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    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
    李月華
    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。
    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。
    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:[企業管理學系暨研究所] 學位論文

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