台北市國立大學學生筆記型電腦購買行為之研究

Abstract

筆記型電腦因技術成熟、且價格因競爭激烈快速下滑，再加上輕薄與節省空間等優點，使得筆記型電腦和桌上型電腦的替代效應逐漸增大，出貨量已經逐漸趕上桌上型電腦。本研究希望透過筆記型電腦的消費行為，以瞭解筆記型電腦的哪些產品屬性為消費者所重視，以及消費者對於品牌形象認知程度的不同又會如何影響其購買行為。 本研究採Howard-Sheth模式為研究架構，以筆記型電腦之產品屬性，消費者基本特徵、資訊來源、購買動機、產品屬性，以及品牌形象等作為投入變數，透過消費實態變數作為消費行為之描述，探討之間是否有顯著差異。研究結果顯示，筆記型電腦消費者在基本特徵、資訊來源、購買動機、產品屬性，以及品牌形象認知程度，在消費實態上皆有顯著差異。

Because of mature technology, rapid declining price due to highly competition, coupled with light and space-saving advantages, the substitution effect of notebook computers and desktop is gradually increasing. The notebook computer’s volume has gradually caught up with the desktop’s. The purpose of this study is to understand what product attributes notebook consumers pay much attention to when making their purchasing decisions and if brand image influences their purchasing behavior. The Howard-Sheth model is used as a conceptual framework in this study. Furthermore, the product attributes of notebook, demographic factors, information sources, purchasing motives and brand image are used as independent variables. Consumption reality variables describe the behavior of consumers. The results show that the difference in notebook consumers between consumption reality variables and the product attributes evaluation criteria, demographic factors, information sources, purchasing motives, and brand image are significant.