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題名 | A Study on the Relationship Among Personal Value, Product Involvement and Purchase Behavior-- Taipei Household Air-- Conditioner as an Example=個人價值觀、產品涉入與購買行為關係之研究--以臺北市家用冷氣機為例 |
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作者 | 潘明全; 吳金財; |
期刊 | 大同學報 |
出版日期 | 19941100 |
卷期 | 24 1994.11[民83.11] |
頁次 | 頁243-257 |
分類號 | 496.34 |
語文 | eng |
關鍵詞 | 個人價值觀; 產品涉入; 購買行為; |
中文摘要 | 因為產品涉入是一假設性構念、所以無法直接衡量,只可推論其決定因子與構面 。然而,以單一構面指標來衡量產品涉入是不夠的,事實上,若想瞭解產品涉入之全貌,應 以多構面觀點進行衡量。衡量產品涉入應考慮五構面:攸關性、誤購機率、誤購嚴重性、象 徵性價值及愉悅性價值。 在嘗試分析產品涉入之前因,個人價值觀與產品涉入關係時,本研究透過典型相關分析,證 明二者之間確有關係存在。 從逐步迴歸分析得知,購買行為構面中之資訊搜尋、資訊處理及品牌偏好,分別受到產品涉 入之誤購機率、愉悅性價值及攸關性影響。 |
英文摘要 | Since product involvement is a hypothetical construct, it cannot be directly measured. It can only be inferred from the presence or absence and intensity of its alleged determinants and facets. It is insufficient to classify people in terms of a single product involvement indicator. Rather, product involvement should be analyzed in terms of multiple facets, which need to be measured simultaneously if one wants to provide marketing executives with a full picture of product involvement. Product involvement should be measured by five facets: relevance, risk probability and risk importance, and sign value and pleasure value. In its attempt to analysis the relationship between personal values, the antecedent of product involvement, and product involvement, this study proves that the relationship does exist between personal values and product involvement through canonical correlation analysis. From the result of stepwise regression analysis, the subscale of purchase behavior, information seeking, information processing, and brand preference, are major influenced by risk probability, pleasure value, and relevance. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。