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系統識別號 U0026-0812200912001183
論文名稱(中文) 知覺價格、知覺品質、知覺價值對購買意願之關係研究-以消費者購買數位內容產品為實證
論文名稱(英文) The Relationship among Perceived Price、Perceived Quality and Perceived Value to Purchase Intention -the Empirical Research of Digital -Technology Products
校院名稱 成功大學
系所名稱(中) 高階管理碩士在職專班(EMBA)
系所名稱(英) Executive Master of Business Administration (EMBA)
學年度 94
學期 2
出版年 95
研究生(中文) 甘美玲
研究生(英文) Mei-Ling Kan
學號 r0793152
學位類別 碩士
語文別 中文
論文頁數 99頁
口試委員 召集委員-林清河
指導教授-譚伯群
指導教授-姜傳益
口試委員-劉清和
口試委員-吳萬益
中文關鍵字 知覺品質  知覺價格  知覺價值與購買意願。 
英文關鍵字 Preceived value  Preceived quality  Preceived price  Purchasing intention。 
學科別分類
中文摘要 本研究將以消費者觀點,探討相關數位內容產品在消費者知覺價格、知覺品質、知覺價值對消費者購買意願之影響, 並加入中介變數知覺風險與口碑時對知覺價值是否產生影響由此驗證其進ㄧ步影響消費者之購買意願。

本研究以台南市現居住民眾為對象分別針對不同行政區域採用隨機問卷抽樣進行調查,總共發出600份問卷,回收樣本數為550 份,回收率92%,檢視550 份樣本,剔除填答不全以及回答問卷答案完全一樣者,有效樣本為450 份,有效問卷回收率為81.8﹪。根據所需之研究目的,利用SPSS10.0 套裝軟體來執行適當之統計分析,其方法包括了因素分析、差異性分析、及典型相關分析與迴歸分析等,藉以探討消費者採購數位內容產品時知覺價格、知覺品質、知覺價值及購買意願四者之間的影響與關聯性。

研究結果發現:(一)價格是消費者購買商品時用以評定品質的重要線索,依據消費者對數位商品的價格知覺,消費者覺得價格愈高的數位商品品質也會愈高。(二)消費者認同高品質高單價的觀念,當消費者認同數位內容商品之品質與價值時才會有顯著的購買意願,而單憑價格或低價產品並無法正向刺激消費者的購買意願。(三)當消費者對商品之知覺品質正向提升時會同時正向提升對該商品的知覺價值,對購買意願也有顯著正向增加影響。(四) 當知覺產品價值越高時,對於消費者的購買意願有正向的影響。(五) 消費者知覺風險與口碑。





英文摘要 This research will be with consumer's view, probe into relevant the digital technological goods purchasing intention with influence of perceived price, perceived quality and perceived value. And exert an influence and prove from the perceive value while joining perceived risk and word of mouth.

This research adopted to the random questionnaire to sample and carry on the investigation to different administrative divisions separately with people living in Tainan city , Send out 600 questionnaires, got back 550’s, 92% of rate of recovery, rejected non completed, The effective sample is 450, the effective rate of recovery is 81.8%. According to the necessary research purpose using SPSS10.0 software to carry out proper statistical analysis, that including factor analysis, Canonical correlation analysis, variance- Anova and Manova anaysis, to find the influence and related among perceived price, perceived quality, perceived value and purchasing intention while comsuers purchase the digital products.

The result of this study is found: (1) The price is an evaluating important clue of quality, according to the perceived price, consumer feels the price high the quality should be high, too. (2) While consumers approve the idea of the high price with high quality, Just there are apparent purchasing intention when consumers approve the quality and value of this goods. (3)When the perceived quality is higher, will influence the consumer’s perceived vale and purchasing intention higher, too. (4) When the perceived vale is higher, will be influencing the consumer’s purchasing intention higher, too. (5)The perceived risk and word of mouth have apparent influence on consumer's perceived value, the perceived is another important parameter that products external clue and perceived value bind.





論文目次 目錄
目錄 I
表目錄 Ⅱ
圖目錄 Ⅲ
第一章 緒論 1
第一節 研究背景 1
第二節 研究目的與動機 5
第三節 研究範圍 6
第四節 研究步驟 6
第二章 文獻探討 9
第一節 知覺價格、知覺品質、知覺價值與購買意願 9
第二節 知覺風險與口碑 18
第三節 知覺價格、知覺品質、知覺價值與購買意願之相關 21
第四節 知覺風險、口碑與知覺價值 25
第五節 人口統計變數 26
第三章 研究方法 28
第二節 研究架構與研究假設 28
第三節 操作性定義及問卷設計 30
第四節 問卷設計 39
第五節 抽樣與問卷發放 40
第六節 資料分析方法 43
第四章 實證分析 47
第一節 敘述性統計分析 47
第二節 因素分析及信度檢定 48
第三節 人口統計變數在各研究變數之差異分析 56
第四節 知覺價格、知覺品質、知覺風險與口碑對知覺價值與購買意願之迴歸分析 64
第五節 知覺價格與知覺品質之典型相關分析 78
第六節 知覺風險與口碑對知覺價值之典型相關分析 81
第五章 結論與意涵 84
第一節 研究結論 84
第二節 管理上意涵 86
第三節 研究限制與未來研究方向 87
參考文獻 88
附錄一 問卷 94

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