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系統識別號 U0026-0812200914264430
論文名稱(中文) 訊息來源可信度與消費者知識對購買意圖與購買行為之影響—以台灣三大鮮乳產品為例
論文名稱(英文) The Effect Source Credibility and Consumer Knowledge on Purchase Intention and Purchase Behavior-Using Taiwan's Top Three Milk Product as an Example
校院名稱 成功大學
系所名稱(中) 企業管理學系專班
系所名稱(英) Department of Business Administration (on the job class)
學年度 96
學期 2
出版年 97
研究生(中文) 黃俊智
研究生(英文) Chun-Chih Huang
電子信箱 r4795108@mail.ncku.edu.tw
學號 r4795108
學位類別 碩士
語文別 中文
論文頁數 96頁
口試委員 指導教授-蔡明田
口試委員-李勇輝
口試委員-李國瑋
中文關鍵字 品牌態度  購買意圖  消費者知識  訊息來源可信度  購買行為 
英文關鍵字 purchase behavior  source credibility  purchase intention  consumer knowledge  brand attitude 
學科別分類
中文摘要 近年來,由於產品溝通管道不斷增加,使得目標消費族群經常接收到不同來源所發出的訊息,而且訊息的表達的方式又如此多樣,如媒體廣告、平面宣傳廣告等,要如何傳達有效的訊息,並增加說服力,讓消費者可以清楚瞭解產品的特點與屬性,進而引起消費者的購買動機;已逐漸成為行銷產品的重要課題之一。另外,消費者的購買決策過程是十分複雜且難懂的,因此在影響購買意圖中,除了消費者所具備的產品知識外,品牌也成為一個備受關注的指標;這也使得消費者在缺乏產品知識的情況之下,將會依照產品所提供的線索與自己的心理認知來進行購買行為;因此,消費者對於產品的品牌態度則在購買策上扮演相當重要的角色。
本研究母體範圍設定為台灣地區飲用鮮乳之18-55歲消費者,母體以究採用機率抽樣之群集抽樣方式於北部、中部與南部地區以網路通訊問卷調查方式來調查,共發出700份問卷,而實際回收有效問卷512份,回收率達73.1%。
本研究藉由產品內涵的屬性如消費者產品知識、品牌態度與外在的線索諸如訊息來源可信度,來分別研究其對購買意圖的影響,進而希望能更充分地瞭解對購買行為的影響因素。研究結果發現:訊息來源可信度愈高,消費者的購買意圖愈高;而消費者所擁有產品知識程度愈高時,消費者的購買意圖愈高;同時,消費者對產品的品牌態度愈高,消費者的購買意圖愈高。而消費者的購買意圖愈高,消費者的購買行為愈明顯。最後,研究發現訊息源可信度與消費者知識皆會透過品牌態度的中介作用影響消費者的購買意圖,可知品牌態度實為影響消費者購買意圖的一項重要因素。
英文摘要 In recent years, due to the constantly increasing channels of communication, focused consumers are receiving more and more information sent out by diverse sources with multiple ways of expression, such as advertising and printed media. How to transmit effective information to consumers with strong persuasion to make them understand the feature of the product to give rise to purchase motivation has become one of the key issues in marketing. The process of buying can be complicated and hard to understand. Among those factors affecting purchase intention, except for the basic knowledge consumers have for products, branding has become an indicator which is getting more and more attention. It’s one reason that with insufficient knowledge of products, consumers tend to reply on information provided by products or their own cognition in buying. Therefore, the attitude consumers have toward branding plays a relatively important role in willing in buying.
Parameter settings of this study are milk-drinking consumers in Taiwan aged between 18 to 55 years old. Probability sampling of parameter was taken by cluster sampling in areas of north, central and south of Taiwan through internet communication. 700 questionnaires were sent out and 512 of them were recovered with a 73.1% of recovery rate.
This study makes use of properties of products such as knowledge of products, consumer’s brand attitude toward products, and the source credibility of the outer clues to explore the influence they have for purchase intention. The results proved that the higher the source credibility shows, the higher purchase intention gets; also, the better knowledge consumers have toward products, the high and clear purchase intention appears in purchase behavior. Meanwhile, the more brand attitude toward products consumers have, the better intention in buying becomes, as well as the willing in buying. We also found that the source credibility and consumer knowledge will both mediate the purchase intention through the brand attitude they have. Therefore, we know that the brand attitude is one of the key factors that influence the purchase intention of consumers.
論文目次 中文摘要------------------------------------------Ⅰ
Abstract------------------------------------------Ⅱ
誌謝----------------------------------------------Ⅲ
目錄----------------------------------------------Ⅳ
表目錄------------------------------------------- Ⅴ
圖目錄--------------------------------------------Ⅶ
第一章 緒論----------------------------------------1
第一節 研究背景與動機------------------------------1
第二節 研究目的------------------------------------4
第三節 研究範圍與對象------------------------------4
第四節 研究流程------------------------------------5
第二章 文獻探討------------------------------------6
第一節訊息來源可信度-------------------------------6
第二節消費者知識-----------------------------------9
第三節品牌態度------------------------------------11
第四節購買意圖------------------------------------14
第五節購買行為------------------------------------15
第六節訊息來源可信度與品牌態度關係----------------19
第七節訊息來源可信度與購買意圖關係----------------20
第八節消費者知識與品牌態度關係--------------------21
第九節消費者知識與購買意圖關係--------------------22
第十節品牌態度與購買意圖關係----------------------23
第十一節購買意圖與購買行為關係--------------------25
第三章 研究方法-----------------------------------26
第一節 研究假設與研究架構-------------------------26
第二節 變數之操作定義與衡量-----------------------29
第三節 研究設計與方法-----------------------------34
第四章 結果分析與討論-----------------------------42
第一節 問卷回收與樣本結構-------------------------42
第二節因素分析與信效度分析------------------------46
第三節各假設關係檢定------------------------------53
第五章 結論與建議---------------------------------69
第一節 研究結果-----------------------------------69
第二節管理意涵與研究發現--------------------------73
第三節研究限制與未來研究建議----------------------74
參考文獻------------------------------------------76
附錄:正式問卷------------------------------------86
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