以消費價值理論探討台灣地區消費者對平板電腦之採用行為

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以消費價值理論探討台灣地區消費者對平板電腦之採用行為

Consumer Adoption Behavior of Tablet PC in Taiwan: A Theory of Consumption Values

朱雅言 , Masters　　Advisor：蔡東峻　　

繁體中文

平板電腦；消費價值；購買意願；消費者購買行為； Tablet PC ； Consumption Values ； Purchase Intention ； Buying Behavior

Abstract │ Reference (43) │ Times Cited (3) │ Altmetrics

Abstract 〈TOP〉

Parallel Abstract 〈TOP〉

The purpose of this study is to investigate the adoption behavior of Tablet PC of Taiwan consumer and its association with the Functional value, Social value, Emotional value, Conditional value and Epistemic value as well as the brand, screen size and price of Tablet PC also population statistics. These five values are consumption values which raised by Sheth et al., on 1991. The data sets are collected through internet questionnaire and physic questionnaire for total 280 samples. This study use the method of t test, ANOVA analysis, Duncan and Chi-square test.
Findings of this study are, (1) Consumer consider the weight of Functional value is higher then the other 4 values when they select Tablet PC, (2) Apple iPad series provide Taiwan consumer more Emotional value compare to the other brand to keep its leading position on sales amount and market share, (3) The age, education and gender of Taiwan consumer influence the selection decision to Tablet PC. 
Follow by the findings, the suggestions of this study are (1) Tablet PC manufacturer should keep Functional value of its Tablet PC leading to maintain or increase the market share, (2) Although there are difference of identification on the Consumption values between consumers, however, Tablet PC manufacturer should consider the Consumption values equally, (3) The differentiation products to different category of consumer are needed for Tablet PC manufactures to enlarge the sales amount.

Reference ( 43 ) 〈TOP〉

潘彥廷（2009）。應用消費價值理論分析小筆電的消費者行為，國立政治大學商管專業學程碩士論文。
連結：
Dodds, W.B., Monroe, K.B. & Grewal, D. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of Marketing Research, 307–319.
連結：
Fandos, C., & Flavian, C. (2006). Intrinsic and extrinsic quality attributes, loyalty and buying intention: an analysis for a PDO product. British Food Journal, 108(8), 646–662.
連結：
Finch, J.E. (2005). The impact of personal consumption values and beliefs on organic food purchase behavior. Journal of Food Products Marketing, 11(4), 63–76.
連結：
Howard, J.A., & Sheth, J.N. (1973). A theory of buyer behavior. Journal of Making, 7, 50–56.
連結：

Times Cited (3) 〈TOP〉

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