本研究旨在探討便利商店卡通商品形象、功能性價值、愉悅性價值與炫耀性價值各變數間之因果關係,並以涉入程度為調節效果,探討影響消費者到便利商店購買意願之研究。研究對象選擇曾經收集便利商店集點貼紙的消費者為主要對象;採用便利抽樣方法蒐集資料,共發出320份問卷,回收有效問卷304份,有效問卷回收率為95%。 本研究採用結構方程模型分析檢定研究假說,研究結果發現: (一)卡通商品形象對功能性價值、愉悅性價值與炫耀性價值皆有顯著的正向影響,其中又以對愉悅性價值最有影響力。 (二)功能性價值、愉悅性價值及炫耀性價值對購買意願也有顯著的正向影響,其中也是以愉悅性價值造成的影響力最大。 (三)涉入程度在功能性價值對購買意願之間具有弱化調節效果,而涉入程度在愉悅性價值對購買意願之間,及在炫耀性價值對購買意願影響中不具顯著調節效果。
The main purpose of this study is to investigate the influence among commodity imagination, perceived value and purchase intention, and the moderating effects of consumer involvement. Consumers of a convenience store in Taiwan aged over 18 were taken as the research samples. Primary data were collected through convenience sampling. The main findings are as follows: (1) Commodity imagination has the most significantly positive influence on hedonic value, followed by on conspicuous value and on utilitarian value. (2)Hedonic value also has the most significant influence on purchase intention, followed by conspicuous value and utilitarian value. (3) Consumer involvement has a moderating effect between the influences of utilitarian value on consumer purchase intention.