桌上型液晶顯示器的市場區隔研究

Abstract

隨著科技的進步，電腦顯示器的使用由傳統的映像管顯示器（CRT）而慢慢轉變成現在的液晶顯示器（LCD)，而台灣廠商在液晶顯示器的總出貨量在2004年首度超越映像管顯示器，成為台灣電腦顯示器出貨的主流產品。因此了解液晶顯示器的消費者行為就變成一個很重要的課題。因此，本研究希望透過研究桌上型液晶顯示器的購買行為，來了解消費者真正的需求為何，包括：產品屬性的偏好等。並且藉由探討其消費者行為以對廠商提出行銷策略的建議。 本研究採用問卷調查法來收集資料，抽樣對象為參加資訊展的桌上型液晶顯示器持有者。並以EKB模式作為本研究之架構，生活型態作為市場區隔的基礎。以人口統計變數與產品屬性變數作為投入變數，透過消費實態變數作為購買行為之描述．並以因素分析、集群分析、卡方檢定、ANOVA等來分析資料。 研究結果顯示，桌上型液晶顯示器的消費者可以分為三群區隔市場消費者，並且在人口統計變數、購買動機、資訊來源、產品屬性變數與消費實態皆有顯著差異。最後依據研究結果，提出產品、價格、通路與促銷等行銷策略給予廠商之建議。

Along with technological progress, Computer monitors have changed from CRT to LCD . The production of LCD in Taiwan exceeded that of CRT in 2004. Therefore, understanding consumer behavior for LCD is an important issue. As a result, I would like to do research to find consumers’ need by analyzing purchasing process in LCD, Finally I made some suggestions to desktop LCD firms. In this research , I used questionnaires to collect data, and the sample was drawn from the consumers who took part in Taipei’s computer exhibition. I used EKB model as a research framework. Product attributes and demographic factor was used as independent variables. Consumption reality variables represented the consumer behavior. I used factor analysis, cluster analysis, Chi–square test, ANOVA etc,to analyze the data. The results of this research showed the consumers for desktop LCD can be divided into three segments. Besides, the research revealed significant difference in demographic variable, purchase motivation variable, information search variable, product attributes evaluation criteria and consumption reality variables. Finally according to the results of this research, I made some suggestions of marketing strategies to desktop LCD firms.