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。 本研究以E-K-B消費者行為模式作為觀念性架構，依據AIO生活型態變數為區隔基礎，採問卷調查的方式，對大台北地區具有筆記型電腦的消費者，進行人口統計變數、生活型態及購買動機對於消費行為影響之調查，利用SPSS軟體對已獲得消費者生活型態、購買動機數據，資料進行因素分析。再運用迴歸分析、變異數分析得出不同消費者人口統計變數、生活型態、購買動機對消費行為的影響結果。 研究結果發現，透過將筆記型電腦消費者的生活型態、購買動機變數，進行有效市場區隔，分為「重視品牌」、「注重休閒生活」、「外食主義」、「身分地位與權力」、「自我滿足」五個消費市場。各市場在不同評估準則均有顯著差異。顯示廠商可根據不同類型消費者的需求取向，創造自身獨特的銷售定位與手法。 關鍵字：筆記型電腦、消費者行為、生活型態、購買動機、評估準則 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.
