臺灣博碩士論文加值系統

數位攝影機產品的功能及特性複雜且價格昂貴，市場推陳出新變動快、競爭激烈且規格不確定性高。這些趨勢的發展，使得消費者在購買數位攝影機產品時面臨了相當大的風險。面對數位攝影機有高度的消費風險時，消費者的購買意願理應與一般的消費性商品有顯著的不同，不同的消費者對產品屬性的熟悉度、重視度、涉入程度及創新採用時機是否導致了不同的購買意願，是本研究探討的目的。
藉由將產品屬性分開詢問的方式與選擇9項產品屬性一一標示規格及同列詢問購買意願的方式，編製實驗探索性的數位攝影機問卷，經研究發現消費者對數位攝影機產品屬性的重視度與購買意願呈低度相關，即以單純分散的個別屬性無法調查出消費者的購買意願。其次；消費者對一起並列的產品組合規格屬性重視度越高其購買該品牌產品的意願越高。最後為對數位攝影機產品組合詳列規格屬性的購買意願會顯著高於單純以文字敘述之產品屬性的購買意願。
從上述的研究結果，簡言之；對於功能複雜的商品如數位攝影機，消費者於購買時不會從分散的個別屬性分別的考慮是否購買，而且對於沒有規格的功能屬性，消費者實際上是無法判斷重不重要，當消費者無法判斷產品屬性是不是重要時，這類無規格產品屬性調查的結果無法反映消費者的需求。

Function and characteristic of digital video camera are complicated and expensive, due market expanding trend to influence product variable.
They bring consumer face with potential risk during to buy digital video camera products. Confront digital video camera products have high expend risk, purchase intentions of consumers will have eminent different with common consume products. So, familiarity, importance, involvement and adoption will affect different group consumers’ purchase intentions, they are study points.

Inquiry method through product character, then select 9 products specification item by item listed on same row to inquiry purchase intentions, as questionnaire of digital video camera. After inquisition, is low relation between consumer purchase intentions and text character, then inquiry by simple and disperse text character is cannot found out consumer intention. The next, is listed in same abreast and is considered a high importance compose product character will have high purchase intention for consumer. Final, the purchase intentions have listed detail product character higher than description by text character only.

Summarily of above research result, for function complicated products like digital video camera, while consumer will not follow disperse character to consider if purchase or not. Actually consumer cannot estimate if important or not for haven’t specification function character, while consumer cannot estimate this product character is important or not, the inquiry without specification product character can not reflect consumer requirement.

書名頁 .................................................. i
論文口試委員審定書.......................................ii
授權書................................................. iii
中文摘要 ............................................... iv
英文摘要.................................................vi
誌謝 ................................................. viii
目錄.................................................... ix
表目錄 ..................................................xi
圖目錄................................................. xiv

第一章 緒論
第一節 研究背景與動機...................................1
第二節 研究目的.........................................2
第三節 研究流程.........................................3

第二章 文獻探討
第一節 數位攝影機（DVC）全球市場介紹....................4
第二節 創新概念.........................................7
第三節 產品屬性理論....................................12
第四節 產品涉入理論....................................14

第三章 研究方法
第一節 研究架構與假設..................................18
第二節 研究變數........................................21
第三節 問卷設計........................................24
第四節 抽樣設計........................................25
第五節 資料處理與分析方法..............................26

第四章 資料分析
第一節 樣本之基本特性分析..............................28
第二節 信度分析（Reliability analysis）................34
第三節 各項假說之檢定分析 ...............................35
第四節 其他分析.........................................101
第五節 結果整理與討論...................................109

第五章 研究結論與建議
第一節 研究結論.......................................112
第二節 研究建議.......................................114
第三節 研究限制.........................................116
第四節 未來研究方向與建議...............................117

參考文獻................................................118

附錄一 問卷.............................................122

一、中文文獻
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32.URL：http://cweb.canon.jp/product/dvcamera/index.html?pdc=c-dv
33.URL：http://av.hitachi.co.jp/cam/
34.URL：http://www.jvc.co.jp/dvmain/index.html
35.URL：http://panasonic.jp/dvc/
36.URL：http://www.sony.jp/products/Consumer/handycam/