近年來國內行動裝置產業將邁入成熟期，在市場趨近飽和的狀態下，手機製造商為了增加銷售，試圖利用產品設計來吸引消費者的眼光，掀起螢幕尺寸與機殼顏色的戰爭。因此，對廠商而言，瞭解消費者對手機尺寸與顏色的選擇預測則為重要的課題。但影響消費者行為的因素有很多種，其中消費者特性可以適當的解釋消費者行為模式，故本研究將以消費者特性變數：人口(性別)、心理(購買動機、美感認知、涉入程度)與行為(行動網路使用程度)為基礎，針對智慧型手機的螢幕尺寸與機殼顏色，採網路問卷調查的方式，共計回收303份有效樣本，探討不同消費者特性對智慧型手機尺寸與顏色的選擇差異。
研究結果發現，功利性動機、美感認知、購買涉入特性愈高的消費者，會傾向選擇小尺寸的手機，享樂性動機與行動網路使用程度特性愈高的消費者，會傾向選擇大尺寸的手機，而社會涉入對手機尺寸的選擇預測則無影響。此外性別因素對手機尺寸與顏色的選擇預測，發現性別因素對手機顏色的選擇預測有影響，女性消費者較傾向選擇非黑色與小尺寸的手機，男性則較傾向選擇黑色與大尺寸的手機。在其他發現部分，發現當不同消費者特性同時影響手機尺寸選擇時，美感認知的影響程度最大。
故本研究根據研究結果，發展實務建議如下:
(一) 針對高行動網路服務與多媒體需求的消費者，主動推銷大尺寸的手機。
(二) 手機製造商應重視手機尺寸問題，減少推出過大尺寸的手機。

The mobile device industry is entering a mature stage. In order to appeal customers, manufacturers try to improve their products’ designs, so competition increasingly becomes a matter of aesthetic features rather than hardware. Accordingly, understanding and predicting consumers’ preferences in terms of smartphone size and colour becomes a critical issue for manufacturers.

Many factors may influence consumer behaviour, and consumer characteristic is one such factor. This study tries to understand the influence of consumer characteristics, such as demographic variables (gender), psychographics (purchase motivation, aesthetic and involvement) and behaviour (mobile internet usage) upon their choice of smartphone in terms of traits such as size and colour. An internet-based questionnaire was used to obtain a sample cohort of 303 valid samples.

The statistical approach is a binary logistic regression analysis. The results show that utilitarian motivation, aesthetics, purchase involvement and gender have positive influences on choice of smartphone size, but hedonic motivation and mobile internet usage have a negative influence. For variables on choice for smartphone colour, all these results are insignificant, with only gender having a positive influence on choice of smartphone colour. In addition, aesthetics is the most important variable to consumers when choosing a smartphone size. From these results, this research provides the following managerial implications to mobile manufacturers: (1) mobile device manufacturers should focus on promoting large-size mobile devices to heavy users of mobile internet services who also have a strong demand for multimedia service at the same time; and (2) pay attention to the problem of size and reduce to launch oversized smartphones.

【中文】
全球行動通訊報告 (民102年)，行動裝置發展趨勢。全球行動通訊大會。
吳萬益(民100)。企業研究方法(第四版)。台北：華泰文化。
柯佳慧(民100年)，台灣與法國消費者生活型態及消費價值觀之比較，國立政治大學企業管理系碩士班碩士論文。
張建成(譯)(民87)。產品設計與開發(原作者：Baxter. M)。台北市：六合出版社。(原作者出版年：1995)
陳順宇 (民89年)，迴歸分析 (第三版)，台北：華泰文化。
陳順宇 (民98年)，多變量分析 (第四版)，台北：華泰文化。
楊祖賜(民95年)，年輕消費者對MP3隨身聽造形要素於價值感認知差異之研究，大同大學工業設計研究所碩士論文。
資策會研究報告 (民102年)，台灣行動裝置現況。資策會。
顯示器產業研究報告(民102年4月)，Phablet–智慧手機和平板電腦的結合，顯示器研究協會(NPD Display Search)。

