| Summary: | 碩士 === 國立交通大學 === 管理科學研究所 === 84 === The trend of high-tech products development is toward to
consumptive one along with the forwardness and universality of
technology. For this reason, this study takes consumptive high-
tech products as research object, which is intended to conduct a
research concerning the characteristics of consumptive high-tech
products, also the behavior of consumers in Taiwan face to
consumptive high-tech products. This study employs the Howard-
Sheth model as the conceptual framework, and proceeds an
operational research by Personal Computer. The research model is
developed and based on it, which involves the following
variables : "product input factors" , "information attention" ,
"choice criteria" , "attitude" , and "purchase". In data
collection, which is carried out in the questionnaire form and
confined to collage students in Taipei city. In data analysis,
factor analysis is employed for dimension reduction, and some
statistical method, like MONOVA, Chi-squared test, paired sample
T-test, are used to test the research hypothesis. The research
findings indicate that consumers pay attention to "specific
factor" , "service and quality factor" , "performance factor" ,
"ambulatory factor" and "price factor" . Consumers'' choice
criteria are "specific factor" , "performance factor" , "firm
service factor" and "total price factor". The differences that
compare with product input factor and choice criteria reveal
that consumers are thoughtful about quality, paying condition,
price, postpone service, firm reputation and product data menu
as choice criteria. On the other hand, consumer''s value software
compatibility, functions enhance, operation convenience,
variable cost, kinesiology design, environment protection and
compact size higher as product information. There exists
significant difference among the attitude about different mode
PC. About puschase behavior, there also exists significant
difference between sex and academies of consumers. The
difference between PC and common consumer goods is the dichotomy
of PC characteristics'' information and sale condition
information.
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