筆記型電腦換購行為之研究

Consuming Research of Change-Buying Behavior of Notebook Computer

吳靜怡(Jing-I Wu)

指導教授 ： 鍾燕宜

國立臺中科技大學/商管學群/事業經營研究所/碩士(2007年)

摘要

近年來因微利時代的來臨及通貨膨脹，導致整體之消費能力下降，消費者購物的欲望因而降低，因此業者無不絞盡腦汁想要提升顧客購買意願，並藉由各式各樣的促銷手法吸引消費者注意，希望能夠受到消費者的青睞以增加產品的銷售量。但消費者購物所考量的重要因素為所購得之物品在顧客心目中是否值得購買，亦即消費者的知覺價值。
本研究針對影響消費者知覺的因素－知覺風險、知覺價值、與價格相關的抵價置換因素與感性為主的善因行銷來探討並提出建議供業界參考。

關鍵字

知覺價值 ； 知覺品質 ； 知覺風險 ； 抵價置換 ； 善因行銷 ； 筆記型電腦

並列摘要

Make the whole consumption ability descended because of approach and inflation in tiny benefit times in recent years, the desire of consumer's shopping as a result reduce, therefore the businesspersons want to promote customer to purchase will, and hope to get consumers’ attention by various attraction of the promotion skill to increase the sales volume of product. But the important factor consumers considered is the article whether worth purchase in the customer heart, that is consumers’ Perceived Value.

This research aims at the factor to influence consumers - Perceived Risk, Perceived Value, Trade-in factor related to the price and sensitive faculty of Cause-related Marketing to inquire into and the result of the study and suggestion as follows.

參考文獻

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