A Study on Consumer Behavior of Brand Image For Netbook’s Purchasing Behavior

• Main Authors: Huang, Yi-Fang, 黃義方
• Other Authors: Chen, Guang-Hwa
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/31387601817263884702

碩士 === 國立交通大學 === 經營管理研究所 === 97 === Since the end of 2007 after the lauch of ASUS Eee PC, there comes a boom in the consumer electronics market. Many companies have joined the competition of Netbook market. There was a study pointed out that notebook computers have been in the mature stage in the PLC, however netbooks have run into the growing stage. Netbooks are simple, affordable and compact devices for Internet use. The goal of this study is to understand which product attributes was considered by consumers, as well as how consumer awareness of brand image affecting their buying behavior through netbooks’s consumer behavior research. The research framework of this thesis is based on the consumer decision process of EBM model. The main propose of this research is to discuss netbook’s consumer behavior. With the method of using online questionnaire survey, we can understand the consumption reality of Netbook’s user. Meanwhile, The results show that the difference in demographic variables of netbook’s consumers between consumption reality variables, purchasing motives, information sources, product attributes evaluation criteria , and brand image are significant.