臺灣博碩士論文加值系統

近年來科技不斷創新，行動裝置使用的普及率不斷升高，所以企業要維持其競爭力必須藉由產品的創新以影響消費者購買意願。故本研究以創新產品APPLE WATCH為例，藉由文獻分析及實證研究來探討消費者知覺價值因素(功能價值、情感價值、嘗新價值、社會價值、情境價值)、消費者態度、消費者購買意願及實際購買行為之關聯性，並分析不同構面間的關係強度。
本研究採問卷調查方式，針對台灣地區20歲以上的人以便利抽樣方式進行調查，共回收784份有效問卷，結果發現：（1）消費者知覺的功能價值對態度無顯著影響。（2）情感價值對態度具顯著正向影響。（3）嘗新價值對態度具顯著正向影響。（4）社會價值對態度具顯著正向影響。（5）情境價值對態度具顯著正向影響。（6）功能價值對購買意願無顯著影響。（7）情感價值對購買意願具顯著正向影響。（8）嘗新價值對購買意願無顯著影響。（9）社會價值對購買意願具顯著正向影響。（10）情境價值對購買意願具顯著正向影響。（11）消費者態度對購買意願具顯著正向影響。（12）消費者購買意願對實際購買行為具顯著正向影響。此結果可提供相關業者進行決策時的重要參考資訊。

Along with constant technology innovations in recent years, the use of mobile devices is growing more and more popular. Therefore, an enterprise wishes to remain competitive has to create new product to increase consumers’ purchase intention. In this study, Apple Watch, an innovative product, is chosen as a subject of research. Further, literature review and empirical research are employed to investigate the correlation between consumer's perceived values (functional value, emotional value, novelty value, social value, and situational value), attitudes, purchase intention, and actual purchase behavior, as well as analyze the strength of the correlation between different aspects.
Convenience sampling was employed to perform a survey among people who were over 20 years old in Taiwan, and a total of 784 valid questionnaire copies were returned. The results showed that: (1) consumers’ perceived functional value has no significant impacts on attitudes; (2) emotional value has significant and positive impacts on attitudes; (3) novelty value has significant and positive impacts on attitudes; (4) social value has significant and positive impacts on attitudes; (5) situational value has significant and positive impacts on attitudes; (6) functional value has no significant impacts on purchase intention; (7) emotional value has significant and positive impacts on purchase intention; (8) novelty value has no significant impacts on purchase intention; (9) social value has significant and positive impacts on purchase intention; (10) situational value has significant and positive impacts on purchase intention; (11) consumers’ attitudes have significant and positive impacts on purchase intention; (12) consumers’ purchase intention has significant and positive impacts on actual purchase behavior. The research results can offer important reference information for relevant enterprises to make decision.

中文摘要 i
英文摘要 ii
誌謝 iii
目錄 iv
表目錄 v
圖目錄 vi
壹、 緒論 1
一、研究背景與動機 1
二、研究目的 3
三、研究範圍 4
四、研究流程 4
貳、文獻回顧與探討 5
一、行動裝置 5
參、假設建立 12
一、消費者知覺價值(功能價值、情感價值、嘗新價值、社會價值、情境價值)對消費者態度之影響 12
二、消費者知覺價值 (功能價值、情感價值、嘗新價值、社會價值、情境價值)對消費者購買意願之影響 12
三、消費者態度對消費者購買意願的影響 13
四、消費者購買意願對實際購買行為的影響 14
五、曾經擁有過APPLE產品與否對整體關係模式的影響 14
肆、研究設計 15
一、研究架構 15
二、研究方法和程序 16
伍、資料分析與研究結果 23
一、樣本結構 23
二、正式調查之信、效度分析 25
三、驗證性因素分析 30
四、整體結構模式(Full Model)路徑分析 34
五、多群體競爭模式(Competing model）比較分析 38
六、研究假設檢定結果歸納分析 43
七、各變數之影響效果分析 46
八、差異分析 49
九、交叉分析 75
陸、結論與建議 85
一、研究結論 85
二、管理意涵 90
參考文獻 92
附錄一 98

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