副廠耗材採購行為之影響因素探討：以噴墨印表機墨水匣為例

A Study on the determinants affecting purchase behavior over consumables from third parties: The case of inkjet carrtridges

馮淑英(Shu-Ying Feng)

指導教授 ： 曾盛恕博士

元智大學/管理學院/管理研究所/碩士(2004年)

摘要

近年來，隨著人們生活水準的提升和網路資訊業的快速普及發展，被列為標準周邊配備之噴墨印表機隨著電腦已融入個人或每個家庭生活成為必需品之一， 但在原廠墨水匣的價格居高不下的狀況下（買兩顆原廠墨水匣的價錢可買一台新的噴墨印表機），近年在台灣上百億元的噴墨影像市場，於是在高獲利、門檻低、及提倡環保的情況下副廠墨水匣進入這個市場。但在原廠噴墨印表機廠商擁有全系列的墨水匣的供應優勢及廣告優勢之下，目前副廠墨水匣的市場佔有率偏低。
在如此龐大的市場與商機下，進而引發探討副廠耗材採購行為之影響因素為本研究的目標，在本研究中，我們以涉入理論為基礎，探討涉入量表應用在噴墨印表機墨水匣產品選擇、比較及檢測購買原廠及副廠墨水匣的消費者與涉入程度、個人因素、產品因素及情境因素等是否相關，並採用相關矩陣分析、羅吉斯迴歸模型（Logistic Regression Model）及逐步迴歸分析做為本研究之統計方法來分析問卷之結果。
本研究依據Zaichkowsky的涉入程度分類標準，問卷分析結果顯示購買墨水匣之消費者為高涉入群組，購買副廠墨水匣比購買原廠墨水匣涉入程度較為高，顯示兩個消費族群對墨水匣的關注不同，本研究除了在涉入程度及噴墨印表機墨水匣消費行為研究之實證探討外，根據資料分析結果，本研究進一步歸納出兩個消費族群的消費特質與消費者決策行為，進而對噴墨印表機墨水匣廠商提供可能行銷策略與建議，以供行銷制定之參考。

關鍵字

墨水匣 ； 副廠 ； 涉入理論 ； 相關矩陣分析 ； 羅吉斯迴歸模型 ； 逐步迴歸分析

並列摘要

Lately, the increase of living standard has popularized the adoption of internet and communication products consequently the inkjet printers and personal computers become necessities in most families. Nevertheless, the high price of the original brand ink cartridge (a new inkjet printer is priced almost equal to two new ink cartridges) results in more than ten billion Taiwan dollars inkjet market. This high profit and low entry barriers market segment as a result attracts the third-party cartridge manufacturers. Due to the original brands that own the complete products lines and dominant brand image, so far the third party manufacturers hold a pretty small market share.
Motivated with this huge market potential, the present study is interested in the determinants affecting purchase of the third party inkjet cartridges instead of the original brand of the printers. To this end the Involvement theory is adopted to study consumers’ choices of inkjet cartridges. We investigate the choices whether or not attribute to consumers’ involvement degree, involvement causes, involvement effect and marketing situations. The correlation analysis, Logistic regression analysis and stepwise Logistic regression analysis are utilized to analysis our data.
According to Zaichkowsky’s involvement measurement, the results show that the third-party inkjet cartridges are consumed more often than the original brand cartridges for high involvement consumers. In addition to the involvement concern, the results also conclude two groups of consumer’s characteristics and the implications of their consumption behavior. Finally, practical implications for the inkjet cartridges suppliers and the marketing strategies are proposed for the findings.

並列關鍵字

cartridge ； third-party product ； Involvement theory ； Correlation analysis ； Logistic Regression Model ； Stepwise regression analysis

參考文獻

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