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系統識別號 U0002-1306201117410200
中文論文名稱 產品線索與消費者知覺行為對購買偏好之影響
英文論文名稱 The Effects of Product Cues and Consumer Perceived Behavior on Purchase Preferences
校院名稱 淡江大學
系所名稱(中) 企業管理學系碩士班
系所名稱(英) Department of Business Administration
學年度 99
學期 2
出版年 100
研究生中文姓名 余彩如
研究生英文姓名 Tsai-Ju Yu
學號 698610317
學位類別 碩士
語文別 中文
口試日期 2011-05-27
論文頁數 93頁
口試委員 指導教授-李月華
委員-周建亨
委員-黃志文
中文關鍵字 智慧型手機  產品線索  偏好  選擇式聯合分析 
英文關鍵字 smartphone  product cue  preference  choice-based conjoint analysis 
學科別分類 學科別社會科學管理學
中文摘要 現代人對手機的依賴度越來越深,智慧型手機就像黑洞一般,強力吸入融合各種創新的技術與功能,拓展了智慧型手機的應用。其當紅的時代已經正式來臨。然而探討消費者對此產品的評價,可作為廠商預測智慧型手機未來發展的基礎。
消費者做購物決策時,時常依賴許多線索資訊或是屬性來做產品的評價。消費者知覺行為-知覺品質與知覺價值,也同樣是藉由低層次屬性-產品線索及高層次屬性,來對一產品整體優越性的評估。關於產品線索的研究已發展至同時考慮多個產品線索,但在內部線索的選擇上始終不甚詳盡,且研究方法多為實驗設計,不符合消費者當下購物的情境。因此本研究欲以結合產品的內部及外部線索,以探討不同區隔的消費者在選擇智慧型手機時,其偏好為何?及消費者的知覺行為對偏好的影響又是為何?此外,由於消費者面臨到多個產品線索間之取捨,因此採用選擇式聯合分析法較為接近消費者現實的購物決策情境。針對回收的有效樣本260份資料,進行敘述性統計、信度與效度分析、聯合分析、ANOVA單因子分析、迴歸分析,研究結果發現:
一、 重要的產品線索確實會影響消費者的購買偏好。
二、 高涉入程度及高產品知識者,其購買偏好高於低涉入程度及低產品知識者。
三、 高產品知識者對於內部線索(作業系統)的重要性大於低產品知識者;低產品知識者對於外部線索(品牌)的重要性大於高產品知識者。
四、 消費者的知覺行為確實會正向影響其購買偏好。
英文摘要 Nowadays, people are becoming more and more reliant on smartphones. Smartphones are the pinnacle of technology, combining new functionalities and innovations. It is suffice to say that the era of smartphone is dawning. To be able to grasp consumers’ preferences and evaluation of this product category will allow companies to develop future smartphones with suitable functionalities.
When consumers undergo purchase decisions, they rely on multitude of product attribute information, or product cues in order to evaluate a product. Consumers develop perceptions of quality and value based on the development of low-level attributes to high level abstraction, in order to derive an overall product evaluation. Researches in the field of product cues has developed to consider multiple cues, however, the development and choice of intrinsic cues are lacking, and the methodology employed is choice experiment, which fails to capture the purchase decision consumers face. Hence, this research attempts to combine products’ intrinsic cues and extrinsic cues in order to investigate the preferences of different consumer segments, as well as the effects of consumers’ perceptions on preferences.In addition, conjoint analysis is a suitable research tool in capturing purchase decisions consumers face when confronted with multiple product cues.260 valid surveys were returned. Descriptive analysis, reliability and validity, conjoin analysis, univariate ANOVA as well as regression analysis were conducted. The result showed that:
1. Important product cues affect consumers preferences.
2. High involvement and high product knowledge consumers have higher purchase preferences than low involvement and low product knowledge consumers.
3. High product knowledge consumers place more emphasis on intrinsic cues (operating system) than low product knowledge consumers; low product knowledge consumers place more emphasis on extrinsic cues (brand) than high product knowledge consumers.
4. Consumers’ perceptions positively affect their purchase preferences.
論文目次 目錄
目錄 I
表目錄 III
圖目錄 V
第壹章 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 研究範圍與對象 4
第四節 研究流程 7
第貳章 文獻探討 8
第一節 產品線索 8
第二節 消費者知覺行為 13
第三節 涉入 20
第四節 產品知識 25
第參章 研究設計 28
第一節 研究架構與假設 28
第二節 研究方法 34
第三節 變數定義與衡量 38
第四節 建立屬性與水準值 42
第五節 問卷設計 47
第六節 資料分析方法 47
第肆章 資料分析 49
第一節 敘述性統計分析 49
第二節 信度與效度分析 51
第三節 集群分析與獨立樣本t檢定 53
第四節 屬性重要性與水準效用值 56
第五節 購買偏好 63
第六節 迴歸分析 67
第七節 假說檢定結果彙總 72
第伍章 結論與建議 73
第一節 研究結論 73
第二節 管理意涵 75
第三節 研究限制與後續研究建議 77
參考文獻 78
附錄一 問卷 89





