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研究生:王映儒
研究生(外文):WANG,YING-RU
論文名稱:創新產品購買意圖之研究 ──理性行為理論之擴充模型
論文名稱(外文):The Study of the Purchase Intention of Innovative Product:An Extension of Theory of Reasoned Action
指導教授:江政達江政達引用關係
口試委員:王維元陳仁惠
口試日期:2017-06-29
學位類別:碩士
校院名稱:國立臺北教育大學
系所名稱:文化創意產業經營學系
學門:藝術學門
學類:應用藝術學類
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:148
中文關鍵詞:理性行為理論創新產品新奇價值知覺風險購買意圖
外文關鍵詞:Theory of Reasoned ActionInnovative productNovelty ValuePerceived RiskPurchase intention
相關次數:
  • 被引用被引用:1
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產品的「創新」設計對於企業來說,是很重要的能力與手段,因為它能讓產品具有差異化,提升公司的競爭力。對於消費者來說,一項成功的創新產品,應是具備新奇屬性,更具現代化、新穎,技術上更優越的產品,因為創新產品的優點、功能、新鮮程度,比一般產品來得高,所以能夠提升消費者的購買意圖。然而,創新產品亦有它的缺點,消費者可能會因為創新產品「太新穎」、使用習慣不同、價格、他人觀感的問題,而產生購買疑慮,這些未知風險,都會影響消費者的購買意圖。
本研究根據Fishbein & Ajzen(1967)提出的「理性行為理論」作為主要架構,聚焦於個人的行為意圖,經由理性的思考路徑,對於創新產品的購買意圖為何。並以Everett Rogers(1962)的創新擴散理論中,「創新認知屬性」作為衡量「態度」的主要因子。另外加入「新奇價值」、「知覺風險」兩項變數,驗證其對理性行為理論之影響,並同時驗證理性行為理論的「態度」及「主觀規範」是否具備中介效果,以此研究結果,作為擴充理性行為理論模型之根據。
研究結果發現,新奇價值顯著正向影響態度與主觀規範,知覺風險顯著負向影響態度與主觀規範,故此證實消費者的購買意圖,確實會因新奇價值而正向提升,亦會因知覺風險而負向下降。另外,將態度與主觀規範作為新奇價值、知覺風險與購買意圖之中介因子,根據Baron and Kenny (1986)之判准,驗證結果為部分中介,是為中介效果成立。本研究依上述研究結果,提出三點管理意涵之建議:一、消費者購買創新產品之關鍵因素;二、創新產品設計建議;三、未來行銷策略建議。
“Innovative design” of products is a crucial ability and means for companies, it makes products to be differentiated, also it enhances the company's competitiveness. For consumers, a successful innovative product should be novel, modern and have its superior technique, because of these advantages, innovative products enhance the purchase intention of consumers. However, innovative products also have its defects, consumers may consider the products “too new”, the usage habits “too different”, and the prices “too expensive”...etc., these concerns and unknown risks will affect the consumer's purchase intention.
This study is based on the “Theory of Reasoned Action”(TRA) proposed by Fishbein & Ajzen (1967), focusing on individual behavioral intentions, exploring the purchase intention with rational thinking of consumers. This study also combined “Diffusion of Innovative Theory” proposed by Everett Rogers (1962), adopting his "innovative cognitive attributes" as a measure of "Attitude". In addition, we add two variables of "Novelty value" (NV) and "Perceived Risk"(PR) to verify its influence on TRA, and to verify the "Attitude" and "Subjective Norms" of TRA have the effect of mediation or not. These studies results will be the proves to expand the model of TRA.
The results indicates that NV significantly positive influenced the attitudes and subjective norms, on the other hand, PR significantly negative influenced the attitudes and subjective norms, these are consistent with hypothesis validation. Furthermore, the attitude and subjective norms as mediator factors, according to Baron and Kenny (1986), the test results are partially mediated, which means that mediation effect is established.
Based on the above research results, this study offers three management suggestions: First, the key factors of why consumers buying innovative products; Second, design recommendations of innovative products; Third, marketing strategy recommendations for future.
目 次 i
表 次 ii
圖 次 iv
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 5
第一節 群眾募資平台 5
第二節 創新 7
第三節 理性行為理論 12
第四節 新奇價值 19
第五節 知覺風險 25
第三章 研究方法 31
第一節 研究架構 31
第二節 研究假說 32
第三節 研究工具與實施 42
第四節 資料分析方法 47
第四章 研究分析與結果 49
第一節 敘述性統計分析 49
第二節 差異分析 57
第三節 信度分析 72
第四節 效度分析 73
第五節 相關分析 76
第六節 迴歸分析 78
第七節 中介檢定 100
第五章 結論與建議 113
第一節 研究假設驗證 113
第二節 研究結論 117
第三節 管理意涵 128
第四節 研究限制 131
第五節 後續研究建議 132
參考文獻 133
附錄一 正式問卷 143
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