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題 名 | 消費者購買決策的實證研究:以燈飾產品為例=An Empirical Study of the Consumers' Purchase Decision: Examples on the Lighting Product |
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作 者 | 王世榕; 鍾志明; | 書刊名 | 管理實務與理論研究 |
卷 期 | 3:1 2009.03[民98.03] |
頁 次 | 頁136-154 |
分類號 | 496.37 |
關鍵詞 | 燈飾產品; 購買決策; 滿意度; 影響力; Lighting product; Purchase decision; Customer satisfaction; Influence; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究目的在探討購買決策的實證事例;包括不同類型消費者購買決策的差異性,以及滿意度對購買決策的影響力與預測力等問題。研究對象爲大臺北地區248位隨機民眾,並以燈飾產品的購買決策與滿意度2個構面,以及6種不同人口變數進行問卷調查。結果發現不同類型消費者間,燈飾產品的購買決策都未達顯著(p>0.05)差異水準,結構方程模式顯示,燈飾消費者的滿意度對購買決策呈顯著(p<0.05)正向影響力,迴歸分析發現,品牌因素滿意度對購買決策具顯著(p<0.05)預測力,迴歸方程式爲購買決策=0.20 X1(品牌因素滿意度)+2.97。本研究建議:燈飾業者無須考量不同類型消費者的購買決策,且應重視與善加運用滿意度對購買決策的影響力與預測力。 |
英文摘要 | This paper aims to investigate the lighting product consumers' purchase decision. A questionnaire survey of 248 valid respondents is used for lighting products in Taipei metropolitan. From a series of hypotheses tested, findings show that no significant difference (p>0.05) in purchase decision between various demographic categories, and the SEM method indicate the significant influence (p<0.05) with consumers' satisfaction to their purchase decision. In addition, Regression analysis shows consumers' purchase decision can be heavily impacted (p<0.05) by their satisfaction in product, and the regression equation of purchase decision=0.20 X1 (satisfaction in product) +2.97. This study suggests the lighting merchants not to consider consumer demography. Instead, they should pay much attention to make use of the influence and prediction with consumers' satisfaction to their purchase decision. |
本系統中英文摘要資訊取自各篇刊載內容。