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研究生:張開聞
研究生(外文):Kai-Wen Tiew
論文名稱:消費者創新能力和感知價值對智慧型手錶購買行為的影響研究
論文名稱(外文):A study on the influence of consumer innovation and perceived value on smartwatch purchase intention
指導教授:張勝雄張勝雄引用關係
指導教授(外文):Sheng-Hsiung Chang
口試委員:邱宏仁張瀞文
口試委員(外文):Chin-Wen Chang
口試日期:2022-05-27
學位類別:碩士
校院名稱:淡江大學
系所名稱:國際企業學系碩士班
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:2022
畢業學年度:110
語文別:中文
論文頁數:85
中文關鍵詞:智慧型手錶感知價值消費者創新能力購買意願
外文關鍵詞:smart watchperceived valueconsumer innovativenesspurchase intention
相關次數:
  • 被引用被引用:1
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  • 下載下載:92
  • 收藏至我的研究室書目清單書目收藏:0
本研究向台灣一般民眾發放問卷,透過發放與回收網路問卷調查的方式,以自變數為消費者的創新能力,探討台灣市場裡的消費者,在感知價值作為仲介變數是否對購買智慧型手錶造成影響,並以統計軟體SPSS進行迴歸分析智慧型手錶被影響之變量,驗證其結果。本研究表明,消費者在購買智慧型手錶之意圖會被感知價值影響,而且還取決於消費者的創新能力,且感知價值會部分中介消費者創新能力。探討智慧型手錶產業全球發展之優勢,尤其在智慧型手錶之產品發展迅速的高速公路上,將導致傳統手錶面對轉型問題,而消費者創新能力與感知價值對智慧型手錶之購買意圖造成影響。
This research project will investigate whether the perceived value as an intermediate variable influences the purchase of smart watches in the Taiwanese market by distributing and retrieving an online survey that uses a dependent variable as the consumer innovativeness. This study shows that consumer intention to purchase a smart watch is influenced by perceived value and also by consumer ability to innovate. A questionnaire was administered to the general public in Taiwan, and statistical software SPSS was used to conduct a regression analysis of the variables influencing smart watches. The study examines the advantages of the global development of the smart watch industry, especially in the context of the rapid product development of smart watches, which will lead to the transformation of traditional watches, and the impact of consumer innovation and perceived value on the purchase intention of smart watches.
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 4
第三節 研究目的 5
第四節 研究範圍 6
第五節 研究流程 7
第二章 文獻探討 8
第一節 智慧型手錶定義與發展史 8
第二節 消費者創新能力與感知價值之衡量構面 10
第三節 購買意願 17
第三章 研究方法 18
第一節 研究架構 18
第二節 研究假說 19
第三節 研究變數之定義及衡量 22
第四節 抽樣方法與問卷設計 32
第五節 資料分析方法 33
第四章 資料分析與結果 35
第一節 相關性係數分析 35
第二節 信度分析 36
第三節 叙述性统计分析 38
第四節 階層回歸分析 56
第五章 結論與發現 63
第一節 研究發現與結論 63
第二節 研究限制與未來研究建議 65
參考文獻 67
附件、研究問卷 77

圖目錄
圖 1 1 2021年第一季度智慧型手錶系統市佔率 2
圖 1 2 2021第一季度智慧型手錶出貨量市場份額 3
圖 1 3 研究流程圖 7
圖 4 1 消費者創新能力信度分析 36
圖 4 2 消費者是否聽過智慧型手錶之調查 40
圖 4 3 消費者最常聽過智慧型手錶之調查 41
圖 4 4 消費者是否用過智慧型手錶之調查 42
圖 4 5 消費者用過智慧型手錶之品牌 43
圖 4 6 消費者最常使用智慧型手錶之品牌 44
圖 4 7 消費者最常使用智慧型手錶之功能 45
圖 4 8 整體有效樣本之性別分佈圖 49
圖 4 9 整體有效樣本之年齡分佈圖 50
圖 4 10 整體有效樣本之婚姻狀況分佈圖 51
圖 4 11 整體有效樣本之教育程度分佈圖 52
圖 4 12 整體有效樣本之居住所在地分佈圖 53
圖 4 13 整體有效樣本之職業別分佈圖 54
圖 4 14 整體有效樣本之每月平均可支配所得為新台幣(元)分佈圖 55
圖 4 15 消費者創新能力對感知價值與購買意願之關係 62

表目錄
表 2 1 消費者創新能力定義 11
表 2 2 特定領域創新能力 12
表 2 3 天生的創新能力 13
表 2 4 感知價值定義之整理 15
表 2 5 感知價值衡量構面之整理 16
表 3 1 研究假說整理表 21
表 3 2 消費者創新能力之衡量問項 22
表 3 3 功能價值衡量問項 24
表 3 4 貨幣價值之衡量問項 25
表 3 5 社會價值之衡量問項 26
表 3 6 認知價值之衡量問項 27
表 3 7 購買意願之衡量問項 28
表 3 8 智慧型手錶的認知與購買經驗 29
表 3 9 人口統計變數的問項衡量 30
