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研究生:楊銘裕
研究生(外文):Yang,Ming-Yu
論文名稱:消費者創新性、知覺價值、性別、年齡與購買意願之關係
論文名稱(外文):The Relationship between Consumer Innovativeness, Perceived Value, Gender, Age and Purchase Intention
指導教授:唐永泰唐永泰引用關係
指導教授(外文):Tang,Yung-Tai
口試委員:吳信宏蔡垂君
口試委員(外文):Wu, Hsin-HungTsai, Chui-Chun
口試日期:2021-06-08
學位類別:碩士
校院名稱:靜宜大學
系所名稱:國際企業學系
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:2021
畢業學年度:109
語文別:中文
論文頁數:105
中文關鍵詞:消費者創新性知覺價值性別年齡購買意願
外文關鍵詞:Consumer InnovativenessPerceived ValueGenderAgePurchase Intention
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本研究主旨在於探討消費者創新性、知覺價值、性別以及年齡對購買意願之影響,資料蒐集採用問卷調查的方式進行,研究對象的職業背景主要包含製造業、服務業、高科技產業等多種不同行業,實得有效問卷200份。研究方法主要以實驗設計法來進行,問卷之測量問項以Likert五點尺度量表編制,以敘述性統計分析、效度分析以及信度分析檢測所回收樣本之結構以及問卷之質量,再以相關分析來初步檢測各因素之間的關係,另外以獨立樣本雙因子變異數分析來探討消費者創新性以及知覺價值對購買意願之影響,最後以獨立樣本 t 檢定以及獨立樣本單因子變異數分析來探討消費者性別與年齡對購買意願之影響。
研究結果顯示,消費者創新性與知覺價值對購買意願具有顯著的交互作用,具體為在知覺價值較高的情況下,消費者創新性之高低對購買意願具有顯著差異;在消費者創新性較低的情況下,知覺價值之高低對購買意願具有顯著差異;另外,消費者性別以及年齡的不同均對購買意願具有顯著差異。最後本研究針對所顯示的研究結果探討實際管理意涵並為後續相關研究提出建議。
The purpose of the study is to empirically investigate the relationships between Consumer innovativeness, Perceived value, Gender, Age, and Purchase intention. The data collection was conducted by questionnaire survey, and a total of 200 valid questionnaires were obtained. The occupational backgrounds of the research objects mainly include various industries such as manufacturing, service industry, high-tech industry, etc. The research method is mainly carried out by experimental design. The measurement items of the questionnaire are compiled on the Likert five-point scale. Descriptive statistical analysis, Validity analysis, and Reliability analysis are used to test the structure of the collected samples and the quality of the questionnaire. Correlation analysis is used to preliminarily detect the relationship between various factors. In addition, Independent sample Two-way ANOVA is used to explore the influence of Consumer innovativeness and Perceived value on Purchase intention. Finally, Independent sample t-test and Independent sample One-way ANOVA analysis to explore the influence of consumer gender and age on purchase intention.
The results indicate that Consumer innovativeness and Perceived value have a significant interaction effect on Purchase intention. Specifically, When the Perceived value is high, Different levels of Consumer innovativeness has a significant difference to Purchase intention; In the case of low Consumer innovativeness, Different levels of Perceived value has a significant difference in Purchasing intention; in addition, The difference of consumer gender and age has a significant difference in Purchasing intention.
Finally, this research explores the implications of actual management based on the displayed research results and makes recommendations for follow-up related research.
謝誌 I
摘要 II
ABSTRACT III
目錄 V
表目錄 VIII
圖目錄 X
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 5
第三節 研究流程 6
第二章 文獻探討 8
第一節 消費者創新性 8
一、消費者創新性之定義 8
二、消費者創新性之構面量表 13
第二節 知覺價值 17
一、知覺價值之定義 17
二、知覺價值之衡量構面 21
第三節 購買意願 26
一、購買意願之定義 26
二、購買意願之衡量構面 29
第四節 研究假設 33
一、消費者創新性與購買意願之關係 33
二、知覺價值與購買意願之關係 34
三、消費者創新性、知覺價值與購買意願之關係 35
四、消費者人口統計變項(性別、年齡)對購買意願之影響 38
第三章 研究方法 40
第一節 研究架構 40
第二節 研究假設 40
第三節 研究過程與研究對象 40
第四節 變項衡量 43
一、消費者創新性 43
二、知覺價值 44
三、購買意願 44
第五節 資料處理 44
一、敘述性統計 45
二、效度分析 45
三、信度分析 45
四、相關分析 46
五、獨立樣本雙因子變異數分析 46
六、單純主要效果分析 46
七、獨立樣本 t 檢定 47
八、獨立樣本單因子變異數分析 47
第四章 研究結果 48
第一節 敘述性統計 48
一、樣本結構之敘述性統計分析 48
二、消費者創新性之敘述性統計分析 51
三、知覺價值之敘述性統計分析 53
四、購買意願之敘述性統計分析 55
第二節 效度分析 56
一、消費者創新性量表之因素分析 58
二、知覺價值量表之因素分析 59
三、購買意願量表之因素分析 61
第三節 信度分析 62
第四節 相關分析 62
第五節 獨立樣本雙因子變異數分析 64
第六節 獨立樣本 t 檢定 70
第七節 獨立樣本單因子變異數分析 72
第五章 結論與建議 74
第一節 假設驗證結果 74
第二節 研究討論 74
一、消費者創新性與購買意願之關係 74
二、知覺價值與購買意願之關係 76
三、消費者創新性、知覺價值與購買意願之關係 76
四、消費者性別與年齡對購買意願之影響 77
第三節 管理實務意涵 77
第四節 研究限制 78
第五節 後續研究影響 78
參考文獻 80
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西文部分 81
附錄 94
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高消費者創新性、低知覺價值群組之問卷 97
低消費者創新性、高知覺價值群組之問卷 100
低消費者創新性、低知覺價值群組之問卷 103
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