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    Title: 貴重寶石購買行為與消費者生活型態之研究 : 以珊瑚為例
    Other Titles: Study of precious stone buying behavior and consumer's life style-the case of coral product
    Authors: 郝興龍;Hao, Hsing-lung
    Contributors: 淡江大學國際行銷碩士在職專班
    曾義明
    Keywords: 貴重寶石;生活型態;消費行為;Precious stone;Life Style and Buying behavior
    Date: 2015
    Issue Date: 2016-01-22 14:49:42 (UTC+8)
    Abstract: 本研究主要在於探討貴重寶石(珊瑚)購買行為與消費者生活型態。研究樣本採便利抽樣,採面對面方式發放紙本問卷與網路問卷,經剔除部分無效問卷後有效問卷為三百六十六份。本研究進行信度、單因子變異數分析來探討生活型態因子面對購買意願的相互影響關係,以驗證本研究之架構。
    本研究分為「自我學習成長」、「享樂體驗」、「珠寶消費偏好」、「追求流行時髦」、「追求時尚新知」,合計共五個生活型態因子,探討對購買行為的影響。結果顯示,
    在「自我學習成長」中,對於過去五年購買珊瑚次數、近一年購買金額平均與購買用途,有著顯著的影響。顯示出消費者對於珊瑚深入研究後,更清楚珊瑚的增值空間與未來發展性,因此在購買次數、金額及用途上具有關聯性。良好的互動關係為消費者願意再購買的重要因素。
    在「享樂體驗」這因子中,對於過去五年購買珊瑚次數、近一年購買珊瑚金額平均也有著顯著影響。因為珠寶產業是以創意與設計為主的產業,因此在行銷推廣上,運用視覺影像格外重要。
    在「珠寶消費偏好」中,在獲取珊瑚相關訊息有著顯著影響,即使消費者的購買是無計劃性、無預期性的,仍將因心中既有的品味與偏好而影響。因此,為了引起消費者的高度注意與興趣,在策劃廣告與促銷產品時,應特別留意消費者內心世界之喜歡與不喜歡的形成原因,才能為品牌貫注正面而且強力的偏好度。
    在「追求時尚新知」中,特質是具有開放、勇於嘗試,並且接納各種新事物的心態,相較於其他族群,更喜歡冒險、刺激感、嘗試別人還沒買的新產品、以及主動閱讀珠寶相關資訊及參與藝文活動,因此對購買地點、獲得相關訊息會有正面的關聯性,由於樂於接觸新事物,消費時對於專家、名人或親友分享的訊息影響程度也高,較容易在逛街過程中非預期的購買,或者是在訓練有素的銷售人員鼓吹下而購買,在購買平均金額時也有顯著且直接的影響。
    This study investigate the buying behavior and lifestyles of consumers of precious stones (coral). Data were collected using questionnaire-based interview and online questionnaire, and the participants were selected by convenience sampling method. The final sample consisted of 366 valid responses excluding invalid responses. Analyses, including reliability test and ANOVA, were conducted to explore the relations between lifestyles and purchase intentions and to validate the conceptual framework of this study.
    In this study, the effects of five factors on consumers’ buying behavior were examined. These five factors include “self learning and growth”, “hedonic experience”, “consumer preference for jewels”, “pursuit of trends”, and “pursuit of fashion news”. The main findings were as follows:
    “Self learning and growth” was found to have a significant effect on frequency of buying coral over the past five years, average expense on coral over the past year, and purpose of buying. Consumers would have better knowledge of the potential increase of value and development of coral after having a study of this kind of precious stone. As a result, their self-learning and growth would be related to the frequency, expense, and purpose of buying coral. Besides, positive interaction with customer was found to be an important factor affecting consumers’ repurchase intention.
    “Hedonic experience” was significantly related to frequency of buying coral over the past five years and average expense on coral over the past year. The jewelry industry based on creativity and design. Consumers are easily influenced by visual images. Therefore, visual image is particularly important in the marketing of jewelry.
    “Consumer preference for jewels” was significantly related to seeking information about coral. consumers are influenced by their tastes and preferences in making a buying decision, even if the buying is unplanned and unexpected. Therefore, in order to induce consumers’ interest and attention, businesses should pay attention to factors affecting consumers'' preferences when advertising or promoting a product. By doing so, they can strengthen consumers’ preference toward their brand and product.
    “Pursuit of fashion news” is an attitude characterized by being open and always ready to experience something new. Consumers with this characteristic tend to embrace adventure and excitement more than others. They like to try new products, seek information about jewelry, and participate in art and cultural activities. Hence, this factor was found to have a positive relation to place of purchase and information seeking. Because they are pleased to experience new things, they are also highly influenced by information diffused by experts, celebrities, friends and relatives to have unexpected buying or by promotion of skillful salespersons to make the purchase. Hence, this factor had a significant and direct effect on average expense.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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