產品互補性程度、產品涉入程度及產品組合策略對於購買意願之影響

The Degree of Complementary Product and Involvement and Bundling Strategy for the Purchase Intentions

陳銘恩(Ming-En Chen)

指導教授 ： 謝錦堂

國立臺北大學/商學院/企業管理學系/碩士(2013年)

摘要

隨著科技日漸進步，網路購物行為越來越普遍化，ㄧ般常見的網路購物促銷工具有很多種，其中產品組合 (bundling) 是一個非常受歡迎的促銷工具，為了提高銷售額，其中一個關鍵問題就是決定哪些類別的產品應該一起銷售。本研究透過文獻回顧，探討出相關前置因素，包含「產品互補性程度」、「產品組合策略」及「產品涉入程度」。本研究藉由不同產品互補性的產品組合來探討消費者購買意願之影響，並探討消費者的產品涉入程度是否影響購買意願。分析樣本主要以21-25歲年輕族群為主，並以LISREL 8.51和SPSS 20.0來測量量表信、效度及驗證假說。整體而言，本研究發現產品互補性與消費者購買意願有顯著正向影響；同時，本研究也發現消費者的產品涉入程度與購買意願有顯著正向影響；最後，混合產品組合策略比單純產品組合策略更能提升購買意願。希望本研究之結果可提供廠商在行銷管理方面之重要參考。

關鍵字

產品組合 ； 涉入程度 ； 購買意願 ； 互補性產品

並列摘要

As the technology industry advances, E-shopping becomes more and more universal. There are plenty of tools about the E-shopping. For example, the “bundling” is one of the tools and is very popular with the social public. To enhance the volume of sales, one of the key factors is to determine what product should be put together to sell. Through document references, we take an in-depth look at marketing factors that include complementary products, bundling strategy, and product involvement. This research explores how different products complements each other as a whole can influence consumers’ willingness to buy. Also, whether product involvement affects the consumers’ purchasing intentions. The target sample for this research are from a test group ages 21-25. Furthermore, it is validated and verified by LISREL 8.51 and SPSS 20.0. The results exemplify three valid points. First, there is a positive correlation between complementary products and the consumer’s willingness to buy. Second, the involvement of the product affects the consumers’ willingness to buy positively. Last, bundling different products to market has a bigger and brighter impact in purchasing intensions than bundling same or similar products. The research results can be provided to companies and manufacturers as a key reference in market management.

並列關鍵字

Bundling ； Involvement ； Purchase Intentions ； Complementary Product

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