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頁籤選單縮合
題名 | 數位單眼相機品牌形象對消費者知覺價值影響之研究=The Effect of Digital Single Lens Reflex Camera Brand Image on Consumers' Perceived Value |
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作者 | 盧芷鋆; 鍾志強; Lu, Chih-yun; Chung, Chih-chiang; |
期刊 | 休閒運動期刊 |
出版日期 | 20130800 |
卷期 | 12 2013.08[民102.08] |
頁次 | 頁105-114 |
分類號 | 496.1 |
語文 | chi |
關鍵詞 | 數位單眼相機; 品牌形象; 知覺價值; Digital single lens reflex camera; Brand image; Perceived value; |
中文摘要 | 本研究擬探討數位單眼相機品牌形象對消費者知覺價值影響之研究,並瞭解消費者之特性。以雲林地區數位單眼相機使用者至少一年為受試對象,採立意抽樣法於 2012年12月1日至 12月31日進行問卷發放,總計發放問卷 114份,有效問卷 112份,回收之有效問卷,使用 SPSS 18.0 for Windows軟體進行敘述性統計、 t檢定、相關分析、因素分析、信效度分析與迴歸分析。研究結果發現: (一)以消費 1次者居多;使用 2~3年者居多;購買資訊管道主要為網路資訊;最常使用的品牌為 Canon;主要購買地點為傳統相機店;購買主要目的為娛樂用途;購買價位以 20,001~30,000元居多;以男性居多,佔 65.2%;年齡以 21~25歲居多;月收入以 10,000以下居多,顯示受試者多為年輕族群,並非為專業性攝影人員。 (二)數位單眼相機品牌形象與消費者知覺價現況分析顯示,品牌形象構面以「功能性」與「經驗性」平均數最高,知覺價值分析的 4個題項都頗為同意。 (三)數位單眼相機品牌形象對消費者知覺價值具有顯著的預測力,以「功能性」預測力為最高,以「經驗性」為次之。 |
英文摘要 | The purpose of this study was to explore the effect of digital single lens reflex camera brand image on consumers' perceived value, and to know demographic variable of consumers. The participants have used digital single lens reflex camera for at least one year Yunlin region. 114 questionnaires were distributed to the research subject, and 112 were retrieved as valid samples. The questionnaire including brand image, perceived value, and consumers' information, and then the collected data was analyzed by descriptive statistics, t-test, correlation analysis, factor analysis, the reliability and validity analysis and regression analysis. This research has found that: (1) Most of the participants were male; they bought the camera once; they have used it for two to three years; their buying information was from the internet; the brand most they used was Canon; they bought it from the traditional camera store; the purpose of buying was for entertainment; the price was 20,001 ~ 30,000 NT dollars; they were 21 to 25 years old and their income were less than 10,000 a month. (2) Two dimensions of “functional" and “experiential" were provided the highest mean and the 4 items of perceived value were all provided with high scores. (3) There was a positive relationship between brand image and perceived value, and the predictive powers of highest were “functional" and “experiential". |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。