스마트폰 구매결정요인의 중요도와 만족도에 관한 연구 : 중국 소비자를 중심으로

Abstract

The purpose of this study is to verify the difference between the importance level and the satisfaction level of each purchase decision factors of smart phone. In addition to compare and analyze the importance level and the satisfaction level of the decision factors, IPA(Importance Performance Analysis)was used. Through review of literatures about purchase decision factors, I have derived about attributes below 6 factors (Network effect factor, function factor, design factor, advertisement factor, service factor and hardware performance factor),factors that make up 30 items were selected details, using the T-test to identify priorities among the details of the importance and the satisfaction. Also, in order to analyze the effect relationship between satisfaction of each factor and overall satisfaction, I have conducted a multiple regression analysis using 6 satisfaction factors, that is, Network effect factor, function factor, design factor, advertisement factor, service factor and hardware performance factor. The result of hypothesis verification is the followings: looking at a few high-priority order, Battery Capacity, Memory capacity, Fast and accurate repair ,the adequacy of the repair cost, and processor in the top five factors were shown to be an important factor when purchasing smartphones. In the importance-satisfaction analysis(IPA), it has been confirmed that processor belong to high importance and high satisfaction. But Battery Capacity belongs to low satisfaction and high importance domain. Among factors of satisfaction level which have influences on general satisfaction level as the dependent factor, it was shown that design factor and hardware performance factor significantly influenced on the general satisfaction level. The results of this study can provide the marketing strategies for smart phone suppliers. And these results imply what factors of smart phones should be more considered before launching into chinese smartphone market. 【Key word】 Smartphone, attributes, purchase, decision factors, Importance-Satisfaction Analysis(IPA)