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研究生:陳俊宏
研究生(外文):Chun-Hung Chen
論文名稱:影響新手爸媽購買嬰兒手推車意向之研究
論文名稱(外文):The determinants of Stroller Purchasing Intention For Novice Parents
指導教授:黃文仙黃文仙引用關係
指導教授(外文):Wen-Hsien Huang
口試委員:吳姮憓楊俊明
口試委員(外文):Heng-Hui WuMing Yang Chun
口試日期:2017-06-07
學位類別:碩士
校院名稱:國立中興大學
系所名稱:高階經理人碩士在職專班
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2017
畢業學年度:105
語文別:中文
論文頁數:42
中文關鍵詞:嬰兒手推車解構計畫行為理論結構方程模式購買意向
外文關鍵詞:StrollerDecomposed Theory of Planned Behavior (DTPB)Structural Equation Modeling (SEM)Purchase Intention
相關次數:
  • 被引用被引用:5
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  • 下載下載:78
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台灣嬰兒用品產業受少子化影響,市場呈現供過於求現象,銷售業者無
不絞盡腦汁尋求因應對策。「嬰兒手推車」是新生兒移動必備用品,其不論是售價或功能相較於奶瓶、尿布等一般性消費品,影響消費者購買決策的因素更形複雜。業者面臨消費者逐年減少,加上缺乏購買者決策訊息來制定有效策略,導致公司經營日益困難。而國內外關於手推車購買意向的研究付之闕如,而購買者決策訊息對廠商卻極為重要,故本研究將以三年內之新手爸媽為對象,深入探討影響其購買嬰兒手推車意向的因素。
解構計畫行為理論是近年研究消費者購買行為極重要理論之一,其以
「態度」、「主觀規範」、「知覺行為控制」為中介變數,並再將其分解成數個前置變數,較單一構面的計畫行為理論更具解釋力。本研究據此架構提出部分變數修改並建立假說,採電子問卷方式進行抽樣,計收回有效樣本 610 份。再以結構方程模式 (Structure Equation Model) 來驗證各構面變數間的關係,並於假說檢定後提出結論。
實證結果顯示:新手爸媽之態度信念受知覺有用性、知覺易用性、相容
性正向顯著影響;規範信念受外部影響正向顯著,卻不受人際影響;控制信念受資源便利條件正向顯著影響,不受自我效能、科技便利條件的影響。研究也發現,新手爸媽之購買意向受態度、主觀規範、知覺行為控制正向顯著影響。
Taiwan's baby-supply industry has seen an oversupply of baby products, and the market is suffering from unprecedented shocks and the manufacturers are trying all their best to make their way out. The stroller is an essential supply forcarrying the new-born babies. Compare to the general goods like the baby bottles,diapers, the stroller gets more concern simply because of the price, safety and function, so as to find out the key factors that may influence the buyers’decision-making. And the marketing implications are very important for manufacturers. However, the research on baby strollers at home and abroadfocuses more on the design of structural features, and the literature on discussing purchasing decision factors is rare. This study proposed by way of literature review to find out appropriate theory, explore novice parents purchase decision factors, to propose effective marketing for the baby products manufacturers.
Decomposed Theory of Planned Behavior (DTPB) is one of the important theories of consumers’ purchase intentions in the recent years’ study, which regard "attitude", "subjective norms", "perceived behavioral control" as the
intermediary variables, and then deconstruction them into front variables respectively, and has more explanatory power than the one-dimensional model.This research proposed the research framework and operational definition on this basis by using the electronic questionnaire survey to all novice parents a convenience sampling, 610 valid samples taken back. Sample data by statistical software inspection letter, validity and then using structural equation modeling (SEM) to verify the relationship between organizational factors, and then discusses the influence on novice parents willing to purchase baby strollers.
The empirical results show that the "perceived usefulness", "perceptual ease of use" and "compatibility" are positively affecting "attitude". "Subjective norms"
are influenced by "external influences", but are not affected by "interpersonal influence"; "Perceptual behavior control" is positively affected by "resource
facilitating condition" and not "self-efficacy" and "technology facilitating condition".The"attitude", " subjective norm" and "perceptual behavior control" are
positively affecting "Purchase intention ".
中文摘要 ............................................... i
Abstract ............................................. ii
第一章 緒論 ............................................ 1
第一節 研究背景與動機.................................... 1
第二節 研究目的......................................... 2
第三節 研究流程......................................... 3
第二章 文獻探討 ........................................ 5
第一節 嬰兒手推車....................................... 5
第二節 解構計畫行為理論.................................. 6
第三章 研究方法 ....................................... 14
第一節 研究架構........................................ 14
第二節 研究對象與衡量構面............................... 15
第三節 問卷設計........................................ 16
第四節 資料分析方法.................................... 17
第四章 實證結果與分析 .................................. 22
第一節 問卷回收與樣本結構............................... 22
第二節 敘述統計分析.................................... 23
第三節 信度分析........................................ 23
第四節 效度分析........................................ 25
第五節 結構方程模式分析與假說檢定....................... 27
第五章 結論與建議 ..................................... 31
第一節 研究結果........................................ 31
第二節 研究貢獻與策略意涵............................... 32
第三節 研究限制........................................ 34
第四節 後續研究建議.................................... 34
參考文獻 .............................................. 35
附錄 問卷 ............................................ 39
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