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    Title: 低涉入產品知識對消費者態度與評估準則影響之研究 : 以廚房清潔用品為例
    Other Titles: The impact of product knowledge on consumer's attitude and evaluation criteria for low involvement product : a case study on kitchen cleaner
    Authors: 白滌清;陳正道
    Contributors: 淡江大學企業管理學系
    Keywords: 低涉入;產品知識;態度;評估準則
    Date: 2009-05
    Issue Date: 2013-01-11 15:21:23 (UTC+8)
    Publisher: 臺北縣淡水鎮 : 淡江大學企業管理學系
    Abstract: 在日常生活中低涉入產品佔購買活動的絕大部份,因此對此類產品購買決策的研究,使突顯出它的重要性。選擇以廚房清潔用品來研究,是因為其具備低涉入產品的特性,並將藉由測試消費者產品知識的高低,探討是否在態度與評估準則上有所差別。本研究主要研究目的為:1.探討消費者對於清潔用品知識的了解程度2 .探討消費者的態度3.探討消費者購買決策的評估準則。研究對象以台北市北投區公立小學為母體,共計發放1,050 份問卷,回收814 份,問卷回收率為77.52% ;有效問卷648 份,有效問卷率為61.71%。
    研究結果發現: 1.廚房衛生知識對消費者態度有顯著的正向影響; 2.清潔用品知識對消費者態度有顯著的正向影響; 3. 消費者的態度對評估準則有顯著的正向影響。研究結果顯示,消費者的清潔用品知識比其廚房衛生知識,對態度的影響程度較高;消費者的態度對評估準則的影響較產品知識為高。
    The majority of purchasing activities is about low involvement products and it is very important decision for such products. This study focuses on kitchen cleaners with
    the character of low involvement products. Also, we do the study by testing how much product knowledge that consumer have, to find out whether there is any difference between their attitude and evaluation criteria.Main purposes of this research are: 1. To find out how much knowledge that consumer have regarding hygiene of kitchen. 2. To discuss what are the understanding of consumer for cleaning products. 3. To study consumer's attitude. 4. To learn the evaluation criteria of consumer purchasing decision. We select 2 schools as the research target from public primary schools in Pei-Tou, Taipei. Then choose the sampling by the parents of students from different grades and classes. Dispatching the questionnaires to 1,050 students. 814 copies (77.52% to the total questionnaires) are well received, 648 copies (61.71% to the total questionnaires) are valid.
    Findings of this study are: I. The significant affection for hygiene of kitchen and consumer's attitude is positive. 2. Knowledge of cleaning products is also with significant positive affection to consumer's attitude. 3. Consumer's attitude is positive relative to evaluation criteria. According to above, consumer's knowledge of cleaning products will be more important to their attitude then knowledge of kitchen hygiene. Besides, consumer's attitude will impact the evaluation criteria more then product knowledge.
    Relation: 2009年(第六屆)提升競爭力與經營管理研討會論文集,頁143-158
    Appears in Collections:[企業管理學系暨研究所] 會議論文

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