桌上型電腦液晶螢幕( LCD Monitor )消費者品牌認知與購買行為之研究－以大台北地區居民為例

Abstract

桌上型電腦液晶螢幕因技術平穩、價格下滑，且其較CRT顯示器有低輻射、高解析度、平面直角、畫質穩定、重量輕、體積小、低耗電等優點，成為顯示器市場中最具發展潛力的產品。本研究希望透過LCD Monitor之消費行為，瞭解消費者在評估LCD Monitor時對不同品牌的認知程度，以及其注重哪些產品屬性，希望有助於企業擬定其行銷策略之參考。 本研究以Howard-Sheth模式作為本研究之架構，以LCD Monitor產品屬性與人口統計變數作為投入變數，透過品牌認知變數，推導消費時態變數作為消費行為之描述。本研究範圍所探討的LCD Monitor僅限於用在電腦輸出顯示、且為單機購買者。研究對象為大台北地區居民且目前已擁有LCD Monitor之消費者，以民國91年10月前往大台北地區招商式電腦賣場的民眾為抽樣對象進行調查。 研究結果顯示，LCD Monitor消費者在品牌認知上有顯著差異，而在購買行為上，除了在購買動機對消費時態變數上無顯著差異外，其餘在人口統計變數、資訊來源、產品屬性評估準則對消費實態變數上皆有顯著差異。

Compare with CRT monitor, LCD monitor has the advantages of lower radiation, superior image quality, slim border, space-saving, vivid images, crisp display, high brightness and high contrast ratio. Furthermore the mature technology brings out a fair price, it has become the product with most potential in monitor market. So the purpose of this research is to realize consumers’ brand recognition, and of which product attributes they pay most attention to when making a purchase decision. This is necessary to relative enterprises in making marketing strategy. In this research, the Howard-Sheth model is used as a conceptual framework. LCD Monitor product attributes and demographic factors are used as independent variables. Consumption reality variables describe the behavior of consumers. This research discusses the LCD Monitor only for computer output display. The sample is drawn from the residents of Taipei district who possess LCD Monitor. The sampling frame is people who visited shop-rented 3C Chain Malls in Taipei district during October 2002. The results show: consumers of LCD Monitor have significant difference in brand recognition. In purchase behavior, demographic variables, information search, product attributes evaluation criteria, are significant predictions of consumption reality variables except purchase motive variable.