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研究生：	陳氏碧庄 Trang, Tran Thi Bich
論文名稱：	以聯合分析法探討行動電話屬性之最佳產品組合 An Application of Conjoint Analysis to the Optimal Combination of the Product Attributes of Mobile Phone Product
指導教授：	蔡燿全 Tsai, Yao-Chuan
學位類別：	碩士 Master
系所名稱：	管理學院 - 企業管理學系 Department of Business Administration
論文出版年：	2017
畢業學年度：	105
語文別：	英文
論文頁數：	88
外文關鍵詞：	conjoint analysis, mobile phone, market segmentation
相關次數：	點閱：98 下載：3
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Mobile phones have gradually become essential part of people’s everyday life. With the launch of a wide and varied range of products, consumers always want to choose the most suitable ones bringing the highest value. Today, in the face of fierce competition in the smartphone market, the key to the success of a manufacturer is how to make a difference and a competitive advantage. For this reason, this paper chooses a conjoint analysis methodology to access the evaluations Vietnamese consumers living and working in Taiwan on the combinations of product attributes; through the different demographic variables, statistics is used to find out which attributes consumers are most interested in in order to provide useful information to suppliers in the progress of developing products which are suitable for Vietnamese in Taiwan.
Research results show that the attributes appealling to consumers are the battery (talk time), brand (operating system), internal memory, price, and camera. All respondents rated the battery (talk time) as the most important attribute of a mobile phone. Although consumers generally prefer low-priced and feature-rich phones, creating a strong brand image, and goood-quality phones at competitive prices will improve customer satisfaction which is one of the keys to business success.

TABLE OF CONTENTS
ABSTRACT ............. I 
ACKNOWLEDGEMENTS .......... II 
TABLE OF CONTENTS ...........III 
LIST OF TABLES .............VI 
LIST OF FIGURES...........VIII 
CHAPTER ONE INTRODUCTION .........1
1 Research Background...........1 
2 Research Motivation...........3 
2 Research Objective...........3
CHAPTER TWO LITERATURE REVIEW........5 
1 Mobile Phone Product Attributes .........5 
2 Product Attributes Theory ..........7
2.1 Based on product expression .........8 
2.2 Based on explicit and implicit ........9
2.3 Based on the level that fulfills the consumer need (Zaltman, Gerald & R. Coulter; 1995)..........10 
2.4 Based on the product benefits (Aaker, 1991).....10 
3 Conjoint analysis ............11 
3.1 Development of Conjoint analysis .......11 
3.2 Basis concept of Conjoint analysis ......11 
3.3 Steps of Conjoint analysis........12
4 Market Segmentation..........16 
4.1 Classification of Market segments.......17 
4.2 Condition of effectiveness market segmentation....18 
4.3 Market Segmentation Model........19
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY...21 
1 Research Process ............21 
2 Research variable definitions and measurement ......22
2.1 Product attributes ..........22 
2.2 Product combinations ..........22 
2.3 Path-worth Utility ..........22
3 Methods of data collection in the conjoint analysis .....23 
3.1 Preference mode ..........23 
3.2 Methods of data collection.........23 
3.3 Establishment of the full-profile of product combination....24 
3.4 Description of product combination ......24 
3.5 Measure of the number of scale.......24 
3.6 Estimation method .........24
4 Selection of attributes...........25 
4.1 Pretest design...........25 
4.2 Pretest inquiring and sampling........26 
4.3 Pretest result ..........26 
4.4 Attribute level of formal questionnaire ......27
5 Construct Stimulus ...........28 
6 Statistic Method............28 
6.1 Descriptive statistical analysis ........29
6.2 Independent two-sample t-test .......29
6.3 Analysis of variance (ANOVA) ........29 
CHAPTER FOUR RESEARCH RESULTS........30 
1 Sample structure analysis .........30 
2 Conjoint analysis result ..........31 
2.1 Conjoint analysis results of all respondents ......31 
3 Demographic variables comparison .......37 
3.1 Conjoint analysis results of different gender.....37 
3.2 Conjoint analysis results of different age ......42 
3.3 Conjoint analysis results of different education attainment ..48 
3.4 Conjoint analysis results of different occupation ....54 
3.5 Conjoint analysis results of different monthly income...60 
3.6 Conjoint analysis results of different used mobile operating system.66 
4 Hypothesis tests............72 
4.1 Hypothesis test to relative importance among attributes ....72 
4.2 Hypothesis test for two relative importance ......73 
CHAPTER FIVE CONCLUSION AND SUGGESTIONS .....78 
1 Conclusions ............78 
2 Research contribution...........80 
3 Suggestions for future research ........81 
REFERENCES ............. 82 
APPENDICES .............. 84 
Appendix 1: Questionnaire for Pretest ........84 
Appendix 2: Questionnaire..........86
                                    

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