| Summary: | 碩士 === 淡江大學 === 國際貿易學系國際企業學碩士班 === 95 === The perception of consumers are deeply effected by their senses. And consumers rely on the attributes of product which influence them most to purchase the products. Furthermore, in the recent years, the importance of notebook computers is growing with each passing day. However, there were few studies about consumer behaviors which were effected by the senses in the field of consumer behavior. It is the main motion. The study is a exploratory research to analyze the relationship among the taste preference, the attributes of product and purchase types, and to examine the difference among consumers with different taste preference, attributes of product and purchase types on the demographics.
The questionnaire survey method was used to collect the taste preference, attributes of products, purchase types and demographic data of the students of In-Service Master Program of Business and Management Administration, Tamkang University. Then the data was analyzed by using SPSS software. From the study, we have drawn the findings as follow：
1.Consumers with different taste preference were not significantly different on the the attributes of notebook computers.
2.Consumers with different taste preference were not significantly different on the different purchase types.
3.The attributes of notebook computers and the purchase types of consumers are related.
4.Consumers with different taste preference were not significantly different on the demographics variables including sex, age, job, education, marriage condition and monthly income.
5.The attributes of notebook computers were significantly different on the demographics variables including sex, occupation and education.
6.Consumers with different purchase types were significantly different from sex.
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