Applying Analytic Hierarchy Process to Identify Key Factors Affecting Consumers' Purchase Intension of Smart Sports Watch
| Autor: | Chun-Chieh Lin, 林俊杰 |
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| Rok vydání: | 2015 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 103 The focus of this study was smart sports watch, the future star among the wearable devices in the electronic industry. The idea of this study came to be as major international players jump into the market of smart wearable devices, the world expects dramatic increases in the demands for such products, and the general consumers are growing increasingly interested in accepting them. This study was designed to identify the weight of the key factors that had influence on the purchase behaviors of consumers using analytic hierarchy process (AHP) with the product properties as the dimension of assessment. An analysis was performed on the key factors for the purchase of smart sports watch and the results may serve as a suggestion of the design and marketing of product for manufacturers and purchase for the general consumers. The study started from the general consumers’ point of view. AHP was introduced to examine the key factors in the purchase of smart sports watch. An importance survey was conducted on four major dimensions in the product properties of the watch, price, functionality, brand name and styling characteristics. The survey was conducted using a questionnaire which was distributed through hard copies and emails to consumers of various levels. 210 valid samples were retrieved successfully for statistical analysis. In addition to AHP, the data collected from the survey were imported to Expert Choice 2000 for statistic results. The results were presented in two types, one by general weight ranking and the other by the number of the highest weights appearing in the groups investigated, as shown below: The results were presented in two forms; one was sorted by relative weight and the other by the number of highest weight appearing in the groups investigated. Both of them came up with the same ranking, which further proved that the relative weights were correct. 1. The ranking of importance, from high to low, was price, functionality, brand name and styling characteristics.For the key factors on purchase of smart sports watch, the factor of price had the strongest influence, followed by functionality, brand name and lastly the styling characteristics. 2. Consumers believed that the first consideration to buy a smart sports watch was how long the battery will last. However, the force that drove consumers to buy one was good product image and popularity. 3. A smart watch was a high-priced item. Consumers would consider buying one if the price was lower. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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