消費者對便利商店霜淇淋購買意願影響因素之研究

本研究欲探討消費者對便利商店霜淇淋的購買意願與重要性影響因素的排序關係。本研究以受試者的基本資料、知覺價格、口味偏好、行銷方式、天氣效應與購買動機為六大構面，利用類神經網路當作處理問卷資料的工具，使用類神經網路當中最常被應用的倒傳遞類神經網路來進行訓練，針對消費者的購買意願做預測，完成訓練後，再進行抽離構面影響因素的比較與分析，找出影響因素比較其重要性的排序順序。研究結果發現，影響消費者對便利商店霜淇淋購買意願之最重要的因素排序第一順位是行銷方式，第二順位是購買動機，第三順位是天氣效應，第四順位是知覺價格，第五順位是口味偏好和第六順位是消費者的基本資料。根據本研究的結果，期望能提供給便利商店高階主管做為未來經營霜淇淋產品的參考策略，霜淇淋價格的訂定能讓消費者有更高的CP值感受，季節限定的口味變換，更能滿足消費者的好奇心，進而帶動便利商店的來客數提升業績，行銷策略和消費者購買動機心理因素都可成為拍攝廣告腳本的設定依據，讓霜淇淋的產品經營不受季節、氣候因素的影響，成為便利商店的利潤小尖兵。

關鍵字

類神經網路；消費者；便利商店；購買意願；霜淇淋

並列摘要

This study is intended to investigate the influence factors affecting consumer's purchase intention in buying ice cream at convenience stores. It applies basic information, perceived prices, taste preferences, marketing methods, weather effects and buying motives as six influence frameworks. This study uses neural networks as a tool to deal with the questionnaire data. The most commonly used back-propagation neural network is applied to train and predict for the consumer's purchase intention. After the training of neural network, the six influence frameworks will be pulled out successively to applied comparative analysis which is intended to find out the important order of these six influence frameworks. The result of this study indicates that the order of importance among the influence factor is (1)marketing methods, (2)buying motives, (3)weather effects, (4)perceived prices, (5)taste preferences and (6)basic information. The result of this study is intended to provide executive managers certain information as references for the future operations of ice cream sales. The price of ice cream is able to help consumer acquires higher CP value, as well as various seasonal flavors will satisfy consumer's need of curiosity. They will enhance the sales performance of convenience stores. Marketing strategies and psychological consumer purchasing motivations can become the basis of advertising. It helps ice cream sales become non-seasonal and non-weather influenced and a frontier of profit generator at convenience stores.

並列關鍵字

Neural Network ； consumer ； convenience store ； purchase intention ； ice-cream

參考文獻

Dodds, W. B., Monroe, K. B. & Grewal, D. (1991), “Effects of Prices, Brand and Store Information on Buyers’ Product Evaluations,” Journal of Marketing Research, 28, pp.307-319. doi: 10.2307/3172866

Zeithaml, V. A. (1988), “Consumer Perception of Price, Quality and Value: A Means-End Model and Synthesis of Evidence,” The Journal of Marketing, pp.2-22. doi: 10.2307/1251446

葉怡成(2002)，「應用類神經網路」，第三版，台北：儒林。