筆記型電腦選購消費者行為研究

A Study of Consumer Behavior on Notebook Computers Purchase

陳宗郁(Zong-Yu Chen)

指導教授 ： 劉世昌

義守大學/電機資訊學院/資訊工程學系/碩士(2016年)

摘要

現代科技一日千里，電腦的演進已不可同日而語，隨著時代演進，筆記型電腦也漸漸普及於各個家庭或工作場所，加上可攜式的便利性，對於電腦的應用領域又跨入另一個階層。因此本研究擬對於消費者對於筆記型電腦的各個購買考量，以各個基本資料作為變數來進行筆記型電腦的消費者購買考量調查，再對於分析結果加以說明釐清，進一步了解說明消費者在選購筆電時，會因為那些因素而影響購買時的考量及決策。研究樣本範圍採亂數收集的方式，利用各大網路交友平台(例如FaceBook、Twitter等等)進行樣本收集，而樣本收集方式則利用電子問卷進行調查，再將收集後之樣本整理並且過濾出無效及有效樣本，再進一步加以分析其相關顯著性。最後再分析受訪者對於使用品牌的忠誠度及推薦與他人的意願，兩者間是否會交互影響等等，並加以整理所得出之結果。本論文的結論可以理性給予筆記型電腦廠商作為行銷筆記型電腦之參考。

關鍵字

none

並列摘要

Modern technology progressed rapidly, the evolution of computers has been quite different with the evolution of the times thus laptop computers gains popularity in either homes or business offices. In addition to the convenience of portable, applications for computers advance another era. Therefore, this study intends to study purchase consideration for consumers on various laptops as basic information for buying laptop in different way. The results of considering investigation further clarify the analysis to describe the explanation when consumers buy the laptop based on those factors that affect the consideration and decision of purchase. The study samples collected in random manner, from the major Internet dating platforms (such as Facebook, Twitter, etc.), and the use of electronic questionnaire survey. After that the samples were collected and filtered out after invalid and valid samples certified, then further analyzes the correlation significant. Finally, the results of analysis of respondents' use of loyalty and willingness to recommend the brand with others, whether the interaction between the two, are generated. In this paper, the rational conclusion can be given as a marketing reference to notebook laptop manufacturers.

並列關鍵字

none

參考文獻

3.田瑞駒、張志雄、薛文盛(2009)，「網路購物知覺風險因素之實證研究」，興國學報。

5.李奇勳(2006)，「知覺風險對消費者知覺價值之形成所扮演角色的探討」。

10.林南宏、王文正、邱聖媛、鐘怡君(2007)，「產品知識及品牌形象對購買意願的影響-產品類別的干擾效果」。

11.林彥丞(2010)，「商品真實性認知、網路購物態度與網路購物意願的結構關係模型分析」。

12.林益存(2009)，「資料採礦應用於量販店網路購物與宅配之研究」。