中文摘要

網路社群的興起讓更多使用者意見以及對該項產品或服務有需求的顧客或使用者有一個意見交流的平台，因此，網路社群在現今的社會中扮演了一個資訊分享，意見交流的重要角色。當消費者欲購買某項商品時，在本研究以筆記型電腦為研究目標，透過問卷詢問消費者網路社群上之意見是否對其購買行為產生影響。此外，品牌知名度與知覺風險對於消費者購買決策都會佔有非常大之影響，因此，本研究主要就是這三個構面對於消費者購買筆記型電腦之購買決策是否會產生影響做研究，並探討不同性別對於各構面的態度是否相同，以提供筆記型電腦相關廠商建議。

本研究所研究的對象多數為學生，且年齡層為20~30歲之學生。經過問卷分析後所得到之結果發現此年齡層之對象購買筆記型電腦時，品牌知名度、網路社群與知覺風險均對於其購買決策有影響。而網路社群所分享之資訊則為所有影響構面中佔有最大之影響力。至於性別對於這幾項構面的態度是否相同，透過問卷分析可以發現，男性與女性在各方面之態度都一樣，除了對於品牌知名度態度男性對於女性更為注重。因此，本論文便依據相關結果給予筆記型電腦廠商對於這些結果產生之建議。

ABSTRACT
Users’ opinions and needs of the underlying products and services are allowed to gather at the Internet communities. Thus, Internet communities play information sharing roles in modern society. This thesis serves laptop computers as the object being studied and asks consumers’ opinions about Internet communities and their purchase behaviors. In addition, brand awareness and risk of awareness played major roles in consumers’ purchase decisions. As a consequence, this research took the three dimensions into consideration and examined the relations between the dimensions and consumers’ purchase decisions for the sake of providing suggestions to laptop firms.

The questionnaire answerers are generally students whose age between 20 and 30. The outcomes show that the Internet group bears the greatest loading while the other two dimensions reported significant results as well. Gender, on the other hand, showed no significant differences in dimensions except the male value brand publicity more. Thus, this study gave suggestions to firms based on the results.

目錄
第一章 緒論
第一節 研究背景與動機…………………………………1
第二節 研究目的…………………………………………2
第三節 研究流程步驟…....………………………………3
第四節 研究範圍…………………………………………3

第二章 文獻探討
第一節 品牌…....…………………………………………4
第二節 品牌知名…………………………………………6
第三節 網路社群相關理論…..…………………………10
第四節 知覺風險………..………………………………18
第五節 購買決策……………..…………………………21
第六節 筆記型電腦市場現況..…………………………23
第七節 總結………..……………………………………25

第三章 研究方法
第一節 研究架構…………………………………26
第二節 研究假說…………………………………28
第三節 研究變數與操作型定義…………………31
第四節 研究樣本與抽樣…………………………36
第五節 資料分析方法……………………………39

第四章 資料分析
第一節 信度與效度分析…………………………41
第二節 敘述統計分析……………………………47
第三節 假設檢定…………………………………52

第五章 結論與建議
第一節 結論………………………………………60
第二節 管理意涵…………………………………64
第三節 研究限制與未來研究建議………………65
參考文獻
中文部份………………………………………………66
英文部份………………………………………………67

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