我國消費性高科技產品之消費者行為研究-以臺北市大學生購買個人電腦為例

Abstract

隨著科技的進步與普及，高科技產品的發展重點逐漸走向消費性高科技產 品。因此，本研究欲以消費性高科技產品作為研究對象，探討在我國消費 性高科技產品的產品特性，以及消費者面對消費性高科技產品的消費者行 為。本研究根據Howard-Sheth模式建立操作架構，以個人電腦產品進行實 證研究，探討產品投入因素、資訊注意、選擇標準、態度與購買行為、人 口統計等變數。以問卷方式對於台北市大學學生進行資料收集。資料分析 上以因素分析進行構面縮減，再以多變量變異數分析、卡方檢定、成對T 檢定等方法，檢定各項研究假設。研究結果顯示消費者重視「產品特殊因 素」、「服務與品質因素」、「產品性能因素」、「產品移動性因素」、 及「產品價格因素」，其選擇標準為「產品特殊因素」、「產品性能因素 」、「廠商服務因素」、與「整體價格因素」。對產品投入因素與選擇標 準之間比較，顯示消費者選擇標準時較為重視品質、付款條件、價格、售 後服務、廠商信譽與產品資料等因素，產品資訊投入時重視軟體相容、功 能擴充、操作便利、使用成本、人體功學設計、環保訴求與產品體積。消 費者對於不同型態的個人電腦在態度上有差異。消費者實際購買行為在性 別、學科等方面有顯著的差異。個人電腦與一般消費品的差異，在消費者 注意個人電腦產品，所注重是集中於個人電腦的特性，但在實際購買行為 上，取決於個人電腦的產品銷售條件。 The trend of high-tech products development is toward to consumptive one along with the forwardness and universality of technology. For this reason, this study takes consumptive high- tech products as research object, which is intended to conduct a research concerning the characteristics of consumptive high-tech products, also the behavior of consumers in Taiwan face to consumptive high-tech products. This study employs the Howard- Sheth model as the conceptual framework, and proceeds an operational research by Personal Computer. The research model is developed and based on it, which involves the following variables : "product input factors" , "information attention" , "choice criteria" , "attitude" , and "purchase". In data collection, which is carried out in the questionnaire form and confined to collage students in Taipei city. In data analysis, factor analysis is employed for dimension reduction, and some statistical method, like MONOVA, Chi-squared test, paired sample T-test, are used to test the research hypothesis. The research findings indicate that consumers pay attention to "specific factor" , "service and quality factor" , "performance factor" , "ambulatory factor" and "price factor" . Consumers' choice criteria are "specific factor" , "performance factor" , "firm service factor" and "total price factor". The differences that compare with product input factor and choice criteria reveal that consumers are thoughtful about quality, paying condition, price, postpone service, firm reputation and product data menu as choice criteria. On the other hand, consumer's value software compatibility, functions enhance, operation convenience, variable cost, kinesiology design, environment protection and compact size higher as product information. There exists significant difference among the attitude about different mode PC. About puschase behavior, there also exists significant difference between sex and academies of consumers. The difference between PC and common consumer goods is the dichotomy of PC characteristics' information and sale condition information.