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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 黃恆獎(Heng-Chiang Huang) | |
| dc.contributor.author | Wan-Ling Chang | en |
| dc.contributor.author | 張琬翎 | zh_TW |
| dc.date.accessioned | 2021-05-19T17:40:40Z | - |
| dc.date.available | 2024-08-05 | |
| dc.date.available | 2021-05-19T17:40:40Z | - |
| dc.date.copyright | 2019-08-05 | |
| dc.date.issued | 2019 | |
| dc.date.submitted | 2019-08-02 | |
| dc.identifier.citation | 一、 中文文獻
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/7256 | - |
| dc.description.abstract | 消費者從需求認知到決定購買某項商品、服務，乃至使用後的反應再到下次消費，在這樣的消費決策歷程中，影響他購買意願、購買決策…等等的關鍵因素是什麼？這是提供產品或服務的廠商持續會關注的課題。
本研究運用消費者行為理論中的「刺激-個體-回應」理論 (Stimulus-Organism-Response Theory, S-O-R Theory)，透過資料數據分析，驗證假說是否成立。以台灣兒童檯燈消費者的消費決策歷程以及新產品概念測試為例，探討產品屬性、產品態度、品牌購買經驗及購買意願等四個層面，以及這四項變數之間的相互關係，對於消費者購買決策歷程的影響。針對台灣北、中、南地區，家中有4~18歲兒童且與家人同住之家長，針對其購買兒童檯燈時的消費決策過程以及對Ｘ牌兒童檯燈產品概念的想法進行問卷調查，共計回收300份有效問卷。本研究使用SPSS 25.0以及LISREL統計分析軟體，對問卷結果進行實證分析，採用敘述性統計分析、一般線性迴歸分析、獨立樣本單因子變異數分析（ANOVA）、因素分析以及PSM價格敏感度分析等五種方法，來驗證研究假說是否成立，分析結果顯示： 一、 產品屬性之不易理解程度對產品態度與購買意願無顯著影響 二、 產品屬性之吸引力程度對於產品態度以及購買意願有顯著影響，且產品態度在兩者之間具中介效果 三、 品牌購買經驗對於未提示品牌與提示品牌後之購買意願皆有影響 對於台灣消費者在購買兒童檯燈方面的消費決策行為，本研究運用問卷調查與統計分析結果，驗證事先建立的9項假說，結果顯示5項成立、4項不成立；所提出之概念性說明以及統計資料分析結果，可提供檯燈品牌廠商及通路商於開發燈具、展售和行銷之參考。 | zh_TW |
| dc.description.abstract | Consumer decision-making process includes demand-recognizing, information-searching, decision-making, and post-purchase evaluating. What are the key factors affecting consumers’ purchase intention and actual buying behavior?
To investigating consumers’ decision process of a children’s desk lamp, Brand X did a consumer survey. Ａtotal of 300 questionnaires were collected. The participants were limited to parents who have 4-18-year-old children and who live with their children. The survey included questions about consumer’s decision-making process and also the product attitude and purchase intention of Brand X’s new product of children’s desk lamp. The study was based on the result of the survey done by Brand X. Using the Stimulus-Organism-Response Theory (S-O-R Theory) of consumer behavior theory as a structure to verify whether the hypothesis of the relationship between product attributes, product attitude and purchase intention is true, the study used SPSS 25.0 and LISREL to conduct the empirical analysis of the data of the result. In the study, description analysis, Pearson correlation, regression analysis, analysis of variance, factor analysis and price sensitivity measurement model conducted. The empirical results showed as below: 1. The degree of incomprehensibility of product attributes has no significant impact on product attitude and purchase intention. 2.The degree of attractiveness of product attributes has a significant impact on product attitude and purchase intention, and product attitude has a mediating effect in the relationship between the degree of attractiveness of product attributes and the purchase intention. 3. The brand-purchasing experience has an impact on the purchase intention of both two situations, including brand-concealing purchase intention and brand-revealing purchase intention. | en |
| dc.description.provenance | Made available in DSpace on 2021-05-19T17:40:40Z (GMT). No. of bitstreams: 1 ntu-108-R06724012-1.pdf: 1069177 bytes, checksum: 3c3ba7ada1dfa5902c7c255d4758a72d (MD5) Previous issue date: 2019 | en |
| dc.description.tableofcontents | 口試委員會審定書 #
中文摘要 i ABSTRACT ii 誌謝 iii 目錄 iv 圖目錄 v 表目錄 vi 第一章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的 3 第三節 研究流程 4 第二章 文獻回顧 5 第一節 刺激-個體-回應理論（S-O-R Theory） 5 第二節 產品屬性 8 第三節 產品態度 10 第四節 購買意願 12 第五節 價格敏感度分析模型（PSM Model） 13 第三章 研究方法 16 第一節 研究架構 16 第二節 研究假設 17 第三節 資料來源與樣本搜集方法 21 第四節 統計分析方法 22 第四章 實證分析與結果 25 第一節 敘述統計分析 25 第二節 Pearson積差相關分析 35 第三節 迴歸分析 36 第四節 差異分析 43 第五節 因素分析 45 第六節 價格敏感度分析 48 第七節 研究假設驗證結果 49 第五章 結論與建議 50 第一節 研究結論 50 第二節 管理意涵 52 第三節 研究限制與未來研究方向 54 參考文獻 56 | |
| dc.language.iso | zh-TW | |
| dc.title | 消費者決策制定與購買傾向之研究：以兒童檯燈為例 | zh_TW |
| dc.title | A Study on Consumer Decision-Making and Buying Intention: The Example of Children Desk Lamp | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 107-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 王仕茹,葛致慧 | |
| dc.subject.keyword | S-O-R模型,消費決策,產品屬性,產品態度,購買意願,兒童檯燈, | zh_TW |
| dc.subject.keyword | S-O-R Model,Consumer Decision-Making Process,Product Attributes,Product Attitude,Purchase Intention,Children Desk Lamp, | en |
| dc.relation.page | 62 | |
| dc.identifier.doi | 10.6342/NTU201902429 | |
| dc.rights.note | 同意授權(全球公開) | |
| dc.date.accepted | 2019-08-02 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 國際企業學研究所 | zh_TW |
| dc.date.embargo-lift | 2024-08-05 | - |
| 顯示於系所單位： | 國際企業學系 | |
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