- 學位論文
影響 3C 音響產品與通路購買因素之研究
Research on Factors Affecting the Purchase of 3C Audio Products and Channels
摘要
本研究旨在探討品牌偏好、通路銷售、商品價格、商品種類、地區型銷量對消費者在選擇3C音響產品行為中的購買意願影響因素，並對消費者購買行為進行分析，以瞭解消費者在選購中的影響要素。為了更進一步瞭解消費者對3C音響產品的品牌偏好、通路銷售、商品價格、商品種類、地區型銷量對消費者在選擇3C音響產品行為中的購買意願影響，本研究將以「全台經銷通路」作為對象，以深入探討品牌偏好、通路銷售、商品價格、商品種類、地區型銷量對消費者在選擇3C音響產品行為中的購買意願影響，以供未來研究者參考。 研究發現，以地區來比對銷售的話，因北部地區的人口總數占比已超過中部及南部，故業績銷售量也大幅的超過了中部及南部；經銷據點的占比也以北部地區為大宗；然而因北部的收活水平及平均所得也較高於中、南部，故銷售高單價的商品也是以北部區域為大宗。 研究也發現，依時代在改變，3C產品的功能性也大幅度的進化。從有線的穿戴耳機到目前的無線藍芽耳機，都是跟隨的時代在演進；舊時的有線耳機，已經被無線的藍芽耳機給取代，並以更好的傳輸功能，提供給消費者。再者，現代消費者也越來越會享受，少數消費族群不會再以價格去取決要買的商品，會挑選更舒適或更好用的商品來選擇購入，即使商品的價格會高於一般能用的產品。為此收集了全台各通路的研究以供相關實務業者與未來研究者參考。
並列摘要
The purpose of this study is to explore the influencing factors of brand preference, channel sales, commodity prices, commodity types, and regional sales volume on consumers' purchase intention in choosing 3C audio products, and to analyze consumer purchasing behavior to understand consumers' purchasing behavior. Influencing factors in purchasing. In order to further understand the influence of consumers' brand preference for 3C audio products, channel sales, product prices, product types, and regional sales on consumers' purchase intention in choosing 3C audio products, this study will use "Taiwan Distribution Channel ” is used as an object to conduct an in-depth exploration of the impact of brand preference, channel sales, commodity prices, commodity types, and regional sales on consumers’ purchase intention in choosing 3C audio products for reference by future researchers. The study found that when comparing sales by region, since the total population in the northern region has exceeded that of the central and southern regions, the sales volume has also significantly exceeded that of the central and southern regions; the proportion of distribution bases is also dominated by the northern region; However, because the income level and average income in the north are higher than those in the middle and south, the bulk of high-unit-price products are sold in the northern region. The study also found that as times change, the functionality of 3C products has also evolved significantly. From wired wearable headphones to the current wireless Bluetooth headphones, they are all evolving with the times; the old wired headphones have been replaced by wireless Bluetooth headphones and are provided to consumers with better transmission functions. Furthermore, modern consumers are becoming more and more comfortable, and a small number of consumer groups will no longer decide the products they want to buy based on price, but will choose products that are more comfortable or better-used, even if the price of the product is higher than the average price. Product that works. To this end, research on various pathways across Taiwan has been collected for reference by relevant practitioners and future researchers.