臺灣博碩士論文加值系統

有許多來自世界各國的知名的智慧型手機製造商投入越南的智慧型手機市場，彼此競爭的十分激烈。對智慧型手機使用者來說，作業系統是非常重要的一個功能。而在智慧型手機的作業系統方面，iOS是蘋果(Apple)所開發的作業系統，並用於其位於高端市場的iPhone系列。除了iOS之外，谷歌(Google)所開發的安卓(Android)作業系統則被許多智慧型手機品牌採用，這些品牌被大部分越南的消費者喜愛，其主要原因就是它提供用戶好的界面和合理的價格。
在一個競爭激烈的智慧型手機市場和越來越多元化的客戶要求的情況下，製造商必須不停地強化他們的產品來滿足於消費者的需求。因此，本研究決定調查那些安卓手機重度使用者的意見，並以層級分析法探討越南消費者在決定購買安卓智慧型手機時，會考慮的主要及次要關鍵因素。
本研究發現“功能”是最重要的主要關鍵因素，其權重為0.2213，其次是“設計”（0.1874）、”可靠度”(0.1654)、“價格”(0.1361)、“售後服務”(0.1276)、“促銷”（0.0843）和“品牌名稱”（0.0779）。

The smartphone market in Vietnam is competing fiercely with the participation of many famous smartphone manufacturers in the world. One of the important features for smartphone users is the operating system. For example, iOS is the operating system developed by Apple and used in the iPhone series which is located in the high-end segment. Meanwhile, in addition to the iOS, Android operating system, developed by Google, is used by many smartphone brands that are preferred by most consumers in Vietnam because of their user-friendly interface and reasonable price.
In the fiercely competitive smartphone market and increasingly diversified customer requirements, manufacturers have been constantly improving their products to fulfill the customers’ want. Therefore, this study collects opinions from experts who are long-term users of Android smartphones. AHP (analytic hierarchy process) has been applied in this study to identify the Main key factors that consumers will consider when they decide to buy an Android smartphone.
In conclusion, this research identifies “feature” as the most important Main key factor with a weight of 0.2213, followed by “design” (0.1874), “reliability” (0.1654), “price” (0.1361), “after-sale service” (0.1276), “promotion” (0.0843), and “brand name” (0.0779).

Chinese Abstract .... i
English Abstract .... ii
Acknowledgements .... iii
Table of Contents .... iv
List of Tables .... vi
List of Figures .... vii
Chapter 1 Introduction .... 1
1.1 Research Background .... 1
1.2 Research Motivation .... 2
1.3 Research Objectives .... 3
1.4 Thesis Outline .... 3
Chapter 2 Literature Review .... 4
2.1 Smartphone Overview .... 4
2.1.1 Development of Smartphone .... 4
2.1.2 Definition of Smartphone .... 6
2.1.3 Operating Systems of Smartphone .... 7
2.2 Purchase Decision Factors for Smartphones .... 9
2.2.1 Price .... 9
2.2.2 Brandname .... 9
2.2.3 Reliability .... 10
2.2.4 After-Sale service .... 10
2.2.5 Design .... 11
2.2.6 Features .... 12
2.2.7 Promotion .... 12
2.2.8 Word of Mouth .... 13
2.3 Analytical Hierarchical Process (AHP) .... 13
2.3.1 AHP Introduction .... 13
2.3.2 AHP Steps .... 14
2.4 Summary .... 20
Chapter 3 Research Results .... 21
3.1 Application Process of the AHP .... 21
3.2 Description of the First Stage of the Questionnaire .... 22
3.3 Description of the Second Stage of the Questionnaire .... 26
3.4 The Ranking of Main and Minor Key Factors .... 37
Chapter 4 Conclusion and Discussion .... 40
4.1 Conclusion .... 40
4.2 Limitation .... 42
4.3 Recommendation .... 43
References .... 45
Appendix I .... 51
Appendix II .... 63
Extended Abstract .... 77

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