表 4 1 相關分析結果 35
表 4 2 本研究變數之信度分析表 37
表 4 3 消費者對智慧型手錶之認知 38
表 4 4 人口統計分析 46
表 4 5 感知價值為應變數之回歸結果 58
表 4 6 以購買意願為應變數之回歸結果 59
表 4 7 以購買意願為應變數之回歸結果 60
表 4 8 研究假設與驗證結果 62
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http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=
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Al-Jundi, S. A., Shuhaiber, A., & Augustine, R. (2019). Effect of consumer innovativeness on new product purchase intentions through learning process and perceived value. Cogent Business & Management, 6(1), 1698849.
Armstrong, J. S., Morwitz, V. G., & Kumar, V. (2000). Sales forecasts for existing consumer products and services: Do purchase intentions contribute to accuracy? International Journal of Forecasting, 16(3), 383-397.
Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20(4), 644-656.
Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of personality and social psychology, 51(6), 1173.
Bass, F. M. (1969). A new product growth for model consumer durables. Management science, 15(5), 215-227.
Chen, S.-F. S., Monroe, K. B., & Lou, Y.-C. (1998). The effects of framing price promotion messages on consumers' perceptions and purchase intentions. Journal of retailing, 74(3), 353-372.
Chen, Z., & Dubinsky, A. J. (2003). A conceptual model of perceived customer value in e‐commerce: A preliminary investigation. Psychology & Marketing, 20(4), 323-347.
Citrin, A. V., Sprott, D. E., Silverman, S. N., & Stem, D. E. (2000). Adoption of Internet shopping: the role of consumer innovativeness. Industrial management & data systems.
Clover, C. (2014). Chinese tech: Selling to the next billion. FT.com. Retrieved from https://ezproxy.lib.tku.edu.tw/login?url=https://www.proquest.com/trade-journals/chinese-tech-selling-next-billion/docview/1635220488/se-2?accountid=14237
http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=
http://info.lib.tku.edu.tw/tkulj.asp?c=issn&s=
Cotte, J., & Wood, S. L. (2004). Families and innovative consumer behavior: A triadic analysis of sibling and parental influence. Journal of Consumer Research, 31(1), 78-86.
Cowart, K. O., Fox, G. L., & Wilson, A. E. (2008). A structural look at consumer innovativeness and self‐congruence in new product purchases. Psychology & Marketing, 25(12), 1111-1130.
Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. psychometrika, 16(3), 297-334.
Darmwal, R. (2015). Wrist Wars: Smart Watches vs Traditional Watches. Telecom Business Review, 8(1), 69-79. Retrieved from https://ezproxy.lib.tku.edu.tw/login?url=https://www.proquest.com/scholarly-journals/wrist-wars-smart-watches-vs-traditional/docview/1845226067/se-2?accountid=14237
http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=
http://info.lib.tku.edu.tw/tkulj.asp?c=issn&s=0973-9114
Dhar, R., & Wertenbroch, K. (2000). Consumer choice between hedonic and utilitarian goods. Journal of marketing Research, 37(1), 60-71.
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