| Summary: | 碩士 === 國立交通大學 === 經營管理研究所 === 88 === Information Appliance (IA) is one kind of newly developing product in these years. It’s product characteristics and market positions are not clearly been defined. For marketing staffs, the very important duties are to know whether a new-style product will be accepted on the market, or what properties and characteristics should it own. We can know all of these by doing researches based on those consumer behavior theories.
The theory of Consumption Value and Market Choices is brought up by Sheth et al. What the most different function from other consumer behavior theories is that it specially focuses on analyzing the purchasing motivations of consumers, and is able to predict the consumer’s choices further.
This study employs the theory of Consumption Value and Market Choice as it’s primary conceptual framework, and proceeds to a research of information appliance, somehow still very conceptual products. First of all, the study searches out the variables of each consumption value by literature survey, analyzing and arranging the references. Secondly it employs factor analysis and discriminant analysis on the results of questionnaire Surveys to explore the important dimensions and their influences when purchasing. The purpose of this study is to provide some consultations for the relative industries when developing the products of information appliance.
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