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研究生:張宜靜
研究生(外文):CHANG, YI-CHING
論文名稱:產品品質與行銷策略對消費者購買乳膠床墊意願之分析
論文名稱(外文):The Analysis of Product Quality and Marketing Strategy on Consumer Purchase Intention of Latex Mattress
指導教授:陳皆碩陳皆碩引用關係
指導教授(外文):CHEN, CHIEH-SHUO
口試委員:鄭國枝林芳綺
口試委員(外文):CHENG, KUO-CHIHLIN, FANG-CHI
口試日期:2024-06-19
學位類別:碩士
校院名稱:國立彰化師範大學
系所名稱:會計學系企業高階管理碩士在職專班
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:2024
畢業學年度:112
語文別:中文
論文頁數:112
中文關鍵詞:產品品質行銷策略乳膠床墊購買意願
外文關鍵詞:Product QualityMarketing StrategyLatex MattressPurchase Intention
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床墊的結構特性與功能有別於其他民生產品,消費者選擇床墊時,產品品質與行銷策略往往是重要的參考因子。本研究探討產品品質及 4C 行銷 策略(包括顧客需求、顧客成本、顧客便利性、顧客溝通)與消費者購買乳膠床墊意願間之關聯性。實證結果發現:(1)消費者重視乳膠床墊的產品品質, 特別是乳膠床墊是否完全不含危害人體健康之有毒物質。(2)消費者重視乳 膠床墊是否能符合顧客需求,特別是乳膠床墊是否健康無毒,及乳膠床墊 是否具備足夠身體支撐性。(3)消費者重視乳膠床墊是否能符合顧客成本, 特別是乳膠床墊是否具備保固。(4)消費者重視乳膠床墊是否能符合顧客便 利性,特別是乳膠床墊廠商是否提供便利的售後服務。(5)消費者重視乳膠 床墊是否能符合顧客溝通,特別是乳膠床墊廠商是否提供好的購買體驗與 服務品質。(6)消費者對於顧客溝通的重視度會顯著正面影響乳膠床墊之購 買意願。(7)消費者對於顧客成本與顧客溝通的重視度會顯著正面影響乳膠 床墊之推薦意願。本研究結果對乳膠床墊業者對未來行銷策略與人員培訓 具有管理意涵。
The structural characteristics and functions of mattresses differ from other consumer products, where product quality and marketing strategies are often important considerations for consumers when choosing mattresses. This study examines the correlation between product quality and the 4C marketing strategy (including customer needs, customer cost, customer convenience, and customer communication) and consumers' willingness to purchase latex mattresses. Empirical results reveal that consumers value the product quality of latex mattresses, particularly whether they are completely free of harmful substances to human health. Second, consumers value whether latex mattresses can meet customer needs, especially if they are healthy and non-toxic, and if they provide adequate body support. Third, consumers value whether latex mattresses are cost-effective, especially if they come with a warranty. Fourth, consumers value whether latex mattress manufacturers provide convenient after-sales service. Fifth, consumers value whether latex mattress manufacturers offer good purchasing experiences and service quality. Sixth, the importance consumers place on customer communication significantly positively influences the willingness to purchase latex mattresses. Finally, the importance consumers place on customer cost and customer communication significantly positively influences the willingness to recommend latex mattresses. The findings of this study have managerial implications for latex mattress manufacturers regarding future marketing strategies and personnel training.
中文摘要 I
Abstract II
致謝 III
目錄 IV
表目錄 VI
圖目錄VII
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 論文架構與研究流程 5
第二章 文獻探討 7
第一節 床墊之發展與種類 7
第二節 乳膠床墊之特性與功能 12
第三節 產品品質 17
第四節 行銷策略4C架構 20
第五節 消費者購買意願 24
第三章 研究方法 28
第一節 問卷設計與研究對象 28
第二節 實證分析方法 29
第四章 實證結果與分析 39
第一節 信效度分析 39
第二節 樣本分布 39
第三節 敘述統計分析 73
第四節 相關分析 77
第五節 平均數與中位數差異分析 85
第六節 迴歸分析 88
第五章 研究結論與建議 97
第一節 研究結論 97
第二節 管理意涵與建議 98
參考文獻 100
中文部分 100
英文部分 101
附錄一 產品品質與行銷策略對消費者購買乳膠床墊意願之問卷104

表目錄
表3-1 變數定義 31
表4-1 樣本分布狀況:整體樣本 45
表4-2 樣本分布狀況:分地區別 60
表4-3 各變數之敘述性統計分析 75
表4-4 各變數間之相關係數 79
表4-5 平均數及中位數檢定 86
表4-6 產品品質與行銷策略對消費者乳膠床墊購買意願之OLS迴歸分析:全樣本 90
表4-7 產品品質與行銷策略對消費者乳膠床墊購買意願之OLS迴歸分析:女性消費者 91
表4-8 產品品質與行銷策略對消費者乳膠床墊購買意願之OLS迴歸分析:男性消費者 92
表4-9 產品品質與行銷策略對消費者乳膠床墊推薦意願之OLS迴歸分析:全樣本 94
表4-10 產品品質與行銷策略對消費者乳膠床墊推薦意願之OLS迴歸分析:女性消費者 95
表4-11 產品品質與行銷策略對消費者乳膠床墊推薦意願之OLS迴歸分析:男性消費者 96

圖目錄
圖1-1 研究流程圖 6

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