臺灣博碩士論文加值系統

過去許多學者所做購買意願之研究，大多著重於一般消費市場之研究，研究架構及內容都是以一般購買者觀點及角度來探討，往往忽略了工業品市場之研究，而且一般消費市場購買意願之研究，大部份都著重在知覺價值、品牌形象與服務品質對購買者購買意願之影響，相對忽略了網絡關係中承諾和信任對購買意願之干擾效果。
本研究由工業品購買者觀點，探討在工業品鋁質電容器市場上，購買者之知覺品質、知覺價格、知覺價值對購買意願的影響，同時加入了網絡關係之承諾和信任對知覺價值影響購買意願之干擾效果，是以本研究建立以知覺品質、知覺價格為知覺價值前變數，知覺價值為自變數，承諾和信任為干擾變數，購買意願為依變數之研究架構。
本研究針對鋁質電容器有需求之上市上櫃電子公司共發放298份問卷，有效回收問卷共計178 份，有效問卷回收率為60%。同時運用多元迴歸分析予以驗證。本研究結果發現： (一)產品的知覺品質、知覺價格是基於購買者對產品品質技術和付出成本價格的知覺感受，而產品知覺價值是購買者對產品整體價值的感覺，當購買者對產品有高度的知覺品質和知覺價格時，其知覺價值也會跟著提高，三者關係有正向影響 (二)產品的知覺價值是對產品整體感受，當購買者對產品有著高度的知覺價值，相對的其購買意願也會提高，亦即知覺價值與購買意願是正向影響 (三)當買賣雙方有著維持長久合作夥伴意願，且透過行動來努力維持著這個關係，這意味著買賣有著高度的承諾關係，再者買賣雙方彼此沒有欺騙和投機行為，雙方有著高度信任時，這會強化知覺價值對購買意願的關係，亦即承諾和信任對知覺價值和購買意願有著正向的強化效果。
研究建議方面： (一)透過廠商提高對產品的投資行為，例如：國際品質比賽、贊助公益團體活動或比賽、通過國際品質機構的認證，以提高產品的知覺品質、知覺價格，使購買者對產品有高度的整體知覺價值，使購買者對產品有著高度滿意。 (二)透過投資行動來提高產品品質和產品價格，進而提昇購買者對產品整體的知覺價值，因而強化購買者的購買意願。 (三)重視買賣雙方的承諾與信任，用行動來強化和維持長久合作夥伴關係，降低彼此投機行為和不信任感，利用高度的承諾和信任來助長知覺價值和購買意願的關係與效果。

There were many researches for purchase intention in the past. They almost focus on consumption market. For the research framework and context were from consumers’ viewpoint and angle. They ignored the research on industrial market. Meanwhile, most of the research of consumption market focus on the influence on purchase intention by perceived value、brand image and quality service. They ignored the interference on purchase intention by the commitment and trust.
The viewpoint of this research is from industrial buyer to search the influence on purchase intention by buyer’s perceived quality、perceived price、perceived value. Meanwhile, we put the network of commitment and trust in this research. The framework of this research is as below. The perceived quality and perceived price are the per-independent variable of perceived value. The perceived value is the independent variable. The commitment and trust are the interference variable. The purchase intention is dependent variable.
Of the 298 questionnaires sent to the companies that are public in the market and have the demand of electrolytic aluminum capacitors. The returned valid questionnaires are 178. The research is using multiple- regression to test and analyze the hypothesis. The result of this study is found: 1. When buyers have high perceived quality and perceived price, then, the perceived value should be high, too. The relationships of these three are positive. 2. When buyers have high perceived value, the purchase intention is high, too. The relationships of these two are positive. 3. When buyers and suppliers have intent to maintain the long –term partnership and will take the action to maintain the partnership. It means they have high commitment. Moreover, buyers and suppliers do not cheat each other and have high trust. Therefore, high commitment and trust would enhance the relationship between perceived value and purchase intention.
For the suggestion portion: 1. The supplier can increase the investment in his products. For example: Join the quality competition to get the reputation、sponsor public welfare activity and competition or get the certification from international quality institute. The main purpose is rising up product’s perceived quality and perceived price, then, enhance buyer’s perceived value and satisfaction. 2. Through the investment in the product to get high perceived quality and perceived price, then, to rise up the perceived value and enhance buyer’s purchase intention. 3. To pay attention to the commitment and trust, buyers and suppliers maintain the long-term partnership by activity and reduce the opportunistic action. Through high commitment and trust, it can help and enhance the effect between perceived value and purchase intention.

目錄

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 4
第貳章 文獻回顧 7
第一節工業品與消費品購買行為之比較 7
第二節知覺品質、知覺價格與知覺價值之關係 9
第三節知覺價值與購買意願之關係 18
第四節諾與信任之干擾效果 19
第參章 研究設計 25
第一節研究架構 25
第二節研究假說 26
第三節衡量變數與操作性定義 33
第四節問卷對象與抽樣方法 38
第五節統計分析方法 39
第肆章 實證分析 43
第一節信度與效度分析 43
第二節敍述性統計分析 46
第三節知覺品質、知覺價格、知覺價值與購買意願關係之驗證 50
第四節承諾與信任之干擾效果之驗證 52
第五節小結 55
第伍章 結論與建議 57
第一節研究結論 58
第二節研究建議 60
參考文獻 65
附錄 83

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