부산대학교 도서관

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.