| Summary: | 碩士 === 大同工學院 === 事業經營研究所 === 82 === Taiwan''''s economic development still maintains its momentum, and
the living standard of the common people on this island also
keeps on rising. However, with the hot, humid weather lingering
on for more than half a year, the importance of the air
conditioner in daily life will become all the more According to
the General Investigation Report of the Electric Appliances in
the Taiwan Region in 1991, the popularization rate of the air
conditioner accounts for 68.4% in Taipei. The main research
purpose of this study is to discuss market beliefs about the
air conditioner, on the basis of Duncan and Olshavsky''''s
findings. The research results are shown as The demographic
characteristics have largest difference in salesman and
advertising factor, but they have consistency in warranty
factor. In the salesman and advertising dimension, teachers and
higher educated people do not have much faith in the salesmen
and the advertising. As for the correlations between market
beliefs and information search behaviors, people strongly
holding the following beliefs (including brand and store,
search, salesman and advertising, and warranty dimensions) will
tend to gather nonmarketer controlled information sources, such
as consultation with relatives, friends, neighbors, and
consumer buying guides. By the way, we also have determined the
relationship between brand selections and demographic
characteristics, market beliefs, and information search
behaviors. In fact, different recent brand selecting behaviors
have no difference in search and belief dimensions;
nevertheless, in the future, different selecting behaviors will
have difference in those dimensions. This phenomenon can be due
to the purchase Lastly, as more and more air conditioner users
are conscious the noise of the window-type air conditioner, the
split-type-with the benefits of durability, and convenience--
are accepted by the consumers and gradually become the main
trend.
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