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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Main Authors: Pei-Zhen Chen, 陳沛薽
Other Authors: 黃哲盛
Format: Others
Language:en_US
Online Access:http://ndltd.ncl.edu.tw/handle/58151525691434388463
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spelling 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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language en_US
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description 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.
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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