【英文】
Bloch, Peter H. (1995), “Seeking the Ideal Form: Product Design and Consumer Response,” Journal of Marketing, 59(3), 16-29
Bodker, M., Gimpel, G., & Hedman, J. (2009), The User Experience of Smart Phones: A Consumption Values Approach, Copenhagen Business School, Institute of Communication Technology Management.
Bonoma, T. V. & Shapiro, B. P. (1984), “Evaluating Market Segmentation Approaches,” Industrial Marketing Management, 13(4), pp. 257-268.
Chae, M., & Kim, J. (2004), “Do Size and Structure Matter to Mobile Users? An Empirical Study of the Effects of Screen Size, Information Structure, and Task Complexity on User Activities with Standard Web Phones,” Behaviour & Information Technology, 23(3), 165-181
Choin, J. H., & Lee, H. J. (2011), “Facets of Simplicity for the Smart Phone Interface : A Structural Model,” International Journal of Human - Computer Studies, 70, 129-142.
Creusen, M. E. H., & Schoormans, J. P. L.(2005), “The Different Roles of Product Appearance in Consumer Choice,” The Journal of Product Innovation Management, 22, 63-81
Deng, X., Hui, S. K., & Hutchinson, J. W. (2010), “Consumer Preferences for Color Combinations: An Empirical Analysis of Similarity-Based Color Relationships,” Journal of Consumer Psychology, 20, 476-484
Findlater, L., & McGrenere, J.(2008), Impact of Screen Size on Performance, Awareness, and User Satisfaction With Adaptive Graphical User Interfaces, University of British Columbia, Department of Computer Science.
Grewal, R., Mehta, R., & Kardes, F.R. (2004), “The Timing of Repeat Purchases of Consumer Durable Goods: The Role of Functional Bases of Consumer Attitudes,” Journal of Marketing Research, 10, 101-115
Gerpott, T. J., Thomas, S., & Weichert, M. (2012), “Characteristics and Mobile Internet Use Intensity of Consumers with Different Types of Advanced Handsets : An Exploratory Empirical Study of iPhone, Android and other Web-Enabled Mobile Users in Germany,” Telecommunications Policy, 37(4), 357-371
Ganesh, J., Arnold, M., & Reynolds, K. M. (2000), “Understanding the Customer Base of Service Providers: An Examination of the Differences Between Switchers and Stayers,” Journal of Marketing, 64(3), 65-88
Haverila, M. (2011), “Mobile Phone Feature Preferences, Customer Satisfaction and Repurchase Intent Among Male Users,” Australasian Marketing Journal, 19, 238-246
Holbrook, Morris B.,(1999), Introduction to Consumer Value, in Morris B. Holbrook (eds) Consumer Value: A Framework for Analysis and Research, Routledge, New York, pp.1-28.
Hoyer, W. D., & Stokburger-Sauer, N. E. (2012), “The Role of Aesthetic Taste in Consumer Behavior,” Academy of Marketing Science, 40, 167-180
Kim, D. J., & Hwang, Y. (2012), “A Study of Mobile Internet User’s Service Quality Perceptions From a User’s Utilitarian and Hedonic Value Tendency Perspectives,” Information Systems Frontiers, 14, 409-421
Kimiloglu, H., Nasir, V. A., & Nasir, S. (2010), “Discovering Behavioral Segments in the Mobile Phone Market,” Journal of Consumer Marketing, 27(5), 401-413.
Kim, Y., Lee, J. D., & Koh, D. (2005), “Effects of Consumer Preferences on the Convergence of Mobile Telecommunications Devices,” Applied Economics, 37, 817-826
Kim, T., Jung, E. S., & Im, Y. (2013), “Optimal Control Location for the Customer-Oriented Design of Smart Phones, ”Information Sciences.
Lin, W. Y., Zhang, X., Jung, J. Y., & Kim, Y. C. (2013), “From the Wired to Wireless Generation? Investigating Teens’ Internet Use Through the Mobile Phone,” Telecommunications Policy, 37, 651-661
Li, S. C. S. (2013), “Lifestyle Orientations and the Adoption of Internet-Related Technologies in Taiwan,” Telecommunications Policy, 37, 639-650
Labrecque, L. I., Patrick, V. M., & Milne, G. R. (2013), “The Marketers' Prismatic Palette : A Review of Color Research and Future Directions,” Psychology and Marketing, 30(2), 187-202
Lombard, M., Ditton, T. B., Grabe, M. E., & Reich, R. D. (1997), “The Role of Screen Size in Viewer Responses to Television Fare,” Communication Reports, 10 (1), 95-105.
Mazzoni, C., Castaldia, L., & Addeob, F. (2007), “Consumer Behavior in the Italian Mobile Telecommunication Market,” Telecommunications Policy, 31, 632-647
Macka, Z., & Sharples, S. (2009), “The Importance of Usability in Product Choice: A Mobile Phone Case Study,” Ergonomics, 52(12), 1514-1528.
Meyers-Levy, J., & Peracchio, L. (1995), “Understanding the Effects of Color : How the Correspondence Between Available and Required Resources Affect Attitudes,” Journal of consumer research, 22, 121-138.
Noble, C.H., & Kumar, M. (2010), “Exploring the Appeal of Product Design : A Grounded, Value-Based Model of Key Design Elements and Relationships,” Journal of Product Innovation Management, 27, 640-657
Okazaki, S., & Mendez, F. (2013), “Exploring Convenience in Mobile Commerce: Moderating Effects of Gender,” Computers in Human Behavior, 29, 1234-1242
Riikonen, A., Smura, T., Kivi, A., & Toyli, J.(2013), “Diffusion of Mobile Handset Features : Analysis of Turning Points and Stages,” Telecommunications Policy, 37, 563-572
Richins, M. L. (1994), “Special Possessions and the Expression of Material Values,” Journal of Consumer Research, 21(3), 522-533
Sheth, J. N., Newman, B. I. & Gross, B. L.(1991), “Why We Buy What We Buy: A Theory of Consumption Values,” Journal of Business Research, 22(2), 159-170
Sell, A., Mezei, J., & Walden, P.(2013), “An Attitude-Based Latent Class Segmentation Analysis of Mobile Phone Users,” Telematics and Informatics.
Sweeney, S., & Crestani, F. (2006), “Effective Search Results Summary Size and Device Screen Size: Is There A Relationship?” Information Processing and Management, 42, 1056-1074
Sheng, M. L. & Teo, T. S. H. (2012), “Product Attributes and Brand Equity in the Mobile Domain: The Mediating Role of Customer Experience,” International Journal of Information Management, 32, 139-146.
Muller, W. (2001), “Order and Meaning in Design,” Utrecht : Lemma.
Zhang, Y., Mao, M., Patrick, P. L., Choe, P., Bela, L., & Wang, F.(2013), “Exploring Factors Influencing Multitasking Interaction with Multiple Smart Devices,” Computers in Human Behavior, 29, 2579-2588