臺灣博碩士論文加值系統

論文摘要內容：
全球興起消費綠色節能3C產品風潮，本研究提出地域性區隔市場，探討以屏東縣消費者購買LED 液晶電視產品之個人基本屬性、價格水準、知覺價值及消費者的知覺價值在技術品質干擾下，對購買意願的影響。針對購買LED 液晶電視產品之消費者進行便利性抽樣調查，共218份有效問卷；再經由知覺價值形成模式，研究變項之相關分析、變數對各構面差異分析及技術品質之干擾效果－階層迴歸分析模式加以驗證顯著差異，以提供屏東縣傳統電器實體零售業者提昇消費者購買意願的決策參考。
本研究歸納出下列結論：首先針對消費者個人基本屬性，高收入（月收入50001元以上），年紀輕（30歲以下）且擁有高學歷（大學以上）者，有較強知覺價值差異，明顯增加消費者購買意願。其次選擇中價格水準（30,001元以上）LED 液晶電視產品的消費者即有較強知覺價值，明顯增加購買意願。再者知覺價值部分，消費者知覺價值明顯影響消費者購買意願。最後瞭解消費者知覺價值對購買意願，尤其在維修技術品質正一個標準差產生顯著干擾：擁有高技術品質者，消費者的購買意願較高，中技術品質者，消費者的購買意願次之，低技術品質者，消費者的購買意願較低；技術品質明顯干擾知覺價值對購買意願的影響，愈高技術品質，消費者購買意願愈高。
本研究建議，屏東縣傳統電器實體零售業者可選擇大量供應中、低價格LED 液晶電視給消費者，除了可降低進貨成本，亦可在價格上做彈性調整，讓傳統電器實體零售業者及消費者取得兩全其美的好價格。再者由資料分析消費者非常重視技術品質，業者可藉由技術品質的調節干擾效果，例如降低維修費用且貼近消費者技術品質需求，取得消費者的信任，提昇消費者知覺價值對購買意願的技術品質干擾效果，發揮愈高技術品質，消費者愈高購買意願的效果。

關鍵詞： 綠色3C產品、知覺價值、技術品質

The contents of abstract in this thesis:
The wave for purchasing green 3C products is increasing in places around the world. In the paper, regional market segmentation is proposed to discuss the personal attributes, price level and perceived value of consumers in Pingtung County who purchased LED TV and the influence of perceived value on purchase willingness under the moderating effect of technical quality. 218 questionnaires were utilized for surveying specific to the consumer buying LED TV with random sampling method. Through correlation analysis on the research variables, difference analysis between each variable and factor, moderating effect of technical quality, while using hierarchical regression analysis to verify the differences, the results can be provided as reference to traditional electronic appliance retailers in Pingtung County to increase the consumer’s purchase willingness.
The following conclusions are concluded in the research: First of all, in terms of the consumer’s personal attributes, consumers with high income (monthly income >NT$50001), young age (<30 years old) and high education background (university graduate and above) have higher perceived value difference which significantly increases their purchase willingness. Secondly, consumers who choose LED TV that is at medium price level(>NT$30001) have higher perceived value which significantly increases their purchase willingness. Furthermore, in terms of perceived value, the consumer’s perceived value significantly influences their purchase willingness. Lastly, the consumer’s perceived value toward purchase willingness is explored. In particular, significant moderating effect is seen when the repair technique quality is 1SD above the mean. For high technical quality, the consumer’s purchase willingness is relatively higher. For medium technical quality, the consumer’s purchase willingness is the second highest. For low technical quality, the consumer’s purchase willingness is low. Technical quality significantly moderates the influence of perceived value on purchase willingness for which higher technical quality means higher purchase willingness of the consumer.
It is suggested from the research result that traditional electronic appliance retailers in Pingtung County can choose to provide medium to low price LED TVs to consumers. Not only the purchase cost can be reduced, the price can be adjusted to allow both the retailer and the consumer to have the price that satisfies both parties. Moreover, it is found from data analysis that the consumers value technical quality a lot. The retailer can use the moderating effect of technical quality, e.g. reduction in maintenance cost and meeting consumer’s demand for technical quality, to obtain the consumer’s trust. The consumer’s perceived value towards the moderating effect of technical quality is improved which brings the effect of higher technical quality for higher purchase willingness.

Keywords: Green 3C product, Perceived value, Technical quality

目 錄
摘 要 I
Abstract III
謝 誌 V
目 錄 VI
圖目錄 IX
表目錄 XI

第壹章　緒論 1
第一節　研究背景 1
第二節　研究動機 4
第三節　研究目的 6
第四節　研究流程 8

第貳章　文獻探討 10
第一節　知覺價值 10
第二節　綠色3C產品 17
第三節　服務品質之技術品質 22
第四節　購買意願 32

第參章　研究方法與設計 34
第一節　研究架構 34
第二節　研究變數定義及假設 35
第三節　變數衡量 43
第四節　問卷設計 47
第五節　資料分析方法 49
第六節　樣本屬性及分布情形 54
第七節　信效度分析 56

第肆章　資料分析與討論 57
第一節　消費者知覺價值之相關分析 55
第二節　價格水準對各構面之影響 70
第三節　知覺價值對購買意願的影響 74
第四節　技術品質的干擾效果 76

第伍章　結論與建議 84
第一節　研究結論及建議 84
第二節　研究限制 88

參考文獻 89
一、中文部分 89
二、英文部分 91
三、網路參考部分 94
附錄一：問卷內容 95
附錄二：液晶電視價格DM 98

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