價格因素影響創新產品購買意願之研究

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Title:	價格因素影響創新產品購買意願之研究
Other Titles:	Impact of price on purchase intention for innovative products
Authors:	陳榮文;Chen, Jung-Wen
Contributors:	淡江大學管理科學學系企業經營碩士在職專班李培齊;Lii, Pei Chi
Keywords:	價格;功能;口碑;創新產品;購買意願;Price;Function;Reputation;Innovative product;Purchase
Date:	2013
Issue Date:	2014-01-23 13:51:41 (UTC+8)
Abstract:	論文提要內容：本論文研究動機在於-價格低且結合其他產品功能的程度高的創新產品，是否對銷售有影響?消費者購買產品時，「價格」是影響購買意願的重要因素之一。本論文研究假設歸納如下： H1：創新產品價格與口碑對消費者購買創新產品意願有交互效果。 H2：創新產品結合其他產品功能的程度與口碑對消費者購買創新產品意願有交互效果。以迴歸分析，以購買意願做依變數，口碑為干擾變數，價格為自變數，得到研究結果發現產品價格低的購買意願受口碑影響，比產品價格高的購買意願受口碑影響更顯著；以購買意願做依變數，口碑為干擾變數，創新產品結合其他產品功能的程度為自變數，得到研究結果發現創新產品結合其他產品功能的程度越高的購買意願受口碑影響，比創新產品結合其他產品功能的程度越低的購買意願受口碑影響更顯著。產品已不符合潮流但仍受大眾喜愛時，企業往往會推出新世代的產品，以確保並掌握自身企業產品的市場佔有率創新產品價格對創新產品購買意願的影響，下列是本論文對於實務業界所提出相關結論，提供給專業經理人及相關業者作為參考，以協助企業未來在創新產品開發上，可以有更明確的方向，以提高創新產品推出的成功機率。關鍵字：價格;功能;口碑;創新產品;購買意願 Abstract: This thesis is to study whether innovative products with low prices and the extent to which innovative products integrate other functions have an impact on sales? When consumers purchase products, "price" is one of the important factors that influence the purchase intention. The research hypotheses of this article are as follows: H1: Price and the word-of-mouth have an interaction effect on purchase intention for innovative products. H2: The extent to which innovative products integrate other functions and word-of-mouth have an interaction effect on purchase intention. In regression analysis, when we take purchase intention as the dependent variable, word-of-mouth as the moderator, and price as the independent variable, the result of the study found that purchase intention for product with low price is affected by word-of-mouth more than product with high price; when we take purchase intention as the dependent variable, word-of-mouth as the moderator, and the extent to which innovative products integrate other functions as the independent variable, the result of the study found that purchase intention for innovative product with higher degree of integration of other functions is affected by word-of-mouth more than those with lower degree of integration of other functions.
Appears in Collections:	[Department of Management Sciences] Thesis

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