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研究生:林宗毅
研究生(外文):Chung-Yi Lin
論文名稱:嬰幼兒推車於顧客知覺品質和知覺價值對購買意願在結構方程模型之應用研究
論文名稱(外文):Study on application of structure equation modeling in stroller for customer’s perceived quality and perceived value to purchase intention
指導教授:黃社振黃社振引用關係
學位類別:碩士
校院名稱:國立虎尾科技大學
系所名稱:機械與機電工程研究所
學門:工程學門
學類:機械工程學類
論文種類:學術論文
論文出版年:2009
畢業學年度:97
語文別:中文
論文頁數:63
中文關鍵詞:嬰幼兒推車結構方程模式知覺品質知覺價值購買意願創意性機構設計
外文關鍵詞:StrollerStructural equation modelingPerceived qualityPerceived valuePurchase intentioncreative mechanisms design
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本研究之主要目的在於以線性結構方程模式來探討消費者觀點對於嬰幼兒推車知覺品質、知覺價值對購買意願之影響,藉以了解各變數之間的影響關係,並重視消費者需求,將重要變數作為創新機構設計之初始規格需求。
本研究以成年男性及女性消費者為研究對象,首先採用網路問卷方
式,共回收316 份,實際有效問卷為296 份,然後以SPSS17.0 和AMOS17.0做統計分析,包括敘述性分析,信度與效度分析和結構方程模式分析。研究結果顯示,知覺價值作為中介變數時,不是主要影響購買意願的關鍵因素。知覺品質為直接影響購買意願最重要之因素,當消費者認同該產品知覺品質時,購買意願有顯著正向影響。嬰幼兒推車以輕便型類型為受測者在選購嬰幼兒推車的首要考量,消費者認同好攜帶、收納體積小為主要購買因素。最後本研究將線性結構方程模式分析結果,作為創意性機構方法設計要求與限制,來進行機構類型合成之設計,以滿足市場趨勢與顧客需求。
The purpose of this study is to identify and investigate influence factors
that consumer’s point of view on perceived quality and perceived value of
stroller have over purchase intention by using structural equation modeling
method, in order to understand the influencing correlations between variables,
and to emphasize on the expectations of the consumers, to set the most
important factors as initial specification requirement for development of
innovative method. This research used the both male and female adul t
consumers as research target, and we assigned questionnaires to 316 consumers
on the internet, with a number of 296 valid questionnaires. SPSS 17.0 and
AMOS 17.0 statistic software are the statistic analyzing tools used in the study,
including descriptive statistics, reliability analysis, structural equation modeling analysis, the moderate test, and interactive analysis of the model. The research shows that the perceived value is the intermediate variable instead of a key factor to consumer’s purchase int ention. However, the perceived quality is the most important factor directly influencing purchase intention, meaning that
consumer’s agreement on a perceived value of a product has positive influence
on purchase intention. Lightweight style is a first consideration factor when
consumers are choosing a stroller; consumers agree that easy to fold and
compact folding volume are the major purchase factors. Finally, this research
applied the analysis results of structural equation modeling as the design and
constraint factors of the creative mechanisms, and to proceed with the
mechanism synthesis design, in order to fulfill market trend and consumer
needs.
目錄
中文摘要 ……………………………………………………… i
英文摘要……………………………………………………… ii
致謝……………………………………………………… iii
目錄……………………………………………………… iv
表目錄……………………………………………………… vii
圖目錄……………………………………………………… viii
第一章緒論………………………………………………… 01
1.1 研究背景與動機………………………………… 01
1.2 研究目的………………………………………… 02
1.3 研究流程………………………………………… 03
第二章嬰幼兒推車機構構型……………………………… 04
2.1 嬰幼兒推車定義………………………………… 04
2.2 嬰幼兒推車收合安全法規……………………… 05
2.3 嬰幼兒推車類型………………………………… 06
第三章文獻回顧……………………………………… 09
3.1 消費者消費行為模式…………………………… 09
3.2 知覺品質………………………………………… 11
3.3 知覺價值………………………………………… 12
3.4 購買意願……………………………………… 13
第四章研究設計與方法……………………………… 15
4.1 研究模型架構………………………………… 15
4.2 研究假說………………………………………… 16
4.3 研究變數之操作型定義………………………… 17
4.4 問卷設計、樣本蒐集與調查對象……………… 19
v
4.5 資料分析………………………………………… 20
4.5.1 敘述性統計……………………………………… 20
4.5.2 信度分析………………………………………… 20
4.5.3 構念效度分析…………………………………… 20
4.5.3 結構方程式模式………………………………… 21
第五章資料分析結果與討論…………………………… 26
5.1 樣本結構概況………………………………… 27
5.2 信度與收斂效度……………………………… 30
5.2.1 信度分析……………………………………… 30
5.2.2 收斂效度分析……………………………… 32
5.3 結構方程模式分析…………………………… 33
5.3.1 常態性檢定………………………………… 33
5.3.2 整體模型擬合情況(配適度) ………………… 34
5.3.3 模型修正與比較………………………………… 36
5.3.4 假設檢驗結論…………………………………… 38
5.3.5 模型效應分析…………………………………… 39
第六章創意性機構設計方法………………………… 40
6.1 創意性機構設計方法流程…………………… 41
6.2 現有設計……………………………………… 42
6.3 數目合成……………………………………… 43
6.4 設計要求與限制………………………………… 45
6.5 可行特定化運動鏈圖……………………… 46
6.6 具體化……………………………………… 47
第七章研究結論與建議……………………………… 49
參考文獻…………………………………………………… 52
附錄一問卷調查………………………………………………… 5 6
附錄二網路問卷調查網址……………………………………… 6 1
附錄三現有嬰幼兒推車簡圖…………………………………… 6 2
簡歷…………………………………………………………… 63
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