不同性別消費者之探索性購買行為傾向與購買意願影響之研究

The Research of Different Gender on Consumers' Exploratory Buying Behavior and Purchase Intention

黃慧新(Huang, Hui-Hsin)

《創新與經營管理學刊》 7卷2期 (2018/07) Pp. 83-100

https://doi.org/10.6270/JIBM.201807_7(2).0007

摘要

不同性別的消費者在消費行為及需求上有所不同，本研究以性別及探索性購買行為傾向為自變數，代入推敲可能性模式(ELM)的思考途徑，以實驗法探討不同特性之消費者在接收不同說服訊息時，可能對廣告商品產生知覺風險，與自身對產品的評價，繼而影響消費者購買意願。結果發現，在中央路徑廣告訊息中，女性的知覺風險比男性高；而在不同路徑廣告中，探索性購買行為對知覺風險有正向相關之影響；知覺價值對購買意願有顯著正向影響。

關鍵字

探索性購買行為 ； 知覺風險 ； 推敲可能性模式 ； 性別

並列摘要

It is difference between gender in the physical and psychology. Thus it should take different strategies for men and women target to promote products. This study takes gender and consumer's exploratory buying behavior as two independent variables to explore the promotion information from central or peripheral route in Elaboration Likelihood Model (ELM). The experimental method is used to discuss the effect from different advertising information. After that the consumer may show different perceived risk, perceived valued of advertising and purchase intention. The results indicate that in the central route advertising messages, perceived risk of female is higher than male. In different route advertising, exploratory buying behavior influences perceived risk. Perceived value has a significant positive impact on purchase intention.

並列關鍵字

Exploratory Buying Behavior ； perceived risk ； Elaboration Likelihood Model(ELM) ； Gender