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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 雷立芬 | zh_TW |
| dc.contributor.advisor | Li-Fen Lei | en |
| dc.contributor.author | 陳思豪 | zh_TW |
| dc.contributor.author | Si Hao Chen | en |
| dc.date.accessioned | 2023-07-19T16:14:18Z | - |
| dc.date.available | 2023-11-09 | - |
| dc.date.copyright | 2023-07-19 | - |
| dc.date.issued | 2023 | - |
| dc.date.submitted | 2023-05-23 | - |
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/87743 | - |
| dc.description.abstract | 數位學習越發盛行，意味透過行動載具與數位平台學習課程內容，不受距離與時間限制，將是未來教育趨勢。因此，攜帶式數位產品將成為師生必備的工具，影響消費者購買意願的因素成為重要議題。本研究以教育部之「推動中小學數位學習精進方案」為例，針對台灣國中小學教師為研究對象，探討平板電腦的產品因素、品牌形象對購買意願的影響，以期提供擬拓展教育市場的廠商做為產品設計與建立品牌的參考。
實證過程根據文獻設計問卷，並採用立意抽樣蒐集348份有效問卷，最後運用迴歸分析驗證研究假設。實證結果發現，產品因素對購買意願有顯著且正向的影響；品牌形象對購買意願有顯著且正向的影響。根據研究發現，建議廠商提高平板電腦電池容量、減少機體重量、提供更多教育加值方案與教育訓練，以提高產品規格以及品牌形象，進而增加教師們的購買意願。 | zh_TW |
| dc.description.abstract | As digital learning becomes more prevalent, learning through mobile devices and digital platforms without limitations of distance and time will be the future trend of education. Therefore, portable digital products will become essential tools for teachers and students, and the factors that influence consumer purchasing intention will become an important issue. This study uses the " Digital Learning Improvement Program " of the Ministry of Education as an example, and focuses on investigating the effects of tablet computer product factors and brand image on purchasing intentions among junior high school and elementary school teachers in Taiwan. The purpose is to provide reference for manufacturers who intend to expand into the education market regarding product design and brand building.
Based on literature review to design a questionnaire, 348 valid responses were collected through convenience sampling. Finally, the research hypotheses were tested using regression analysis. The empirical results showed that product factors have a significant and positive impact on purchase intention, and brand image also has a significant and positive impact on purchase intention. Based on the findings, it is suggested that manufacturers should improve the battery capacity and reduce the weight of the tablet computer, provide more educational value-added solutions and training, in order to enhance the product specifications and brand image, and thus increase the purchasing intention of teachers. | en |
| dc.description.provenance | Submitted by admin ntu (admin@lib.ntu.edu.tw) on 2023-07-19T16:14:18Z No. of bitstreams: 0 | en |
| dc.description.provenance | Made available in DSpace on 2023-07-19T16:14:18Z (GMT). No. of bitstreams: 0 | en |
| dc.description.tableofcontents | 摘要 i
Abstract ii 目錄 iii 表目錄 v 圖目錄 viii 第壹章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的 3 第貳章 背景與文獻回顧 5 第一節 推動中小學數位學習精進方案概述 5 第二節 產品因素定義 8 第三節 品牌形象定義 11 第四節 購買意願定義 12 第參章 研究方法 14 第一節 研究假設 14 第二節 問卷設計 15 第三節 資料分析法 18 第肆章 結果整理與討論 20 第一節 前測結果 20 第二節 樣本資料分析 21 第三節 信度與效度分析 26 第四節 獨立t檢定與變異數分析 35 第五節 迴歸分析 51 第伍章 結論 55 參考文獻 58 附錄(正式問卷) 62 | - |
| dc.language.iso | zh_TW | - |
| dc.subject | 平板電腦 | zh_TW |
| dc.subject | 購買意願 | zh_TW |
| dc.subject | 產品因素 | zh_TW |
| dc.subject | 品牌形象 | zh_TW |
| dc.subject | Brand image | en |
| dc.subject | Product attributes | en |
| dc.subject | Purchasing intentions | en |
| dc.subject | Tablet | en |
| dc.title | 平板電腦產品因素、品牌形象對中小學教師購買意願之影響 | zh_TW |
| dc.title | The Impact of Product Attributes and Brand Image of Tablets on the Purchase Intentions of Primary and Junior High School Teachers | en |
| dc.type | Thesis | - |
| dc.date.schoolyear | 111-2 | - |
| dc.description.degree | 碩士 | - |
| dc.contributor.oralexamcommittee | 呂文琴;黃聖茹 | zh_TW |
| dc.contributor.oralexamcommittee | Wen-Chin Lu;Sheng-Ju Huang | en |
| dc.subject.keyword | 產品因素,品牌形象,購買意願,平板電腦, | zh_TW |
| dc.subject.keyword | Product attributes,Brand image,Purchasing intentions,Tablet, | en |
| dc.relation.page | 65 | - |
| dc.identifier.doi | 10.6342/NTU202300844 | - |
| dc.rights.note | 同意授權(限校園內公開) | - |
| dc.date.accepted | 2023-05-23 | - |
| dc.contributor.author-college | 生物資源暨農學院 | - |
| dc.contributor.author-dept | 農業經濟學系 | - |
| 顯示於系所單位： | 農業經濟學系 | |
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