臺灣博碩士論文加值系統

本研究旨在探討北部大學生購買智慧型手機的消費者行為，及產品知覺與從眾行為對購買意願的影響。研究者參考文獻並經本研究彙整修改編製成之「產品知覺、從眾行為與購買意願間關係之研究問卷」為研究工具，以便利抽樣的方式選取北部的大學生來進行研究，有效樣本共401人。所得資料以描述性統計、獨立樣本 t 考驗、單因子變異數分析、皮爾森積差相關及簡單迴歸分析等方式進行量化資料分析。
研究結果為：(1)不同個人背景變項之消費者在產品知覺上有顯著差異。(2)不同個人背景變項之消費者在購買意願上有顯著差異。(3)不同個人背景變項之消費者在從眾行為上有顯著差異。(4)消費者的產品知覺對購買意願具有正相關。(5)從眾行為對消費者購買意願具有正相關。 (6)產品知覺與從眾行為對購買意願有預測力。
期望研究結果能夠用來驗證智慧型手機購買行為，並提供給相關企業行銷決策人員在行銷策略上參考。

This research investigates the intelligence cell phone purchase behavior of north Taiwan college students, the impact of product perception and the herding behavior for the purchase intention. Based on the relationship of product perception, herding behavior and purchase intention, the questionnaires were distributed to the college students of northern Taiwan with random sampling, and the effective samples were 357. Moreover, this study has applied descriptive statistics, t-test, one-way ANOVA, Pearson’s product moment correlation coefficient and simple linear regression analysis to analyze the data.
The data analysis of questionnaires indicated the following conclusion.
1. Each individual consumer with different background variants presented a significant difference in product perception.
2. Each individual consumer with different background variants presented a significant difference in purchase intention.
3. Each individual consumer with different background variants presented a significant difference in herding behavior.
4. Consumer product perception presented a significant positive correlation with purchase intention.
5. Herding behavior has a significant positive influence on purchase intention.
6. The product perception and herding behavior have an indicative prediction on purchase intention.

The results are able to provide the model of smart cell phone purchase behavior and offer relevant business marketing executive reference for marketing strategy.

中文摘要....................................................................................... i
英文摘要....................................................................................... ii
誌謝............................................................................................... iv
目錄............................................................................................... vi
表目錄........................................................................................... viii
圖目錄........................................................................................... x

第一章 緒論................................................................................. 1
第一節 研究背景與動機............................................................. 1
第二節 研究目的......................................................................... 4
第三節 研究範圍及對象............................................................. 6
第四節 研究流程......................................................................... 7
第二章 文獻探討......................................................................... 9
第一節 智慧型手機..................................................................... 9
第二節 產品知覺......................................................................... 16
第三節 從眾行為......................................................................... 26
第四節 購買意願......................................................................... 31
第五節 產品知覺與購買意願之相關研究................................. 35
第六節 從眾行為與購買意願之相關研究................................. 37
第三章 研究方法......................................................................... 39
第一節 研究架構......................................................................... 39
第二節 研究假說......................................................................... 40
第三節 研究對象......................................................................... 40
第四節 研究工具......................................................................... 41
第四章 研究結果與討論............................................................. 57
第一節 基本資料分析................................................................. 57
第二節 產品知覺、從眾行為及購買意願之現況分析............... 59
第三節 產品知覺、從眾行為及購買意願之差異情形分析....... 64
第四節 相關分析......................................................................... 81
第五節 多元迴歸分析................................................................. 86
第五章 結論與建議..................................................................... 89
第一節 主要研究發現................................................................. 89
第二節 結論................................................................................. 92
第三節 管理實務意涵................................................................. 97
參考文獻....................................................................................... 99
附錄：問卷.................................................................................... 113

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