進階搜尋


 
系統識別號 U0026-0812200910421715
論文名稱(中文) 不同商店通路下消費者手機購買意願之評估
論文名稱(英文) An appraisal of consumers' purchasing inclination for cellular handset in different retailing channels
校院名稱 成功大學
系所名稱(中) 電信管理研究所
系所名稱(英) Institute of Telecommunications and Management
學年度 91
學期 2
出版年 92
研究生(中文) 李祥銘
研究生(英文) Hsiang-Ming Lee
電子信箱 birdcome7777@yahoo.com.tw
學號 r9690102
學位類別 碩士
語文別 中文
論文頁數 81頁
口試委員 口試委員-呂錦山
口試委員-陳文字
口試委員-溫敏杰
口試委員-鄧嘉宏
指導教授-沈清文
指導教授-廖俊雄
中文關鍵字 購買意願  知覺評估  知覺價值  商店印象 
英文關鍵字 store image  perceived value  willingness to buy  SEM  perceived evaluation 
學科別分類
中文摘要 現今行動電話手機市場競爭已白熱化手機推陳出新的速度非常快速,而根據資策會研究新手機平均銷售週期為6-9月,需求量便會逐漸進入衰退期,因此新型手機如何在此短暫的生命週期中吸引到消費者的注意,將會是手機業者的一大課題。而台灣手機的銷售市場大多集中於幾家大型連鎖手機量販店。聯強及神腦兩家通路商在90年上半年度市占率更高達90%,滿街林立的通信行以及行動電話業者的直營門市,該如何發展對本身商店有利的特質,或亦是怎樣的「商店印象」(如商店的區位方便性)以吸引消費者的光顧,為手機通路業者所必須了解的一個重要課題。
本論文以Monroe and Krishnan(1985)的知覺評估流程為基礎,並納入「商店印象」此變數,分析消費者對手機通路商的「商店印象」,在其作手機購買意願的評估有何影響。本研究採取線性結構模型分析(SEM)來驗證知覺評估流程中各變數之間的關係。而主要的研究結果整理如下。
1.由於景氣不好,所以消費者對手機的選購在價格上都比較會斤斤計較。因此對手機通路商「商店印象」的好壞,並無法成為消費者購買手機時一個重要的考量因素。而消費者對手機的「知覺價值」越高,其對手機的「購買意願」就越高。而不同通路的消費者,對手機購買意願評估流程差異性並不大,僅有台灣大哥大直營店的受訪者會因為其對通路商的好印象而增加其「購買意願」。
2.手機為現代人一種不可或缺的通訊工具,因此消費者都希望擁有品質良好的手機。所以消費者在選擇手機通路商時,產品保固是消費者首要的考量因素。
3.現在的消費者都希望攜帶手機是一種方便性,而不希望是一種負擔,所以每一家廠牌的手機設計都越來越輕巧,因此消費者認為手機攜帶方便性是購買手機時的第一考量因素。
4.自由業中有許多是藝術工作者,有一些畫面或靈感是一瞬間的,所以如果有這種相機手機可以幫他們紀錄下來那一瞬間的感動,這對他們的創作事會有幫助所以他們對相機手機的接受度會較高。
英文摘要 The cellular phone market is getting more competitive since the penetration rate grow up rapidly. According to the investigation of Institute for Information Industry, the PLC (Product Life Cycle) of new cellular phone is about 6-9 months. Therefore, it is critical for cellular phone enterprise to understand well how to attract consumers in such a short PLC in order to achieve higher market share. Most sale volume of cellular phone in Taiwan is concentrated in few large-scaled chain stores. In order to survive in this market, it is necessary for the other type of stores to realize what kind of “store image” could obtain consumers’ favor.
Based on the perceived evaluation model of Monroe and Krishnan(1985), we integrate the ”store image” into this model to analyze the relationship between “willingness to buy” and “store image”. We use SEM to test the relationship between variables in the perceived evaluation model. Our main results can be summarized by the following four points:
1.When consumers choose a new cellular phone, they will pay more attention to “price” than “store image”, “store image” is not an important influential factor to “willingness to buy”. Consumer’s “perceived value” have a positive impact to “willingness to buy”. Consumers from different sales channels are similar to their “willingness to buy”. And in all different sales channels, only TCC’s sales channel has a positive impact on consumers’ “willingness to buy”.
2.Cellular phone is one of necessity at present day, so consumers want to keep cellular phone with excellent quality. For this reason, product guarantee is the most important factor that influence consumers’ choice of cellular phone retailer.
3.Consumers attach importance to the cellular phone carry convenience, the design of cellular phone trends to light and portable.
4.Digital camera can catch the inspiration in an twinkling of an eye, it will be helpful to artist, so artist have higher willingness to buy for cellular phone with digital camera.
