The Influence of Gaming Laptops Product Features on Consumer Cognition

• Main Authors: Pei-Wen Chen, 陳沛文
• Other Authors: Chih-Hsiang Ko
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/82zu66

碩士 === 國立臺灣科技大學 === 設計系 === 107 === In recent years, the gaming laptop has sprung up and emerged. Its distinctive features have become one of the important marketing tools that attract consumers to purchase in the competitive market. This study targeted on top three Taiwanese gaming laptop brands: MSI, ASUS and Acer, to explore the influence of product features on consumer perception. The main purposes of this study were: (1) To understand the differences of gaming laptops product features. (2) To explore the differences of different gender consumers’ attitudes to gaming laptops product features in the semantic differential scale. (3) To explore the semantic differences of different gender consumers’ perception on gaming laptops product features. (4) To explore the differences of different gender consumers’ perception on gaming laptop product features. (5) To propose some suggestions of designing gaming laptop product features for different gender consumers as a reference to industrial designers. This study was divided into three phases. In the final phase, three types of gaming laptop perspective group A (screen back cover lid) and two types of gaming laptop perspective group B (ventilation outlet) were mixed into six samples. 120 male and female participants were invited to fill out the questionnaire by using the semantic differential scale and the Likert scale. The results of this study were as follows. (1) There were significant differences in the emphasis on gaming laptops product features of volume, size and weight by different gender consumers. (2) There were significant differences in different gender consumers’ attitudes to gaming laptops product features in the semantic differential scale. (3) There were significant differences in the semantic differential scale of gaming laptops product features of group A (screen back cover lid) such as “low-key/ conspicuous” and “introverted/ wild”. (4) There were significant differences in different gender consumers’ purchasing desire, preference and attractiveness to gaming laptops product features.