| Summary: | 碩士 === 國立交通大學 === 經營管理研究所 === 91 === Abstract
Owing to information products evolving generation, Traditional media player have been displaced by DVD-Video Player. DVD-Video Player has become the fastest growth product among Consumer Electronics in the past years .However there is little research concerning Consumer Behavior towards DVD-Video Player at present; therefore the purpose of this research is to understand which product attributes DVD-Video Player consumers pay most attention to, and from the point of view of market segments to discuss the differences in product preference. This is necessary to help companies form their marketing strategy.
In this research, the EKB model is used as a conceptual framework, and the AIO lifestyle variable is used as a basis of market segmentation. DVD-Video Player product attributes and demographic factors are used as independent variables. Consumption reality variables describe the behavior of consumers. This research discusses only DVD-Video Player. The sample is drawn from the residents of Taipei district who possess DVD-Video Player. The sampling frame is the visitors to the Information Exhibition in Taipei World Trade Center during February, 2003.
The results show: DVD-Video Player consumers can be successfully segmented by lifestyle variable, such as “Brand Preference Buyer”, “Impulsive Buyer”, and “Rational Independent Buyer”. Among the three market segments, Definition and Value-Oriented factors are not significant predictions of product attributes evaluation criteria. Of much more significance are demographic variables, purchase motive variable, information search, product attributes evaluation criteria, and consumption reality variables.
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