比較生活型態變數與人口統計變數對產品設計策略制訂之影響——以行動電話為例

A Comparison of the Influence between Lifestyle Variables and Demographic Variables in Deciding the Product Design Strategy-Taking Mobile Phone as an Example

在今天多元化的社會中，存在著不同的消費族群，他們之間對產品的需求及喜好不盡相同，如果在擬定產品設計策略時即能掌握不同消費族群的需求及喜好，則所設計出來之產品將更能獲得目標族群之青睞。本研究以目前在通訊產品上最受矚目的行動電話為例，比較以生活型態變數分群與人口統計變數分群何者較能掌握不同消費族群對行動電話需求之差異，以找出最適切、有用之方式來區分不同之消費族群。本研究透過問卷調查之方式收集消費者生活型態相關資料，以及他們在購買行動電話之重要考量因素和他們對行動電話之需求與喜好，以集群分析法區分受調查者之生活型態類型，並列出各生活型態族群和人口統計變數族群在這些方面之反應結果，再進行變異數分析和Scheffe 多重比較，以檢定各族群間是否有顯著性差異。研究結果發現：1.如果想獲取消費者購買行動電話的重要性考量因素以及他們對行動電話的功能需求方面之差異，透過生活型態變數比人口統計變數更能探討消費族群間之差異。2.在探討行動電話使用方式喜好差異方面，生活型態變數與人口統計變數都可能是重要之變數。3.在探討行動電話造型喜好方面之差異，人口統計變數之性別可能是重要之變數。4.在探討行動電話色調的喜好方面之差異，以生活型態變數或人口統計變數所區分之族群皆未發現顯著性的差異。這表示消費者對行動電話色調的喜好，無論以生活型態變數或人口統計變數來區分，不同消費族群對行動電話色調的喜好都非常接近。生活型態變數或人口統計變數在探討消費者對產品的需求和喜好方面之差異，可以說各有其適用之優劣性，因此，為了因應不同消費者所進行之產品設計策略探討時，應慎選適切之變數為之。

It exists the different consumer groups who have the different needs and preferences to products. A product will be more welcomed by consumers if its product design strategies fully reflect their needs and preferences. This study took mobile phone as an example to compare the effectiveness of distinguishing the difference of needs and preferences to a mobile phone between groups by segmenting consumers into various groups with the lifestyle variable or the demographic variable. Questionnaires were adopted to collect the information about the consumer lifestyle and their critical considerations when they buy a moblie phone as well as their needs and prefereences to a mobile phone. A cluster analysis was used to categorize the different lifestyle groups of the subjects. The respone result of the different lifestyle and demogrphic groups to the questions was then caculated. An ANOVA and a Scheffe multiple comparison were applied to detect the significant difference between groups. The findings of this research are: 1. The lifestyle variable are more capable than the demographic variable to detect the difference of consumers' important considerations when they buy a mobile phone and required functions to a mobile phone between groups. 2. Both lifestyle and demographic variable are equal important variables to detect the preference difference of the way to use a mobile phone between groups. 3. Sex of demographic variable may be a critical variable in detecting the mobile phone style preference difference between groups. 4. The significant difference of the mobile phone color tone preference between groups is not found on both lifestyle and demographic variable groups. This may imply that the different groups segmented whether based on lifestyle or demographic variables have similar preferences to the mobile phone color tone. It may conclude that lifestyle or demographic variables are more influential factors in detecting certain aspects of need and preference differences to a product while in detecting certain aspects are not. Therefore, one should be more caucious to choose apprpropriate variables to detect the difference between consumer groups when one designs products for different groups.