台灣消費者對寢飾用品的購買關鍵影響因素之探討— 知覺價值觀點

Abstract

隨著科技的進步及近期全球Covid-19疫情的影響，大家對健康的意識提高，因為Covid-19疫情影響，導致較長時間待在家，所以消費者對於舒適和高品質的寢飾用品需求日益增加，藉以提高自身的睡眠和生活品質。由於在Covid-19疫情中，因為大眾行動都受到限制，所以線下實體消費都幾乎轉到線上電子商務消費，因此當進入了Covid-19後疫情時代，由於電子商務的數位科技的大幅度進步，導致實體通路與線上電子商務的銷售通路的格局發生極大的變化，而消費者的購買行為也隨之改變。 在消費行為的研究上，消費者的知覺價值在行銷策略上佔有極為重要的地位，在過去有許多學者對於消費者的知覺價值理論，提出不同方向或意涵的價值構面進行衡量探討消費者行為，則本研究選擇與寢飾用品較為相關的功利價值、美學價值、社會價值的價值構面來進行消費者行為探討，此外產品或服務的價格往往是影響消費者判斷購買的重要決策因素之一，因此本研究也將價格相關的知覺犧牲納入探討，並以態度作為中介角色討論是否影響購買意願，同時，透過性別作為干擾變數，探討消費者的購買意願是否會因為性別不同而有所差異。 本研究使用LISREL 8.7做為資料分析工具，透過結構方程模式分析驗證研究假說後，得出以下三點結論： 在台灣寢飾用品市場中，知覺價值中的美學價值及社會價值與知覺犧牲對於台灣消費者購買意願有顯著影響，而功利價值不具有顯著的影響力。 在台灣寢飾用品市場中，美學價值與知覺犧牲對台灣寢飾用品的消費者購買意願之影響過程中，態度確實扮演著極其重要的仲介角色。 在台灣寢飾用品市場中，知覺價值與知覺犧牲對於台灣消費者購買意願之影響，確實會因男女性別不同而有所差異。

With the advancement of technology and the recent impact of the global Covid-19 pandemic, public awareness of health has increased. Due to the influence of Covid-19, people have spent longer periods at home, leading to a growing demand for comfortable and high-quality home textile products to improve their sleep and life quality. During the Covid-19 pandemic, as people's mobility was restricted, offline in-store spending almost entirely shifted to online e-commerce spending. Consequently, as we entered the post-Covid-19 era, with significant advancements in digital technology for e-commerce, the landscape of physical and online sales channels underwent tremendous transformation, and consumer purchasing behaviors changed accordingly. In the study of consumer behavior, perceived value holds a crucial position in marketing strategies. Many scholars have proposed various directions or theories in terms of measuring perceived value to explore consumer behavior. This study focuses on evaluating consumer behavior based on utilitarian value, aesthetic value, and social value, which are more relevant to home textile products. Additionally, the price of a product or service is often a crucial factor influencing consumers' purchase decisions. Therefore, this study also includes the influence of perceived sacrifice related to price and examines consumer attitude as a mediating role to discuss whether it affects purchase intention. Simultaneously, the study explores whether consumers' purchase intention differs based on gender as a moderating variable. This study uses LISREL 8.7 as the data analysis tool. After analyzing the data using structural equation modeling to verify the research hypotheses, the following three conclusions were drawn: In the Taiwanese home textile product market, perceived aesthetic value, social value, and perceived sacrifice significantly influence Taiwanese consumers' purchase intentions, while perceived utilitarian value does not have a significant impact. In the Taiwanese home textile product market, consumer attitude plays a crucial mediating role in influencing perceived aesthetic value and perceived sacrifice on Taiwanese consumers' purchase intentions for home textile products. In the Taiwanese home textile product market, the variation of perceived value and perceived sacrifice on Taiwanese consumers' purchase intentions are affected significantly by gender differences.