消費者創新能力和感知價值對智慧型手錶購買行為的影響研究

A study on the influence of consumer innovation and perceived value on smartwatch purchase intention

張開聞(Kai-Wen Tiew)

指導教授 ： 張勝雄

淡江大學/商管學院/國際企業學系碩士班/碩士(2022年)

https://doi.org/10.6846/TKU.2022.00234

摘要

本研究向台灣一般民眾發放問卷，透過發放與回收網路問卷調查的方式，以自變數為消費者的創新能力，探討台灣市場裡的消費者，在感知價值作為仲介變數是否對購買智慧型手錶造成影響，並以統計軟體SPSS進行迴歸分析智慧型手錶被影響之變量，驗證其結果。本研究表明，消費者在購買智慧型手錶之意圖會被感知價值影響，而且還取決於消費者的創新能力，且感知價值會部分中介消費者創新能力。探討智慧型手錶產業全球發展之優勢，尤其在智慧型手錶之產品發展迅速的高速公路上，將導致傳統手錶面對轉型問題，而消費者創新能力與感知價值對智慧型手錶之購買意圖造成影響。

關鍵字

智慧型手錶 ； 感知價值 ； 消費者創新能力 ； 購買意願

並列摘要

This research project will investigate whether the perceived value as an intermediate variable influences the purchase of smart watches in the Taiwanese market by distributing and retrieving an online survey that uses a dependent variable as the consumer innovativeness. This study shows that consumer intention to purchase a smart watch is influenced by perceived value and also by consumer ability to innovate. A questionnaire was administered to the general public in Taiwan, and statistical software SPSS was used to conduct a regression analysis of the variables influencing smart watches. The study examines the advantages of the global development of the smart watch industry, especially in the context of the rapid product development of smart watches, which will lead to the transformation of traditional watches, and the impact of consumer innovation and perceived value on the purchase intention of smart watches.

並列關鍵字

smart watch ； perceived value ； consumer innovativeness ； purchase intention

參考文獻

一、中文部分

蕭文龍. (2009). 多變量分析最佳入門實用書--SPSS+ LISREL. In.

二、英文部分

Agarwal, R., Karahanna, E. (2000). Time flies when you're having fun: Cognitive absorption and beliefs about information technology usage. MIS quarterly, 665-694.

Agarwal, R., Prasad, J. (1998). A conceptual and operational definition of personal innovativeness in the domain of information technology. Information systems research, 9(2), 204-215.