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題名 | 消費者創新性、物質主義、消費者自信心與價格敏感度之關聯性研究:The Relationships among Consumer Innovativeness, Materialism, Consumer Self-confidence, and Price Sensitivity |
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作者 | 林耀南; 邱琦倫; 林佳穎; Lin, Yao-nan; Chiou, Chyi-lun; Lin, Chia-ying; |
期刊 | 創造學刊 |
出版日期 | 20100900 |
卷期 | 1:2 2010.09[民99.09] |
頁次 | 頁97-118 |
分類號 | 496.34 |
語文 | chi |
關鍵詞 | 消費者創新性; 物質主義; 消費者自信心; 價格敏感度; Consumer innovativeness; Materialism; Consumer self-confidence; Price sensitivity; |
中文摘要 | 今日各式產品之生命週期不斷在縮短當中,因此企業想要靠創新產品賺取高額的利潤,就必須在短時間內讓消費者能夠快速的接受新產品。而喜歡嘗試新的事物和願意接受新產品的消費者,就成為廠商重視之顧客族群。但具創新性之族群之消費行為與個人特質,例如其對價格之敏感度與對於本身購買決策之自信,又或是其是否包含以佔有為主的物質主義本質,過去研究並未深入討論。因此,本研究嘗試探討消費者創新性、物質主義、消費者自信心與價格敏感度間之關係。本研究利用LISREL程式來分析各向度之間關聯性。有效樣本共計734份,經競爭模式比較後,本研究發現:(1)當個人消費者創新性傾向越高時,其物質主義傾向越高;(2)當個人消費者創新性傾向越高時,其消費者自信心越高;(3)當消費者創新性越高時,其價格敏感度越高;(4)當個人物質主義越高時,其價格敏感度越低;(5)當個人物質主義越高時,其消費者自信心越低。本研究結果可供實務界進行新產品推廣策略之參考。 |
英文摘要 | The purpose of this study is to find the relationships among consumer innovativeness, materialism, consumer self-confidence, and price sensitivity. The valid sample is 734. SEM with LISREL computer program was used to distinguish three competitive models in this research¸ and found the paths from consumer innovativeness influence in consumer self-confidence and price sensitivity with both direct and indirect paths. The results are as follows: (1) People with higher consumer innovativeness have higher materialism; (2) People with higher consumer innovativeness have higher consumer self-confidence; (3) People with higher consumer innovativeness have higher price sensitivity; (4) People with higher materialism have lower consumer self-confidence; (5) People with higher materialism have lower price sensitivity. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。