消費者對家用3D產品的消費價值、使用需求及購買意願之研究 -以新竹市為例

The Consumer’s Consumption Values, Needs and Buying Intentions of 3D Home Product-A Case Study of Hsinchu City

林筱蓉(Hsiao-Jung Lin)

指導教授 ： 陳志萍

元智大學/資訊學院/資訊傳播學系/碩士(2011年)

https://doi.org/10.6838/YZU.2011.00173

摘要

在2009年美國消費性電子展 (CES) 中，3D影像顯示技術意外受到注目，而根據工研院電子報指出，3D影像是近年來顯示技術開發的重點領域，在過去數年好萊塢不斷推出3D效果的電影，顯見3D影像顯示技術已經有充足的進步，同時亦加深消費者對於突破2D顯示，邁向3D影像生活的可能與需求。由於3D的內容，例如：電視、電影及遊戲越來越多，促使3D在消費性電子市場開始成長，包括電視、桌上型液晶螢幕、筆記型電腦、藍光光碟、數位相機及錄影機、數位相框等。由此可見，家用3D影像的產品在3D產品中具有發展的潛力。而Littler and Sweeting (1989) 認為高科技產品的創新比率高，且消費者對產品要求尚未明確，使市場難以界定。因此市場的調查在新推出的科技產品中占很重要的角色。本研究的調查結果，發現男性27-35歲及管理階級對家用3D產品的消費價值高於其他族群。消費者對家用3D產品的社會性價值越高，購買3D筆記型電腦的意願越高，消費者對家用3D產品的情感性價值越高，購買3D電腦及3D筆記型電腦的意願越高，在使用需求中選擇功能性使用需求最多，最後本研究提出建議業者以男性27-35歲、管理階級/ 上班族族群為主要的目標市場，並以功能性、情境性、社會性的使用需求為3D技術發展的方向。

關鍵字

3D ； 家用3D產品 ； 消費價值 ； 使用需求 ； 購買意願

並列摘要

In the Consumer Electronic Show (CES) of 2009, the technology of 3D image display was unexpectedly spectacular. According to Industrial Technology Research Institute report, 3D image has been an important development of display technology in recent years. Hollywood constantly made many 3D movies in the past years. That proves 3D image display technology had greatly advanced; meanwhile, it shows the possibility of customer’s needs from 2D to 3D. Due to the 3D content becomes more and more, eg. TV, movie and game, the 3D field has started to grow up on consumer electronic; including 3D TV, 3D desktop, 3D laptop, blue-ray disc, digital camera and video and digital photo frame. Thus it can be seen 3D home products are potential development in 3D products. Littler and Sweeting (1989) considered that the ratio of technological innovation is high, and customer’s needs are not clear, makes the market is difficult to define. Therefore, market research is important when the new technology products release. The finding of this study shows the consumption values of 27-35 years old male and management group are higher than others, social values and 3D NB buying intention are positive, and emotional values and 3D PC/NB buying intention are positive. The functional needs are major of customer’s needs. In conclusion, the suggestion of this study is the 27-35 years old male and management group / office workers are the target market for business. And refer to customer’s functional, conditional and social needs for 3D technology development.

並列關鍵字

3D ； 3D home product ； consumption value ； needs ； buying intention

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