Z 世代學生對筆記型電腦的需求與使用行為分析

Abstract

Z 世代，即出生於1997年至2012年間的一代，他們成長於數位科技和社群媒體盛行的時代，對未來科技發展具有顯著影響力。根據統計， Z 世代目前約佔全球人口的32％，未來將成為消費市場和科技發展的主導力量，對產品設計和行銷策略將產生深遠影響。隨著疫情後筆記型電腦市場增長放緩，挖掘新的市場增長點已成為各大品牌面臨的迫切挑戰。Z 世代，作為最具價值和成長潛力的消費群體，他們對個人電腦的需求已成為市場復甦和增長的關鍵驅動力。

本研究採用深度訪談法，旨在深入了解 Z 世代學生使用科技裝置的行為動機、識別其在使用筆記型電腦過程中的未滿足的需求和痛點，並藉由關鍵因素和市場分群分析，評估各個品牌在市場中的定位。透過以上分析，本研究將提供針對產品設計和行銷策略上的具體建議，期望協助品牌有效開發 Z 世代學生市場，促進消費性筆記型電腦市場持續的成長。

Generation Z, born between 1997 and 2012, has grown up in an era dominated by digital technology and social media, which has significantly influenced future technological advancements. Representing approximately 32% of the global population, Generation Z is set to become a major force in consumer markets and technological progress, profoundly impacting product design and marketing strategies. With the slowdown in the growth of the notebook market post-pandemic, identifying new avenues for market expansion has become a crucial challenge for brands. As one of the most valuable and high-growth potential consumer groups, Generation Z's demand for personal computers is key driver of market recovery and growth.

This thesis employs in-depth interviews to gain a comprehensive understanding of Generation Z students’ behavioral motivations, identify unmet needs and pain points in their notebook usage, and evaluate brand positioning through key factor analysis and market segmentation. Based on these analyses, the study aims to provide specific recommendations for product design and marketing strategies, with the goal of helping brands effectively develop the Generation Z student market and promote sustained growth in the consumer notebook market.