Eee PC的低價小筆記型電腦的銷售成功，小筆記型電腦衍然己被筆記型電腦廠商視為下一個藍海市場，以產品生命週期來看，Eee PC由萌芽期進入成長期，而早期辨出消費者中的創新使用者及早期採用者，在新產品發展階段有策略上的重要意義，本研究目的在進一步辨識出消費者及其使用習慣，讓市場行銷人員能選定目標市場及制定適當的行銷策略。 本研究以消費者決策歷程(Consumer Decision Process, CDP)為基礎，在配合科技接受理論TAM (Technology Acceptable Model)當中的有用知覺(Perceived Usefuless, PU) 及易用知覺 (Perceived Eas of Use, PEOU) 發展成本研究的研究架構，並以線上問卷便利取樣己購買Eee PC的消費者，以AIO生活型態做為Eee PC消費者使用者行為的市場區隔基礎，以市場區隔理論(Segmentation)及創新擴散理論將消費者予以區隔，利用因素分析、集群分析、變異數分析、卡方檢定及區別分析等統計方法做為分析方法的工具，試圖分辨出購買Eee PC的使用者並了解Eee PC購買者的使用習慣。 本研究經由實證分析得到了以下的發現: (1)Eee PC消費者具有創新者與早期使用者的特性 (2)依Eee PC消費者之購買行為資料分析，消費者最重視的產品屬性 為小巧方便攜帶及重量輕盈而非價格低廉。 (3)Eee PC消費者資訊搜尋對象以網站為主，但購買仍以實體通路為 主。 (4)Eee PC消費者購買用途以休閒娛樂及工作課業需要為主，不同族 群之間有有顯著差異。 (5)依人口統計變數來看，各族群在特徵上有所不同。 (6)依知覺程度來看，各族群在知覺程度上有所不同。 / The success of selling of ASUS’s Eee PC, the low-priced laptop, led Eee PC be taken as the next blue ocean for notebook manufactures. In the product life cycle of Eee PC, it has been changed from the introduction stage to growth stage. Early identification of the innovators and early adoptors is a strategical important meaning for new product development. The research is to identify the the consumers and their consuming habits, so that the marketing departments can select an ideal market segment and to employ effective marketing tactics. The research is based on the conceptual framework for the consumer decision process proposed by Kolter & Keller (2007) and combines the perspective from the Technology Acceptance Model proposed by Davis(1989) to identify the consumer of Eee PC and explores their satisfacation and how they use Eee PC. Finally, the research uses the traditional stastics tool to differentiate Eee PC buyers based on Psychology variables from AIO theory proposed by Plummer(1974) and segmentation theory proposed by Wind(1978). The research obtains the following findings: (1) Eee PC buyers can be distinguished as innovator and rearly adoptor. (2) According to the data analysis from Eee PC, the features that consumers highly concerned are easy and light for hand-carry instead of cheap price. (3) Eee PC buyers use internet to search information, but they buy Eee PC via the physical channel or stores (4) Eee PC buyers use Eee PC for entertainment and academic or job purpose. (5) As the point of view in demographic, two clusters are significance different. (6) As the point of view in perspective, two clusters are significance different.