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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/51637

    Title: 生活型態、購買動機對評估準則之影響 : 以筆記型電腦為例
    Other Titles: The relationship of life style and purchase motive : notebook computer as an example
    Authors: 湯孟婷;Tang, Meng-ting
    Contributors: 淡江大學國際貿易學系國際企業學碩士在職專班
    曾義明;Tseng, Yi-ming;林美榕;Lin, Mei-rong
    Keywords: 筆記型電腦;消費者行為;生活型態;購買動機;評估準則;Notebook Computer;Consumer Behavior;Life Style;Purchase Motive;Assess Standard
    Date: 2010
    Issue Date: 2010-09-23 15:34:06 (UTC+8)
    Abstract: 根據國際數據資訊有限公司(IDC)的調查報告顯示:台灣地區PC市場總出貨量,筆記型電腦比重由2007第二季的30%增加到2008年第二季的35%。可見筆計型電腦的市佔率將會逐漸取代桌上型電腦。本研究將針對筆記型電腦的消費者,藉由其生活型態、購買動機來探討產品,評估重視程度是否有所不同,再擬定不同市場的行銷策略,以供筆記型電腦經銷商,日後行銷策略參考。
    According to the research of International Data Corporation (IDC), the percentage of notebooks in Taiwan increased from 30% in 2Q 2007 to 35% in 2Q 2008, which suggests the trend that notebooks will gradually replace desktops. This study is to understand the assessment of products through the survey on consumers’ life styles and purchase motives. By the research, the notebooks firms will be provided with strategies for different markets and will be able to refer as marketing tactics going forward.

    The study is based on the framework of E-K-B consumer behavior model. Taking the attributes of AIO life style for segregation, it focuses on the consumers in Taipei Area owning notebooks and uses a questionnaire to implement the survey of consumers’ behaviors influenced by demoqraph- ic statistic variables, life styles, and purchase motives. After using factor analysis to examine the features mentioned above, we figure out the results influenced by different variables with regression analysis and one-way ANOVA analysis.

    The research shows that through the variables of notebook consumers’ life styles and purchase motives, the macro market could be defined as 5 different parts: brand oriented, leisure life style, out-dinner, social positions and power, and self-satisfy. There is obvious difference in each area suggesting that the firms are able to create their own unique selling position and marketing strategies with different orientations of consumers’ demands.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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