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研究生:余明忠
研究生(外文):Ming-Chung Yu
論文名稱:價格與功能替代因素之探討-以產品知識為干擾變數
論文名稱(外文):Discuss the Price and the Function of Alternative Factors under the Moderator variable of the Product knowledge
指導教授:李培齊李培齊引用關係
指導教授(外文):Peir-Chyi Lii
學位類別:碩士
校院名稱:亞洲大學
系所名稱:經營管理學系碩士班
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:2009
畢業學年度:97
語文別:中文
論文頁數:55
中文關鍵詞:價格知覺價格敏感度產品知識低價筆電
外文關鍵詞:price perceptionprice sensitivityproducts knowledgeLow price notebook
相關次數:
  • 被引用被引用:26
  • 點閱點閱:912
  • 評分評分:
  • 下載下載:331
  • 收藏至我的研究室書目清單書目收藏:1
自從華碩推出Eee PC以來,相關產品一窩蜂的跟著上市,且低價筆電的盛行,在這不景氣的時代中,確實闖出一片好成績出來。
因此,本研究針對低價筆電的消費者,嘗試達成下列研究目的:
一、針對超低價筆記型電腦消費者,探討消費者對「產品價格」的重視程度。二、針對超低價筆記型電腦消費者,探討消費者對「產品功能」的重視程度。三、探討在不同的「價格知覺」與「價格敏感度」情形下,消費者面對產品時,針對「產品價格」與「產品功能」的重視程度,是否會受到消費者的「產品知識」所干擾。
四、對廠商在訂定價格及提供產品功能之間提出建議,以提高低價電腦產品在市場上之接受度。
在236份有效問卷中進行二因子變異數分析,以價格知覺做自變數,產品知識為干擾變數,功能為依變數;以價格敏感度做自變數,產品知識為干擾變數,功能為依變數,得到研究結果發現:消費者的價格知覺高低,在價格與功能之間選擇時,確實受到產品知識所干擾。消費者的價格敏感度高低,在價格與功能之間選擇時,也會受到產品知識所干擾。
A Since the ASUS present the Eee PC to the market, the related products listed on the swarm following to the market, and the low price notebook prevail over the whole world in this era of recession, certainty has good results in this era.
Therefore, this study in the light of low price notebook for consumers to try to achieve the following research purposes:
First, explore the consumer's "product price" of great importance to the degree of netbook from netbook consumer.
Second, explore the consumer's "product features" of great importance to the degree of netbook from netbook consumer.
Third, explore the different "price perception" and "price sensitive" cases, consumers face the product, the "product price" and "product features" the importance attached to whether consumers will be the "product knowledge" of the interference.
Fourth, provide suggestions to manufacturers for set prices and product function, and to improve netbook computer products in the market's acceptance.
In the 236 valid questionnaires were carried out two-way ANOVA , the price perception will be independent variable, product knowledge for the interference of variables, functions will be dependent variables; the price sensitivity will be independent variable, product knowledge for the interference of variables, functions will be dependent variables, and the the results showed: The level of consumer price perception in the options between price and features, there has been interference by product knowledge. The level of consumer price sensitivity in the options between price and features, there has been interference by product knowledge.
目錄
頁次
中文摘要 I
英文摘要 II
目錄 III
表目次 IV
圖目次 V
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
第二章 文獻探討 4
第一節 價格知覺 4
第二節 價格敏感度 7
第三節 產品知識 9
第四節 產品價格與功能之替代性 11
第五節 價格知覺、價格敏感度、產品知識、價格與功能替代性之結合 15
第六節 研究架構與假設 17
第三章 研究設計 18
第一節 變數的操作型定義 18
第二節 研究設計 22
第四章 研究結果與分析 24
第一節 基本資料統計分析 24
第二節 資料整理 25
第三節 假說驗證 28
第五章 結論與建議 32
第一節 研究結果與發現 32
第二節 研究限制 34
第三節 研究貢獻 35
第四節 對後續研究之建議 36
參考文獻 38
附錄 47

表目次
頁次
表3- 1 價格知覺衡量問項 19
表3- 2 價格敏感度衡量問項 19
表3- 3 產品知識衡量問項 20
表3- 4 價格與功能之替代性衡量問項 22
表3- 5 問卷信度值 23
表4- 1 有效樣本人口基本資料分析 24
表4- 2 價格分組與功能分組之交叉表 26
表4- 3 有效樣本人口基本資料分析303份與236份比較 26
表4- 4 樣本分佈一 27
表4- 5 價格敏感度與產品知識之交互作用對功能之二因子變異數分析 28
表4- 6 價格知覺與產品知識之交互作用對功能之二因子變異數分析 30
表5- 1 本研究之假設驗證結果彙總 32

圖目次
頁次
圖2- 1 本研究架構 17
圖4- 1 價格敏感度與產品知識的交互作用對功能的影響 29
圖4- 2 價格知覺與產品知識的交互作用對功能的影響 31
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