- 學位論文
從消費者觀點探討Netbook 外型感性因素及其消費需求
A Study of Emotional Factors and Needs with External of Netbook from Consumer’s View
摘要
小筆電 (Netbook) 的誕生是從筆記型電腦（Notebook) 成熟技術下的一種創新產品，它是市場的一股新勢力及新成員，讓消費者又多了一項產品的選擇。當產品的價格及規格相差不多時，產品的外型成為影響購買意願的主要因素，且現今的消費者對於購買產品的需求己從功能性延伸到心理因素－感性需求。故了解消費者心理的感受為何是很重要的，可藉以擬定設計方向，提高消費動機。本研究以小筆電 (Netbook) 為探討對象，第一階段先進行相關文獻及市場現況調查，以建立研究之基礎並了解目前的產品訴求；再以開放式問卷方式來調查目前消費者對小筆電 (Netbook) 的心理感受為何，問卷調查的結果加以篩選分類，以群集分析法加以分析，預期以小筆電（Netbook）的尺寸規格，讓外觀的變化和創新可能將超越筆記型電腦（Notebook）。第二階段進行形容詞語彙的蒒選，讓受測者進行Netook外型感性因素的感覺評量，以SD法進行問卷調查並以T-test 檢定、因子分析之主成分分析及數量化I類加以分析結果找出影響消費者外型的感性因素，最後將結果導入，進行概念設計的展開及驗證。
並列摘要
The Netbook is an innovating product emergent from the mature technology of Notebook computer. It is a market new influence and the young blood which gives the consumer a new item of product selection. When the product price and the specification differences are diminishing, the product’s externals becomes the primary influential factor of purchase, and nowadays the consumer’s demand for the product that purchased has extended from functional to the psychological factors - emotional demand. Therefore, to understand the consumer’s psychology feeling is very important, so as to draw up the design direction, and enhances the consumer motivation. This research takes Netbook as the object of discussion. In the first phase, the related document and the current market of products were surveyed, establishing foundation of the research and understanding the present product demand; then investigates consumers by the open questionnaire method of their psychological feelings to the Netbook. Results were analyzed by the cluster analytic method. It is anticipated that with the small size of the Netbook, the variation and innovation of externals will possibly surmount Notebook. The second phase carries on the adjective vocabulary selection, and then questionnaires of SD method was used to measuring feelings of the Netook externals perceptual factors. Principal Components Analysis and the Quantification Category I were used to discover the features of the product externals on the consumer perceptual factors. Finally, the findings were inducted into a conceptual design session and final confirmations.