臺灣博碩士論文加值系統

面對奈米抗菌高科技產品有高度的消費風險時，消費者的行為理應與一般的消費商品有顯著的不同，不同的消費者行為是否導致了不同的消費後滿意程度，這是值得去深入探討的。因此，本研究將探討如果購買電腦週邊設備產品抗菌處理的消費者之購買意願，以了解消費者在購買此產品的動機，並進而去探討消費者對電腦週邊設備產品抗菌處理之認知度與購買因素考量是否影響消費者購買行為。
本研究使用便利抽樣方法，以中部地區消費者為主，共發放450份問卷，回收410份，扣除無效問卷69份，其有效問卷回收率為83.2%；其研究結果如下述:
1. 年所得、家庭總收入與教育程度對電腦週邊設備產品抗菌處理購買意願有顯著差異。
2. 對新技術接受程度、人格特質、產品知識與環境變數(同儕和社會支持)、風險態度、推廣活動、其他屬性(品牌或製造地)對電腦週邊設備產品抗菌處理購買意願呈顯著正相關。
3. 再對新技術接受程度、社會支持及同儕意見三個進入迴歸方程式聯合預測購買意願以標準化迴歸方程式表示為:
購買意願=.547×對新技術接受程度+.186×社會支持+.109×同儕意見。

It well known that severe acute respiratory syndrome (SARS) virus also can spread when a person touches a surface or an object contaminated with infectious droplets and then touches his or her mouth, nose, or eye(s). In the present study, the acrylonitrile-cutadiene-styrene (ABS), having a very wide range of applications, such as telephone handsets computer and other office equipment housings, etc, was successfully coated silver as antibacterial materials. This antibacterial high tech product is still located in the introductory stage now. It is usually shorter in life cycle and lack the paragon for marketers to follow. Marketing researches for high tech product would be much more difficult than those of general products. The research framework investigates the relationships between the purchase decision of computer peripheral equipment coated by nano silver film as antibacterial and demographic characteristics, consumer knowledge and environment variables.
A convenient sampling method was used to select respondents. 450 questionnaires were distributed. Of the 450 questionnaires, 410 responses were received and 69 responses were incomplete, respectively. The remaining 341 valid and complete questionnaires were used for the quantitative analysis. It represents a useable response rate of 83.2%. Descriptive, reliability, cross, ANOVA analyses were used to test the hypotheses. There are important conclusions drew by this study that follows：
1. There are significant differences between the computer peripheral equipment product antibacterial processing purchase wish and the year obtained, the family gross income and the education level.
2. The consumers’ computer peripheral equipment product antibacterial processing purchase wish purchase decision was significantly positive affected by the new technology receptivity, the personality special characteristic, the product knowledge and the environment variable (associates and society support), the risk manner, the promoted activity and other attributes (brand or manufacture).
3. Using the new technology receptivity, the social support and associates’ opinions as the variables of regression equation to forecast purchase wish express as:
The purchase wish = .547× the new technology receptivity +.186×social supports +.109× the associates’ opinions.

第一章 緒論 1
第一節 研究背景 1
第二節 研究動機與目的 2
第三節 研究範圍 3
第四節 研究程序 4
第二章 文獻探討 5
第一節 奈米與抗菌 5
第二節 創新產品 11
第三節 消費者行為 16
2.3.1 消費者行為之定義 16
2.3.2 消費者行為之分析 24
2.3.3 小結 26
第四節 環境變數 26
第三章 研究方法 28
第一節 研究架構與研究假說 28
第二節 各構面因素之衡量 30
第三節 研究工具 34
第四節 資料處理與分析方法 40
第五節 分析流程圖 41
第四章 資料處理 42
第一節 基本資料分析 42
第二節 消費者背景變項對購買意願差異性分析 45
第三節 不同消費者特性與購買意願之相關分析 49
第四節 電腦週邊設備產品屬性重要性之平均數及排序 50
第五節 購買意願迴歸分析 58
第五章 研究結論 59
參考文獻 64
附錄 A
附錄A 預試問卷 A
附錄B 正式問卷 E
附錄C 專家效度問卷 J

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