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研究生:王偉華
論文名稱:衝動購買行為對消費者辨識混淆與購買山寨產品意願之相關 -以智慧型手機和平板電腦為例
論文名稱(外文):The Relevance of Individuals' Impulsiveness to the Intention of Purchasing Shanzhai Products Mediated by Their Recognitive Confusion-An Example of Portable Device
指導教授:洪榮昭洪榮昭引用關係
學位類別:碩士
校院名稱:國立臺灣師範大學
系所名稱:工業科技教育學系在職進修碩士班
學門:教育學門
學類:專業科目教育學類
論文種類:學術論文
論文出版年:2014
畢業學年度:102
語文別:中文
論文頁數:89
中文關鍵詞:山寨風潮衝動性購買購買意願品牌認知消費者辨識性混淆
外文關鍵詞:Shanzhai waveimpulsivenesspurchase intentionbrand awarenessrecognitive confusion
相關次數:
  • 被引用被引用:6
  • 點閱點閱:324
  • 評分評分:
  • 下載下載:34
  • 收藏至我的研究室書目清單書目收藏:1
山寨智慧型手機和平板電腦出現對科技產業帶來不少衝擊,消費者在這樣的環境下會做什麼選擇,衝動性購買行為會和購買意願會產生什麼影響,是本研究探討的重點,也希望藉由瞭解這些影響消費者購買意願的因素之後,可以提供品牌的製造商和山寨品的製造商後續發展的參考。
本研究回收問卷312份,刪除44份無效問卷,有效問卷為268份,利用結構方程模式(SEM)檢定本研究的假設。研究結果得知:衝動性購買行為越高的消費者,購買山寨智慧型手機/平板電腦的意願反而降低,因消費者在短時間內無法收集相關的資訊,風險認知不明確,品牌認知低的情況下,購買意願變低,反之衝動性購買行為越低的消費者,反而有充分時間收集相關資訊,了解各項風險,而品牌認知也變,購買意願也相對提高。
由結果可知品牌認知是影響消費者購買意願的重要因素,本實證結果希望可供製造商在品牌開發及產品策略上做更積極的發展。

Shanzhai wave has the whirlwind swept the high-tech industry and brought a lot of impact. This research, aims to explore the relevance of individuals' impulsiveness to the intention of purchasing Shanzhai products by consumers recognitive confusion.
This study used a questionnaire survey method issued a total of 312 questionnaires, 268 valid samples to analyze. And, Structural Equation Modeling (SEM) was the statistic way to confirm the hypotheses. The results of this study as follows.
Individuals' impulsiveness has a negative impact on the intention of purchasing Shanzhai products, because people can't collect data right away, and the risk perception is not clear and brand visibility is not high which had reduced the purchase intention. From the results to show the brand awareness is the most important factor which has an effect upon the purchasing intention. According to the study results, some practical management suggestions are provided for the manufacturer to reference.

第一章 緒論
第一節 研究背景與動機............1
第二節 研究目的.................3
第三節 名詞釋義.................4
第四節 研究範圍與限制............6
第五節 研究流程.................7
第二章 文獻探討
第一節 山寨風潮、仿冒品和相似品...10
第二節 知覺風險................17
第三節 衝動性購買..............19
第四節 品牌認知................22
第五節 辨識性混淆..............25
第六節 產品知識................29
第七節 購買意願................31
第三章 研究方法
第一節 研究架構................36
第二節 研究假設................37
第三節 研究對象、實施與步驟.......40
第四節 研究工具................44
第四章 實證結果分析
第一節 整體模式配適度檢定........63
第二節 結構方程式檢定...........64
第三節 結構方程式路徑分析結果 ....67
第五章 結論與建議
第一節 研究結論................73
第二節 研究建議................76
第三節 未來研究之建議...........77
參考文獻......................78
附錄.........................87



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