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研究生:林振揚
研究生(外文):Chen-Yang Lin
論文名稱:產品屬性、產品品牌知識與商店環境對消費者購買意願影響之研究-以液晶電視(LCDTV)為例
論文名稱(外文):The influence of product attribute, product brand knowledge and store environment of purchase intention:an example of LCD TV
指導教授:林妙雀林妙雀引用關係
指導教授(外文):Miao-Que Lin
學位類別:碩士
校院名稱:輔仁大學
系所名稱:管理學研究所
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:2007
畢業學年度:95
語文別:中文
論文頁數:108
中文關鍵詞: 產品屬性 產品品牌知識 商店環境 知覺品質 知覺風險 知覺價值 購買意願
外文關鍵詞:product attributeproduct brand knowledgestore environmentperceived qualityperceived riskperceived valuepurchase inte
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由於LCD TV產品具有獨特創新功能及高價位屬性,消費者亟需被教育重新認知接受數位電子產品之專業知識。又以品牌為基礎的傳統消費行為理論,並不完全適用於創新電子產品的選購;再加上體驗經濟興起,提供消費者實地感受高檔影音震撼的商店環境,有助於消費者的購買決策。本研究建立以產品屬性、產品品牌知識與商店環境為自變數,並加入知覺風險因素,探討知覺品質及知覺風險如何透過知覺價值對消費者購買意願產生影響。
本研究以LCD TV為研究對象,透過問卷調查方式進行便利抽樣,針對LCD TV有實際購買經驗或有意願購買者進行問卷調查,共發放550份問卷,回收有效問卷523份,回收率95.1 %,並配合迴歸分析予以驗證。
本研究結果發現:(1)產品屬性對知覺品質及知覺風險影響顯著,產品屬性愈好,消費者感受的知覺價值愈高,能提高消費者的購買意願。(2)產品品牌知識對知覺風險影響不顯著,顯示消費者對獨特創新及高價位的電子產品仍心存疑慮,無法降低其對電子產品落差的風險,進而提高其知覺價值。(3)商店環境除氛圍因子對知覺風險影響不顯著外。而社會因子與設計因子對知覺品質及知覺風險均影響顯著,消費者有較高知覺價值感受。
本研究依據結論對產業界提出具體經營管理之建議:(1)強化產品功能以提升消費者知覺價值。(2)加強廣告及行銷創新、打造優良品牌以提升顧客價值。(3) 積極營造優良商店環境,以創造消費者的知覺價值。
Since the LCD TV product has the exclusive innovation function and the high price attribute, the consumer must be educated to accept the specialized knowledge of digital electrical products urgently. The traditional consumer behavior theory which based on brand does not apply well the innovated electronic product selecting and purchasing, and since the emergence of the experience economy, it is helpful for consumer's purchase decision-making by providing the consumer the chance to experience the real store environment. This research takes product attribute, product brand knowledge and store environment as variables and explores the influence of perceived quality, perceived risk and perceived value on the consumer’s purchase intention.
This research takes LCD TV as the research object, conducting the questionnaire survey in convenience sampling way in view of the consumers who have the actual purchase experience or purchase intention for LCD TV. 550 copies of questionnaire were distributed; 523 copies returned and the returns-ratio is 95.1 %. The research employs the regression analysis in order to find the relations within the product attribute, product brand knowledge, store environment, perceived quality, perceived risk and perceived value, and also their affects on consumer's purchase intention. The findings of this research are that, (1) the product attribute has influence on perceived quality and perceived risk. If the product attribute is better, the consumer feels higher perceived value, which will enhance the consumer's purchase intention. (2) the product brand knowledge does not have direct influence to perceived risk. In other words, the consumer still worries about exclusive innovation function and high price and is unable to reduce perceived risk and enhanced perceived value of the products. (3) the atmosphere factor of store environment does not reveal influence on perceived risk, but social factor and design factor do affect perceived quality and perceived risk, and the consumer has higher perceived value feelings.
This research provided the following managerial proposals to the management of the industrial field based on the conclusions of this study, (1) strengthens the product function to increase the consumer perceived value. (2) strengthens the advertisement and the marketing innovation and makes the fine brand to increase the customer value. (3) establishes the fine store environment positively, creates consumer's percetived value.
目 錄
頁次
第 壹 章 緒論-------------------------------------------------------------------- 1
第 一 節 研究背景-------------------------------------------------------- 1
第 二 節 研究動機與目的----------------------------------------------- 4
第 三 節 研究流程-------------------------------------------------------- 6
第 四 節 研究限制與範圍----------------------------------------------- 8

第 貳 章 文獻探討--------------------------------------------------------------11
第 一 節 消費者行為理論與購買意願--------------------------------11
第 二 節 產品屬性--------------------------------------------------------19
第 三 節 產品品牌知識--------------------------------------------------25
第 四 節 商店環境--------------------------------------------------------28
第 五 節 知覺品質--------------------------------------------------------32
第 六 節 知覺風險--------------------------------------------------------35
第 七 節 影響知覺品質與知覺風險的因素--------------------------38
第 八 節 知覺價值--------------------------------------------------------39

