A study on Consumer's Market Segmentatoin and Adaption for 3.5G Wireless Adapter in Hsinchu city
|關鍵字:||3.5G無線網卡;創新採用;消費者接受;生活型態;市場區隔;產品屬性;3.5G Wireless Adaptor;Innovation Adoption;Consumer Adaption;Lifestyle;Market Segmentation;Product Attirbute|
Rising continuously along with the network technology and basic construction, broadband internet access has already become the majority of the development in the network area. Users can get online easily by using the 3.5G wireless adaptor at anytime and anywhere due to the high mobile convenience feature. This research is based on the willing in the acceptance for the 3.5G wireless adaptor through the consumer and gives the understanding for the product feature that customer would mainly focus on. The result is expected to give existing operators, or the new entry intention operator for a well support and understanding on drafting the control that marketing policy and consumer needs. This research takes”innovation adoption process” model of the Rogers, as base to research structure with AIO lifestyle variable is the foundation of the market segmentaiation, taking the 3.5G wireless adaptoer product attribute and the population statistice variables through consuming the description of the variable conduct, turing the 3.5G wireless adapter market segment to analyze and come out the coclusions and suggestions. This research scope is based on the 3.5G wireless adaptor and the research objects are the consumers in Hsin-Chu city. This research reveals the users of the 3.5G wireless adaptor could be segmented into three valid foundation bases on the lifestyle variables. Each cluster consumer is all obviously significant on product attribute, the population statistic variables, functions viewpoint and lifestyle variables. The valid market segmentation is helpful for promoting the 3.5G wireless adaptor and customer acceptance level.
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