享樂價值與功利價值對智慧型手機購買意圖影響之研究 - 以信任、態度為中介變數

A Study of the Effect of Hedonic Value and Utilitarian Value on Purchase Intention for Smart Phone - The Mediating Effect of Trust and Attitude

戴妤恬(Yu-Tian, Tai)

指導教授 ： 張俊惠

淡江大學/商管學院/國際行銷碩士在職專班/碩士(2015年)

https://doi.org/10.6846/TKU.2015.00890

摘要

隨著現今科技發達，人們使用智慧型手機的趨勢不斷上升，智慧型手機已成為台灣手機市場中的主流產品，而各家手機業者為了增加自身產品的差異性，除了原有實體通訊功能之外，更提供了娛樂、社交等享樂性的附加功能，面對滲透率如此高，且高競爭及白熱化的智慧型手機市場，廠商該如何提升消費者的購買意願，乃是值得探究的議題。因此，本研究將針對台灣地區消費者對於智慧型手機有關之消費者行為進行探討。
本研究目的針對台灣智慧型手機市場，探討信任及態度是否會影響消費者對智慧型手機購買意圖的形成，以及功利價值與享樂價值是否會直接影響消費者對智慧型手機的購買意圖，或者必須經由信任及態度的中介才能夠進一步影響消費者購買意圖之形成。
本研究問卷發放方式主要透過網路問卷及人員紙本發放，並以SPSS18.0版及LISREL8.7版作為資料分析工具。
經由線性結構方程模式驗證研究假說，得知以下結論：
1.台灣智慧型手機市場中，信任及態度確實會直接影響消費者的購買意圖，且信任能透過態度進一步影響消費者購買意圖之發生。
2.台灣智慧型手機市場中，功利價值及享樂價值並無法直接影響消費者對智慧型手機之購買意圖，但確實會透過信任及態度則扮演完全重要中介角色。

關鍵字

智慧型手機 ； 享樂價值 ； 功利價值 ； 信任 ； 態度

並列摘要

Since the technology development nowadays, the trend that people using smart phone is increasing, it has become a mainstream product of Taiwan market. In order to increase the diversity between companies, they provided not only basic communication functions but also add on functions, such as entertainment, social media. When facing this high competition smart phone market, how should a manufacturer enhance the consumer's willingness to buy? Therefore, this is a study focusing on the Taiwan consumer behavior when choosing smart phones.

This study aimed at Taiwan smart phone market, to explore the formation of trust and attitudes will affect consumer buying intentions for smart phones, and whether utilitarian value and hedonistic value will directly affect consumers' buying intentions of smart phones, or purchasing intention will form by introduced with confidence and attitude.

The main methods of research questionnaire distributed through the Internet questionnaire and staff paper issuance, and version SPSS18.0 and LISREL8.7 Edition as a data analysis tool.

Validation of the hypothesis by linear structural equation modeling, that the following conclusions:

1.Taiwan's smart phone market, confidence and attitude does directly affect consumers' purchase intentions, and trust can further impact consumer purchase intent of occurrence through attitude.

2.Taiwan's smart phone market, utilitarian value and hedonistic value and not directly affect the consumer smart phone purchase intention, but it does play an important intermediary role entirely through trust and attitude.

並列關鍵字

Smart Phone ； Hedonic Value ； Utilitarian Value ； Trust ； Attitude

參考文獻

陳其生(2007)，「智慧型手機知消費者行為研究-以商務人士為例」，銘傳大學管理學院

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