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| 研究生： |
陳雋喬 Chen, Chun Chiao |
|---|---|
| 論文名稱： |
色彩配色對台灣消費者筆記型電腦購買意願之影響 The Impact of Color Schemes on Consumers' Purchase Intention for Laptops in Taiwan |
| 指導教授： |
何富年
Ho, Foo Nin |
| 口試委員: |
冷則剛
Leng, Tse Kang 蘇威傑 Su, Wei chieh |
| 學位類別： |
碩士
Master |
| 系所名稱： |
商學院 - 國際經營管理英語碩士學位學程(IMBA) International MBA Program College of Commerce(IMBA) |
| 論文出版年： | 2026 |
| 畢業學年度： | 114 |
| 語文別： | 英文 |
| 論文頁數： | 75 |
| 中文關鍵詞： | 筆記型電腦 、消費者行為 、顏色 、產品外觀 、產品策略 |
| 外文關鍵詞： | Laptop, Consumer Behavior, Color, Product Appearance, Product Strategy |
| 相關次數： | 點閱：29 下載：0 |
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本研究探討筆記型電腦顏色對消費者購買意願的影響，並聚焦於「陳述偏好」與「實際購買行為」之間的落差。透過結合李克特量表問卷與選擇式聯合分析法，研究結果顯示：視覺上具獨特性的顏色能顯著提升美學吸引力；然而，消費者對後續維護的顧慮（如易髒、變黃等焦慮），則會降低其選擇淺色筆電的意願。此外，筆電顏色與表面塗層被證實為最具影響力的兩大產品屬性，其中「防污塗層」能有效拉高大眾對淺色調筆電的偏好度。本研究結果對於消費性電子產業在產品色彩策略、表面工程技術及行銷溝通的應用上，皆具備實質的參考價值。
This study examines how laptop color influences consumer purchase intention, focusing on the gap between stated color preference and actual purchase behavior. Combining Likert-scale survey analysis with Choice-Based Conjoint analysis, the study finds that visually distinctive colors increase aesthetic attraction while maintenance anxiety reduces willingness to choose lighter-colored laptops. Laptop color and surface coating emerge as the two most influential product attributes, and anti-stain coating significantly improves preference for light-tone laptops. The findings have practical implications for product color strategy, surface engineering, and marketing communication in the consumer-electronics sector.
1, Introduction
1.2. Introduction and Background to the research 07
1.3. Research issues and aims 08
1.4. Justification for this research 09
1.5. Methodology 10
1.6. Data analysis 11
1.7. Scope of this research 12
2. Literature Review and Research Objectives
2.1. Introduction 13
2.2. Visual Novelty and Color Strategy 13
2.2.1. Color Schemes as Strategic Product Cues 13
2.2.2. Perception of Color: Subjectivism vs. Objectivism 14
2.2.3. Visual Novelty: The Trigger for Impulsive Interest 15
2.2.4. Balancing Aesthetic Attraction and Product Appropriateness 15
2.3. Perceived Value and Maintenance Anxiety 16
2.3.1. Concept of Perceived Value in Technology Products 16
2.3.2. The Integrated Perceived Value Framework 17
2.3.3. Defensive Buying: The Impact of Maintenance Risk 18
2.4. Behavioral Intentions 19
2.4.1. Theory of Reasoned Action in the Technology Context 19
2.4.2. Bridging Perceived Risk and Purchase Intention 20
2.5. Research Gap & Conceptual Framework 21
2.5.1. The Inhibitory Gap of Maintenance Anxiety 21
2.5.2. Research Objectives 23
2.6. Conclusion 23
3. Research Methodology & Hypotheses
3.1. Introduction 24
3.2. Research Method 25
3.3. Outline of the research plan & Hypotheses 25
3.4. Quantitative research 28
3.4.1. Target Population and Sampling Strategy 28
3.4.2. Questionnaire Structure 29
3.4.3. Pilot Study and Main Data Collection 30
3.5. Conclusion 31
4. Analysis and results of the proposed model
4.1. Introduction 32
4.2. Data Quality and Sample Screening 32
4.3. Sample Profile 33
4.3.1. Demographic Analysis 33
4.3.2. Laptop Usage Behavior 35
4.3.3. Current Laptop Color Ownership 36
4.4. Measurement Quality - Reliability Analysis 37
4.5. Conjoint Analysis 37
4.5.1. Methodological Notes on Interpreting CBC Results 38
4.5.2. Conjoint Analysis - Attribute Importance 38
4.5.3. Attribute Importance — Everyday-Use Laptop 39
4.5.4. Attribute Importance — High-Performance Laptop 41
4.5.5. Comparison Between Everyday-Use and High-Performance Scenarios 42
4.5.6. Part-Worth Utilities 43
4.5.7. Part-Worth Utilities — Everyday-Use Laptop 44
4.5.8. Part-Worth Utilities — High-Performance Laptop 46
4.5.9. Cross-Scenario Comparison of Color Preferences 48
4.5.10. Summary of Part-Worth Findings 49
4.6. Hypothesis Testing 50
4.6.1. Hypothesis 1- Visual Novelty/Aesthetic Attraction and Purchase Intention 50
4.6.2. Hypothesis 2 - Maintenance Anxiety and Laptop Color Ownership 53
4.6.3. Hypothesis 3 - Laptop Color Preferences by Gender 55
4.6.4. Hypothesis 4 - Laptop Usage Intensity and Maintenance Anxiety 56
4.6.5. Hypothesis 5 - Anti-Stain Coating as a Driver of Consumer Preference 57
4.7. Summary of Hypothesis Testing 58
5. Conclusions, implications, and research contributions
5.1. Overview 60
5.2. Summary of findings 61
5.2.1. Research Findings 61
5.2.2. Limitations of this Research 63
5.3. Contribution to theory 65
5.4. Practical Implications 66
5.4.1. Implications for Research and Development 66
5.4.2. Implications for Marketing 67
5.5. Directions for Future Research 69
5.6. Summary 71
6. References 73
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