低涉入產品知識對消費者態度與評估準則影響之研究：以廚房清潔用品為例

The Impact of Product Knowledge on Consumer’s Attitude and Evaluation Criteria for Low Involvement Product：A Case Study on Kitchen Cleaner

陳正道(Cheng-Tao Chen)

指導教授 ： 白滌清 ； 沈景茂

淡江大學/管理學院/企業管理學系碩士在職專班/碩士(2007年)

https://doi.org/10.6846/TKU.2007.00408

摘要

低涉入產品佔購買活動的絕大部份，因而此類產品的購買決策有其重要性，本研究將探討廚房清潔用品對態度與評估準則的影響。本研究主要研究目的為：1.探討消費者對於廚房衛生知識的了解程度；2.探討消費者對於清潔用品知識的了解程度；3.探討消費者的態度；4.探討消費者購買決策的評估準則。
本研究從台北市北投區公立小學中，選取2所國小，再依分層抽方法抽取樣本，共回收問卷814份，有效問卷648份。
研究結果發現：1.消費者廚房衛生知識對態度有顯著的正向影響；2.消費者清潔用品知識對態度有顯著的正向影響；3.消費者態度與評估準則有顯著的正向相關。研究結果顯示，對消費者態度而言，清潔用品知識比廚房衛生知識重要；消費者態度對評估準則的影響較產品知識為高。

關鍵字

低涉入 ； 產品知識 ； 態度 ； 評估準則

並列摘要

The majority of purchasing activities is about low involvement products and it is very important decision for such products. This study is exploring the effects on attitudes and evaluation criteria by the case of kitchen cleaners. The purpose of this study is as following: (1) to find the level of consumer knowledge regarding kitchen hygiene, (2) to explore the consumer knowledge of general cleaning products, (3) to discuss the consumer attitude, and (4) to explore the evaluation criteria in purchasing decision.
The sample of this study is drawn from two public primary schools in Pei-Tou, Taipei. By stratification sampling method, the sample size is 814 and there are 648 valid questionnaires.
As the result, this study finds (1) consumer knowledge about kitchen hygiene has significant affect on attitude; (2) consumer knowledge about cleaning product has significant positive affect on attitude; (3) consumer attitude has positive relationship with evaluation criteria. The implication of these finding is consumer knowledge about cleaning product is very important to attitude than the knowledge about kitchen hygiene. By the way, consumer attitude has more impact on evaluation criteria than product knowledge.

並列關鍵字

Low Involvement ； Product Knowledge ； Attitude ； Evaluation Criteria

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