消費者對產品價值認知與品牌信任度關係之研究－以花蓮地區網路購物消費行為動機為例

The Study of Product Value Recognition and Brand Loyalty-A Case Study of Consumer Behavior of Online Shopping in Hualien

駱俊賢(Chun-Hsien Lo) ； 邱道生(Tao-Sheng Chiu)

《商業現代化學刊》 6卷3期 (2012/06) Pp. 193-210

https://doi.org/10.6132/JCM.2012.6.3.11

摘要

本研究在討論消費者在選擇購物時對於產品價值與忠誠度兩者之間的關係，在購物時會根據不同的產品通路進而選擇購物決策。本研究方法以問卷調查法進行資料收集，計有效問卷200份。資料分析主要採用樞紐分析（交叉分析）、敘述性統計分析、解釋各變數間的影響。藉以分析消費者在選擇購物時，所接受到的資訊豐富度、便利性、安全性等三構面之資訊，用以探討影響消費者購物之動機。並計算各變數之平均值與百分比，從中了解受測者對問卷的反應與分配情形，對本研究作一概括性敘述。綜合各項研究成果與發現，本研究提出進一步建議，作為商品銷售業者和網路銷售平台業者研究之參考。

關鍵字

網路購物 ； 產品價值 ； 消費行為 ； 忠誠度

並列摘要

In this study, the discussion in the choice of consumers when shopping for the product value and the relationship between loyalty, in the shopping channel based on different product and then select the shopping decisions. The questionnaire survey method to collect data, namely, 200 valid questionnaires. Data were analyzed using Pivot (cross-analysis), statistical analysis, interpretation of the influence between the variables. To analyze the consumer choice when shopping, the richness of information received, convenience, safety, and other three dimensions of information, to investigate the impact of consumer buying motives. And calculate the average percentage of each variable, learn about the subjects on the questionnaire responses and distribution, the generality of this study to make a statement. Integrated the research results and findings, the study further suggested that the industry as a commodity sales and network marketing platform, including research.

並列關鍵字

Internet shopping ； Product value ； Consumer behavior ； Loyalty