考慮產品涉入程度下知覺風險對周邊商品之廣告訊息、資訊搜尋及購買意願之影響

The influence of perceived risk on the accessories’ advertisement message、information search and purchase intention on the different of consumer involvement.

李振昌(Chen-Chang Lee)

指導教授 ： 張東生

國立中央大學/管理學院/企業管理學系/碩士(2007年)

摘要

企業在推廣主產品時，往往視當時市場的環境在隨後發展能增加產品功能的附屬商品；周邊商品即為企業為了消費者在使用基本的主產品時，為了滿足額外的需求而推出的商品。在此種情形下，企業因為只先推出功能較簡單的主要產品而能加快產品上市的時間，而且周邊商品的研發是在確定的消費者需求之下因此也能降低推出不被市場接受的商品的機率；另一方面，消費者在購買產品時，也不需要為使用不到的功能付出費用，可以依據本身的需求與消費能力選擇適當的周邊商品以補充在使主產品上的不足。

本研究即探討周邊商品在「知覺風險」、「廣告訊息」、「資訊搜尋」與「購買意願」變數間的關係。並考量涉入程度的不同所可能造成的影響，而再區分為高低涉入程度的兩類產品來觀察其中的差異。研究採取便利抽樣，以網路問卷的方式來收集樣本資料，回收了219份有效問卷，經過分析後得到如下的研究結果：

1.全體樣本下，本研究的假設皆為成立，可以推論變數間確實有著相互關係。

2.高低涉入程度兩群樣本資料下，研究假設不全成立，但是由所得到的結果仍然可以知道，涉入程度的不同將使得變數間產生不一樣的關係。

由研究結果得知「知覺風險」對消費者產生的影響應該是要去重視的；對於周邊商品而言，企業需針對主產品對消費者的重要性與周邊商品所擁有的特性來制定能減低消費者疑慮的策略；而企業能控制的最佳手段為廣告的播放，另外在消費者搜尋額外的資訊時，如何去影響企業無法直接控制的資訊來源也是一項重點。透過知覺風險的降低與訊息的有效傳遞期使消費者能提高其購買周邊商品的意願。

關鍵字

周邊商品 ； 知覺風險 ； 資訊搜尋

並列摘要

Accessories are created to add the products’ capabilities by the market environment when the enterprise promotes the main products. Accessories which enterprise creates are used to satisfy extra need when consumers use the main products. In this situation, because of the main products just having simple capabilities, enterprise can quickly introduce product to the market, and by the consumers’ need are confirmed, the probability of the market rejects the accessories will reduce. On the other hand, consumers don’t pay the money for the functions which they don’t need when they purchase products, they can choose the adequate accessories which they need and they can afford to complement the lack of using the products.

The research confers the relationship of“Perceived Risk”、“Advertisement Message”、“Information Search”and“Wanted Buy”behind the accessories. Considering the influence of different degree of“Consumer Involvement”, the research will divide the products into two clusters of high and low“Consumer Involvement”to observe. The research adopts convenient sampling and collects the data by network questionary. It recovers 219 effectively questionaries. The research results are：

1. In total samples, the all research hypotheses are acceptable and it is able to deduce that the variables have the interactive relationship.
2. The two clusters of data under high and low “Consumer Involvement”,the research hypotheses are not all acceptable but by the results it can find that the different involvement will make the variables have distinct relationship.

According to the research results, the influence of“Perceived Risk”consumers should emphasize. For the accessories, the enterprise needs to make the strategy with the importance of main product and the attributes of accessories to reduce consumers doubt. The best way which enterprise can control is advertisement and how to influence the information resource that enterprise can not directly control is another focus when consumers search extra information. It can expect that consumers will improve the desire to buy the accessories by reducing the Perceived Risk and delivering the information effectively.

並列關鍵字

accessory ； perceived risk ； information search

參考文獻

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