| Summary: | 碩士 === 國立臺灣科技大學 === 企業管理系 === 99 === The subject of this study is to explore the purchase behavior of notebook consumers, whether they will search information before they have an intention to buy a notebook. We tried to list down the major resources that they are possible to impact customers’ behavior of purchase. Sorting through the literature and practical experience to help us clarify the direction of study. Via questionnaire design and survey in the computer shopping malls, we tried to make inference after collecting the first-hand data and doing the analysis. It can help us to realize more precise patterns of customers’ behavior for NB purchasing and even know how to enlarge the share of customers’ mindset.
The study found that the way people live has been changed since the popularization of Internet. It is because to spread information by internet network to others become pretty easy. Now eWOM has been more powerful than traditional WOM, but WOM for NB industry still keep very important position to impact purchase behavior of buyers. What we should pay attention to is that the influence of traditional marketing methods on customers;’ decision have been weaker if compare with the past. Therefore, it is worthy for all enterprises and companies to take a reference when they make their marketing plan, in order to have excellent marketing plan with more perfect budget allocation.
Sorting through the literature and practical experience to help us clarify the direction of study. Via questionnaire design and survey in the computer shopping malls, we tried to make inference after collecting the first-hand data and doing the analysis. It can help us to realize more precise patterns of customers’ behavior for NB purchasing and even know how to enlarge the share of customers’ mindset.
The study found that the way people live has been changed since the popularization of Internet. It is because to spread information by internet network to others become pretty easy. Now eWOM has been more powerful than traditional WOM, but WOM for NB industry still keep very important position to impact purchase behavior of buyers. What we should pay attention to is that the influence of traditional marketing methods on customers;’ decision have been weaker if compare with the past. Therefore, it is worthy for all enterprises and companies to take a reference when they make their marketing plan, in order to have excellent marketing plan with more perfect budget allocation.
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