消費者的購買行為是指人們為滿足需求或是欲望而產生一系列的過程。在這一過程中,消費目標位居於首要步驟;若是消費者以瀏覽導向為目標逛賣場,瀏覽商品的數目會較多,所花費的時間較長,且會特別注意商品的外觀、品質、玩樂性等屬性。另一方面;若消費是以購買導向為目標逛賣場,瀏覽商品的數量會較少,所花費的時間較短,因為已經知道想要買的商品屬性,會縮短搜尋的時間,此時則會較注重商品的保固與實用面向。因此,本研究設計實驗一和實驗二以情境模擬方式進行,探討消費目標(瀏覽導向或購買導向)對屬性偏好之影響。實驗一為不同的消費目標將影響消費者對享樂性與功能性的偏好,以瀏覽導向的消費者會偏好於享樂屬性佳的商品大於功能屬性佳的商品,而購買導向的消費者會偏向於功能屬性佳的商品大於享樂屬性佳的商品;實驗二為不同的消費目標將影響消費者對績效性與可靠性的偏好,以瀏覽導向的消費者會偏好於績效屬性佳的商品大於可靠性屬佳的商品,而購買導向的消費者會偏好於可靠屬性佳的商品大於績效屬性佳的商品。
Consumer’s buying behavior means a series of the process that people do to meet their needs or their desires. In this process, the primary step is the consumer’s goal. If the consumers go shopping with browsing goal, then the number of items browsed will be greater, the time spent will be longer, and they will pay particular attention to such attributes as the appearance, quality, and hedonic of the product. On the other hand, if the consumers go shopping with buying goal, then the number of items browsed will be smaller, the time spent will be shorter. Since they already know the product attributes that they want to buy thus the searching time will be shorter. They will focus on the warranty and practicality of the product. Therefore, this research designed two experiments with simulative way to study the effect of the consumer’s goal (browsing or buying) to attributes preferences. Experiment 1 is different consumer goal will affect consumer’s preference of the hedonic and utilitarian attributes. Browsing goal consumers will prefer products with good hedonic attribute than products with utilitarian attribute. Buying goal consumers will prefer good utilitarian attributes of the product than hedonic attribute of the product. Experiment 2 is different consumer’s goal will affect consumer preference of performance and reliability attributes. Browsing goal consumers will prefer products with good performance attribute than products with reliability attribute, and buying goal consumers will prefer products with good reliability attribute than products with performance attribute.