2006年美國消費性電子協會(Consumer Electronics Association,CEA)調查顯示，消費性電子產品已成為消費者最大消費產品之ㄧ，而隨著全球化時代的來臨，科技環境快速變遷，顧客需求與競爭者行為更加難以預測。本研究試圖找出影響消費者決策的因素，以更加瞭解消費者行為、掌握消費者動向與知道如何來維繫、吸引顧客，比競爭者有更卓越的表現。
本研究主要探討的是消費者在購買消費性電子產品時，產品特性、涉入程度與購買目的對規範性評估、購買意圖之影響，以台北地區與台南地區之一般消費者為研究對象進行問卷調查，總計發出350 份問卷，回收之有效問卷有284 份（回收率81％），以此樣本進行分析。
本研究運用迴歸模型來驗證產品特性、涉入程度、購買目的、規範性評估與購買意圖之關係，並利用T檢定、ANOVA分析來探討不同之消費者特性在不同構面間之表現是否有顯著的差異存在。驗證結果顯示：一、產品特性、涉入程度、購買目的對規範性評估與對購買意圖皆會產生正向直接的影響。二、規範性評估對購買意圖會產生正向直接的影響。三、產品特性、涉入程度、購買目的透過規範性評估中介作用對購買意圖會產生間接影響。四、涉入程度中購買決策涉入會對規範性評估與對購買意圖產生影響。五、不同之人口統計變數在涉入程度、購買目的、規範性評估與購買意圖等構面上有顯著差異存在。

The 2006 survey done by CEA, U.S.A (Consumer Electronics Association) showed that consuming electronic products have already become one of the biggest consuming products to consumers. With the coming of globalization, the environments of science and technology change rapidly. It is getting more difficult to predict customer's demand and competitor's behavior. This study aims to find out the factors which drive consumers’ decision making in order to having a better understanding on consumers’ behavior, grasping their tendency, knowing the ways of maintaining and attracting customers, and, achieving better performance than the competitors.
The study examined the effects of product characteristic, degree of involvement and buying purposes on normative evaluation and purchase intention while buying the consuming electronic products. Out of 350 questionnaires sent to the consumers in Taipei and Tainan, 284 valid questionnaires were returned (resulting in a valid returning rate of 81%).
The relationships of product characteristic, degree of involvement, buying purposes, normative evaluation and purchase intention were examined by regression model. Meanwhile, t test and ANOVA analysis were used to find out whether consumers’ characteristics against all of the variables have significant difference. The major findings of this study were concluded as below.
Firstly, product characteristics, degree of involvement and buying purposes have significant and positive effects on the purchase intention and normative evaluation. Secondly, the normative evaluation has positive and direct effects on purchase intention. Thirdly, product characteristics, degree of involvement and buying purposes have indirect effects on purchase intention through the mediating effect t of normative evaluation. Fourthly, the involvement of purchase decision in the degree of involvement has influence on the purchase intention and normative evaluation. Fifthly, population statistics have significant difference against product characteristics, degree of involvement, buying purposes, normative evaluation and purchase intention.

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