論文目次 第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與內容 3
第三節 研究流程 3
第二章 手機特質介紹與文獻回顧 5
第一節 手機特質介紹 5
第二節 商店印象 9
一、商店印象的定義 9
二、商店印象的決定因素 10
第三節 知覺品質與知覺價值 12
一、知覺品質 12
二、知覺價值 14
第四節 購買意願評估流程與本研究變數間相互關係 15
一、購買意願評估流程 15
二、本研究變數間相互關係 16
第三章 研究方法 19
第一節 研究架構 19
第二節 研究設計與變數間之操作型定義、衡量 20
一、外部線索之設定 20
二、外生變數 21
三、內生變數 21
第三節 資料分析工具與問卷調查流程設計 23
一、資料分析工具 23
二、問卷調查流程設計 25
三、預試結果 25
四、正式問卷設計 28
五、抽樣設計 29
第四章 購買意願評估流程之分析結果 31
第一節 樣本結構分析與信度分析 31
一、樣本結構分析 31
二、信度分析 33
第二節 線性結構模型分析 34
一、模式適合度評估 34
二、假設驗證 41
第三節 不同通路下消費者知覺評估比較 44
一、大型連鎖手機通路商 44
二、行動電話公司直營店 45
三、一般地方型通信行 47
四、小節 48
第四節 產品特質與商店特色 50
一、手機產品特質對購買意願之影響 50
二、商店特色對消費者商店印象之影響 51
第五節 人口統計變數之市場區隔 53
第五章 結論與建議 58
第一節 研究結論 58
一、知覺價值為影響消費者購買意願最重要的因素 58
二、商店印象透過知覺品質間接影響受訪者的購買意願 58
三、不同通路的受訪者對知覺評估流程略有差異 59
四、攜帶方便性是受訪者購買手機時最重要的考量因素 60
五、產品保固是受訪者選擇手機通路商時最重要的考量因素 60
六、建立受訪者對相機手機購買意願的市場區隔 60
第二節 研究建議 61
一、對通路商之建議 61
二、對手機製造商的建議 62
三、後續研究之建議 64
中文參考文獻 65
英文參考文獻 66
附錄一(選擇目標產品問卷) 70
附錄二(正式問卷) 75
附錄三(問卷廣告傳單) 79
參考文獻 1.內政部主計處,「91年度9月底止中華民國行動電話總用戶人口數」。
2.林明龍,「行動電話產業庫存降低且換機率回升」,寶來證券網站,民國91年9月。
3.吳萬益、林清河,企業研究方法,華泰書局,台北市,民國91年。
4.周文賢,多變量統計分析:SAS/SPSS使用方法,智勝文化,台北市,民國91年。
5.郭俊男、「企業行動商務是在必得」,通訊雜誌,頁18-20,民國91年7月。
6.張重昭、周宇貞,「知覺品質與參考價格對消費者知覺價值與購買意願的影響」,企業管
理學報,第45期,頁1-36,民國88年9月。
7.張重昭、謝千之,「產品資訊、參考價格與知覺品質對消費者行為的影響」,企業管理學
報,第47期,頁161-190,民國89年8月。
8.陳順宇,多變量分析,第二版,華泰書局,台北,民國89年。
9.陳正男、丁學勤,「內容分析見構量飯店商店形象決定因數之研究」,管理評論,第21
卷,第一期,頁85-113,民國91年1月。
10.黃俊英,多變量分析,中國經濟企業研究所,台北市,民國91年
11.黃志文、戴璦坪、高丘蓉,「消費者對商店印象及滿意度之實證分析—以連鎖便利商店與
大型量飯店為例」,企銀季刊,第二四卷,第六期,頁79-105,民國90年10月。
1.Berman, B. and J. R. Evans, Retail management:A Strategic approach, NJ:
Prentice-Hall, 1995.
2.Berry, L. L., The component of department store image:A Study of three
selected department store in Phoenix, Arizona, Unpublished D. B. A.
Dissertation, Arizona State University, Tempe, 1968.
3.Berry, L. L., Cultivating service brand equity, Journal of the Academy of
Marketing Rresearch, 28(1), pp.128-37, 2000.
4.Chang, T. Z. and A. R. Wildt, Price, product information, and purchase
intention:An empirical study, Journal of Academy of Marketing Science, 22(1),
pp.16-27, 1994.
5.Churchill, G. A. Jr. and J. P. Peter, Research design effect on the reliability
of rating scale:a meta-analysis, Journal of Marketing Research, Vol.21,
pp360-375 , Nov, 1984.
6.Cooper, P., The begrudging index and the subjective value of money, in Pricing
Strategy, Taylor, B. and G. Wills eds., London: Staples Press, pp.122-32, 1969.
7.Cox, D. F., The measurement of information value: A study in consumer decision
making, in Decker, W. S. (ED.), Emerging Concept in Marketing, Chicago:
American Marketing Association, pp.413-21, 1969.
8.Curry, D. J. and D. J. Faulds, Indexing product quality:Issues, theory and
results, Journal of Marketing, 13, pp134-45, 1986.
9.Dodds, W. B. and K. B. Monroe, The effect of brand and price information on
subjective product evaluation, Advances in Consumer Research, 12, pp.85-90,
1985.
10.Dodds, W. B., K. B. Monroe and D. Grewal, The effect of price, brand and store
information on buyers’ product evaluation, Journal of Marketing Research, 28,
pp.307-319, 1991.
