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研究生:張琍雯
論文名稱:消費者產品過時與消費決策-以手機產品為例-
指導教授:陳建維陳建維引用關係
學位類別:碩士
校院名稱:國立政治大學
系所名稱:國際貿易研究所
學門:商業及管理學門
學類:貿易學類
論文種類:學術論文
論文出版年:2006
畢業學年度:94
語文別:中文
論文頁數:89
中文關鍵詞:產品過時產品過時促銷活動品質產品知識購買涉入
相關次數:
  • 被引用被引用:22
  • 點閱點閱:458
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:3
透過手機市場的不斷創新,手機新產品推陳出新的腳步越來越快,2002年之後替換購買佔總手機需求的比例首次超越50%,成為刺激手機市場成長的主要動力。業者為了能吸引更多消費者提早更新他們舊有的產品,除了透過為新手機機增添功能外,也舉辦各式各樣的促銷活動,希望可以刺激買氣。但是,已擁有手機的消費者換機的動機並不清楚,影響該動機形成的背後影響因素又是什麼? 何種新產品功能與促銷活動才能真正吸引到消費者呢?

本研究利用問卷發放的方式收集資料,針對國內大學生以分析產品過時動機與消費者的購買決策之關係,包括產品品質構面的評估以及促銷活動之選擇,同時判斷消費者涉入程度以及產品知識高低如何對不同過時動機造成影響。本研究所得到的重要結論如下:

(1) 消費者的涉入程度越高,過時傾向的確會顯著地提高;當產品知識越高,對於「心理過時」傾向之影響不顯著。
(2) 消費者的涉入程度越高,消費者對於品質各個構面的重視度也會提高;當產品知識越高,則只對產品客觀功能相關屬性的重視度有直接影響。
(3) 不同產品過時傾向的消費者,所重視的產品品質構面也有所差異。
(4) 不同產品過時傾向的消費者,所偏好的促銷活動有所不同。
第一章 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 4
第二章 文獻探討 5
第一節 過時性 5
第二節 促銷活動 10
第三節 產品品質 23
第四節 產品知識 29
第五節 涉入 31
第三章 研究方法 37
第一節 研究架構 37
第二節 研究假說 38
第三節 操作型定義(各變數定義與衡量) 44
第四節 問卷設計與抽樣方法 49
第五節 資料分析方法 51
第四章 資料分析結果與討論 52
第一節 研究變數因素之萃取 52
第二節 問卷之信度與效度 57
第三節 研究架構與假設修正 58
第四節 迴歸分析 60
第五節 小結 65
第五章 結論與建議 67
第一節 研究結論與發現 67
第二節 行銷實務與建議 69
第三節 研究限制 71
第四節 未來研究方向之建議 72
參考文獻 73
附錄 研究問卷 85
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