(44.192.10.166) 您好!臺灣時間:2021/03/06 19:20
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果

詳目顯示:::

我願授權國圖
: 
twitterline
研究生:林永宗
研究生(外文):LIN, YUNG-TSUNG
論文名稱:光學矯正鏡片的產品屬性對消費者知覺價值及購買意願之影響
論文名稱(外文):The Study of The Effect of Product Attributes on Consumers’ Perceived Value And Purchase Intention For Optical Lens
指導教授:林哲揚林哲揚引用關係江長慈江長慈引用關係
指導教授(外文):LIN, CHE-YANGCHIANG, CHANG-TZU
口試委員:陳宜棻林哲揚楊千慧江長慈
口試委員(外文):CHEN, I-FENLIN, CHE-YANGYANG, CHIEN-HUICHIANG, CHANG-TZU
口試日期:2017-07-13
學位類別:碩士
校院名稱:元培醫事科技大學
系所名稱:企業管理系碩士班
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:2017
畢業學年度:105
語文別:中文
論文頁數:71
中文關鍵詞:知覺價值產品屬性購買意願光學矯正鏡片
外文關鍵詞:Perceived ValueProduct AttributesPurchase IntentionOptical Correction Lenses.
相關次數:
  • 被引用被引用:10
  • 點閱點閱:444
  • 評分評分:系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔
  • 下載下載:175
  • 收藏至我的研究室書目清單書目收藏:1
光學矯正鏡片的產品屬性對消費者知覺價值及
購買意願之影響

研究生:林永宗 指導教授:林哲揚 教授
:江長慈 教授

元培醫事科技大學企業管理系碩士班

摘 要


台灣的近視人口居高不下,加上科技進步一日千里,尤其是智慧型手機及電腦相關商品大幅度改變了消費者的用眼習慣、生活形態與工作模式;消費者面對商品快速更新的眼鏡市場,如何獲取足夠的產品知識,提升消費者的知覺價值強化購買意願,是本研究的目的。本研究採用問卷發放方式調查,範圍包含台北地區、台中地區及高雄地區的眼鏡消費者,共發放500份問卷,回收有效問卷447份,將蒐集的資料以描述性統計、相關及迴歸分析來驗證,分析結果顯示:消費者對於光學矯正鏡片產品屬性的重視,確實會透過提升其知覺價值或直接正向提升其購買意願;光學矯正鏡片的衍生屬性對消費者的購買意願沒有影響;消費者越重視購買價格將會降低其購買意願;不同消費者所重視光學矯正鏡片的產品屬性也有所不同。因此本研究建議光學矯正鏡片的供應商應了解消費者需求,設計符合消費者期待的產品功能,提供輕、薄、耐用、耐撞擊、鍍膜功能的品質佳的光學矯正鏡片並建立品牌形象。對於銷售門市人員應清楚傳達光學矯正鏡片的產品屬性,並針對不同消費族群所特別重視的產品屬性加以詳細說明,並了解其所能接受的價格區間,真正推薦合乎消費者要求的光學矯正鏡片產品。


關鍵詞:知覺價值、產品屬性、購買意願、光學矯正鏡片。

The study of the effect of product attributes on consumers’
perceived value and purchase intention for
optical lns
Student : Yung Tsung Lin Advisor : Che-Yang Lin, Ph. D.
Chang-Tzu Chiang, Ph. D.
Instutite of Business Management
Yuanpei University of Medical Technology
Abstract
Taiwan's myopia population is high,coupled with scientific and technological progress day by day, especially smart phones and computer-related products significantly changed the consumer's eye habits, lifestyle and work patterns eye contact with electronic technology products for a long time. The protection of the eye function of optical correction lenses play a more important role, consumers have the choice of glasses by many factors, such as commodity knowledge, relatives and friends, personal ideas, life culture, economic income, age and other factors. Consumers face the rapid updating of the glasses market, how to get enough product knowledge, enhance the consumer's perceived value to strengthen the purchase intention is the purpose of this study. In this study, questionnaire survey was conducted, including 500 questionnaires in Taipei, Taichung and Kaohsiung area, and 450 questionnaires were collected. The collected data were validated by descriptive statistics, correlation and regression analysis. The results of this study: product personal characterization and in line with expectations (brand awareness, product performance contract expectations), resin lens thickness (lens thin), lens coating, quality and durability, wear resistance are conducive to enhance the consumer to buy Willingness; otherwise, if consumers pay attention to the purchase price (low price elasticity) is not conducive to its purchase intention.The purpose of this study is to enhance the product attributes that enhance the importance of consumers, to enhance the perceived value of consumers is the best way to increase the purchase intention, hope that the results of this study can guide the direction of product manufacturers to help dealers clear Glasses the actual needs of consumers, so that consumers get more satisfied with the service.
Keywords: perceived value, product attributes, purchase intention, optical
correction lenses.

