| Summary: | 碩士 === 國立交通大學 === 經營管理研究所 === 96 === Because of mature technology, rapid declining price due to highly competition, coupled with light and space-saving advantages, the substitution effect of notebook computers and desktop is gradually increasing. The notebook computer’s volume has gradually caught up with the desktop’s. The purpose of this study is to understand what product attributes notebook consumers pay much attention to when making their purchasing decisions and if brand image influences their purchasing behavior.
The Howard-Sheth model is used as a conceptual framework in this study. Furthermore, the product attributes of notebook, demographic factors, information sources, purchasing motives and brand image are used as independent variables. Consumption reality variables describe the behavior of consumers. The results show that the difference in notebook consumers between consumption reality variables and the product attributes evaluation criteria, demographic factors, information sources, purchasing motives, and brand image are significant.
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