產品差異之水平特徵與垂直特徵對消費者購買行為之探討-以機能性時尚紡織品為例

消費者的購買行為錯綜複雜，了解消費者對於產品的觀點與認知能作為製造商開發新產品的依據，而零售商也能為此制定行銷策略。本研究將探討消費者對產品特徵的看法及認知到的產品差異，並以現今最流行的機能性紡織品作為研究範圍，研究消費者在購買機能性紡織品時的資訊搜尋、產品知識以及商品帶來的知覺價值，對購買意願之影響，同時研究加入涉入程度時的干擾效果。機能性紡織品的終端運用原以運動用及戶外用紡織品為主，但因應人們逐漸轉向「部份運動、部分日常生活」的生活型態，因此出現了強調時尚感的機能性紡織品，稱之為「機能性時尚紡織品」。現今，時尚品牌與運動戶外用品品牌皆朝向時尚結合機能的方向邁進，以擴大原有市場。本研究以問卷方式進行量化分析，探討不同類型的消費者對機能性時尚紡織品之「機能」與「時尚」兩種產品屬性的看法，並使用結構方程模型驗證假設模型之配適度，以分析購買行為構面對購買意願的影響。問卷回收樣本共391份，有效樣本共378份，有效回收率達96.7%。實證結果顯示，消費者視單一機能為垂直特徵，面對多機能時將以對單一機能的偏好排序，仍視為垂直特徵；時尚型消費者視時尚為水平特徵、視機能為先垂直後水平之複合特徵；機能型消費者視時尚為以品牌/價格等外在線索主導的垂直特徵、視機能為垂直特徵。消費者之「搜尋資訊程度」、「產品知識」及「知覺價值」皆正向影響對機能性紡織品之「購買意願」，此外，涉入程度也確實會造成干擾效果。

關鍵字

產品差異化；水平差異特徵；垂直差異特徵；購買意願；結構方程模型；機能性紡織品；涉入程度

並列摘要

Consumers’purchasing behavior is complicated of many reasons. Realizing consumers’ perspectives on products can help manufacturers and retailers to develop or sell new products. This research is focusing on horizontal and vertical differentiation on function-fashionable fibers, the most famous fibers nowadays. We would also like to know how consumers’ purchasing behavior, such as information searching, product knowledge and customer perceived value, will impact on purchase intentions. Simontaneously, we analyze the degree of involvement as a moderator to see whether it will disturb between those behavior and purchase intension. Fuctional fibers are most used in sports and outdoor textiles. With lifestyle changing, functional fibers with fashion are more and more on the market, called “function-fashionable fibers”. Fashion and outdoor brands try hard to combine fashion and function together to expand their market size. This research is developed by quantitative analysis and structural equation model with questionnaire. We discussed about consumers’ perspective on two product attributes, function and fashion, and also analyzed purchasing behavior’s effects on purchase intensions. The results demonstrate that single function is vertical attribute, multiple functions will be considered as single function as vertical attribute. Consumers’ purchasing behavior is positive effect on purchase intentions. Furthermore, the degree of involvement actually caused the disturbance between those behavior and purchase intension.

並列關鍵字

horizontal differentiation ； vertical differentiation ； purchase intentions ； structural equation model ； function fibers ； function-fashionable fibers ； involvement

參考文獻

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產品差異之水平特徵與垂直特徵對消費者購買行為之探討-以機能性時尚紡織品為例

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