頁籤選單縮合
題名 | 創新產品設計、決策過程與產品屬性對購買意願之研究=A Study on the Products Design, Decision Process and Product Attributes on Purchase Intention |
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作者姓名(中文) | 丁鏗升; 賴士葆; | 書刊名 | 管理與資訊學報 |
卷期 | 10 2005.06[民94.06] |
頁次 | 頁1-19 |
分類號 | 496.34 |
關鍵詞 | 新產品設計; 產品屬性; 決策過程; 購買意願; New product design; Product nature; Decision process; Purchase intention; |
語文 | 中文(Chinese) |
中文摘要 | 本研究探討消費者對創新產品的購買意願,以新產品設計為自變數,產品屬性與消費者決策過程為干擾變數,消費者購買意願為依變數。本研究採取發放問卷方式進行,發放對象針對採用創新產品的消費者,實際發出問卷200份,回收問卷160份問卷,扣除無效37份問卷份,實際回收有效問卷123份,有效回收率為61.5%。 研究發現產品屬性、產品設計與決策過程對消費者購買意願之影響,均呈現顯著之差異,表示創新產品在開發過程中,若有好的產品設計、好的市場定位,且在創新產品的品質更提升、建立好口碑,及產品更具相容性等因素的重視,將使得消費者在決策過程時,對創新產品有更高度的認同及了解,有助於提高消費者對創新產品的購買意願。 |
英文摘要 | The Purpose of this research is to study what affect consumers' intention to purchase innovative products. The data was first gathered through questionnaires and further analyze by using new product design, as independent variables, product nature and consumer decision process as moderating variables and consumers' intention to purchase as dependent variable. The research subjects are targeted at those consumers who use innovative products. Actual number of questionnaires sent out was 200, of which 160 were returned. After deducting 37 invalid replies, the actual number of effective replies was 123 or 61.5%. This research finds that product nature, product designs and decision process are the key factors in influencing consumers' purchasing intention. The statistical results are significant, indicating that in the process of developing new products, if factors such as better product features and compatibilities, better market positioning, higher quality standards, and building better reputation are takes into considerations, will assist consumers in their purchasing decision process to better understand and identify with innovative products; all of which should increase consumers' intention to purchase innovative products. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。