表目錄
表2 1 知覺品質衡量構面之彙整 16
表2 2 涉入的定義彙總表 21
表2 3 涉入之分類彙總表 23
表2 4 涉入剖面量表 24
表3 1 聯合分析法之分析程序 35
表3 2 知覺品質衡量問項 39
表3 3 知覺價值衡量問項 39
表3 4 產品涉入程度衡量問項 40
表3 5 產品知識衡量問項 41
表3 6 楊銀濤先生之研究論文在智慧型手機發展趨勢的因素構面 42
表3 7 智慧型手機的產品屬性及其水準 43
表3 8 條件式價格水準(conditional pricing) 45
表3 9 本研究擬定之智慧型手機屬性與各種水準 46
表4 1 受訪者基本資料樣本分佈情形 49
表4 2連續變數描述統計量 51
表4 3涉入程度因素分析 52
表4 4正式問卷之效度檢驗 52
表4 5問卷各構面之信度分析 53
表4 6涉入程度集群數與凝聚係數增加值 54
表4 7產品知識度集群數與凝聚係數增加值 54
表4 8涉入程度各集群之樣本大小與比例 54
表4 9產品知識各集群之樣本大小與比例 55
表4 10 分組對涉入程度之差異分析 55
表4 11 分組對產品知識之差異分析 55
表4 12各屬性被全體受訪者選擇之比率及其顯著性 56
表4 13全體受訪者對各屬性主要效果之成分效用值 57
表4 14全體受訪者對各屬性水準偏好差異分析 58
表4 15假說驗證 59
表4 16全體受訪者之屬性相對重要性 60
表4 17第一個受測者之屬性相對重要性 61
表4 18不同涉入程度對屬性相對重要性之差異分析 61
表4 19不同產品知識對屬性相對重要性之差異分析 62
表4 20假說驗證彙整表 63
表4 21智慧型手機產品組合之屬性及水準 64
表4 22第一個固定選擇工作 64
表4 23第二個固定選擇工作 65
表4 24固定選擇工作之效用值 65
表4 25不同涉入程度對購買偏好(效用值)之差異分析 66
表4 26不同產品知識對購買偏好(效用值)之差異分析 66
表4 27假說驗證 67
表4 28第二個固定選擇工作之效用值 68
表4 29知覺價值迴歸分析 68
表4 30購買偏好(效用值)對知覺品質與知覺價值之階層迴歸分析彙整表 69
表4 31假說驗證 70
表4 32知覺價值迴歸分析 70
表4 33購買偏好(效用值)對知覺品質與知覺價值之階層迴歸分析彙整表 71
表4 34假說驗證 71
表4 35假說檢定結果彙總表 72

圖目錄
圖1 1 2007~2012 全球智慧型手機出貨量 5
圖1 2研究流程圖 7
圖2 1 線索利用理論預測及信任價值 9
圖2 2 知覺品質的組成要素 14
圖2 3 知覺價值形成模式 18
圖2 4消費者的價格、品質與知覺價值模型 18
圖3 1 本研究架構 28

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