聯合分析在3C產品偏好研究上之應用—以筆記型電腦為例

Abstract

近年來因筆記型電腦之生產技術不斷突破創新，關鍵零組件跌價迅速等因素下，NB的普及率已日漸增高，且大有凌駕桌上型電腦的趨勢。對許多學生(以研究生為主)、教授及商務人士而言，儼然成為求學、教學或工作時的必備工具。 一般於研究消費者之偏好結構時，聯合分析為行銷研究領域中常被使用的方法。本研究運用以選擇為基礎之聯合分析法，採Sawtooth公司出品之CBC軟體，利用多元羅吉模型進行資料分析，依主要效果之成分效用值高低，解構出全體樣本(使用者)對於筆記型電腦各產品屬性之偏好情形，並探討屬性間之交互效果。再利用研究問卷中之個人科技生活型態為基礎，以統計軟體SPSS進行分群，各集群同樣以多元羅吉模型進行分析，除比較其間同異外，更進一步與全體使用者進行交叉比對。 最後，結論與建議部份彙整實證分析之研究發現，據之發展出行銷與管理意涵，並說明本研究所面臨限制與後續建議之未來研究方向。

Recent years, drastic improvement and breakthroughs in manufacturing technology leads to radical price drop in notebook computers’ key components, yielding continuous rise in its adoption rate. This upper trend even over rides the demand for desktop personal computers. To majority of students, professors, businessmen, a notebook becomes an essential tool in their workplace. Conjoint analysis is frequently used methodology in the field of marketing research when studying general structure of consumer preferences. This study uses choice-based conjoint analysis, utilizes multinomial logit model in CBC software by Sawtooth to analyze the data. Using values from part-worth utility of the main effects breaks down interest level of features of a notebook for the total population, and discuss the interference between properties. Based on people’s technology life style in questionnaire, using statistic software SPSS to group the population and apply multinomial logit model then identify the similarities and differences as well as cross references with the total population. Concluding analyzed data and discoveries, results the meaning of marketing and management, and explains the limiting factor this institute faces and recommends future research directions.