标题: | 生活型态与产品属性偏好影响液晶电视消费行为之研究—以台北县市地区消费者为例 A study of the effect of lifestyle and product attributes on LCD TVs consumers' buying behavior: Taking Taipei City/County consumers as an example |
作者: | 许晓嘉 Hsu, Hsiao-Chia 姜齐 Chiang, Chi 管理学院管理科学学程 |
关键字: | 生活型态;产品属性;消费行为;液晶电视;台北县市;Lifestyle,;Product Attribute;Buying Behavior;LCD TV |
公开日期: | 2009 |
摘要: | 随着显示器技术不断变革、进步,全球电视市场近年来正逐渐从传统的映像管电视(CRT TV)时代,转变至平面电视时代。尤其是采用液晶面板(TFT-LCD, Thin-Film Transistor Liquid-Crystal Display,薄膜电晶体液晶显示器)为显示萤幕的液晶电视(LCD TV),由于关键零组件价格与整体系统制造端成本持续降低,正快速普及。加上新兴市场如中国、印度、巴西、俄罗斯推波助澜,更为全球液晶电视LCD TV市场添注蓬勃活力,吸引众家电视厂商无不积极抢进,在产品设计、生产、技术、市场行销各方面推陈出新,希望能在成长中的液晶电视市场分享商机。 本研究主要系从消费者的角度切入,以AIO(Activity活动、Interest兴趣、 Opinion意见)生活型态变数为基础,透过对于不同生活型态之消费者,其在选择购买液晶电视时,对讯息来源、产品认知、购买通路、偏好尺寸之差异,以及不同生活型态消费者对于液晶电视之各项产品属性的偏好,加入人口统计变数,进行统计分析,期使对于液晶电视相关厂商在产品和行销策略之拟定,能有所助益。本研究之调查仅以台北县/市地区的消费者为对象,调查过程期间为民国九十八年十月到民国九十八年十二月间。 经统计分析,本次受访之消费者依生活型态之差异分为时尚社交群、高价格敏感群、低价格敏感群、慎思保守群、独立封闭群,不同生活型态消费者在产品属性的偏好各有不同。 As the technology of display devices continues to evolve, the global TV market has shifted gradually from traditional CRT products to flat screen in recent years. Especially, the penetration of LCD TV using TFT-LCD (Thin-Film Transistor Liquid-Crystal Display) is on a rapid speed on LCD TV due to continuous cost decrease on key components and system manufacturing. Moreover, the world’s emerging markets like China, India, Brazil, and Russia contribute strong demand to the LCD TV market and attract TV manufacturers to aggressively involve in this business and develop more creative technologies. In this study, we cut in from consumer’s perspectives by taking AIO (Activity, Interest, Opinion) lifestyle variables as market segmentation base and using consumer preference towards product attributes as variables to describe consumer behavior when buying LCD TVs. Then, we examined the significance of different variables. The sample objects are consumers in Taipei city and county area. The sampling survey was taken during Oct. to Dec. 2009. According to the results, LCD TV consumers interviewed could be segmented into five different categories include “fashion & social”, “price-sensitive”, “price-insensitive”, “cautious & conservative”, and “independent & closed” by different lifestyles. These LCD TVs consumers of each category have significant taste in product preference and attributes. |
URI: | http://140.113.39.130/cdrfb3/record/nctu/#GT079562528 http://hdl.handle.net/11536/41462 |
显示于类别: | Thesis |