| Summary: | 碩士 === 靜宜大學 === 管理碩士在職專班 === 96 === The TFT-LCD TV sold from Q3 2004 year. Depend on the TFT-LCD TV’s technology, patent and high price casue to the market expands slowly. With all these bad condition raise the worry about the future of this industry. The TFT-LCD maker was worried this new product. But Japan, Korea and Taiwan companies invest massive amounts of capital and manpower to develop new technology and reduce manufacturing cost in 2005 year then they strongly promoted TFT-LCD TV to instead traditional CRT TV in life, The TFT-LCD has a lot of advance technology, etc: lower power, high color, thinness and small. Then there will support the TFT-LCD priority in monitor industry. The TFT-LCD TV market share exceeds the CRT TV become major monitor product in 2006 year including Taiwan market.
Accordingly, this study focuses on the customer behavior of experiencing TFT-LCD customers and would discuss about “Service Quality”, “Brand Equity”, “and “Consumer Involvement”. The case did related analysis by using SPSS statistics software. The finding of this research as below:
1.Personal characteristics of TFT-LCD purchased experience consumer of brand equity had significant differences.
2.The service quality has significant effect on brand equity.
3.The consumer involvement has significant effect on brand equity.
4.Different personal characteristics of TFT-LCD customer had significant differences and request.
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