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    Title: 智慧型手錶購買意圖之研究 : 以AIDA模型為例
    Other Titles: A study of consumer purchase intention toward smartwatch : a perspective of AIDA model
    Authors: 王婷慧;Wang, Ting-Huei
    Contributors: 淡江大學國際行銷碩士在職專班
    張俊惠
    Keywords: AIDA Model;AIDA模型;attention;desire;interest;Purchase Intention;Smartwatch;注意;智慧型手錶;慾望;興趣;購買意圖
    Date: 2017
    Issue Date: 2018-08-03 14:44:09 (UTC+8)
    Abstract: 論文提要內容:
    科技的進步為人類帶來無限的便利與效率,物聯網(IoT)的發展成為近年來的話題。特別是智慧穿戴裝置運用於日常生活科技的潮流快速興起,各家智慧型手錶紛紛進入台灣市場,如何獲得消費者的青睞乃是值得業者探究的重要課題。據此本研究將針對台灣智慧型手錶市場中消費者對於智慧型手錶的相關消費行為進行探討。
    本研究目的在探討台灣智慧型手錶市場中消費者的購買決策過程,是否依循AIDA模式傳統路徑,以及在台灣的智慧型手錶市場中,消費者的注意、興趣、慾望,是否直接顯著影響其購買意圖。
    本研究使用SPSS22.0 版及LISREL8.7 版作為本研究之資料分析工具。
    透過結構方程模式分析以驗證本研究假說,得出以下結論:
    一、在台灣的智慧型手錶市場中,消費者的智慧型手錶購買決策過程,確實會依循AIDA模式傳統路徑。
    二、在台灣的智慧型手錶市場中,消費者的興趣及慾望對購買意圖存在顯著的直接影響效果。
    Abstract:
    The advance of science and technology bring tremendous convenience and efficiency for human beings. The development of the Internet of Things (IoT) has become a topic in recent years. In particular, the trend of smart wearable devices applied in daily technology has emerged rapidly. For these reasons, Smartwatch competitors enter Taiwan market. It is worth researching how to attract consumers to purchase Smartwatch is the main topic for all competitors. The study investigates consumer behavior for purchasing Smartwatch in Taiwan market.
    The purpose of this study is to investigate that consumer smart watch purchase decision-making process, whether to follow the traditional path AIDA model, and consumer attention, interest and desire whether they would have a positive impact on purchase intention or not.
    This study used SPSS 22.0 and LISREL 8.7 applied as the data analysis software. There are two findings from the research:
    (1) In Taiwan Smartwatch market, consumer purchase decision-making process really follows the traditional path of AIDA model.
    (2) In Taiwan Smartwatch market, consumer interests and desires have significant direct impact on purchase intention.
    Appears in Collections:[Graduate Institute & Department of International Business] Thesis

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