| Summary: | 碩士 === 中原大學 === 企業管理研究所 === 105 === Consumers in the past when the purchase of notebook computer products, due to the gradual popularization of the price, the brand manufacturers of products in the appearance and function is not much difference, consumers tend to appearance or brand image, the purchase decision. Consumers are now thinking about computer performance and specifications, and are more likely to search for user experience or share their experiences before buying a gaming or high-profile laptop.
Therefore, this study is based on the research of Kronrod and Danziger (2013), which is based on the rapid rise of the gaming notebook’s market in Taiwan, the change of purchasing behavior of consumers buying electricity gaming, and the improvement of user''s comment. , Trying to explore consumer demand for different users of the comments, under the influence of different levels of involvement and cognitive needs, reflecting the different degrees of purchase intention.
In this study, the experimental design method is divided into two experimental designs, which are used as the main research object of the mass pen consumers. The experiment is the interference effect of the degree of participation on the demand of the argument and the purchase intention. Appeal and purchase intention of the interference effect.
Although the results of this study are not significant to the degree of involvement and cognitive interference, but also from the research process directly confirmed Andrews et al. (1990) on high and low involvement research, and Martin et al. (2005) And Schiffman and Kanuk (2000) for high and low cognitive needs of research can be used in gaming notebook.
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