以知覺價值與知覺風險探討消費者對淨水器商品之購買意願

淨水器商品商機無限，越來越多非淨水器相關背景的企業紛紛加入共享這塊商機，從產品開發、製造、生產不能再以賣方心態出發而必須考量消費者在購買時的顧慮與疑問，才能有助於企業獲利提升，為能夠了解消費者於購買淨水器商品之意圖。本研究提出以知覺價值及知覺風險的角度去探討此問題。本研究針對消費者於淨水器商品購買意願進行探討，其目的著重於消費者購物行為中，受到個人知覺價值與知覺風險的影響，是否會影響消費者對淨水器商品的喜愛程度，進而產生購買意願。研究採用網路問卷調查法，共收集265份有效問卷。利用SPSS 22.0及Smart PLS 3 統計軟體進行實證並驗證本研究所提出之各項假說。結果顯示(a)品質與價格會正向影響消費者購買意願，(b)安全性、財務風險、時間風險會負向影響消費者購買意願，(c)知覺風險會負向影響整體知覺價值。本研究之結果對於現行與未來的營銷者，網路與實體店面販售通路商及零售業者對淨水器商品的銷售策略方針有一定的助益。

關鍵字

淨水器商品；知覺價值；知覺風險；購買意願

並列摘要

The purpose of the study was to assess the perceived values and risks of the consumers purchasing intentions in Taiwan. An online questionnaire survey design was adopted to collect the data. The results revealed that the high perceived values would have higher purchasing intentions, the perceived risks will lower the perceived values and lead to final purchasing intention. Based on 5-point Likert Scale, the survey concluded: (a) Quality and price test for overall perceived values, safety, time risks, financial risks test for overall perceived risk, (b) Purchasing intentions, and (c) Background information. Total 265 questionnaires collected and analyzed by SPSS 22.0 and Smart PLS 3 statistical software for demonstration and verify the hypotheses presented in this study. The study findings may serve as a guide for further research on current manufacturers, future joiners, online and physical stores, vendors, and retailers for marketing strategy on water purifiers.