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系統識別號 U0026-2406201409010500
論文名稱(中文) 消費者選擇華菱與否決定性因素之研究
論文名稱(英文) The Study of Consumers' Choice “HAWRIN”or not of Determinant Factors
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 102
學期 2
出版年 103
研究生(中文) 陳秋雄
研究生(英文) Chiu-Hsiung Chen
電子信箱 sunecohansa@yahoo.com.tw
學號 R07014152
學位類別 碩士
語文別 中文
論文頁數 58頁
口試委員 指導教授-康信鴻
口試委員-薛舜仁
召集委員-蕭小芬
口試委員-陳水蓮
口試委員-蔡惠婷
中文關鍵字 產品生命週期  消費文化  成本領導  產品差異化  集中化策略 
英文關鍵字 product life cycle  consumer culture  cost leadership  product differentiation  concentration strategy 
學科別分類
中文摘要 近幾十年來,在台灣家用冷氣機競爭非常激烈。就產品生命週期來說,已達
成熟期,加上全球微利時代的來臨,很多企業品牌產生了,包括有名的與一般的
品牌。這使得企業主除了調整好企業本身的體質,例如企業內部的流程改造、降
低生產成本、與產品創新外,在策略上必須不斷推陳出新,以提高公司的市場佔
有率。例如,近年來由於科技進步很快,消費文化亦產生很大的變化。由於消費
者容易受到大量媒體、或商業廣告的影響,很可能形成了與以往不同的消費文
化。因為如此,其降低了消費者對品牌的忠誠度,使得企業主必須採用成本領導、
產品差異化、或集中化策略以提高其競爭優勢。
所以,本研究方法之利用線性機率模式(Linear Probability Model)方法,針對相關消費者研究對象於北部、中部和南部共發出600 份問卷,本研究旨在了解當消費者在購買家用冷氣機時,那些決定因素是最重要的,以供業者參考。研
究結果顯示,在p=0.05 顯著水準之下,有家用冷氣機的款式、冷氣機的品牌、
冷氣機購買的決定者、與冷氣購買的優先品牌、綠色環保因素、健康安全因素、
品質與服務因素、優惠促銷因素、空間因素、及家庭年所得十個因素對消費者購
買家用冷氣機有顯著的影響。
英文摘要 In recent decades, in Taiwan the household air conditioners have been fiercely competitive. As for the product life cycle, it has reached the maturity stage, plus the approach of the low-profit times, so that many corporate brands are emerging, including famous and general brands. This forces the corporate owners, except adjusting well the corporate itself constitution, such as enterprise internal process reform, lowering production cost, and product innovation, to launch a variety of new strategies so that the company can enhance its share in the marketplace. For
example, in recent years due to the technology rapid progress, the consuming culture also created a huge change. As consumers were easily influenced by mass media, or commercial advertisements, it is very likely to shape the cultures different the past. Because of that, it has reduced the consumers’ brand loyalty, where it made the corporate owners embrace the cost leadership, the product differentiation, or the concentration strategy to enhance its competitive advantage.
Therefore, this study aims to understand, as the consumers buy the household air conditioners, what determinant factors are important, which can provide the references for the corporate owners. The results in this study reveals that, under the p=0.05 significance level, there are ten factors of the household air-conditioner styles, the air-conditioner brand, the decision maker of the air conditioners, the
purchase priority of the air conditioners, the green environment-protective factors, the health-safety factors, the quality and service factors, the premium promotion
factors, the spatial factors, and the family yearly income have significant effect on consumers purchasing air conditioners.
論文目次 第一章 緒論..............................1
第一節 研究動機與背景......................1
第二節 研究目的...........................2
第三節 研究流程...........................2
第二章 文獻回顧...........................5
第一節 消費者購買決策過程...................5
第二節 影響消費者決策因素...................8
第三節 產品屬性...........................11
第四節 決策行為相關文獻.....................14
第五節 本文努力方向........................17
第三章 研究方法...........................18
第一節 線性機率模式........................18
第二節 實證模型設計與變數說明................20
第四章 實證結果與分析.......................29
第一節 敘述性統計分析.......................29
第二節 模型適合度分析.......................32
第三節 影響消費者是否購買華菱冷氣之迴歸分析.....33
第五章 結論與建議..........................39
第一節 研究結論............................39
第二節 研究建議............................41
第三節 實務管理心得與見解....................43
第二節 研究限制............................47
參考文獻..................................48
附 錄....................................54
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