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研究生:張家瑋
研究生(外文):Chia-Wei Chang
論文名稱:探討觸控式平板電腦創新及知覺感受對消費者購買意願之影響
論文名稱(外文):Exploring innovations of the Touch Tablet PCs’ towards consumers perceptions and purchase intentions
指導教授:何舒毅何舒毅引用關係
學位類別:碩士
校院名稱:僑光科技大學
系所名稱:企業管理研究所
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:中文
論文頁數:88
中文關鍵詞:觸控式平板電腦產品創新行銷創新知覺品質知覺價值消費者購買意願
外文關鍵詞:Touch tablet computerProduct innovationMarketing innovationPerceived QualityPerceived valueConsumer purchase intention
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自2010年4月觸控式平板電腦入市,為消費者帶來全新體驗。觸控式平板電腦以其特有功能、性能、受到廣大消費者喜愛。雖然觸控式平板電腦入市不久,各廠商爭奪市場卻異常激烈。面對如此激烈競爭,各廠商唯有持續性的創新,利用新科技的優勢,在產品性能上,獲得消費者認可。在行銷上採用獨具特色行銷方式,推出適合不同消費者需求服務內容,如此才能在激烈競爭中保持領先地位。
本研究主要目的是透過觸控式平板電腦創新、消費者知覺感受對消費者購買意願的影響之探討,以瞭解企業該如何創新,是不斷提升產品品質,開發新性能之產品,亦或採用具有特色行銷方式,獲取消費者好感,從而提高消費者購買意願。本研究中以觸控式平板電腦產業作為本研究的標的,用問卷調查的方式以瞭解觸控式平板電腦消費者的購買意願。共發放問卷350份,回收有效問卷300份,有效回收率為85.4%。回收資料採用SPSS18.0進行分析。經由描述性統計分析、獨立樣本t檢定、單因素分析、 Pearson相關分析及迴歸分析,研究結果如下:
1.觸控式平板電腦產品創新對消費者購買意願有顯著影響。
2.產品創新對消費者購買意願之影響,顯著受到知覺品質之干擾。
3.產品創新與行銷創新對消費者購買意願之影響,不受到知覺價 值之干擾。
4.女性消費者在購買觸控式平板電腦意願上具有顯著高於男性消 費者。
Touch tablet computer brought customers with new experience since its entering market in April 2010. It is loved by the vast number of consumers with its special functions and performance. Although touch tablet computer enters the market not for a long time, but it has aroused a great competition for market amount the manufacturers. Faced with such great competition, the manufacturers can only keep continuous innovation, using new technology advantages, and gain the acceptance of customers on products performance. On marketing, they use unique marketing method to carry out different consumer demand service, so to keep the leading position in the fierce competition.
The purpose of the study is to discuss through touch tablet computer innovation and perceived feeling to the effect of the customer purchase intention so that to know how enterprises to innovate. It is by continuously improve product quality, develop new performance products, or using a characteristic marketing method to gain acceptance of consumer, so as to increase the customer purchase intention. With the subject of touch tablet, this study uses questionnaire to conduct the survey to learn its customer purchase intention. Total of 350 questionnaires, and 300 valid questionnaires were received, the effective recovery rate reaches 85.4%. Then adopted the SPSS12.0 statistical software for analysis of data collected. By using descriptive statistical analysis, independent sample verification, single factor analysis, Pearson correlation analysis and regression analysis, the study can be concluded as follows:

1. Touch tablet computer product innovation has a significant effect on consumer purchase intention.
2. Effect of product innovation to consumer purchase intention is distracted by perceived quality significantly.
3. Effect of product innovation and marketing innovation to consumer purchase intention is undistracted by perceived value.
4. Woman consumer purchase intention on touch tablet computer is significantly higher than man consumers.
摘要 i
英文摘要 ii
目錄 iv
圖目錄 vi
表目錄 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 5
第三節 研究問題 5
第四節 研究範圍 5
第五節 研究流程 6
第二章 文獻回顧 8
第一節 觸控式平板電腦產業概況 8
第二節 創新 9
第三節 知覺感受 16
第四節 消費者購買意願 23
第三章 研究方法 27
第一節 研究架構 27
第二節 研究假設 27
第三節 研究工具 28
第四節 資料收集方式 36
第四章 研究分析 38
第一節 樣本資料分析 38
第二節 變項基本描述統計分析 42
第三節 人口變項在觸控式平板電腦購買意願上差異分析 48
第四節 各研究變項之間關係 51
第五節 結果整理 57
第五章 研究結果與建議 59
第一節 結論 59
第二節 建議 63
參考文獻 65
附錄一、研究問卷 74
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1. 消費者特性、新產品屬性及環境變數對創新購買意願之影響
2. 顧客滿意度、品牌忠誠度對再購意願之影響─以汽車銷售業為例
3. 市場導向、市場知識管理、產品創新與績效之實證研究-以台灣高科技產業為例
4. 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
5. 廠商創新能力、產業發展與政府科技政策對科學園區廠商競爭優勢及績效影響之研究
6. 服務品質、顧客價值、顧客滿意度與行為意圖之關聯性探討-以屈臣氏連鎖藥妝店為例
7. 知覺價格、知覺品質、知覺價值對購買意願之關係研究-以消費者購買數位內容產品為實證
8. 原品牌態度、知覺契合度與促銷活動形式對品牌延伸後品牌態度與購買意願影響之研究
9. 社會行銷在台灣捐血事業的應用:以中華血液基金會為例
10. 協力網路觀點下模組產品創新類型之探討--台灣工具機業的實證研究
11. 產品創新、行銷創新、知覺品質與消費者購買意願關係之研究-以行動電話產業為例
12. 產品設計與製造中顧客知覺價值之研究
13. 從知覺品質觀點探討品牌延伸策略對消費者購買意向之影響--以華碩數位電視為例
14. 品牌形象、知覺品質、知覺價值、顧客滿意與再購買意願之研究-以保健食品為例
15. 來源國效應、品牌形象認知對產品品質認知影響--以資訊科技產品為例