研究生: |
陳沛文 Pei-Wen Chen |
---|---|
論文名稱: |
電競筆電造形特徵對消費者認知之影響 The Influence of Gaming Laptops Product Features on Consumer Cognition |
指導教授: |
柯志祥
Chih-Hsiang Ko |
口試委員: |
陳建雄
Chien-Hsiung Chen 范振能 Jeng-Neng Fan |
學位類別: |
碩士 Master |
系所名稱: |
設計學院 - 設計系 Department of Design |
論文出版年: | 2018 |
畢業學年度: | 107 |
語文別: | 中文 |
論文頁數: | 108 |
中文關鍵詞: | 電競筆電 、造形特徵 、消費者認知 、行銷 |
外文關鍵詞: | gaming laptop, product feature, consumer perception, marketing |
相關次數: | 點閱:375 下載:2 |
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電競筆電在近幾年異軍突起、嶄露頭角,其鮮明特色的外觀造形,儼然成為市場競爭中,吸引消費者購買的重要行銷工具之一。本研究針對臺灣三大電競筆電品牌:微星(MSI)、華碩(ASUS)和宏碁(Acer),其外觀造形對消費者認知的影響進行探討。研究主要目的為:(1)了解電競筆電的造形特徵的差異。(2)探討不同性別消費者,對電競筆電外觀造形特徵重視度差異。(3)探討不同性別消費者,在電競筆電外觀造形語意差異量表上的態度差異。(4)探討不同性別消費者,對電競筆電外觀造形認知的差異。(5)提出針對不同性別消費者,在電競筆電外觀造形設計上的建議,以作為工業設計師的參考。
本研究分為三個階段進行,最終以三種電競筆電視角A組(螢幕背板)及二種視角B組(散熱口),混合成六種樣本,請120位男女受測者填寫運用語意差異量表和李克特量表的問卷。研究結果顯示:(1)不同性別消費者,對於電競筆電造形特徵重視度,在體積、大小、重量上,有顯著差異。(2)不同性別消費者,在電競筆電外觀造形語意差異量表上,有顯著差異。(3)電競筆電外觀造形,在A組(螢幕背板)的形容詞造形語意上,有顯著差異,分別為「低調的/顯眼的」、「內斂的/野性的」。(4)不同性別消費者,對於受測樣本產品外觀造形的購買慾、喜好度與吸引力,有顯著差異。
In recent years, the gaming laptop has sprung up and emerged. Its distinctive features have become one of the important marketing tools that attract consumers to purchase in the competitive market. This study targeted on top three Taiwanese gaming laptop brands: MSI, ASUS and Acer, to explore the influence of product features on consumer perception. The main purposes of this study were: (1) To understand the differences of gaming laptops product features. (2) To explore the differences of different gender consumers’ attitudes to gaming laptops product features in the semantic differential scale. (3) To explore the semantic differences of different gender consumers’ perception on gaming laptops product features. (4) To explore the differences of different gender consumers’ perception on gaming laptop product features. (5) To propose some suggestions of designing gaming laptop product features for different gender consumers as a reference to industrial designers.
This study was divided into three phases. In the final phase, three types of gaming laptop perspective group A (screen back cover lid) and two types of gaming laptop perspective group B (ventilation outlet) were mixed into six samples. 120 male and female participants were invited to fill out the questionnaire by using the semantic differential scale and the Likert scale. The results of this study were as follows. (1) There were significant differences in the emphasis on gaming laptops product features of volume, size and weight by different gender consumers. (2) There were significant differences in different gender consumers’ attitudes to gaming laptops product features in the semantic differential scale. (3) There were significant differences in the semantic differential scale of gaming laptops product features of group A (screen back cover lid) such as “low-key/ conspicuous” and “introverted/ wild”. (4) There were significant differences in different gender consumers’ purchasing desire, preference and attractiveness to gaming laptops product features.
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