| Summary: | 碩士 === 銘傳大學 === 國際企業學系碩士在職專班 === 100 === A tablet personal computer is an extremely popular gadget in recent years. Global leading technology companies have all developed and launched their own devices, and the sales volume has increased year by year. Nonetheless, there are only few studies of the factors that affect customers’ purchase intention of a tablet PC. On this account, this study aims to explore what factors could influence consumers’ purchase intention of a tablet PC.
Based on the results of literature review, this study summarized that both utility value and entertainment value affected consumers’ emotional attachment and the brand image, and further affected consumers’ purchase intention of a tablet PC and their willingness to use software. In terms of research methods, this study adopted the questionnaire survey method to collect research data, and the research scope of the market was focused on Taiwan market. A total of 582 valid questionnaires were collected to conduct the analysis. In terms of the methods of data analysis, this study mainly used structural equation modeling and the analysis of variance to test and verify the hypotheses. Through the analysis, the influence of consumers’ different usage requirements on their purchase intention and willingness to use software can be further understood.
The empirical results of this study are summarized as follows: as for the customer behavior of purchasing a tablet PC, the entertainment value has a positive impact on the correlation between customers’ emotional attachment and the brand image. The utility value has a positive impact on the correlation between customers’ emotional attachment and the brand image. The emotional attachment has a positive impact on consumers’ purchase intention of a tablet PC and their willingness to use software. The brand image has a positive impact on consumers’ purchase intention of a tablet PC and their willingness to use software. There is no difference in customers’ purchase intention of a tablet PC between purchasing for work purpose and for entertainment purpose; however, the willingness to use software of the customers who purchase a tablet PC for work purpose is higher than customers who purchase for entertainment purpose.
Finally, this study not only provides suggestions on marketing strategies of tablet PCs for future technology companies but also hopes to serve as a reference for future academic researchers to continue exploring the customers’ purchase intention of a tablet PC.
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