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研究生:林瑋倫
研究生(外文):Wei-Lun Lin
論文名稱:影響消費者購買平板電腦與使用其軟體意願之研究
論文名稱(外文):Understanding the Factors affecting Customers’ Purchase Intention of a Tablet PC and usage intention of Tablet PC application software
指導教授:顏嘉惠顏嘉惠引用關係
指導教授(外文):Chia-Hui Yen
學位類別:碩士
校院名稱:銘傳大學
系所名稱:國際企業學系碩士在職專班
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:2012
畢業學年度:100
語文別:中文
論文頁數:98
中文關鍵詞:平板電腦軟體使用意願購買意願品牌形象情感依附娛樂價值功利價值
外文關鍵詞:willingness to use softwarepurchase intentiontablet PCbrand imageentertainment valueutility valueemotional attachment
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平板電腦是近年來相當受歡迎的一項科技產品,全球科技大廠都推出自有品牌的平板電腦,銷售量也逐年成長,但是影響消費者購買平板電腦因素的研究卻較少,因此本研究主要在探討有哪些因素會影響消費者購買平板電腦。
依據文獻探討結果,本研究歸納功利性價值與娛樂性價值會影響消費者的情感依附與品牌形象,進一步影響消費者對平板電腦的購買意願與軟體使用意願。而在研究方法上面,本研究採用問卷調查的方式蒐集資料,研究的市場範圍鎖定在台灣市場,共計回收582份有效問卷;而在資料分析方法上主要採用結構方程式與變異數分析來驗證研究假設,並透過分析進一步理解消費者不同的使用需求對購買意願及軟體使用意願產生的影響。
本研究實證分析結果整理如下,在平板電腦購買行為中,娛樂性價值對於情感依附與品牌形象之間具有正向影響;功利性價值對於情感依附與品牌形象之間具有正向影響;情感依附對於消費者的平板電腦購買意願與使用軟體意願有正向影響;品牌形象對於消費者的平板電腦購買意願與使用軟體意願有正向影響;基於娛樂需求或工作需求購買平板電腦的意願是沒有差異的;但基於工作需求的消費者,在軟體使用意願上會高於基於娛樂需求的消費者。
最後,本研究期望對於未來科技業者在銷售平板電腦上的行銷策略,另外,在學術研究方面也能做為後續研究者在探討平板電腦購買意願上的參考與建議。
A tablet personal computer is an extremely popular gadget in recent years. Global leading technology companies have all developed and launched their own devices, and the sales volume has increased year by year. Nonetheless, there are only few studies of the factors that affect customers’ purchase intention of a tablet PC. On this account, this study aims to explore what factors could influence consumers’ purchase intention of a tablet PC.
Based on the results of literature review, this study summarized that both utility value and entertainment value affected consumers’ emotional attachment and the brand image, and further affected consumers’ purchase intention of a tablet PC and their willingness to use software. In terms of research methods, this study adopted the questionnaire survey method to collect research data, and the research scope of the market was focused on Taiwan market. A total of 582 valid questionnaires were collected to conduct the analysis. In terms of the methods of data analysis, this study mainly used structural equation modeling and the analysis of variance to test and verify the hypotheses. Through the analysis, the influence of consumers’ different usage requirements on their purchase intention and willingness to use software can be further understood.
The empirical results of this study are summarized as follows: as for the customer behavior of purchasing a tablet PC, the entertainment value has a positive impact on the correlation between customers’ emotional attachment and the brand image. The utility value has a positive impact on the correlation between customers’ emotional attachment and the brand image. The emotional attachment has a positive impact on consumers’ purchase intention of a tablet PC and their willingness to use software. The brand image has a positive impact on consumers’ purchase intention of a tablet PC and their willingness to use software. There is no difference in customers’ purchase intention of a tablet PC between purchasing for work purpose and for entertainment purpose; however, the willingness to use software of the customers who purchase a tablet PC for work purpose is higher than customers who purchase for entertainment purpose.
Finally, this study not only provides suggestions on marketing strategies of tablet PCs for future technology companies but also hopes to serve as a reference for future academic researchers to continue exploring the customers’ purchase intention of a tablet PC.
摘要 I
ABSTRACT II
目錄 III
表目錄 V
圖目錄 VII
第壹章 緒論 1
第一節 研究背景 1
第二節 研究動機與目的 4
第三節 研究流程架構 4
第貳章 文獻探討 6
第一節 平板電腦 6
一、平板電腦的介紹 6
二、蘋果公司產品簡介 7
第二節 娛樂性價值 8
一、享樂性 11
二、流行性 13
三、美學 16
第三節 功利性價值 18
一、知覺有用性 19
二、創新特質 21
三、相容性 24
第四節 情感依附 25
第五節 品牌形象 26
第參章 研究設計與方法 32
第一節 研究架構與假設 32
一、研究架構 32
二、研究假設 33
第二節 研究問卷 35
第三節 抽樣設計與分析方法 43
一、抽樣設計 43
二、資料分析方法 43
第肆章 資料分析與結果 46
第一節 樣本資料結構分析 46
一、樣本前測 46
二、樣本資料結構分析 46
第二節 測量模式分析(MEASUREMENT MODEL) 49
一、信度分析 49
二、效度分析 52
第三節 結構模式分析(STRUCTURAL MODEL ANALYSIS) 58
第四節 獨立樣本T檢定 61
第五章 結論與建議 64
第一節 研究結果及討論 64
第二節 管理意涵與學術意涵 67
第三節 研究限制及未來研究方向 69
一、研究限制 69
二、未來研究方向 69
參考文獻 71
附錄一 紙本問卷 82
附錄二 網路問卷 86
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