In recent years, the market of domestic consumption notebooks has grown vigorously for the sake of the worldwide fast change of IT industry. The lower cost of Chipset offsets the price of NBs, which makes most users change their DTs into NBs. Furthermore, the popularity of downloading audio and video programs from the wireless Internet increases the consumption of NBs as well.
Over the past decade, NB has been transformed from a tool for business paperwork to a commercial device. In order to meet diversified customers’ needs about IT products, manufacturers upgrade their audio-visual multimedia technology to fulfill the entertainment functions. Alongside promotion of lower and median priced products, each famous IT manufacturer further hits the market with higher-end products to gain more NB market share.
This research was conducted by questionnaire investigation to discuss the interrelationship between the quality and additional value of the products, customers’ satisfaction and loyalty toward the products and the customers’ purchase intentions. The subjects of the questionnaire were the customers of the top three domestic NB manufacturers. 429 samples out of 500 were collected, with the retrieving rate of 85.8%. The effective questionnaires were 244. The SPSS statistics software was used to analyze the data. The main findings of this study were as follows:
First, high additional value of the products is the key factor to affect the customers’ satisfaction toward the products.
Secondly, customers’ knowledge about the NB will not affect customers’ loyalty toward the products.
Thirdly, customers’ knowledge about the products will not affect customers’ purchase intentions.
Fourthly, customers’ satisfaction toward the products will affect customers’ loyalty toward the products; customers’ loyalty toward the products has positively related to customers’ purchase intentions.
Therefore, manufacturers should exert more efforts on upgrading additional value of the products to increase customers’ satisfaction toward the products, so as to make more profits and expand their market share.
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