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論文名稱(中文) 從消費知覺價值觀點探討品牌效益、產品價格對消費者購買意圖影響之研究-以寶特瓶紗運動外套為例
論文名稱(英文) A study on the Effect of Brand Benefit, Product Price on Consumers’ Purchase Intention from the Perspective of Consumer’ Perceived Value – PET Bottles Yarn Sports Jacket as Example
校院名稱 成功大學
系所名稱(中) 經營管理碩士學位學程(AMBA)
系所名稱(英) Advanced Master of Business Administration (AMBA)
學年度 102
學期 1
出版年 103
研究生(中文) 吳佳霓
研究生(英文) Connie Joan Wu
學號 rd6984027
學位類別 碩士
語文別 中文
論文頁數 81頁
口試委員 指導教授-莊雙喜
口試委員-胡蘭沁
口試委員-周信輝
中文關鍵字 消費知覺價值  消費者購買意圖  產品價格  品牌效益 
英文關鍵字 Brand Benefit  Product Price  Consumers’ Purchase Intention  Consumer’ Perceived Value 
學科別分類
中文摘要 寶特瓶紗紡織品是近年來推廣的綠色再生產品,繼美國、德國、日本之後,台灣是第四個開發出PET再生環保紗的國家。因為大多數的人對於寶特瓶紗紡織產品不太認識,因此本研究想利用此機會探討寶特瓶紗紡織產品以運動外套為例,進行從消費知覺價值觀點探討品牌效益、產品價格對消費者購買意圖影響之研究。
本研究主要以問卷作為量測工具,總共發放300份問卷,對象為使用過寶特瓶紗運動外套的大學生,並以台南市的國立大學和私立大學為發放之主要對象。回收之有效問卷為234份,回收率為78%。
本研究結論如下:
1.消費知覺價值的功能性價值對消費者購買意圖有正向影響。
2.消費知覺價值的社會性價值對消費者購買意圖無影響。
3.消費知覺價值的情感性價值對消費者購買意圖有正向影響。
4.消費知覺價值的嘗新性價值對消費者購買意圖無影響。
5.價格之接受度不會增強消費知覺價值對購買意圖的影響效果。
6.品牌效益之特質會影響消費知覺價值對購買意圖的影響效果。
7.消費者屬性之差別會增強消費知覺價值對購買意圖的影響效果。
本研究針對分析結果,提出一些消費知覺價值對消費者購買意圖探討後的結論與建議,並希望能對未來類似之研究有相當程度的參考價值。
關鍵詞:消費知覺價值、消費者購買意圖、產品價格、品牌效益。
英文摘要 SUMMARY
PET bottle yarn textile is a kind green recycled product promoted in recent years. Taiwan is the 4th nation which has developed PET renewable green yarn following US, German and Japan. As most of us know little of PET bottle yarn textile, the study is going to use the chance to discuss PET bottle yarn textile product. Taking sport jacket as an example, it takes study on the influences of brand benefit and product price to the consumer’s purchase intention from the consumer’s perceived value.
The study research hypothesis are as the following:
1. The consumer’s perceived value has influence to the consumer’s purchase intention.
2. The acceptability of price will enhance influence effect of consumer’s perceived value to consumer’s purchase intention.
3. The characteristics of brand benefit will affect the influence effect of consumer’s perceived value to consumer’s purchase intention.
4. Consumer property difference will enhance influence effect of consumer’s perceived value to consumer’s purchase intention.
Aiming at analysis results, the study proposes some conclusion and suggestion after discussion of consumer’s perceived value to consumer’s purchase intention, and hopes the study will have reference value in certain degree to future similar study.
Keywords: Brand Benefit、Product Price、Consumers’ Purchase Intention、Consumer’ Perceived Value.
INTRODUCTION
Environmental goods become more and more common in the market, and PET Bottles Yarn Sports Jacket is also one of the promising environmental goods. The study takes PET bottles yarn sports jacket to explore the impact of consumer’s perceived value to consumer’s purchase intention and studies whether it cause influences of consumer’s perceived value to consumer’s purchase intention under the mediums of price acceptability and brand benefit.
MATERIALS AND METHODS
The study methods of the study are as the following:
1. Study Objects
The purposes of the study are to understand the relation between the consumers’s perceived value and consumer’s purchase intention, and understand whether it may cause different influence effectiveness via different production price and brand benefit. Therefore, questionnaire is distributed to PET bottles yarn sports jacket users for investigation. Sample selection process is mainly for customers with purchase of PET bottles yarn sports jacket and it is taken distribution to national universities or private universities. The distribution objects are college students in Tainan City.
