瓦楞紙玩具的知覺品質、知覺價值對購買意願影響

A Purchasing Intention Research on the Effects of Customers’ Perceived Quality and Value Evaluation to Corrugated Toys

李伊純(Yi-Chun Lee)

指導教授 ： 張淑貞

國立虎尾科技大學/管理學院/企業管理系經營管理碩士班/碩士(2016年)

摘要

本研究探討瓦楞紙玩具的知覺品質、知覺價值對購買意願影響。使用的研究方法為問卷調查法；問卷對象為有14歲以下兒童的家長，總計發送1197份，回收1068份有效問卷。藉由對於雲林縣悠紙生活館的觀察與訪談，了解瓦楞紙玩具的關鍵成功因素。
在問卷調查的研究發現，銷售對象的年齡比銷售地區來提升購買意願更具有重要性、提升消費者的瓦楞紙玩具知覺品質中的產品績效導向對於提升購買意願的效益較大、提升消費者的瓦楞紙知覺價值中的交易導向更有助於提升購買意願。而以整體性的知覺品質、知覺價值對購買意願的影響來說，消費者的瓦楞紙玩具知覺品質對知覺價值的有正向直接影響、消費者的瓦楞紙知覺品質對購買意願有正向間接影響結果、消費者的瓦楞紙玩具知覺價值對購買意願有正向直接顯著影響。由上述可推論消費者對瓦楞紙玩具所產生之知覺品質與知覺價值是增加購買意願的關鍵成功因素。
再者，由觀察與訪談研究發現，經營者對瓦楞紙玩具的關鍵成功因素可分為五點：經營管理、環境、技術、資源與行銷面向。經營管理面相包含經營者、員工訓練、贊助學校競賽、更新產品、悠紙生活館據點。環境面向包含觀光旅遊盛行、農業博覽會。技術面向包含模具開發、產品設計、電腦繪畫。資源面向包含電腦切割機、產學合作、產業發展協會。行銷面向包含臉書粉絲頁、悠紙生活館網站、與部落客合作、據點活動。

關鍵字

瓦楞紙玩具 ； 知覺品質 ； 知覺價值 ； 購買意願 ； 關鍵成功因素

並列摘要

The purpose of this research is to analysis the effects of customers’ perceived quality and perceived value of corrugated toys on purchase intention. The approach of this research is questionnaire analysis for families with children under 14 years old. 1197 questionnaires issued, recovering vaild questionnaries 1068 shares. Furthermore, using two qualitative approachs---observations and interviews for Ccpaper which is on Yunlin analysize the critical success factors for corrugated toys.
The results of the questionnaire are as follows. For increasing purchase intention, consumer’s age is more important than sales area; to increase “useful convenience” term of customers’ perceived quality can increase purchase intention; and to increase “trade” term of customers’ perceived value can raise purchase intention. Furthermore, there is a positive effect of customers’ perceived quality on customers’ perceived value. The customers’ perceived quality has a positive effect on purchase intention. As the same time, customers’ perceived value also has a positive effect on customers’ perceived value. Thus, the customers’ perceived quality and perceived value for corrugated toys are critical success factors of increasing purchase intention.
The results of the observation and interview survey are as follows. The critical success factors to the Ccpaper’s operator can be described five points.There are management, environment, technology, resources, and marketing. In management, there included the manager, the training of employees, sponsorship of school competitions, updating products and the sales office of Ccpaper. In environment, there included popular tourism and agriculture fairs. In technology, there included tooling development and the computer program used for product and graphic design. In resource, there included the cutting machine equipment, the producing study cooperation, and the industry development association. And, in marketing, there included the Facebook fan group, the Ccpaper website, and cooperation between celebrity bloggers and Ccpaper.

並列關鍵字

corrugated toys ； perceived quality ； perceived value ； purchased intention ； critical success factors

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