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研究生:詹智翔
研究生(外文):James Chan
論文名稱:由消費者觀點探討高科技產品特性、知覺風險與購買決策過程之研究
論文名稱(外文):A Study on High-technology Product Characteristics, Perceived Risk and Purchasing Decision Process from the viewpoint of consumer
指導教授:蔡東峻蔡東峻引用關係
指導教授(外文):Dungchun Tasi
學位類別:碩士
校院名稱:國立成功大學
系所名稱:國際企業研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:1999
畢業學年度:87
語文別:中文
論文頁數:100
中文關鍵詞:高科技產品特性知覺風險購買決策過程
外文關鍵詞:Hi-tech product characteristicsperceived riskpurchasing decision process
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早期國內外對於高科技產品行銷的研究多是由生產者的角度加以探討,認為影響銷售的主因是來自於產品技術、成本、或開發週期,較少有由消費者觀點來探討高科技產品。而相對於一般傳統產品,所謂的高科技產品應有其特殊的屬性。由消費者的觀點來看,高科技產品有三種主要的特性:(一)複雜性、(二)變化快速性、(三)不連續性,進而影響使用者生活形態與習慣。這三種高科技產品的特性對消費者帶來許多購買與使用上的不確定性,以不確定性稱之為知覺風險,包括功能風險、財務風險、社會風險、心裡風險、身體風險、時間風險六類。
本研究旨在探討高科技產品特性、消費者知覺風險,以及購買決策過程三者的關係,其中以知覺風險連結高科技產品特性與決策過程。實證上,本研究是透過人員訪談的方式,針對281位已婚婦女以【微波爐】、【全自動洗衣機】、【個人電腦】、【廚房電磁爐】四項產品進行調查。以下為本研究之重要結論:
1. 一般而言,除了時間風險不受產品複雜性的影響,與心理風險不受不連續性的影響外,高科技產品之複雜性、變化快速性、不連續性會顯著增加消費者的知覺風險。
2. 消費者知覺風險對消費時的資訊蒐集行為有顯著影響,其中財務風險則是較主要的影響因素。財物風險愈高時,非人員的風險會較人員風險愈會受重視。
3. 消費者知覺風險對消費時的品質評估時有顯著影響,而重視評估線索的程度主要是受到社會風險影響。若當社會風險增加時,品質判斷的線索之價格、品牌、商店的外部線索會較個人經驗愈受重視。
4. 消費者知覺風險對消費時的購買決策有顯著影響,重視的決策因素除了時間風險的影響外,在購買後即不具影響力的短期價格、品牌因素還會受到財務風險的影響。
5. 消費者知覺風險對購買決策者有顯著影響。知覺風險愈高的高科技產品,丈夫愈可能為家庭中的購買決策者。
The fierce competition in the high technology industry is well known. In order to survive in such competitive industry, a firm must realize consumer’s purchase behavior exactly to develop effective marketing as well as emphasize its technology advantage. The main purpose of this study is to examine the effect of the high-tech product characteristics on consumer’s purchase decision by means of perceived risk. Related literatures are reviewed to develop research framework and hypotheses.
Three major high-tech product characteristics from consumer’s perspective are identified: complexity, rapidity and discontinuity. To collect the empirical data, a personal survey was conduct with married women in Tainan City as subjects. The total effective subjects are 281. The major findings are as follows:
1. In general, three high-tech product characteristics will increase consumer’s perceived risk significantly. Among three characteristics, complexity has the strongest effect.
2. Perceived risk will significantly influence the following purchase decisions: information searching, quality evaluation and criteria selection.
