家用大尺寸薄型電視消費行為研究

Abstract

新興的大尺寸電視，已商品化者為液晶電視、電漿電視、背投影電視與前投影電視。全球每年電視機需求量約為一億七千萬台，台灣地區約為九十萬台。因此新興的大尺寸電視，以其產品上相對的優勢，企圖取代傳統電視機。而在台灣市場，背投影與前投影電視，皆有其缺點與限制，故未來具潛在龐大市場者，為液晶與電漿電視。 本研究以內湖科技園區的男性主管員工為抽樣調查對象，以30吋以上的液晶與電漿電視為研究對象，了解新產品的早期使用者的消費者行為。以頻率分析的統計方法，描繪出抽樣調查對象的消費決策過程輪廓，以單因子變異數分析，將人口統計變數與產品屬性重視程度(價格高低、品牌形象、外觀造型、壽命長短、畫質表現、其它)設定為區隔變數，觀察與其它變數之間的關聯性。 研究結果為：未來市場潛力無窮、價格是市場擴大速度的關鍵因素、大尺寸極具誘因、分期付款適合年輕族群。引申出的行銷策略分為廣告策略、電漿電視競爭策略與液晶電視競爭策略。

The new type TVs of large size in production are LCD-TV、PDP-TV、inner projection and front projection . The demand of TV in globe is about 170 million one year and 900 thousand in Taiwan . Thus the new type TVs replace the traditional TVs by their advantage position. But the market in Taiwan, inner projection and front projection have some disadvantageous and limits. Therefore LCD-TV and PDP-TV have large potential demands in the future. The target of this research is the man in the Nei-Hu technology park. The object of this research is LCD-TV and PDP-TV size larger in 30 inch. To understand the behavior of the new product used by person in early time. To draw the shape of the target in consumer behavior by frequency analysis. To understand the relationship of the segment variable and other variable. The results of the research are to understand that the market will be large in future and the price is the speed of the market broaden, and the large size TVs have the strongly attraction, and to pay by many times is attracted by young age. The marketing strategies are advertisement strategies, the PDP-TV competition strategy and the LCD-TV competition strategy.