A study of consumer behavior on consumptive high-tech products in Taiwan - A case of Taipei city collage students purchase PC

• Main Authors: Lan, Bi-Yi Bill, 藍璧郁
• Other Authors: Cheng Kwang-Hwa
• Format: Others
• Language: zh-TW
• Published: 1996
• Online Access: http://ndltd.ncl.edu.tw/handle/38654681235049293294

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.