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研究生:林宣杏
研究生(外文):Lin, Shiuan Shihng
論文名稱:商店型態與品牌熟悉度對購買行為之影響
論文名稱(外文):The Impact of Store Type and Brand Familiarity on Purchase Behavior
指導教授:葉明義葉明義引用關係
指導教授(外文):Yeh, Ming-Yih
學位類別:碩士
校院名稱:國立臺灣科技大學
系所名稱:管理研究所企業管理學程
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:83
中文關鍵詞:商店型態品牌熟悉度價格認知品質認知涉入程度價格相關構念
外文關鍵詞:store typebrand familiarityinvolvementperceived pricepercevied qualityprice-related contructs
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本研究採用商店型態與品牌熟悉度為自變數,消費者對產品的涉入程度為干擾變數,探討對於消費者之產品認知(包括價格認知、品質認知)及購買行為(包括搜尋意願、購買意願)的影響,再進一步納入消費者之價格相關構念,分析產品認知與購買行為之關聯,以瞭解價格與品質在消費者購買決策中所扮演之角色。
本研究以北區專科學生為研究母體,遠東集團所屬的精品專賣店組合購物中心(遠企購物中心)、百貨公司(遠東百貨公司)及量販店(遠百愛買)為三種實驗操弄之商店型態,以隨身聽代表高涉入產品,低涉入產品由檯燈代表之,並由前測找出熟悉度高及低之品牌。
研究結果獲得以下結論:
1、 對於高涉入的產品,在量販店販售時,相較於在精品專賣店組合購物中心及百貨公司販售時,消費者會有較低的價格認知、品質認知及購買意願。
2、 對於低涉入的產品,在精品專賣店組合購物中心販售時,相較於量販店及百貨公司販售時,消費者會有較高的價格認知、品質認知及購買意願。
3、 消費者對於品牌熟悉度高的產品之品質認知,會高於品牌熟悉度低的產品。
4、 商店型態與品牌熟悉度之交互作用會影響低涉入產品之價格認知,以及高涉入產品之搜尋意願。
5、 消費者對於產品的品質認知愈高,其購買意願亦愈高。
6、 消費者的價格觀念中,價值意識、價格意識及促銷傾向等較高的消費者,對於購買產品前的搜尋意願亦較高。而價值意識及價格意識較高者,對於品質較高之產品,有較高的購買意願。另外,對價格-品質基模觀念較認同之消費者,對於高價位的產品,會有較強的購買意願。
Using the store type and brand familiarity as independent variables, and the product involvement as a moderating variable, this study investigates their impact on consumers'''' product perception, including perceived price and perceived quality, and consumers'''' purchase behavior, including search intention and purchase intention. In order to understand how the price and quality affect consumers'''' purchasing decisions, the study also includes consumers'''' price-related contructs to analyze the relationship between product perception and purchase behavior.
College students were the target population in the survey. The experimental factor of store type includes three levels: high-end speciality shopping mall, department store and warehouse store. In addition, walkman and desk lamp were chosen as an example for high and low involvement product, respectively.
The results of the survey show that:
1. When the high involvement product is sold in the warehouse store, the perceived price, perceived quality of the product and the purchase intention are all lower than when it is sold in the high-end speciality shopping mall or department store.
2. When the low involvement product is sold in the high-end speciality shopping mall, the perceived price, perceived quality of the product and the purchase intention are all higher than when it is sold in the warehouse store or department store
3. Consumers have better quality perception on products with high brand familiaity than with low brand familiarity.
4. Store type and brand familiarity will affect interactively the perceived price of low involvement products and affect the search intention of high involvement products.
5. The better the perceived quality of the product, the higher the consumers'''' purchase intention.
6. For consumers with high value consciousness, price consciousness and sale proneness, stronger pre-purchase search intention is shown. Quality is emphasized by those with high value consciousness and price consciousness. Moreover, consumers who agree to price-quality schema will have stronger purchase intention toward high price product than those who do not.
目 錄
圖目錄……………………………………………………………………….…V
表目錄……………………………………………………………………….…VI
.
第一章 緒論…………………………………………………………….…...1
第一節 研究背景…………………….………………………………...……..1
第二節 研究目的…………………….……………………………..…...……3
第三節 研究流程…………………….…………………………..…...………4
第二章 文獻探討……………………….………………………………………5
第一節 商店型態與品牌熟悉度對購買行為之影響…………………….…. 5
第二節 價格認知與品質認知對購買決策之關聯……………………….…10
第三節 涉入理論及價格觀念…………………………………………….…18
第三章 研究方法……………………………………………………….…..22
第一節 研究架構………………………………………………………….…22
第二節 變數的衡量……………………………………………………….…23
第三節 研究假說………………………………………………………….…27
第四節 實驗設計………………………………………………………….…31
第五節 問卷設計………………………………………………………….…38
第六節 抽樣設計與樣本結構…………………………………………….…41
第七節 信度檢定………………………………………………………….…42
第四章 統計分析與結果…………………………………………………...43
第一節 商店型態與品牌熟悉度對產品認知之影響……………………….43
第二節 商店型態與品牌熟悉度對購買行為之影響…………………….…47
第三節 產品認知與購買行為之關聯…………………………………….…51
第四節 價格觀念對消費者購買行為之影響…………………………….…52
第五章 結論與建議………………………………………………………...62
第一節 結論………………………….………………………………………62
第二節 建議………………………….………………………………………65
第三節 研究限制與後續研究之建議….……………………………………66
參考文獻…………………………………….…………………………………..68
附錄………………………………………….…………………………………..73
附錄一 前測問卷……………………….……………………………………73
附錄二 問卷…………………………….……………………………………76
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