strategic factors Impact on Resident under Hong Kong Circumstance 20地緣政治和戰略因素對香港居民的影響
3.4.1 The Culture in Hong Kong Integrate with Eastern and Western Factors 20整合東西方因素的香港的文化
3.4.2 The Power Distance 22權利的距離
3.4.3 Sensitive to Social Relationship 23敏感的社會關系
3.5 Discussion of Literature Review 24文獻綜述的討論
3.6 Hypotheses 26假設
4.Research Methodologies 27研究方法
4.1 Introduction 27引用
4.2 Research Philosophy and Design 27哲學和設計研究
4.3 Research Methodologies 29方法研究
4.3.1 Primary Resource 29原始資料
4.3.2 Interview 30采訪
4.3.3 Online Questionnaire 32網絡問卷
4.4 Research Methodologies Limitations 34研究方法限定#p#分頁標題#e#
4.6 Legal, Moral and Ethical Considerations 36法律、道德和倫理方面的考慮
5. Data Presentation and Data Analyze 37數據排列和數據分析
5.1 Introduction 37引用
5.2 Instrument 37儀器
5.2.1 Interview 37采訪
5.2.2 Questionnaire 39問卷
5.3 Data Presentation 39數據顯示
5.3.1 Answers of key questions from 2 interviewees in semi-structured interviews 40受訪者在半結構化面試的關鍵問題
5.3.2 The Data Presenting of Questionnaire 44問卷的數據整理
6. Conclusion and Recommendation 46結論和建議
References & Bibliographies 48引用和參考書目
Appendix 55附錄
Appendix 1 Questionnaire Sample in Chinese 55中文版問卷樣本
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