最後的研究結果顯示出不同的消費族群與消費者屬性對於Apple iPod touch相關的掌上型遊戲機產品在購買前和購買後皆有某些不同的消費行為。透過卡方檢定也得知性別、教育程度與收入對於iPod touch類型的遊戲機產品使用偏好結果上是具有顯著相關性。年齡與收入對於iPod touch類型的遊戲機產品購買因素結果上是具有顯著相關性。性別、年齡、教育程度、收入與職業對於iPod touch類型的遊戲機產品操作易用性上皆具有顯著相關性。年齡與職業則是對於iPod touch類型的遊戲機產品使用地點偏好上具有顯著相關性。最後，期望經由本研究能協助相關廠商在行銷手法上、如何定位消費族群或是未來所推出產品改良的選擇上，能有所幫助。經由本研究結果提出可行的建議，在行銷與研發策略上，更迎合不同的消費族群所要的需求。 In recent years, mobile gaming has become more ubiquitous and prevalent on account of social gaming interactions and continuing growth of digital distribution. Moreover, one of the primary reasons for the fast growth in mobile gaming is to allow consumers to conveniently play games almost anywhere since most consumers these days seldom have the luxury to spend a great amount of time playing console or PC games at home. That is why having a mobile gaming device can really feed the cravings of playing video games. As a result, it is no surprise that mobile gaming has evolved into a multibillion dollar industry.
This study mainly focuses on people who have experience using iPod touch-related mobile gaming products. The purpose of this research is to identify consumer preferences for choosing and using various mobile gaming devices. Moreover, the research attempts to find out consumer purchasing behavior of mobile gaming devices based on different gaming genres.
The selected iPod touch-related mobile gaming products in this study include: Apple iPod-touch, Nintendo Dual Screen gaming device and Sony PlayStation Portable gaming devices, which have been on the market in Taiwan for at least three years.
This study essentially utilizes surveys to collect data and conduct research, and 267 valid questionnaires were returned from various demographic groups for analysis. Descriptive statistics and Chi-Square tests are mainly used to examine the collected data.
The results of this study indicate that people with different demographic characteristics and backgrounds have some diverse preferences regarding to pre- and post-purchase behavior in mobile gaming products. Moreover, Chi-Square also indicates that sex and level of education are two factors that show significant effects on using Apple iPod touch-related mobile gaming product preference; age and income are two factors that show significant effects on Apple iPod touch-related mobile gaming products purchasing factors; and finally, age and occupation have significant effects on using Apple iPod touch-related mobile gaming products location preference.