| dc.contributor.advisor | 何富年 | zh_TW |
| dc.contributor.advisor | Foo Nin Ho | en_US |
| dc.contributor.author (Authors) | 張雅茹 | zh_TW |
| dc.contributor.author (Authors) | Yaru Chang | en_US |
| dc.creator (作者) | 張雅茹 | zh_TW |
| dc.creator (作者) | Yaru Chang | en_US |
| dc.date (日期) | 2013 | en_US |
| dc.date.accessioned | 14-Jul-2014 14:00:35 (UTC+8) | - |
| dc.date.available | 14-Jul-2014 14:00:35 (UTC+8) | - |
| dc.date.issued (上傳時間) | 14-Jul-2014 14:00:35 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0101933024 | en_US |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/67510 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 國際經營管理英語碩士學位學程(IMBA) | zh_TW |
| dc.description (描述) | 101933024 | zh_TW |
| dc.description (描述) | 102 | zh_TW |
| dc.description.abstract (摘要) | 筆電材質設計對台灣消費者行為之影響 | zh_TW |
| dc.description.abstract (摘要) | 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~$24,000. However, it shows inverse relationship between brand preference and Taiwan market brand distribution. This is due to laptop brands distinction is not strong enough while compared with good price laptop offered in the market. Therefore, I conclude price band is actually the most important features to affect Taiwanese consumer purchase behavior. Further, consumers prefer pure Metal laptop and they care more about A cover (lid cover) material design than C cover. Therefore, I will suggest the best product design is the A cover with Metal and C cover with Plastics which could help company to gain incremental market share based on market simulation results. | en_US |
| dc.description.tableofcontents | 1. Introduction 11.1 Research Background and Motivation 11.2 Purpose and Objective of the Study 12. Preliminary Research Study 22.1 Taiwan Laptop Market Overview 22.1.1 Brand Distribution 22.1.2 Price Band Distribution 22.1.3 Market Trend (Customer is the Boss) 32.2 Product Design Dilemma 42.3 Factors Affect TWN Consumer Laptop Purchase Behavior 42.3.1 Situational Factors 42.3.2 Personal Factors 52.3.3 Psychological Factors 62.3.4 Social Factors 73. Research Methodology 93.1 Research Design 93.1.1 Hypothesis and Assumption 93.1.2 Target Segment 93.1.3 Target Survey Pool 103.2 Research Method 103.2.1 Perceptual Map 103.2.2 Conjoint Analysis 113.2.3 Survey questionnaire design 114. Survey Results 154.1 General Information 164.2 Perceptual map 174.3 Conjoint Analysis Result 184.4 Market Simulation Results 195. Survey Analysis 205.1 General Information 205.1.1 Gender Distribution 205.1.2 Age Distribution: 205.1.3 Salary Distribution: (TWD$ , Monthly) 205.1.4 Occupation Distribution 205.1.5 Brand distribution 215.1.6 Purchase Objective 215.2 Perceptual Map 225.3 Conjoint Analysis 235.3.1 Average Importance Among Four Attributes 235.3.2 A Cover and C cover Material Average Importance 245.3.3 Price Band Preference ($TWD) 255.3.4 Brand Preference 265.4 Market Simulation Analysis 275.4.1 A/C Cover Material Design Comparison 285.4.2 What Is the Consumer Willing to Pay Varied from Cover Material Design? 295.4.3 What Is the Best Combination Laptop Cover Design with Maximum Market Share? 316. Conclusion 33Reference 34Appendices 35 | zh_TW |
| dc.format.extent | 2056295 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0101933024 | en_US |
| dc.subject (關鍵詞) | 筆電材質 | zh_TW |
| dc.subject (關鍵詞) | 設計 | zh_TW |
| dc.subject (關鍵詞) | Laptop Materials | en_US |
| dc.subject (關鍵詞) | Design | en_US |
| dc.title (題名) | 筆電材質設計對台灣消費者行為之影響 | zh_TW |
| dc.title (題名) | How Laptop Materials Design Affect Taiwanese Consumer Purchase Behavior | en_US |
| dc.type (資料類型) | thesis | en |
| dc.relation.reference (參考文獻) | 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 2013Karl T. Ulrich, “Design Is Everything?” Journal of Product Innovation Management, Volume 28, Issue 3, pages 394–398, May 2011Michael 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 2012Scott 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 2011GFK DATABASE | zh_TW |