目錄
頁次口試委員審定書...............................................................................................................Ⅰ
誌謝.....................................................................................................................................................................................Ⅱ
中文摘要........................................................................................................................................................Ⅲ
英文摘要...........................................................................................Ⅳ
目錄................................................................................Ⅴ
表目錄..................................................................................Ⅷ
圖目錄........................................................................................Ⅹ
第一章 緒論................................................................................1
1.1 研究背景與動機...............................................................1
1.2 研究目的........................................................................5
1.3 研究的範圍與對象............................................................6
1.4 研究的流程與內容............................................................6
1.5 研究內容............................................................................7
第二章 文獻探討........................................................................8
2.1 光學矯正鏡片................................................................8
2.1.1光學矯正鏡片的定義與使用目的................................8
2.1.2光學矯正鏡片的現況與問題.......................................9
2.2 產品屬性.......................................................................10
2.2.1 產品屬性的定義......................................................10
2.2.2產品屬性的分類.......................................................11
2.3 知覺價值.......................................................................16
2.3.1知覺價值的定義.......................................................16
VI
頁次
2.3.2 知覺價值的衡量.................................................................17
2.4 購買意願.......................................................................19
2.4.1 購買意願的定義......................................................19
2.4.2 購買意願的衡量......................................................20
第三章 研究方法.......................................................................23
3.1 研究架構與假設.............................................................23
3.1.1 研究架構...............................................................23
3.1.2 研究假設...............................................................24
3.2 研究構面之操作性定義....................................................25
3.2.1 問卷題項...............................................................27
3.2.2問卷效度................................................................31
3.3 資料整理與分析................................................................32
3.3.1 敘述統計...............................................................32
3.3.2 因素分析...............................................................32
3.3.3 信度分析...............................................................32
3.3.4 複迴歸分析............................................................33
3.3.5 獨立樣本T檢定................................................................33
3.3.6單因子變異數分析.........................................................33
3.3.7 Kruskal-Wallis檢定......................................................33
第四章 實證分析與討論...............................................................34
4.1 問卷樣本結構與構面的敘述性統計.....................................34
4.1.1 問卷樣本結構的敘述性分析......................................34
4.1.2 問卷基本資料分析...................................................34
VII
頁次
4.1.3 研究構面之敘述統計...............................................38
4.2研究構面因素分析與信度分析.....................................39
4.3 產品屬性因素、知覺價值因素對購買意願之複迴歸分析..45
4.4差異分析...................................................................................49
4.4.1 人口統計變數對產品屬性的差異分析........................49
4.4.2 人口統計變數對可接受平均價格的差異分.................................57
第五章 結論與建議..................................................................................59
5.1實證結果.....................................................................................59
5.2實務上之建議..................................................................................60
參考文獻..................................................................................................................................................................... 61
附錄一問卷..................................................................................................................................................................67
VIII
表目錄
頁次
表1 光學鏡片材質及加工分類表..................................................1
表1.1 2012〜2015年眼鏡銷售量與銷售值........................................3 表1.2 2016年光學商品類型市場規模及平均單價...............................4 表1.3 2016光學矯正鏡片銷售類型及平均單價..................................4 表1.4 2016光學矯正鏡片銷售類型及平均單價..................................5
表2.1 產品屬性衡量資料彙整.......................................................15
表2.2 知覺價值衡量資料彙整.......................................................18
表2.3 購買意願衡量資料彙整.......................................................21
表3.1 變數之操作型定義...............................................................27
表3.2 產品屬性問卷衡量題項.......................................................28
表3.3 知覺價值問卷衡量題項.......................................................30
表3.4 購買意願問卷衡量題項.......................................................31
表4.1 問卷基本個人資料分析.......................................................35
表4.2 光學鏡片使用情形分析.......................................................37
表4.3 光學鏡片產品屬性各題項回應之平均數.................................38
表4.4 光學鏡片知覺價值各題項回應之平均數.................................39
表4.5 光學鏡片購買意願各題項回應之平均數.................................39
表4.6 產品屬性-原生屬性之因素萃取與信度分析............................40
表4.7 產品屬性-形式屬性之因素萃取與信度分析............................40
表4.8 產品屬性-知覺屬性之因素萃取與信度分析............................41
表4.9 產品屬性-衍生屬性之因素萃取與信度分析............................42
表4.10 知覺價值-功能價值之因素萃取與信度分析................................43
表4.11 知覺價值-情緒價值之因素萃取與信度分析...................................43
表4.12 知覺價值-社會價值之因素萃取與信度分析...................................44
IX
頁次表4.13 購買意願之因素萃取與信度分析......................................................44
表4.14 各構面因素分析結果彙整表...............................................................45
表4.15 產品屬性、消費者知覺價值對購買意願之影響...............................47
表4.16 產品屬性對消費者知覺價值之影響.................................................48
表4.17 各產品屬性性別差異分析.................................................................49
表4.18 各產品屬性婚姻狀態差異分析.........................................................49
表4.19 各產品屬性年齡差異分析.................................................................50
表4.20 各產品屬性教育程度差異分析.........................................................51
表4.21 各產品屬性職業差異分析...................................................................52
表4.22各產品屬性所得差異分析....................................................................54
表4.23各產品屬性地區差異分析...............................................................55
表4.24各產品屬性重視族群分析...............................................................56
表4.25 各族群可接受平均價格分析..................................................................57
X
圖目錄
頁次
圖1.1 歷年高中職以下學生視力不良率..........................................3
圖1.2 歷年眼鏡進口總金額圖......................................................4
圖3.1 研究架構..........................................................................23

