我國的彩色電視節目係於民國58年10月10日正式開播，同年底，國內廠商開始裝配生產彩色電視機。以後由於經濟的成長以及國民生活水準的提高，彩色電視機也隨之深入各界，且逐漸取代黑白電視機而佔有廣大的國內電視機市場。而消費者在選購彩色電視機時，其所真正依據的選擇標準是那些?凡此，皆引發了筆者從事本研究之動機。

本研究將只對四種國產彩色電視機品牌--大同、新力、聲寶、國際--進行深入探討。主要研究目的為探討各項有關於彩色電視機購買行為中之態度及據以形成態度之因素。

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中文部份
1.葉明達，台灣家用電器行銷通路問題之研究，政大企業管理研究所碩士論文，民國61年7月。
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