第 參 章 研究方法--------------------------------------------------------------45
第 一 節 研究架構--------------------------------------------------------45
第 二 節 研究假設--------------------------------------------------------48
第 三 節 研究變數與操作性定義--------------------------------------54
第 四 節 抽樣對象與方法-----------------------------------------------59
第 五 節 統計方法--------------------------------------------------------59
第 六 節 效度與信度檢定-----------------------------------------------63

第 肆 章 實證結果--------------------------------------------------------------71
第 一 節 描述性統計-----------------------------------------------------71
第 二 節 產品屬性、產品品牌知識與商店環境對消費者知覺
品質之影響-----------------------------------------------------80
第 三 節 產品屬性、產品品牌知識與商店環境對消費者知覺
風險之影響-----------------------------------------------------82
第 四 節 知覺品質對消費者知覺風險之影響-----------------------85
第 五 節 知覺品質與知覺風險對知覺價值之影響-----------------86
第 六 節 知覺價值對消費者購買意願之影響-----------------------87
第 七 節 各項研究假設檢驗之彙總-----------------------------------87

第 伍 章 結論與建議-----------------------------------------------------------89
第 一 節 研究結論--------------------------------------------------------89
第 二 節 經營管理建議--------------------------------------------------91
第 三 節 未來研究建議--------------------------------------------------93

參 考 文 獻-----------------------------------------------------------------------------94

附錄一、問卷--------------------------------------------------------------------------104

表 目 錄

表 1-1-1 主要LCD TV品牌產品訴求---------------------------------------------- 2
表 3-3-1 產品屬性之衡量項目------------------------------------------------------55
表 3-3-2 產品品牌知識之衡量項目------------------------------------------------55
表 3-3-3 商店環境之衡量項目------------------------------------------------------56
表 3-3-4 知覺品質之衡量項目------------------------------------------------------57
表 3-3-5 知覺風險之衡量項目------------------------------------------------------57
表 3-3-6 知覺價值之衡量項目------------------------------------------------------58
表 3-3-7 購買意願之衡量項目------------------------------------------------------58
表 3-6-1 問卷各衡量變數之個別項目與總分相關係數------------------------65
表 3-6-2 各衡量變數之信度值------------------------------------------------------68
表 4-1-1 人口統計變數次數及比例表---------------------------------------------73
表 4-1-2 選購液晶電視機品牌的分佈---------------------------------------------74
表 4-1-3 選購液晶電視通路的分佈------------------------------------------------75
表 4-1-4 選購液晶電視尺寸的分佈------------------------------------------------76
表 4-1-5 購買液晶電視預算的分佈------------------------------------------------76
表 4-1-6 研究構面與問卷問項之平均數、標準差、偏態、峰度------------78
表 4-2-1 產品屬性與知覺品質之多元迴歸分析---------------------------------81
表 4-2-2 產品產品知識與知覺品質之多元迴歸分析---------------------------81
表 4-2-3 商店環境與知覺品質之多元迴歸分析---------------------------------82
表 4-3-1 產品屬性與知覺風險之多元迴歸分析---------------------------------83
表 4-3-2 產品產品知識與知覺風險之多元迴歸分析---------------------------84
表 4-3-3 商店環境與知覺風險之多元迴歸分析---------------------------------85
表 4-4-1 知覺品質對知覺風險之多元迴歸分析---------------------------------85
表 4-5-1 知覺品質對知覺價值之單元迴歸分析---------------------------------86
表 4-5-2 知覺風險對知覺價值之單元迴歸分析---------------------------------86
表 4-6-1 知覺價值對購買意願之單元迴歸分析---------------------------------87
表 4-7-1 假設檢驗彙總表-整體樣本-----------------------------------------------88

圖 目 錄

圖 1-1-1 LCD廠商競爭層面------------------------------------------------------- 3
圖 1-3-1 研究流程圖----------------------------------------------------------------- 8
圖 2-1-1 HOWRD 消費者決策模型----------------------------------------------13
圖 2-1-2 Kotler 購買者行為模式--------------------------------------------------14
圖 2-1-3 影響購買者行為的因素模式--------------------------------------------15
圖 2-1-4 資訊處理過程--------------------------------------------------------------16
圖 2-1-5 E.B.M.消費者行為模式-------------------------------------------------- 17
圖 2-1-6 Monroe and Krishnan(1985)的價格效果概念關係圖--------------- 18
圖 2-2-1 利益鏈------------------------------------------------------------------------ 21
圖 2-2-2 來源國形象之暈輪效果--------------------------------------------------- 24
圖 2-2-3 來源國形象之彙總構念----------------------------------------------------25
圖 2-3-1 以顧客為基礎的品牌權益------------------------------------------------ 27
圖 2-8-1 Zeithaml(1988)價格、品質與價值的模式架構---------------------- 42
圖 3-1-1 研究架構圖----------------------------------------------------------------- 47
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