The Study of Consumer’s Preference for Tablet PC－Application of Conjoint Analysis

• Main Authors: Shih-ShianChung, 鍾士賢
• Other Authors: Shuang-Shii Chuang
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/26587208741674956077

碩士 === 國立成功大學 === 企業管理學系碩博士班 === 100 === Tablet PC has become much more popular in recent years. Several functions of tablet PC even replaced some laptops and smartphones. There are many choices of tablet PC for consumers to buy. And which kind of tablet PC can be the most outstanding one? This question has become the most important issue for those firms who design tablet PC. The main purpose of this study is to find out the answer.This study uses the conjoint analysis as the methodology, with students in National Cheng Kung University and Facebook users for research object, divide into two stages to carry on. The purpose of the first stage is sieving to final attributes, which are “Brand”, “User Interface”, “Amount of Apps”. And second stage is to gain the relative importance of each attribute and the best combination of product. The outcome shows that the favorite combination of product consumers choose is Apple brand tablet PC, with many Apps and user-friendly user interface.