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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/74259

    Title: 產品線索與消費者知覺行為對購買偏好之影響
    Other Titles: The effects of product cues and consumer perceived behavior on purchase preferences
    Authors: 余彩如;Yu, Tsai-Ju
    Contributors: 淡江大學企業管理學系碩士班
    Keywords: 智慧型手機;產品線索;偏好;選擇式聯合分析;Smartphone;product cue;Preference;choice-based conjoint analysis
    Date: 2011
    Issue Date: 2011-12-28 18:19:16 (UTC+8)
    Abstract: 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。
    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。
    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.
    Appears in Collections:[Graduate Institute & Department of Business Administration] Thesis

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