2. Measurement Tool
The study mainly takes questionnaire as a measurement tool. Total 300 copies of questionnaires are distributed. The objects are college students who have used PET bottles yarn sports jacket, and it takes national universities and private universities in Tainan City as main distribution objects. In the questionnaire, variables questions are 35 and personal attribute questions are 6. Recovered valid questionnaires are 234 copies and recovery rate is 78%.
3. Analysis Methods
The study mainly discusses whether the consumer will be affected by the consumer’s perceived value of PET bottles yarn sports jacket, and it will make the consumer’s purchase intention produce changes, and make the consumer’s perceived value and consumer’s purchase intention exist interference effect furthermore due to different influences of product price and brand benefit.
On the application of statistical software, the study uses SPSS perform statistical analysis. The statistical methods used are summarized as the following:
(1) Reliability test
(2) Descriptive statistical analysis
(3) Factors analysis
(4) Multiple regression analysis
(5) ANOVA analysis
(6) T-test analysis
RESULTS AND DISCUSSION
The study mainly to discuss the influence effects of the relation between consumer’ perceived value and consumer’s purchase intention, and the interference effectiveness of different product price and brand benefit to the consumer’s perceived value and consumer’s purchase intention. It takes PET bottles yarn sports jacket as an example, and conclusion is proposed according to the verification results of study.
1. The consumer’s perceived value has influence to the consumer’s purchase intention.
The consumer may purchase PET bottles yarn sports jacket due to the additional features and may be suffered by specific attraction of promotion and ads etc. When the function of PET bottles yarn sports jacket is felt after using, it may increase the relation of consumer’s purchase intention. At the same time, the consumer may verify the received information and recognition before personal purchasing to enhance the confidence to PET bottles yarn sports jacket. Then, it will produce the intention of recommendation or re-purchasing.
2. The acceptability of price will not enhance influence effect of consumer’s perceived value to consumer’s purchase intention.
The reason that product price medium is not established may be that the PET bottles yarn sports jacket is a kind of novel products. When the consumer purchases PET bottles yarn sports jacket, in the test, it has indicated that the consumer may purchase the product of the price is within affordable range. Therefore, the price difference cannot produce direct influence to the relation of consumer’s purchase intention.
3. The characteristics of brand benefit will affect the influence effect of consumer’s perceived value to consumer’s purchase intention.
In the study, the brand benefit indicates college students may consider the brand factor when purchasing PET bottles yarn sports jacket. The brand may enhance the sense of trust of consumer to the product, so that the consumer may purchase the product.
4. Consumer property difference will enhance influence effect of consumer’s perceived value to consumer’s purchase intention.
The study discovers that interviewed male and female college students may have identification to PET bottles yarn sports jacket. Furthermore, no matter male or female college students, they may pay more attention on appearance design or function design of PET bottles yarn sports jacket. From the study, it can obtain the consumption features of most current young consumer group.
CONCLUSION
From the study, it indicates that consumer has obvious functional value to the PET bottles yarn sports jacket. Therefore, the industry can enhance the functional value in the future and make consumers have more choices. In this way, it may be conductive for the manufacturers to have proof and direction coping with the market competiveness, and it can be taken as the materials for following product marketing strategy. Brand benefit will have influence effectiveness to the consumer’s perceived value and consumer’s purchase intention. The product price may have lower influence effectiveness to the consumer’s perceived value and consumer’s purchase intention. Therefore, the industry can focus on the attributes to strengthen planning, so as to comply with the demands and expectation of consumer to the PET bottles yarn sports jacket. To understand the potential features of consumer in purchasing and plan marketing strategies cater to specific consumer groups, it cannot only enlarge market scope and demands, but can strengthen the separation efficiency of market, reduce the mutual competiveness of products with similar characteristics in the same industry and improve overall output value of the industry and profits of manufacturers.
