人口統計與購買經驗變數影響液晶電視購買決策之探討-以台北市消費者為例

A Study on the Impact of Demoqraphic Statistic and Purchasing Experience Variables in LCD TV Purchase decision in consumer of Taipei City

陳亭竹(Ting-Tsu Chen)

指導教授 ： 曾義明

淡江大學/商學院/國際貿易學系國際企業學碩士在職專班/碩士(2007年)

https://doi.org/10.6846/TKU.2007.00193

摘要

本研究主要探討人口統計與購買經驗變數對於台北市消費者液晶電視產品之購買決策。本研究透過問卷調查實證分析的方式，收集消費者購買行為等資料，針對消費者對於液晶電視產品的購買行為進行因素分析、單因子變異數分析、卡方檢定以及集群分析，探討消費者對液晶電視產品的購買決策為何，期能找出未來消費者於購買液晶電視產品時的行為。

根據本研究資料分析結果顯示，不同年齡之消費者對於購買動機之休閒娛樂因素和品質導向因素、產品屬性之附加功能因素和資訊尋求來源有較高的購買意願和意見；不同平均月收入之消費者對購買動機之休閒娛樂因素、價格導向因素和資訊尋求來源有較大的興趣和見解；不同教育程度之消費者對於所有購買決策過程皆沒有顯示出不同意見；不同購買經驗之消費者則是對於產品屬性之實用品質因素和資訊尋求來源有較大的購買意願和意見。

綜合以上分析之結果可以得知，現代消費者無論年齡與收入的差異，著墨於休閒娛樂的價值大於其他因素，並對於液晶電視的知識來源呈現出不同的獲得方式。購買經驗只對實用品質的考慮有實質的影響，對於液晶電視的知識來源管道也呈現相互不同的情形。然而教育程度的高低則完全無關乎購買決策的考量。

關鍵字

液晶電視 ； 消費者行為 ； 因素分析 ； 集群分析

並列摘要

This is a study to reseach the effect of demoqraphic statistic and purchasing experience variables in LCD TV purchase decision especially for consumer in Taipei City. This study used a questionnaire to collect the data of consumer behavior in order to find out the purchasing decision and behavior of LCD TV by the factor analysis, one-way ANOVA, Chi-square and Cluster Analysis methods.

As the result come out, the consumer who in different age is interesting in leisure amusement and quality-orientation factor of buying of motivation, extra function of product attribute, and information seeking. The consumer who in different monthly-income is interesting in leisure amusement and price-orientation factor of buying of motivation, and information seeking. The consumer who in different education level doesn’t have any opinion in all of purchase decision process. The consumer who in different purchasing experience is interesting in practical quality factor and information seeking.

To summarize the analysis conclusion, consumer in different age and month-income focus their attention at leisure amusement value is much higher than others. They also get the knowledge of LCD TV in different channel.. Purchasing experience only effects the consideration of practical quality. Regarding the information seeking, it also display in different situation.. Moreover, the education level is totally unconcern.

並列關鍵字

LCD TV ； Consumer Behavior ； Factor Analysis ； Cluster Analysis

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