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題 名 | The Effects of Attitude, Subjective Norm, and Perceived Behavioral Control on Consumers' Purchase Intentions: The Moderating Effects of Product Knowledge and Attention to Social Comparison Information=態度、群體規範、及知覺行為控制對消費者購買意圖之影響:產品知識與社會比較資訊重視程度的干擾效果 |
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作 者 | 邱志聖; | 書刊名 | 國家科學委員會研究彙刊. 人文及社會科學 |
卷 期 | 9:2 1999.04[民88.04] |
頁 次 | 頁298-308 |
分類號 | 496.34 |
關鍵詞 | 計畫行為理論; 產品知識; 群體影響; 知覺行為控制; Theory of planned behavior; Product knowledge; Group influences; Perceived behavior control; |
語 文 | 英文(English) |
中文摘要 | 消費者在購買一件產品時,他╱她的購買意圖除了受本身的態度所影響之外,主 觀群體規範及個人行為主控能力亦是很重要的影響因素。當該消費者所屬的群體擁有很強的 約束力時,他╱她在做消費決策時,往往必須考慮別人的想法,及該消費行為對他╱她所屬 群體的影響。 同樣的, 當他╱她對該消費決策缺乏主控權時, 他╱她本身的態度( attitude )亦不能很精確的預測他╱她的購買意圖。 不過根據計畫行為理論,本身的態度 、主觀群體規範、及知覺行為控制對購買意圖之相對影響,可能會因消費者的產品知識能力 及社會比較資訊的重視程度之不同而有所不同。 本研究發現,當個人主觀認知的知識能力比較弱時,其個人知覺行為控制比較能有效的預測 購買意圖,相反的,當個人主觀認知的知識能力比較強時,其個人知覺行為控制的高低就不 能顯著的預測購買意圖。另外,當個人對社會比較資訊的重視程度較高時,其主觀群體規範 比較能有效的預測購買意圖,相反的,當個人對社會比較資訊的重視程度較低時,其主體群 體規範對購買意圖的預測能力就比較弱。最後,當個人對社會比較資訊的重視程度比較高時 ,其個人態度亦無法顯著的預測購買意圖。 瞭解在不同產品知識及不同的社會比較資訊重視程度下,消費者本身的態度、主觀群體規範 、及個人知覺行為控制對購買意圖之影響程度,可以讓從事行銷者在設計行銷方案時,研擬 出有效影響消費者購買意圖的方案。 此外本研究亦是目前少數把 Ajzen ( 1985,1991 ) 的 the Theory of Planned Behavior 應用於行銷相關研究。 |
英文摘要 | The purpose of this research is to investigate whether the relative influences of attitude, subjective norm, and perceived behavioral control on consumers' purchase intentions will be different when consumers possess different levels of product knowledge (subjective and objective) and attention to social comparison information (ATSCI). As proposed by the theory of planned behavior, consumers' purchase intentions are affected not only by their attitudes, but also by their group's influences and their own perceived control. The relative strength of effects of these three factors on consumers' purchase intentions is expected to vary across behaviors and situations. The results showed that the relative importance of attitude, subjective norm, and perceived behavioral control in the prediction of intention varies when consumers possess different levels of subjective product knowledge and ATSCI. Subjective knowledge is a moderating variable for the relationship between perceived behavioral control and purchase intention, while ATSCI was a moderating variable for the relationship between attitude and purchase intentions, and for the relationship between subjective norm and purchase intention. This research has strong implications for marketers. It can help them develop more effective marketing programs to affect consumers' purchase intentions. In addition, the study is one of a few studies that applies the theory of planned behavior in the marketing field. |
本系統中英文摘要資訊取自各篇刊載內容。