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研究生: 王國強
Soebagio, Sugiarto
論文名稱: Market Segmentation of Mobile Phones in Taiwan
Market Segmentation of Mobile Phones in Taiwan
指導教授: 呂錦山
Lu, Chin-Shan
學位類別: 碩士
Master
系所名稱: 管理學院 - 國際經營管理研究所碩士在職專班
Institute of International Management (IIMBA--Master)(on the job class)
論文出版年: 2007
畢業學年度: 95
語文別: 英文
論文頁數: 115
中文關鍵詞: 手機
外文關鍵詞: Market Segmentation, Mobile Phones, Factor Analysis, Cluster Analysis
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  • This thesis evaluates the market segmentation of mobile phones in Taiwan based on customers’ perspectives. This thesis’s findings suggest that mobile phones function can be divided into six service factors, namely, news report service as the most important followed by transaction service, entertainment service, personal service, internet and multimedia services, and financial and security service. Five market segments were identified based on these six service factors. Results indicated that six service factors were significantly different among the five segments. In addition, the characteristics of these five market segments were discussed in this study.

    ACKNOWLEDGEMENT I ABSTRACT III TABLE OF CONTENTS IV LIST OF TABLES VI LIST OF FIGURES VIII CHAPTER ONE INTRODUCTION 1 1.1 Research Background and Motivation 1 1.2 Research Objective 4 1.3 Limitation Scope 5 1.4 Organization of this Study 5 CHAPTER TWO LITERATURE REVIEW 7 2.1 The Development of Mobile Phones 7 2.2 The Functions of Mobile Phones 11 2.3 Market Segmentation 21 2.3.1 Definition of Market Segmentation 21 2.3.2 Market Segmentation Related research 23 2.3.3 Market Segment Variables 30 2.4 Mobile Phone Market Segmentation 31 CHAPTER THREE RESEARCH METHODOLOGY 35 3.1 Research Steps 35 3.2 Questionnaire and Sampling Design 36 3.2.1 Questionnaire Design 36 3.2.2 Sampling Design 39 3.3 Reliability and Validity 39 3.3.1 Reliability Test 39 3.3.2 Validity Test 40 3.4 Data Analysis Method 41 3.4.1 Factor Analysis 41 3.4.2 Cluster Analysis 43 3.4.3 Analysis of Variance (ANOVA) 44 3.5 Summary 44 CHAPTER FOUR DESCRIPTIVE RESULTS AND INTERPRETATION 46 4.1 Descriptive Analysis 46 4.1.1 Data Collection 46 4.1.2 Characteristics of Respondents 46 4.1.3 Measurement Results for Relevant Research Variables 48 4.2. Analysis of Variance of Market Segmentation of Mobile Phone 51 4.3. Factor Analysis of Functions of Mobile Phones 78 CHAPTER FIVE CONCLUSIONS AND IMPLICATIONS 90 5.1 Research Conclusions 90 5.2 Contributions of the Study 95 5.3 Implications of the Study 96 5.4 Limitations of the Study 97 5.5 Direction for Future Research 97 REFERENCES 100 APPENDICES 107

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