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題 名 | 產品屬性與產品品牌知識對巴西消費者購買意願影響之研究--以液晶電視為例=The Effect of Product Property and Product Brand Knowledge on Brazil Consumers' Purchasing Intention in the Case of LCD-TV |
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作 者 | 李正文; 鍾佳伶; | 書刊名 | 清雲學報 |
卷 期 | 31:1 2011.01[民100.01] |
頁 次 | 頁59-81 |
分類號 | 496.36 |
關鍵詞 | 產品屬性; 產品品牌知識; 購買意願; Product attribute; Product brand knowledge; Purchasing intention; |
語 文 | 中文(Chinese) |
中文摘要 | 巴西人口佔拉丁美洲三分之ㄧ強,居全球第五位,預計未來30 年將高達1 億400 萬名具備生產力及購買力的消費族群。由於LCD-TV 產品具有獨特創新功 能及高價位屬性,對於新興開發中國家廣大的消費族群中,數位電子產品之專業 知識極需給予使用者教育及重新認知的需要,以品牌為基礎的消費行為理論,是 否可以適用於創新電子產品的選購是本研究的重點。首先,本研究建立以產品屬 性與產品品牌知識為自變數,並加入知覺風險因素,探討知覺品質及知覺風險如 何透過知覺價值對消費者購買意願產生影響,以LCD-TV 為測試產品,透過問卷 調查方式進行便利抽樣,針對有實際購買經驗或有意願購買者施測,共發放400 份,回收有效問卷249 份(有效回收率62.25%),採迴歸分析來驗證研究假說。本 研究結果發現:(1)產品屬性與產品品牌知識對知覺品質有正向顯著影響;但對知 覺風險有負向顯著影響之推論並未成立。(2)知覺品質對知覺風險呈現負向顯著關 係。(3)知覺品質對知覺價值有正向顯著影響,但知覺風險對知覺價值有負面影響 之假說並未被支持;此顯示南美地區消費者對獨特創新及高價位電子產品的風險 定義與眾多研究分析仍有所落差。(4)消費者知覺價值愈高,其對產品的購買意願 也將愈強。最後,本研究依據結論對業界提出具體經營管理方向之建議。 |
英文摘要 | Brazil consists of 190M population, ranking top 3 of Latin American and top 5 in the world. It is foreseen that there are more than 140M younger people with potential substantially productivity and excellent consuming capability in coming 30 years. Since the LCD-TV product has the exclusive innovation function and the high price attribute, the consumer must be educated to accept the specialized knowledge of digital electrical products. Therefore, this research attempts to verify whether or not consumer behavior theory can be well applied for innovated electronic product selecting and purchasing. This research takes product attribute and product brand knowledge as variables and explores the influence of perceived quality, perceived risk and perceived value on the consumer’s purchase intention using LCD-TV as the research object and gathering the data through the questionnaire survey. 400 copies of questionnaire were distributed and 249 samples (62.25%) were responded. The research employs the regression analysis to test the hypotheses. The findings of this research are that, (1) product attribute and product brand knowledge significantly and positively influence perceived quality, however, do not significantly and negatively influence perceived risk. (2) there is a significant and negative relationship between perceived quality and perceived risk. (3) perceived quality significantly and positively influence perceived value; but the hypothesis of perceived risk negatively influencing perceived value is not supported. (4) The higher perceived value will enhance the consumer’s purchase intention. Consequently, this research is expected to highlight some important managerial implication. |
本系統中英文摘要資訊取自各篇刊載內容。