參考文獻

英文部分:
1. Aaker, D. A.& Shansby, J.G.Positioning Your Product, Business.Horizons,
May-June, 1982, pp. 56-62.
1. Biswas, A., “The Moderating Role of Brand Familiarity in Reference Price
Perception”, Journal of Business Research, Vol.25, 1992, pp. 251-262.
3. Blackwell, R. D., Miniard, P. W., Engel, J. F. Consumer Behavior (9thed.).
South-Western Thomas Learning, Mason, O.H ,2001.
4. Dodds, Monroe & Grewal, “Effect of Price, Brand, and Store
Information on Buyer’s Product Evaluations”, Journal of Marketing Research, 1991.
5. Dodds, W. B., & Monroe K. B. The effects of brand and price information
on subjective product evaluations. Advance in Consumer Research, 12(1), 1985, pp. 85-90.
6. Dodds, W . K ., K . B . Monroe, & D . Grewal, Effects of price, brand and
store information on buyer’product evaluations, Journal of Marketing
Research, 28(3), 1991, pp. 307-319.
7. Engel, J. F., Blackwell, R. D. & Miniard, P. W. ”Harcourt broke
Jovanovich college publishers, Consumer Behavior, 8th ed., The Dryden Press, 2001.
8. Fishbein, M. & Ajzen I., Belief, Attitude, Intentions and Behavior. And
Introduction to theory and research , Addition-Wesley:Boston, MA, 1975.
9. Grewal, D . & R . Krishnan, The effects of store name, brand name and
price discount consumers’ evaluations and purchase intention, Journal of
Retailing, 74(3), 1998, pp. 331-352.
10. Holbrook, M. B., & Hirschman, E. C. The experiential aspects of
consumption:Consumer fantasies, feelings, and fun. Journal of
Consumer Research, 9(September), 1982, pp. 132-140.
11. Kaiser H. F., “The application of electronic computer to factor analysis,” Educational Psychology Measurement, Vol. 20, 1960, pp. 141-151.
12. Kakkos, N., Trivellas, P., & Sdrolias, L. Identifying drivers of purchase
intention for private label brands. Preliminary evidence from Greek
consumers. Procedia–Socialand Behavioral Science, 175, 2015, pp. 522-528.
13. Kashyap, R.& D.C.Bojanic, Astructural Analysis of Value, Quality and
Price Perceptions of Business and Leisure Travelers, Journal of Trvael
Research, 39(Aug.), 2000, pp. 45-72.
14. Keller, K. L., Strategic Brand Management, N. J.:Prentice Hall, 1998.
15. Keller, K. L., Strategic Brand Management Building Measuring, and
Managing Brand Equity, 2nd edition. Upper Saddle River, N. J.:Person
Education, 2003.
16. Kotler, P. Management Analysis, Planning, Implementation, and
Control N. J.:Prentice Hall, 1997.
17. Kotler, P. Marketing Management, 10th ed., New Jersey:Prentice-Hall, 2000.
18. Kotler, P., Keller, K. L. Marketing Management. Pearson Education,
Boston, M.A, 2012.
19. Kruskal, W. H., and Wallis, W. A., "Use of ranks in one-criterion variance analysis", Journal of the American Statistical Association, (47), 1952, pp. 583-621.
20. Littrell, M. A., Baizerman, S., Kran, R., Gahring, S., Nierneyer, S., Reilly,
R. & Stout, J., Souvenires and tourism styles. Journal of Travel Research,
33(1), 1994, pp. 3-11.
21. Lovelock, C. H., Services marketing: people, technology, strategy,
Forth Edition, Englewood Cliffs, NJ:Prentice Hall Inc., 2001.
22. Mantel S. P. & Kardes, F. R., “The Role of Direction of Comparison,
Attribute - based Processing, and Attribute - based Processing in
