科技不斷進步，智慧型行動電話推陳出新，造就行動電話消費市場蓬勃發展，也帶動消費者的換機頻率逐年升高，然而汰換後的舊手機可能造成的環境污染，將會是全球即將面臨的重大問題，而政府與業者執行舊機回收成效不彰，顯示著回收市場仍未被消費者重視，而業者應如何透過有效的行銷活動提升回收量進來帶來新商品與舊機市場的銷售業績，穩固市場佔有率已成為當務之急。本研究以台灣使用智慧型行動電話消費者為對象，區隔舊機回收市場之消費族群，並透過行銷組合的調節來探討消費者對舊手機回收的意願及處置行為的瞭解。本研究以問卷形式，採用分層隨機抽樣方法，有效樣本為425份。
    研究結果顯示，舊手機回收市場並無明顯的市場區隔，人口統計僅在「年齡」、「工作性質」與「每月收入」對於回收意願是有差異。然而，當消費者對於新手機的品牌與產品涉入程度高時，其回收意願則具有明顯差異。另外，消費市場中因消費者對舊機回收活動不熟悉，故在行銷組合並未如預期達到調節作用，冀望本研究結果可以提供業者推廣手機回收活動與服務的參考依據。

With the advances in technology, smartphone innovation has become possible-which leads to a fast-growing smartphone market. New smartphones are released every couple months, and so is the mobile replacement rate. However, discarded phones may pose a threat to our environment. Ineffective mobile phone recycling by the Government and the industry has shown that consumers have not paid much attention to this recycling market. How to enhance the recycling has become our top priority. The purpose of this study is to understand consumers’ intention to mobile phone recycling and their behavior toward discarded phones through different marketing portfolios. This paper studies smartphone users in Taiwan. The research method is questionnaire survey. The sampling technique is Convenience Sampling, and the effective sample size is 425.
    The conclusion of this study is that there is no significant segmentation of mobile phone recycling market— only 3 variables of population statistic (i.e., age, job type and monthly income) make differences in mobile phone recycling intention. However, there are significant differences in mobile phone recycling intention when consumers are highly involved with the brand and the product. In addition, this study finds that the reason that the marketing portfolios do not achieve the intended moderation effects is that consumers are not familiar with the recycling activities. Hope this study will be the foundation for the industry to promote smartphone recycling.

目錄
目錄	IV
表目錄	VII
圖目錄	IX
 第一章　緒論	1
1.1	研究背景與動機	1
1.2	研究目的	3
1.3	研究流程	4
 第二章　文獻探討	6
2.1	智慧型行動電話特性與趨勢	6
2.1.1	智慧型行動電話定義	6
2.1.2	智慧型行動電話的趨勢	7
2.2	舊品處置行為與回收行為	9
2.2.1	舊品處置行為	9
2.2.2	回收行為	11
2.3	消費者市場區隔	12
2.3.1	市場區隔	12
2.3.2	生活型態理論	14
2.3.3	品牌忠誠度	18
2.3.4	產品涉入程度	20
2.4	行銷組合與消費者意願之關係	23
2.4.1	行銷組合	23
2.4.2	消費意願	25
2.4.3	行銷組合與意願之關係	26
 第三章　研究方法	27
3.1	研究架構	27
3.2	研究假說	29
3.3	研究對象與範圍	31
3.4	研究變數的操作型定義	32
3.4.1	生活型態	32
3.4.2	人口統計與地理變數	32
3.4.3	品牌忠誠度	33
3.4.4	產品涉入程度	33
3.4.5	行銷組合	33
3.4.6	消費意願	34
3.4.7	消費者實態變數	34
3.5	問卷研究設計	35
3.5.1	問卷設計	35
3.5.2	問卷發放與回收	37
3.6	資料分析方法	38
3.6.1	敘述性統計	38
3.6.2	信效度檢驗	38
3.6.3	因素分析與集群分析	39
3.6.4	變異數分析	39
3.6.5	多變量變異數分析	40
 第四章　資料分析	41
4.1	問卷樣本回收	41
4.2	信度與效度分析	41
4.3	樣本結構資料分析	43
4.4	敘述性統計分析	48
4.5	因素分析與集群分析	49
4.5.1	生活型態分群	49
4.5.2	行銷組合分群	50
4.6	假說驗證	52
4.6.1	智慧型行動電話消費者與手機回收意願相關之分析	52
4.6.2	行銷組合對智慧型行動電話消費者與回收意願相關之分析	54
4.7	假說檢定結果	56
 第五章　討論	57
5.1	研究討論	57
5.1.1	生活型態與舊手機回收意願的關係(H1)	57
5.1.2	人口統計地理面與舊手機回收意願的關係(H2)	58
5.1.3	品牌忠誠度及產品涉入程度與舊手機回收意願的關係(H3)	59
5.1.4	行銷組合對智慧型行動電話消費者與舊手機回收意願的關係(H4~H6)	59
5.2	深入訪談與其他發現	61
5.2.1	深入訪談設計	61
5.2.2	訪談內容摘要	62
5.2.3	訪談結果彙整與其他發現	66
 第六章　結論	71
6.1	研究結論與建議	71
6.2	管理意涵	73
6.3	研究限制與後續研究建議	74
參考文獻	75
附錄：正式問卷	84

表目錄
表 2-1：國內外研究對智慧型行動電話之定義	7
表 2-2：各市場區隔變數	13
表 2-3：生活型態定義	15
表 2-4：生活型態之AIO變數與定義	16
表 2-5：生活型態之AIO量表	17
表 2-6：涉入定義之彙總	20
表 2-7：行銷組合衡量變數	24
表 4-1：各構面信度分析	42
表 4-2：樣本性別統計分佈概況	43
表 4-3：樣本年齡統計分佈概況	43
表 4-4：樣本教育程度統計分佈概況	44
表 4-5：樣本居住區域統計分佈概況	44
表 4-6：樣本工作行業別統計分佈概況	45
表 4-7：樣本工作性質統計分佈概況	46
表 4-8：樣本月平均收入統計分佈概況	46
表 4-9：敘述性統計分析彙整表	48
表 4-10：生活型態集群分析結果之彙整表	49
表 4-11：行銷組合集群分析結果之彙整表	51
表 4-12：手機消費者與回收意願 ANOVA檢定結果之彙整表	53
表 4-13：行銷組合對消費者與回收意願MANOVA檢定結果彙整	55
表 4-14：假說檢定結果彙總整理	56
表 5-1：受訪者代表彙整	61
表 5-2：訪談內容摘要	62
表 5-3：訪談內容重點彙整	67

圖目錄
圖 1-1：研究流程圖	4
圖 2-1：消費者如何使用與處置產品圖	9
圖 2-2：行銷組合	23
圖 3-1：研究架構	27

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