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頁籤選單縮合
題 名 | 探討韓國熱潮商品購買意願之關鍵因素=Exploring Key Factors for Purchase Intention from Korean Hot Commodity |
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作 者 | 賴麗香; 莊智媛; 彭靖琦; 彭淳玉; 王詩婷; | 書刊名 | 創新與經營管理學刊 |
卷 期 | 6:2 2015.12[民104.12] |
頁 次 | 頁1-18 |
分類號 | 496.34 |
關鍵詞 | 知覺品質; 從眾行為; 廣告訴求; 購買意願; Perceived quality; Conformity behavior; Advertising appeal; Purchase intention; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究旨在於探討消費者對韓國熱潮商品的消費者涉入、知覺品質、流行意識、知覺價值、從眾行為、廣告訴求與購買意願之相關影響。本研究以台灣中部地區的消費者為對象,採用問卷調查法,蒐集381 份有效樣本,進行差異性分析與影響性分析;獲得以下結論:(一)不同年齡、教育程度、職業、每月可支配所得對於購買意願的看法無顯著差異;但女性族群對於購買意願的認同度高於男性族群的認同度;而未婚族群購買意願的認同度則高於已婚族群。(二)知覺品質、消費者涉入、流行意識對於知覺價值具有顯著的正向影響效果,且消費者涉入對知覺價值的影響高於知覺品質及流行意識。(三)消費者涉入及流行意識對於從眾行為具有顯著的正向影響效果,消費者涉入對從眾行為的影響高於流行意識。(四) 知覺價值、從眾行為、廣告訴求對於購買意願具有顯著的正向影響效果,知覺價值對購買意願的影響高於從眾行為及廣告訴求。本研究結果發現由於韓國商品強調創意性的商品價值,注重廣告訴求,引起消費者的好奇心,直接強化消費者涉入程度,因而激起消費者的從眾行為,促使韓國商品的熱潮暢銷。本研究建議國內文化部應積極發展文創產業,設計創意商品,結合台灣熱門連續劇、音樂、電影等媒介,藉由代言人的影響力行銷Made InTaiwan(MIT)。 |
英文摘要 | The purpose of this study is to investigate the impact of consumer involvement, perceived quality, fashion consciousness, perceived value, conformity behavior, advertising appeal, and purchase intention on Korean hot commodity. The study collects 381 effective questionnaires from consumers of central Taiwan, and reaches the conclusions by impact analyses as follows. First, there is no significant difference for purchase intention viewsregardless of the age, education level, occupation, or monthly disposable income. Women’s degree of recognition for purchase intention was higher than men’s, and single group’s degree of recognition for purchase intention was higher than married group’s. Second, perceived quality, consumer involvement, and fashion consciousness for perceived value have more obvious positive effect, and consumer involvement for perceived value has higher impact than perceived quality and fashion consciousness. Three, consumer involvement and fashion consciousness for conformity behavior have more obvious positive effect, and consumer involvement for conformity behavior has higher impact than fashion consciousness. Finally, perceived value, conformity behavior, and advertising appeal for purchase intention have more obvious positive effect, and perceived value for purchase intention has higher impact than conformity behavior and advertising appeal. The results reveal that due to the value of Korean commodity emphasizing creativity, focusing on advertising appeal, causing consumers’ curiosities, arousing consumer conformity behavior, the selling of Korean goods prompts well. Our research suggests that Council for Cultural Affairs, Executive Yuan should develop cultural and creative industries actively, design innovative products, and combine Taiwanese popular drama, music, movies, and other media with the influence of spokespersonto spread MIT. |
本系統中英文摘要資訊取自各篇刊載內容。