Consumer Preference”, Journal of Consumer Research, Vol.25, 1999, pp. 335-352.
23. Monroe, K. B., Pricing:Making profitable decision, 2nd Ed.,
McGraw-Hill Publishing Company, 1990.
24. Myers, J. H. & Shocker, A. D., The nature of product-related attributes.
Research in Marketing, 5, 1981, pp. 211-236.
25. Nunnally, J.C., Psychometric Theory, New York: McGraw-Hill, 1978.
26. Parasuraman, A.,& Grewal,D.,”The impact of technology on the
quality-value-loyalty chain: A research agenda.”Journal of the Academy
of Marketing Science,Vol.28,2000, pp. 168-174.
27. Park, C. W. & Lessig ,V. P. , “Familiarity and Its Impact on Consumer Decision Biases
and Heuristics,” Journal of Consumer Research ,8 (2), doi:10.1086/208859, 1981, pp. 223-230.
28. Park, C.W., Jaworski, B.J. & Maclnnis, D.J. Strategic Brand Concept
Image Management. Journal of Marketing, 50(10), 1986, pp. 135-145 .
29. Peter, J. Paul & Jerry, C. Olson, “ Consumer Behavior” Chicago:Irwin, 2001.
30. Philipp, E. B., Lisa, M. Perceived value:a critical
examination of definitions, concepts and measures for the service industry.
Journal of Services Marketing, 25(3), 2011, pp. 229-240.
31. Ravald, A.,& Gronroos,C.,”The value concept and relationship
marketing.”European Journal of Marketing,Vol.30(2),1996, pp. 19-30.
32. Richardson, Dick & Jin,”Extrinsic and Intrinsic Effects on Perceptions of
Store Brand Quality”, Journal of Marketing,Vol.58, No.4, 1994, pp. 28-36.
33. Schiffman, L. G. & L. L. Kanuk., Consumer Behavior, 7thed., Prentice
Hall, Inc. Vol.1 , No.2 , 2000, pp. 239-34.
34. Sheth, J. N. , Newman, B. I., & Gross, B. L., “Consumption values and
market choices:Theory and applications”, South - Western Publishing,
Cincinnati. Vol.22, No02, 1991, pp. 159-170.
35. Stanton, W. J. & Etzel, M. J., Fundamentals Marketing, 9thed. New York:
McGraw-Hill, 1991.
36. Strahilevitz, M.A. & Myers, J.G. Donations to Charity as Purchase
Incentives:How Well They Work May Depend on What You Are Trying
to Sell. Journal of Consumer Research, 24(4), 1998, pp. 434-446.
37. Sun, P. C. , “Differentiating High Involved Product by Trivial Attributes for
Product Line Extension Strategies.” European Journal of Marketing, 44, No. 11/12, 2010 , pp. 1557-1575.
38. Swan, J. E., & Combs, L. J. Product performance and consumer
satisfaction:A new concept. Journal of Marketing, 40, 1976, pp. 25-33.
39. Swanson, K. K. & Horrid,P. E. A structural model for souvenir
consumption, travel activities, and tourist demographics, 2004.
40. Sweeney, J. C. & Soutar, G. N., “Consumer-perceived value:the
development of a multiple item scale,”Journal of Retailing, 77 (2),
doi:10.1016/S0022-4359(01)00041-0, 2001, pp. 203-220.
41. Thaler, Richard, “ Mental Accounting And Consumer Choice”, Marketing
Science, Vol.4, No.3, 1985, pp. 199-241.
42. Turner, L. W. & Reisinger, Y. Shopping satisfaction for domestic tourists.
Journal of Retailing and Consumer Services, 8(1) , 2001, pp. 15-27.
43. Woodruff, R. B. Customer value:The next source of competitive
advantage. Journal of the Academy of Marketing Science, 25(2), 1997, pp. 139-153.
44. Zeithaml, V. A.,Berry, L.L.& Parasuraman, A.,”Communication and Control
Processes in the Delivery of Service Quality”, Journal of Marketing, Vol.33, 1988,
pp. 35-48.