論文目次 目 錄
中文摘要 ........................................ II
英文摘要 ........................................ III
誌 謝 ........................................ VII
目 錄 ........................................ VIII
圖 目 錄 ........................................ X
表 目 錄 ........................................ XI
第一 章 緒 論 ................................. 1
第一節 背 景 .................................. 1
第二節 研究動機 .................................. 1
第三節 研究目的 .................................. 2
第四節 研究流程 .................................. 3
第二章 寶特瓶紗紡織品 ............................. 5
第一節 產品介紹 .................................. 5
第二節 產品銷售與產能 ............................. 6
第三節 產品特徵 .................................. 6
第四節 產品特性 .................................. 7
第五節 產品製造方式 ............................... 7
第六節 產品應用 .................................. 8
第三章 文獻探討 .................................. 9
第一節 前 言 .................................. 9
第二節 寶特瓶紗運動外套 ............................ 9
第三節 消費知覺價值 ............................... 10
第四節 消費者購買意圖 .............................. 21
第五節 價格接受度 ................................. 24
第六節 品牌效益 ................................... 28
第七節 消費知覺價值、消費者購買意圖、價格接受度、品牌效益
之關連 ..................................... 30
第四章 研究方法 ................................... 31
第一節 研究假設 .............................................. 31
第二節 研究架構 ................................... 32
第三節 操作型定義 ................................. 33
第五章 資料分析與結果 .............................. 38
第一節 信度分析.................................... 38
第二節 敘述性統計分析............................... 39
第三節 因數分析.................................... 48
第四節 多元迴歸分析 ................................ 53
第五節 ANOVA與T檢定分析 ............................ 58
第六節 研究假設驗證結果 ............................. 65
第六章 結論與建議 .................................. 66
第一節 結 論 .................................... 66
第二節 管理意涵 .................................... 68
第三節 研究限制 .................................... 69
第四節 建 議 .................................... 69
參考文獻 ........................................... 70
一、 中文文獻 ....................................... 70
二、 英文文獻 ....................................... 72
附 錄 一 ........................................... 77
圖 目 錄
圖1-1 研究流程圖 ................................... 4
圖2-1 生產流程示意圖 ................................ 8
圖3-1 產品屬性以產品的表現方式來區分 ................... 13
圖3-2 利益價值鏈 ................................... 14
圖3-3 Sheth(1991)消費價值模式 ....................... 15
圖3-4 消費者決策程序模式 ............................. 21
圖3-5 影響定價決策的因素 ............................. 27
圖3-6 訂價主要考慮的因素 ............................. 27
圖4-1 本研究架構圖 .................................. 32
表 目 錄
表3-1 購買意願彙整表 ................................ 24
表5-1 本研究各構面之Cronbach’s α係數表 ............... 38
表5-2 性別百分比統計表 .............................. 39
表5-3 就讀學校百分比統計表 ........................... 40
表5-4 教育程度百分比統計表 ........................... 40
表5-5 平均一各星期的運動時間百分比統計表 ................ 41
表5-6 每年購買運動外套的平均數量百分比統計表 ............. 42
表5-7 每年購買運動服飾的總金額百分比統計表 ............... 42
表5-8 功能性價值題項之平均數與標準差 .................... 43
表5-9 社會性價值題項之平均數與標準差 .................... 44
表5-10 情感性價值題項之平均數與標準差 .................... 45
表5-11 嘗新性價值題項之平均數與標準差 .................... 46
表5-12 購買意圖傾向題項之平均數與標準差 .................. 46
表5-13 價格接受度題項之平均數與標準差 .................... 47
表5-14 品牌效益題項之平均數與標準差 ..................... 48
表5-15 消費知覺功能性價值之因素分析表 .................... 49
表5-16 消費知覺社會性價值之因素分析表 .................... 49
表5-17 消費知覺情感性價值之因素分析表 .................... 50
表5-18 消費知覺嘗新性價值之因素分析表 .................... 51
表5-19 購買意圖之因素分析表 ............................ 51
表5-20 價格接受度之因素分析表 .......................... 52
表5-21 品牌效益之因素分析表 ............................ 53
表5-22 消費知覺價值對消費者購買意圖的影響之多元迴歸分析 ...... 54
表5-23 消費知覺價值對消費者購買意圖的影響之變異數分析 ........ 54
表5-24 價格接受度對消費知覺價值與消費者購買意圖關係之多元迴歸
分析 .......................................... 55
表5-25 價格接受度對消費知覺價值與消費者購買意圖關係之變異數分
析 ............................................ 56
表5-26 品牌效益對消費知覺價值與消費者購買意圖關係之多元迴歸分
析 ............................................ 57
表5-27 品牌效益對消費知覺價值與消費者購買意圖關係之變異數分析
.............................................. 57
表5-28 消費者屬性之教育程度分析表 ....................... 58
表5-29 消費者屬性之平均一個星期運動時間分析表 .............. 59
表5-30 消費者屬性之每年購買動外套的平均數量分析表 ........... 60
表5-31 消費者屬性之每年購買運動服飾的總金額分析表 ........... 62
表5-32 消費者屬性之性別分析表 ........................... 63
表5-33 消費者屬性之就讀學校分析表 ........................ 64
表5-34 假說驗證結果彙整表 .............................. 65
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