| Summary: | 碩士 === 國立臺灣科技大學 === 工業管理系 === 90 === Abstract
This study focused on LCD (Liquid Crystal Display) monitor consumer behavior .The purpose of this study is to provide useful information for the marketing of LCD.
Data analysis revealed that medical science students had the greatest rate of owning LCD; consumers demanding higher monitor quality showed higher tendency to buy LCD; experiences with LCD increased LCD acceptance. The acceptable the price of LCD monitor was about two times of that of CRT monitor .The low power consumption,low radiation and low visual fatigue advantages for LCD monitor were not important factors affecting LCD use.
In addition, this study employed factor analysis to extract significant factors from consumer value questionnaire .The results showed 17 factors. Further discriminant analysis based on the factors indicated significant discriminant power, discriminant accuracy was 84% . Important discriminant variables were need satisfaction, discontented with present product, reducing of fear and anxiety, accessory audio facilities. Implications of the results for LCD marketing were discussed.
Keyword : Consumer values、LCD、Discriminant analysis
|
|---|
