筆記型電腦消費者購買行為與市場區隔之研究---以三大都會區為例

A Study on the Purchasing Behavior and Market Segmentation of Notebook Consummers--- A case for Taipei ,Taichung and Kaoshoung District

蔡明昌(Ming-Chang Tsai)

指導教授 ： 湯玲郎

元智大學/管理學院/管理研究所/碩士(2004年)

摘要

筆記型電腦由於具備體積小、重量輕、方便攜帶的優點，加上價格的日益便宜，已廣為消費者所採用，筆記型電腦成長率已有超越桌上型電腦的態勢，筆記電腦可望成為每一消費家庭的”消費家電”，而普及於每一家庭。
本研究希望透過筆記型電腦消費者之購買行為，了解消費者在評估筆記型電腦時會注重那些產品屬性，另外也比較有無購買者對於產品屬性是否有所不同。透過以不同生活型態來分群，探討台灣三大都會區受訪者，以了解不同集群、不同地區消費者的購買實態與對於產品屬性的要求，希望對於業者在行銷上及後續產品開發上之參考。
本研究以EKB模式作為研究架構，以AIO生活型態變數及地區作為市場區隔基礎，以筆記型電腦產品屬性與人口統計變數作為投入變數，透過消費實態作為消費行為之描述，將筆記型電腦市場區隔化。
研究對象是以九十二年資訊月參觀人潮為受訪者，涵蓋範圍為台北都會區、台中都會區與高雄都會區。
研究結果顯示，筆記型電腦消費者可以透過生活型態變數作為有效的市場區隔，分為「理性自主型」、「新潮流行型」與「傳統穩健型」，
而三大都會區消費者在消費行為上也有所不同；台北都會區偏向「理性自主型」，台中都會區偏向「新潮流行型」，而高雄都會區偏向「傳統穩健型」。

關鍵字

筆記型電腦 ； 消費者行為 ； 市場區隔 ； 生活型態

並列摘要

Due to its lightweight, small size, convenience, and low price, notebook has been very popular among the consumers. The development of notebook has surpassed desktop, and it can be anticipated to become a necessary “electronic appliance,” and pervade throughout every consumer family. The goal of our research is to understand what quality consumers look for when purchasing this product, and also compare the difference in attribute between those that who purchased, and those who did not. By categorizing according to lifestyle, we have interviewed people from three major cities in Taiwan. This way we can have a better understanding of the demands of consumers from different areas and group. Hopefully producers use this as reference for future development and sales. Our research structure was based on EKB mode, AIO lifestyle served as a variable and markets were separated according to city districts. By using product attribute and population as variable, in addition with the description of consumer behaviors, we have separated the laptop market districts. We have conducted the interview targeting 2003 “information exhibition” visitors, this would cover the province in cities such as Taipei, Taichung, and Kaoshung. The result shows that consumers can be categorized into three types: “rational individualist,” “trendy futurist,” and “stable traditionalist.” The consumers in three major city have different behaviors. Taipei consumers tended to be more individualistic and rational in mind. Taichung consumers usually look for the trendy and fashionable ones. In contrast, Kaoshung consumers demand a more traditional, durable, stable product.

並列關鍵字

notebook computer ； consumer behavior ； market segementation ； life style

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