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研究生： 張雅茹
Yaru Chang
論文名稱： 筆電材質設計對台灣消費者行為之影響
How Laptop Materials Design Affect Taiwanese Consumer Purchase Behavior
指導教授： 何富年
Foo Nin Ho
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： 2014
畢業學年度： 102
語文別： 英文
論文頁數： 40
中文關鍵詞： 筆電材質 、設計
外文關鍵詞： Laptop Materials, Design
相關次數： 點閱：72  下載：18 
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    • 筆電材質設計對台灣消費者行為之影響

    In Taiwan, the laptop market is much matured with fierce price competition. It seems the most important differentiation features of laptop industry are brand, price band and laptop design and look. Therefore, the objective of the research is to find out the most important feature to affect consumer purchase behavior. Also, regarding to laptop design, company always has limited resource to make the best product design decision. Hence, I will try to find the best laptop material combination. I will adopt perceptual map, conjoint analysis and run market simulation from research results to understand consumer preference regarding to above features. Indeed, the perceptual map shown Apple and Sony are ranked as top 2 preferred brands with premium design, innovation, quality and performance. Furthermore, according to the conjoint result, brand is the most important feature and consumer prefer low price band between NTD$18,000~$24,000. However, it shows inverse relationship between brand preference and Taiwan market brand distribution. This is due to laptop brands distinction is not strong enough while compared with good price laptop offered in the market. Therefore, I conclude price band is actually the most important features to affect Taiwanese consumer purchase behavior. Further, consumers prefer pure Metal laptop and they care more about A cover (lid cover) material design than C cover. Therefore, I will suggest the best product design is the A cover with Metal and C cover with Plastics which could help company to gain incremental market share based on market simulation results.

    1. Introduction 1
    1.1 Research Background and Motivation 1
    1.2 Purpose and Objective of the Study 1
    2. Preliminary Research Study 2
    2.1 Taiwan Laptop Market Overview 2
    2.1.1 Brand Distribution 2
    2.1.2 Price Band Distribution 2
    2.1.3 Market Trend (Customer is the Boss) 3
    2.2 Product Design Dilemma 4
    2.3 Factors Affect TWN Consumer Laptop Purchase Behavior 4
    2.3.1 Situational Factors 4
    2.3.2 Personal Factors 5
    2.3.3 Psychological Factors 6
    2.3.4 Social Factors 7
    3. Research Methodology 9
    3.1 Research Design 9
    3.1.1 Hypothesis and Assumption 9
    3.1.2 Target Segment 9
    3.1.3 Target Survey Pool 10
    3.2 Research Method 10
    3.2.1 Perceptual Map 10
    3.2.2 Conjoint Analysis 11
    3.2.3 Survey questionnaire design 11
    4. Survey Results 15
    4.1 General Information 16
    4.2 Perceptual map 17
    4.3 Conjoint Analysis Result 18
    4.4 Market Simulation Results 19
    5. Survey Analysis 20
    5.1 General Information 20
    5.1.1 Gender Distribution 20
    5.1.2 Age Distribution: 20
    5.1.3 Salary Distribution: (TWD$ , Monthly) 20
    5.1.4 Occupation Distribution 20
    5.1.5 Brand distribution 21
    5.1.6 Purchase Objective 21
    5.2 Perceptual Map 22
    5.3 Conjoint Analysis 23
    5.3.1 Average Importance Among Four Attributes 23
    5.3.2 A Cover and C cover Material Average Importance 24
    5.3.3 Price Band Preference ($TWD) 25
    5.3.4 Brand Preference 26
    5.4 Market Simulation Analysis 27
    5.4.1 A/C Cover Material Design Comparison 28
    5.4.2 What Is the Consumer Willing to Pay Varied from Cover Material Design? 29
    5.4.3 What Is the Best Combination Laptop Cover Design with Maximum Market Share? 31
    6. Conclusion 33
    Reference 34
    Appendices 35

    Janell D. Townsend, Wooseong Kang, Mitzi M. Montoya and Roger J. Calantone. “Brand-Specific Design Effects: Form and Function” Journal of Product Innovation Management, Volume 30, Issue 5, pages 994–1008, September 2013
    Karl T. Ulrich, “Design Is Everything?” Journal of Product Innovation Management, Volume 28, Issue 3, pages 394–398, May 2011
    Michael G. Luchs, Jacob Brower and Ravindra Chitturi, “Product Choice and the Importance
    of Aesthetic Design Given the Emotion-laden Trade-off between Sustainability and Functional Performance” Journal of Product Innovation Management, Volume 29, Issue 6, pages 903–916,November 2012
    Scott K. Radford and Peter H. Bloch, “Linking Innovation to Design: Consumer Responses to
    Visual Product Newness” Journal of Product Innovation Management, Volume 28, Issue s1, pages 208–220, November 2011
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