| Summary: | 碩士 === 輔仁大學 === 應用統計學研究所 === 92 === Since the first Notebook PC began to sell in 1986, because the convenience that the Notebook PC offers in the action is used, quite accord with the basic demand for the human nature, present the situation of growing up constantly promptly with the computer market. The information industry be closely linked with economic development of Taiwan, become one of the most important industries after 1990 times. After marching toward 21st century, the information industry is still a main industry, so the research of the information industry is quite important.
The mainly research is the market segment of Notebook PC. This focus on theory discussed with consumer behavior and market segment. The study character is belonging to descriptive study. The method is use questionnaire investigation as the data collecting. Utilize distributions understand interviewees that basic distribution state of characteristic, and other answer situations of asking one in the questionnaire. Utilize chi-square test inspected the sample representative. Moreover, understand among situation that related demographic variables to condition of consumption and cognitive preference of the Notebook PC. Utilize factor analysis and cluster analysis to understand every Satisfaction of product attributes, understand the consumers product attributes preference to Notebook PC through conjoint analysis. Utilize factor analysis to find out factor dimension of generally life style and particular life style, and carry on cluster analysis according to difference of dimension, in order to the purpose to reach market segment. Discover that most consumers have experience of using Notebook PC, and have obvious differences in the consumer behavior in different consumer’s ethnicity. So the product design in Notebook PC, marketing method and product planning, can plan different mainly direction of product design, marketing strategies in conformity with different consumer behaviors. In Era of the meager profit of Notebook PC of now with the profit, let the various consumer behavior abbreviated, accurately makes better product design planning and marketing strategies to consumers preference’s products.
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