The Role of Product Aesthetic Attributes in Consumer Purchase Decision—The Example of Netbooks in Taiwan’s Market
碩士 === 淡江大學 === 國際貿易學系國際企業學碩士班 === 97 === At the present time, product aesthetic attributes play an indispensible role in consumer purchase decision which is usually affected by traditionally functional demands before. Consumers’ choosing a product is not just for physical demand anymore but for psy...
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ndltd-TW-097TKU053230322015-10-13T16:13:30Z http://ndltd.ncl.edu.tw/handle/58151525691434388463 The Role of Product Aesthetic Attributes in Consumer Purchase Decision—The Example of Netbooks in Taiwan’s Market 探討產品美學屬性在消費者購買決策上所扮演之角色—以台灣小筆電市場為例 Pei-Zhen Chen 陳沛薽 碩士 淡江大學 國際貿易學系國際企業學碩士班 97 At the present time, product aesthetic attributes play an indispensible role in consumer purchase decision which is usually affected by traditionally functional demands before. Consumers’ choosing a product is not just for physical demand anymore but for psychological satisfaction, especially sensuous delight in products. Therefore, to market products triumphantly and successfully, companies today should focus on aesthetics that is used to inherently involved in product design as a vehicle for winning consumers’ preferences. The study is carried out by using the questionnaire. The main purpose of this study is to examine the role of products aesthetic attributes in consumer purchase decision through utilizing a conjoint analysis among consumers for netbooks in Taiwan. First, we construct product aesthetic attributes that are proposed and built in literature, and then by means of content analysis, we establish the levels of a netbook which are searched on the representative of web sites. In forming stimuli, orthogonal design is used to reduce the number of combinations to a manageable size, and PowerPoint is utilized to design stimuli. Finally, we use stimuli established before to start importance and utility analysis. 黃哲盛 學位論文 ; thesis 101 en_US |
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碩士 === 淡江大學 === 國際貿易學系國際企業學碩士班 === 97 === At the present time, product aesthetic attributes play an indispensible role in consumer purchase decision which is usually affected by traditionally functional demands before. Consumers’ choosing a product is not just for physical demand anymore but for psychological satisfaction, especially sensuous delight in products. Therefore, to market products triumphantly and successfully, companies today should focus on aesthetics that is used to inherently involved in product design as a vehicle for winning consumers’ preferences.
The study is carried out by using the questionnaire. The main purpose of this study is to examine the role of products aesthetic attributes in consumer purchase decision through utilizing a conjoint analysis among consumers for netbooks in Taiwan. First, we construct product aesthetic attributes that are proposed and built in literature, and then by means of content analysis, we establish the levels of a netbook which are searched on the representative of web sites. In forming stimuli, orthogonal design is used to reduce the number of combinations to a manageable size, and PowerPoint is utilized to design stimuli. Finally, we use stimuli established before to start importance and utility analysis.
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author2 |
黃哲盛 |
author_facet |
黃哲盛 Pei-Zhen Chen 陳沛薽 |
author |
Pei-Zhen Chen 陳沛薽 |
spellingShingle |
Pei-Zhen Chen 陳沛薽 The Role of Product Aesthetic Attributes in Consumer Purchase Decision—The Example of Netbooks in Taiwan’s Market |
author_sort |
Pei-Zhen Chen |
title |
The Role of Product Aesthetic Attributes in Consumer Purchase Decision—The Example of Netbooks in Taiwan’s Market |
title_short |
The Role of Product Aesthetic Attributes in Consumer Purchase Decision—The Example of Netbooks in Taiwan’s Market |
title_full |
The Role of Product Aesthetic Attributes in Consumer Purchase Decision—The Example of Netbooks in Taiwan’s Market |
title_fullStr |
The Role of Product Aesthetic Attributes in Consumer Purchase Decision—The Example of Netbooks in Taiwan’s Market |
title_full_unstemmed |
The Role of Product Aesthetic Attributes in Consumer Purchase Decision—The Example of Netbooks in Taiwan’s Market |
title_sort |
role of product aesthetic attributes in consumer purchase decision—the example of netbooks in taiwan’s market |
url |
http://ndltd.ncl.edu.tw/handle/58151525691434388463 |
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