數位生活型態的衡量——從台灣受測者學習到的意涵

Learning from digital lifestyle surveys in Taiwan

由於瞭解消費者的生活風格可以有效幫助產品研發者或服務提供者，找出目標消費者以及設計有效的市場行銷策略，因此，隨者數位生活的蓬勃發展，調查與了解消費者在數位時代的生活風格，就越來越受到實務界與學術界的重視。因此，本研究根據已發展出來的網際網路生活型態量表與e化生活型態量表，首先建立一個衡量數位生活型態的問卷，而後抽測680位台灣消費者，利用探索性因素分析，發展出一個5因素19個問項的數位生活型態的量表，並利用集群分析將受測者分成六群，從這六群的深度分析，學習到六個意涵，希望這些意涵，可協助數位時代下的產品研發者或服務提供者，有效地找出目標消費者、定位與客製化產品或服務、以及設計市場行銷或服務策略。

Given that understanding individual lifestyles can help product/service providers and marketers devise effective strategies to targeted segments, investigating people’s digital lifestyle becomes crucial for digital technology and service providers as well as for marketers who use digital media and tools to promote their products and services. Accordingly, based on e-lifestyle and Internet lifestyle literature, this study surveyed 680 respondents in Taiwan to construct a 19-item five-factor digital lifestyle scale. Six implications culled from this study can help digital service marketers and providers to effectively find desired customers, position and customize their technologies or services, and devise subtle marketing/service strategies.