由於筆記型電腦在行動應用上所提供的便利性，相當符合人性基本需求，故筆記型電腦市場即呈現不斷成長的態勢。然而因電腦規格日新月異，大多數人對電腦硬體知識有限，購買時常不知如何選擇一台適合自己筆記型電腦，得獎記錄如能同專家推薦或是背書保正一般，讓消費者有品質、效能及工藝美的參考依據，進而影響採購決策，如果為真，將影響品牌商每年數億元台幣行銷資源分配。
本研究採用網路問卷調查並同步統計所收集資料，問卷發放主要對象為茂訊電腦之會員(筆記型電腦連鎖專賣店)及台北科技大學、台灣科技大學EMBA之學生。
使用SPSS套裝軟體，進行所有資料分析，各單一變數性質之敘述，採平均數，標準差，兩群體間平均值差異是否顯著之檢定，採用t值檢定，而統計上之顯著水準，選擇α値小於0.05。研究結果發現：
1. 消費者對有得獎的筆記型電腦其購買意願較沒得獎的筆記型電腦高，且差異顯著。
2. 來自美國較來自台灣的筆記型電腦在購買意願上無顯著的差異。
3. 商品得獎與涉入程度之交互作用在購買意願上有顯著的差異；消費者涉入程度高時，得獎與未得獎的筆記型電腦之購買意願是有顯著差異的，然而消費者低涉入的情況下，則是無顯著差異的。
4. 商品得獎與商品來源國之間交互作用無顯著差異。即商品得獎對來源國美國的影響和對來源國台灣的影響相當。
建議品牌商能將廣告及公關預算挪出部份，將新上市且高規格產品去國外參與各種獎項測試、評比，其效果大於只做廣告及公關。得獎後可於廣告、DM、包裝外箱、電腦主機上突顯得獎事實，讓消費者聯想電腦品質的優異進而增加購買意願。

Because the convenience that notebook computer offers in the action is used, quite accord with the basic demand of the human nature, so the situation of growing up constantly appears promptly on the notebook computer market. But because the specification of the computer changes with each passing day, most people are limited to the knowledge of the computer hardware, buy and does not often know how to choose one to be suitable for one's own notebook computer, win award and recommend to the expert or endorsing assurance generally, let consumers have reference basis with quality, efficiency and beautiful craft, then influence the decision of purchasing, if it is real , influence brand trader several hundred million Taiwan dollar was on sale throughout resource allocation every year.
This research adopts network questionnaire investigation and counts the materials collected in step, questionnaire investigation the main target are member of CRETE Computer system, Inc, (notebook computer chain store)、students of National Taipei University Technology and EMBA students of National Taiwan University of Science and Technology.
Use SPSS suit software, carrying on all analysis, the narration of every single parameter nature , adopt the average , standard deviation, whether the average difference between two colonies is the apparent examination, adopt t value to assay, and the competence of showing counted , choose α digit equals 0.05. The result of study is found:
1. Consumers have higher purchase wills to the notebook computer having award-winning.
2. Consumers have higher purchase wills to the foreign award of the notebook computer.
3. American brand notebook compare with Taiwan of brand computer haven’t apparent difference at buying will relatively.
4. The goods win the award and involve in entering acting on will of buying mutually and having apparent differences of degree; It has the one that shows the difference with the purchase will of the notebook computer not award-winning to win the award when being high that consumers involve in entering the degree, but under consumer's low situation that involve in being entered, have no difference of showing.
5. The goods have no difference of showing with the reciprocation between the brand source countries and win the award of goods. Namely the award-winning impact on American brand of goods is equivalent to impact on brand of Taiwan.
Recommendation that the brand owner could move out part of the budget of advertisement and public relations to get award of abroad in high the specification products, its result is only greater than advertising and public relations. Post the mark of award on packing case, host computer and catalogue to show off award fact, let consumer can connect to excellence quality of computer to increase the will of buying.

一、中文部分
1. 林文樹，民國九十三年，「個人電腦消費者之涉入程度研究」，嘉義大學管理研究所碩士論文。
2. 金明吉，民國九十一年，「來源國效應、品牌形象認知對產品品質認知影響－以資訊科技產品為例」，輔仁大學管理研究所碩士論文。
3. 馬修，民國九十四年四月，「璀璨風華」，數位時尚@live。
4. 康志瑋，民國八十九年，「涉入理論於網路商品行銷之應用」，私立長康大學企業管理研究所未出版論文。
5. 陸運嫻，民國九十三年，「產品涉入程度、滿意度與再購行為之相關性－以產婦的醫療服務接觸為例」，義守大學管理科學研究所碩士論文。
6. 曾瑞媛，民國九十年，「品牌來源國及品牌權益影響消費者購買產品及服務意願之研究」，真理大學管理科學研究所碩士論文。
7. 李元淦，民國八十六年，「商品獲獎與否及來源國效應對購買行為的影響－國家品質獎之實證研究」，政治大學國際貿易研究所碩士論文。
8. 黃鈺文，民國八十年，「不同品牌來源國與製造形象對消費者產品態度的影響」，政治大學國際貿易研究所碩士論文。
9. 楊文壽，民國九十年，「行動電話手機消費者之涉入程度及購買決策相關因素之關聯性研究」，國立交通大學經營管理所未出版碩士論文。
10. 簡志成，民國九十二年，「來源國製造能力、品牌知名度與獎項知名度對消費者知覺品質的影響」，實踐大學企業管理研究所碩士論文。

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