中文部分:
1. 王益朗、何明裕,基礎驗光檢查程序,民國100年,1-2頁。
2. 李昇芳,保險消費者透過車商保代購買汽車保險動機、認知、涉入與
意願實證之研究。銘傳大學風險管理與保險研究所碩士論文,民國95年。
3. 李維鈞、王盈湉,應用二維模式探討自有品牌產品屬性層次,創新與
管理,第8卷,第1期,民國100年,75-94頁。
4. 何雍慶、林美珠,電子商務顧客網路購物知覺價值因果關係之研究-
以國內大專生為例,顧客滿意學刊,第3卷,第1期,民國96年,61-96頁。
5. 林彩梅、方顯光、陳宏儒,「產品屬性對品牌形象、製造來源國形象與銷費者購買
意願之影響 - 以台灣筆記型電腦為例」,華人前瞻研究,第6卷,第1期,民國99年,53-63頁。
6. 周文賢,行銷管理-市場分析與策略規劃,台北:智勝文化出版社,民國88年。
7. 周文賢、楊明璧、賴曉慧,品牌形象契合度及產品屬性契合度對消費
者購買延伸產品意願之研究,交大管理學報,第25卷,第1期,民國94年,97-122頁。
8. 周秀蓉、黃琪淳、陳恰君、嚴素娟、羅詠泰,「休閒體驗與知覺價值對購
買意願之影響-以夢時代購物中心為例」,商業現代化學刊,第4卷,第3
期,民國97年,29-42頁。
9. 邱志聖,行銷研究:實務與理論運用,智勝文化出版社,民國104年,(2015)。
10. 胡欣慧、何玉珍,「消費者對量販店自有品牌食品購買意願之研究」,
餐旅暨家政學刊,第5卷,第3期,民國97年,101-128頁。
11. 吳岱儒、戴萬平、鄭安娜,非營利組織捐款行為、品牌認同購
買意願之研究:以喜憨兒烘焙坊為例,資訊與管理科學,4卷,第
1期,民國100年,69-96頁。
12. 吳淑鶯、蕭雅如、林婉婷、何雅琳、黃詩莤、紀伯融。〈綠色行銷對知覺品質,
知覺價格,知覺風險,知覺價值及購買意願的影響:以有機食品為例〉。
《創新與經營管理學刊》,3(1),民國101年,19-41頁。
13. 洪毓穗,生活型態與產品屬性影響消費者購買行為之研究-以彰化縣
二林鎮之國產葡萄酒為例。逢甲大學景觀與遊憩研究所碩士論文,民國98年。
14. 張林松、陳木星、楊文卿、劉祥瑞、孫涵瑛、廖英傑、葉上民、楊佩怡、陳賢堂、
黃宣瑜編著,「視光學概論」,民國100年,2-4頁。
15. 張景盛、藍宜亭、陳卜僑,產品屬性、知覺風險與知覺利益之關係-以網路通路為
例,行銷評論,第8卷,第1期,民國100年,125-148 頁。
16. 張蓓琪、沈秀玲,消費者使用創新產品之影響因素分析-以電子書閱
讀器為例,國立海洋科技大學學報,第24期,民國99年,191-219頁。
17. 許士軍,管理學,台北:來拳書局,民國76年。
18. 許黛君,職棒球迷的認同感、產品認知與群體規範對贊助商產品的
態度及購買意願 影響之研究。朝陽科技大學企業管理研究所碩士論
文,民國94年。
19. 劉水深,產品規格化與策略應用,民國73年。
20. 羅文坤,行銷傳播學,臺北:三民書局,民國75年。
21. 蕭至惠、蔡進發、陳玫君,「廣告訴求與產品屬性的差異真能
左右消費者對廣告效果的知覺?」,行銷評論,第9卷,第1期,
民國101年,61-90頁。
22. 魏文欽、林怡君,品牌形象與顧客忠誠度關係之證實研究-知覺價值
混和效果之探討。 International Journal of LISREL,3(1), 民國99年,45-67頁。
【Wei, W.-C., & Lin, Y.-J. An Empirical Study of the Relationship between Brand Image and Customer Loyalty-the Hybrid Effect of Perceived Value. International Journal of ISREL,3(1),2010, pp.45-67.】


QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
1. 品牌形象、知覺價值、口碑、產品知識與購買意願之研究─以手機為例
2. 消費者創新產品之採用行為與產品屬性評估之研究─以數位影音光碟機(DVD)為例
3. 品牌形象及知覺價值對購買意願影響之研究-以桂格健康食品為例
4. 價格折扣與品牌形象對消費者知覺品質、知覺價值及購買意願的影響--以筆記型電腦為例
5. 消費者對有機食品涉入程度、知覺價值及其購買意願之研究
6. 品牌權益、促銷方式及促銷效果關聯之研究-以運動鞋與衛生紙為例
7. 促銷方式對消費者知覺價值、購買意願與忠誠度影響之研究-以屈臣氏連鎖藥妝店為例
8. 網路購物品牌形象、促銷活動與知覺價值對購買意願之影響
9. 參考價格區間與知覺品質對知覺價值與購買意願之影響
10. 品牌形象、知覺品質、知覺價值、購買意願及消費行為關係之研究─以捷安特為例
11. 網路購物品牌形象、品牌信任、知覺價值、知覺風險對購買意願影響之研究-以網路購買服飾商品為例
12. 百貨公司贈品促銷對消費者行為之影響—以台北市百貨公司為例
13. 綠色產品知覺價值、知覺風險與購買意願之研究—以綠能薄型數位電視為例
14. 汽車品牌形象與中古車之知覺風險、知覺品質及知覺價值對購買意願關係之探討
15. 球隊認同、周邊商品知覺價值與購買意願之研究─以現場觀賞中華職棒賽事球迷為例
 
無相關期刊
 
無相關點閱論文
 
系統版面圖檔 系統版面圖檔