3. When a high-tech product is perceived as more risky, the husband is more likely to be the decision-maker in a family.
第壹章 緒論1
第一節 研究背景與動機1
第二節 研究目的3
第三節 研究流程3
第四節 論文結構4
第貳章 文獻回顧與探討6
第一節 高科技產品的特性6
第二節 消費者知覺風險8
第三節 高科技產品特性與知覺風險10
第四節 知覺風險與消費者購買決策過程12
第參章 研究方法16
第一節 研究架構16
第二節 研究假設17
第三節 問卷設計18
第四節 各變項之操作性定義18
第五節 問卷變項信度28
第六節 研究範圍與對象23
第七節 抽樣方法與樣本估計24
第八節 資料分析方法26
第肆章 問卷資料分析結果28
第一節 回收樣本資料結構29
第二節 各產品在主要變數之差異31
第三節 產品特性與知覺風險分析33
第四節 知覺風險與購買決策過程分析37
第五節 產品別的比較43
第伍章 研究結論與建議50
第一節 研究結論50
第二節 理論上的貢獻54
第三節 管理上的建議55
第四節 研究限制58
第五節 未來研究方向59
參考文獻60
【中文部份】60
【英文部份】61
附錄64
附錄A:產品之各知覺風險相關分析表64
附錄B:本研究使用之問卷66
【中文部份】
王健全、杜英儀(民85年),“臺灣產業升級的迷思與比較利益的走向”, 經濟前瞻,41卷,p.108。
余國維(民86),消費者特性與產品特性對網際網路購物意願之影響,成功大學交管研究所,碩士論文。
汪光遠﹙民86﹚,全球資財開發策略與經營績效之研究-以台外國多國籍企業為例,國立中山大學,碩士論文。
金勝輝(民81),服務的知覺風險與資訊搜尋策略間關係之研究,中原大學企業管理研究,碩士論文。
省政府主計處全球資訊網,http://www.tpg.gov.tw/bas/t4a.htm,統計藏經閣。
孫國獻(民76),消費性科技產品知覺風險之研究-以彩色電視機、錄放影機、個人電腦為實例,交通大學管科研究所,碩士論文。
張重昭(民78),“高科技產品特質、行銷問題與行銷決策”,台北市銀月刊,20卷12期,pp. 75-93。
陳偉仁(民87),統計方法應用於行動電話消費行為及行銷策略之研究-高雄實證,成功大學統計研究所,碩士論文。
陳順宇﹙民86﹚,迴歸分析,第二版,華泰書局。
陳靜夫(民80),“高科技產品之行銷”,今日合庫月刊,195期,pp. 83-91。
黃俊英(民75),“高科技產品的行銷”,現代管理月刊,pp. 19-20。
___﹙民81﹚,行銷研究-管理與技術,第四板,台北市:華泰書局。
潘同獻(民82),消費者涉入與外部資訊搜尋行為之關係之研究,大同工學院事業經營研究所,碩士論文。
蕭峰雄(民85),“高科技密集產業之定義”,工業簡訊,14卷3期,pp. 72-787。
魏文輝(民83),投資與投機之探討,東海大學企研所,碩士論文。
譚大純(民83),產品屬性、女主義傾向、廣告女性角色認知,與夫妻購買決策影響力之關聯性研究,成功大學企研所,碩士論文。
【英文部份】
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Davids, Jarry L. and Benny P. Rigaux (1974), "Perception of Marital Roles in Decision Process," Journal of Consumer Research, Vol. 1 (June), pp. 51-62.
Donthu, Naveen and David Gilliland (1996), " Observations: The Infomercial Shopper," Journal of Advertising Research, (March), pp. 69-76.
Easingwood, Cris and Charle Beard (1989), "High Technology Launch Strategies in the U.K.," Industrial Marketing Management, Vol. 18, pp. 125-138.
Engel, James F., Roger D. Blackwell and Paul W. Mniard (1995), Consumer Behavior, 8th ed., Dryden.
Havlena, William J. and DeSarbo, Wayne S. (1991)," On the Measurement of Perceived Consumer Risk," Decision Sciences, Vol. 22, pp. 927-938.
Higgins, Susan H. and William L. Shanklin (1992), "Seeking Mass Marketing Acceptance for High-Technology Consumer Products," The Journal of Marketing, Vol. 9, pp. 5-14.
Jacoby, Jacob and Kaplan, Leon B. (1972), " The Components of Perceived Risk," Advance in Consumer Research, eds. M. Venkatesan, Vol. 1, pp. 382-393.
Kotler, Phillips (1996), Marketing Management : Analysis, Planning, Implementation, and Control, 9th-ed, Prentic Hall.
Lackman, Conway L.(1993), "Logit Forcastion of High Tech Product," Industrial Management, pp. 20-21.
Lawto, Leigh; Parauaman A. (1980), "The Impact of the Marketing on New Product Planning," Journal of Marketing, Vol. 44 (Winter), pp. 19-25.
MacInnis, Michael and Louise A. Heslop (1990), "Marketing Planning in a High-Tech Environment," Industrial Marketing Management, Vol. 19, pp. 107-116.
MaCorkle, Denny E. (1990), "The Role of Perceived Risk in Mail Order Catalog Shopping," Journal of Marketing, Vol. 4, pp. 26-35.
Maddala, G.S. (1992), Introduction to Econometrics, 2nd ed., Prentice Hall.
Meyers, Patricia W. and Tucker, Frances Gaither (1989), "Defining Roles for Logistics During Routing and Radical Technological Innovation", Journal of Academy of Marketing Science, Vol. 17, pp. 73-82.
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Michell, V. -W. and Pari Boustani (1994)," A Preliminary Investigation into Pre- and Post- Purchase Risk Perception and Reduction," European Journal of Marketing, Vol. 28, pp. 56-71.
Monroe, Kent B. (1990), Pricing: Making Profitable Decision, 2nd ed.. , McGraw-Hill Inc.
Moore, Geoffrey A. (1995), In Side the Tornado: Marketing Strategies from Silicon Valley''''s Cutting Edge, Harper Business: New York.
Rao, Akshay R. and Kent B. Monroe (1989)," The Effect of Price, Brand Name, and Store Name on Buyers'''' Perceptions of Product Quality: An Integrative Review," Journal of Marketing Research, Vol. 26, pp. 351-357.
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