分析機能性鞋墊之購買決策─以製造業從業人員為例

Analyzing Purchasing Decision of Functional Insoles: A Case of Employees in Manufacturing Industry

羅新慈(Hsin-Tzu Lo)

指導教授 ： 陳筱琪 ； 李文亮

中原大學/商學院/企業管理研究所/碩士(2013年)

https://doi.org/10.6840/cycu201400201

摘要

本研究運用知覺風險及生產作業效果探討影響製造業中不同職類之從業人員對機能性鞋墊購買意願的關鍵因素。本研究採取便利抽樣法，以製造業現場作業人員及採購人員為研究對象，採信度分析、皮爾森相關分析及迴歸分析探討知覺風險及生產作業效果對兩職類人員購買機能性鞋墊意願之影響。研究結果顯示，職類不同所感受到的知覺風險與生產作業效果具有差異性，對現場作業人員而言，影響其購買意願的因子在於身體風險與時間風險，且重視鞋墊對工作效率及安全保護的提升能力；對採購人員而言，影響其墊購買意願的因子在於財務風險、績效風險及身體風險，在乎鞋墊對工作專注力及安全保護的提升能力。

關鍵字

購買意願 ； 知覺風險 ； 生產力 ； 製造業從業人員 ； 生產作業效果

並列摘要

Abstract
Multi-functional insoles are sold mainly as general health products; they have not been promoted in the industrial market in Taiwan. However, with the increasing living standards, both employers and labor workers have raised their awareness of the importance of occupational and work safety. The objective of this study is to investigate the factors affecting purchasing decision making of different types of people and their purchasing willingness of functional insoles in the industrial market and thus exploring the feasibility of promoting functional insoles as safety production equipment in the industrial market. It is hoped that the result of the study can provide manufacturers and related businesses of the functional insoles useful information for marketing management.
This study uses perceived risk and the effect of production operation to investigate the factors affecting the purchasing willingness of different types of people. Six kinds of risks were identified through literature review; these risks consist of financial risk, performance risk, psychological risk, physical risk, social risk, and timing risk. Production results were measured by work efficiency, work focus, and work safety protection. This study uses convenience sampling method to collect data. The participants are the operation personnel and the procurement personnel on the site of a manufacturer with heavy work loads. Three hundred forty-eight and 111 valid questionnaires were collected respectively for reliability analysis, Pearson Correlation Analysis, and regression analysis to explore perceived risk and the effect of production operations, and their influence on the purchasing of functional insoles of two categories of people.
The results of this study indicated that the effect of perceived risk and production operation risk will influence the purchasing willingness of the functional insoles of on-site operation personnel and organization procurement personnel. In addition, the difference in professions affects the buyer’s perceptions of perceived risk and the effect of production operation. To the on-site operation personnel, the factors of willingness to purchase functional insoles lie in physical risk and timing risk; they also pay special attention to whether the functional insoles can increase their work efficiency and protect their physical safety. To the organization procurement personnel, the factors that affect their purchasing of functional insoles lie in financial risk and physical risk; they care more about whether the functional insoles can enhance their work focus and physical safety protection. The different factors that affect the purchase intention of the two categories of people may depend on the different roles the purchasers play during the buying of functional insoles. What the operational personnel emphasize is the function of the insoles and the protection they can offer; whereas, from the organization’s perspective, the organization procurement personnel’s buying decisions may affect the using of the resources of the entire organization. Therefore, when evaluating whether to buy the functional insoles, the organization procurement personnel will give special thought to the selling price and the benefit they may produce. If the buying of the functional insoles can create positive benefit to the organization, the organization procurement personnel will make the buying decision. From the result above, we know that if the functional insoles manufacturers and related industries want to promote functional insoles in the industrial market, they need to thoroughly understand the buying motivation of different kinds of people and, based on which, transmit the appropriate promotion information if the promoters want to influence the buying decision of different kinds of purchasers and successfully promote the functional insoles in the industrial market. It is hoped that the result of this study can provide valuable data to the promotion of functional insoles and prove valuable to the academic community.

並列關鍵字

purchase intention ； the effect of production operations ； perceived risk

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