2.2 Research Aims研究目的 The purpose of this dissertation is to to investigate detailed elements resulted in changing of consumer behavior or purchasing intention towards the smart phone market. So the aim of this research is to seek out that external and internal elements to hinder or encourage consumers with buying smart phones. The main research issues is Why Hong Kong residents want to purchase a smart phone? How smart phones bring beneficial to their users? Which age phase is main users for smart phones in Hong Kong? Which brand is the most welcomed one for each age phases? Why they are more willing to purchase the smart phone of such a brand? Which is the most attractive reason for buying a smart phone? How much would users in Hong Kong like to pay smart phone by “monthly contract phone” or “pay as you go” ? How long consumers would like to upgrade their devices? 2.3 Research Objectives研究对象 Marketers are ought to identify the virtual factors which have a dominating position on the consumer’s minds for process making a purchase decision. The collected resources, questionnaires and relevant literature would be analyzed and interpreted appropriately to interpret the research aim. The measurement model would be suggested by which features are play a dominant function on the marketing competition in Hong Kong. Hence, identifying the clearly attitude of smart-phone purchaser about their consumption behaviors in order to deeply understand the consumers psychological to occupy more market share. 2.4 Research Methodologies研究方法 The problems of how an investigation would be implemented by next few week can through operating suitable methodologies adapt every research procedures while the question how to collect data, and what instruments can provide a objective conclusions should be considered at the beginning of investigation. Business analyzing tools like PEST tool and SWOT metric approach are available applied in the author’s survey. (Kuhlthau, 1991) Furthermore, the author would conduct an investigation that in terms of how people choice smart phones through semi-closed questionnaires as well as selecting participants to make face to face interview. The survey of questionnaire was carried out of which randomly sent 1000 questionnaires to people who lived in Hong Kong, and taken interview research for the age between 18 to 65, dividend them in three groups include for both males and females respectively. As expected, the participant’s core version of their motivation, personality and external environment for smart phone would be withdraw by data analyzed process. Nevertheless the well-recognized brand awareness and acceptance would also be concentrated discussed, certainly, purchaser intention are included. Finally, providing the author’s perceptions at the end of report for providing suggestions in order to assist future business activities and market research.(责任编辑：anne) |