11.Engel, J. F., R. D. Blackwell and P. W. Miniard, Consumer Behavior, Orlando:
The Dryden Press, 1993.
12.Enis, B. M. and K. J. Roering, Product classification taxonomies synthesis and
consumer implication, Theoretical Development in Marketing, Chicago:American
Marketing Association, 1980.
13.Gardner, D. M., An experimental investigation on price quality relationship,
Journaling of Retailing, 46, pp.39-40, 1970.
14.Garvin, D. A., ”Quality on the line,” Harvard Business Review,
61(September-October), pp.65-73, 1983.
15.Ghosh, A., Retailing management. Orlando: The Dryden Press, 1990.
16.Hjorth-Anderson, The concept of quality and the efficiency of markets for
consumer product, Journal of Consumer Research, 11(2), pp.708-18, 1984.
17.Holbrook, M. B. and J. A. Howard, Frequently purchased nondurable goods and
services, Selected Aspects of Consumer Behavior, Ferber, R. ed. Washington,
DC:National Science Foundation, pp.189-222, 1977.
18.James, D. L., R. M. Durand and R. A. Dreves, The use of multe-attribute model
in a store image study, Journal of Retailing, 52, pp.23-32, 1976.
19.Kelley, C. A., The role of consumer product warranties and other extrinsic in
reducing perceived risk, in Development in Marketing Science, Hawes, J. and G.
Glisan eds., Akron: Academy of Marketing Science, 1987.
20.Lichtenstein, D. R. and W. O. Bearden, Contextual inference on perceptions of
merchant supplied reference price, Journal of Consumer Research, 15, pp.55-66,
1989.
21.Lim, J. S., J. Ye and H. B. Thorelli, Relative importance of country of
origin, and warranty retail store image on product evaluations, International
Marketing Review, 6(1), pp.35-46, 1988.
22.Lindquist, J., Meaning of image, Journal of Retailing, (Winter), pp. 29-38,
1974.
23.Lutz, R., “Quality is as quality Does: an attitudinal perspective on consumer
quality judgment,” Presentation to The Marketing Science Institute Trustees’
Cambridge, MA, 1986.
24.Matineau, P., The personality of retail store, Harvard Business Review, 36,
pp.47-55, 1958.
25.Maynes, E. S., The concept and measurement of product quality, Household
Production and Consumption, 40(5), pp.529-59, 1976.
26.Monroe, D. G. and L. D. Compeau, “The concept of reference price:theoretical
justifications and research issue,” presented at the Association for Consumer
Research Conference, Chicago (October), 1991.
27.Monroe, K. B. and R. Krishnan, The effect of price on subjective product
evaluation, in Perceived Quality, Jacoby, J. and J. Olson eds., Lexington:
Lexington Books, pp.209-232, 1985.
28.Nunnally, J. C., Psycholometrics Methods. New York, McGraw-Hill Company, 1978.
29.Olshavsky, R. W., Perceived quality in consumer decision making: an integrated
theoretical perspective, in Perceptive Quality, Jacoby, J. and J. Olson eds.
Lexington: Lexington Books, pp.3-29, 1985.
30.Park, C. W., B. J. Jawor and D. J. MacInnis, Strategic brand concept-image
management,” Journal of Marketing, 50, pp.135-45, 1986.
31.Rao, A. R. and K. B. Monroe, The effect of price, brand name and store name on
buyers’ subjective product assessment: An integrative review,” Journal of
Marketing Research, 26, pp.351-357, 1989.
32.Rogers, D. S., L. R. Gaman and M. M. T. Grassi, Retailing new perspective,
Orlando: The Dryden Press, 1992.
33.Schiffman, L. G., J. F. Dash and W. R. Dillon, The contribution of store-image
characteristics to store-type choice, Journal of Retail, 53(2), pp.3-15,
1977.
34.Shimp, T. A. and W. O. Bearden, “Warranty and other external effect on
consumers’ risk perception,” Journal of Consumer Research, .9, pp.38-46,
1982.
35.Szybillo, G. J. and J. Jacoby, Intrinsic versus extrinsic cues as determinants
of perceived product quality, Journal of Applied Psychology, Vol.55, pp.74-8.
36.Thaler, R., Mental accounting and consumer choice, Marketing Science, 4,
pp.199-244, 1985.
37.Wheatley, J. H. and J. S. Y. Chiu, The effects of price, store image, and
product and respondent characteristics on perceptions of quality, Journal of
Marketing Research, 14, pp.181-86, 1977.
38.Zeithaml, V. A.., Consumer perceptions of price, quality and value: A mean-end
model and synthesis of evidence, Journal of Marketing, 52, pp.2-22, 1988.
論文全文使用權限
  • 同意授權校內瀏覽/列印電子全文服務,於2003-07-29起公開。
  • 同意授權校外瀏覽/列印電子全文服務,於2003-07-29起公開。


  • 如您有疑問,請聯絡圖書館
    聯絡電話:(06)2757575#65773
    聯絡E-mail:etds@email.ncku.edu.tw