消費者特性、資訊豐富度與購買意願關聯之研究─以智慧型手機為例

A Study on the Correlation of Consumer Characteristics, Information Richness and Purchase Intention: An Example of Smart Phone

王歆(Wang, Hsin)

指導教授 ： 何雍慶

國立中正大學/管理學院/企業管理學系/碩士(2012年)

摘要

科技與我們生活息息相關。近年來，因為科技的發展導致企業奉「不創新，即滅亡。」為圭臬才得以應付競爭激烈的環境，而智慧型手機產業就是一個很好的例子，快速的研發速度導致產品的生命週期縮短，消費者考慮的是「價格太高」或「產品汰換周期太短」等風險，導致消費者會更加深思熟慮購買新智慧型手機的必要性。而智慧型手機廠商面對產品生命週期越來越短，當然不能空等消費者過長的「決策時間」，因此廠商如何在產品生命周期各階段裡鎖定正確的消費者進行準確的行銷活動，是智慧型手機業者想要與競爭對手抗衡的首要目標。本研究目的包括：(1)探討消費者特性與購買意願的關係；(2)探討資訊豐富度對消費者特性與購買意願的調節效果。

本研究透過問卷調查法並以網路方式發放，共回收357份有效樣本，並以SPSS為分析工具，使用迴歸分析探討消費者特性與購買意願的關係，接著以階層迴歸分析探究資訊豐富度是否對消費者特性與購買意願造成調節效果。本研究結果顯示：(1)探索性購買行為傾向對於購買意願有正向影響；(2)產品知識對於購買意願有正向影響；(3)社會支持對購買意願有正向影響；(4)同儕關係對購買意願有正向影響；(5)資訊豐富度對消費者特性與購買意願有調節效果。

關鍵字

智慧型手機 ； 消費者特性 ； 資訊豐富度 ； 購買意願

並列摘要

Technology has been playing an important role in our daily life. In recent years, because of the development of technology, “Innovation or Die” has become the common standard between enterprises to cope with the competitive environment, and the smart phone industry is a good example of that. In addition, the rapid speed of R&D leads product's life cycle become shorter and shorter. “High price” and “short Product replacement cycle” become the two chief considerations of consumers, and also let them to think of the necessity of buying new smart phones. Nowadays, the manufacturers are facing the situation of increasingly short product life cycle of smart phones, in order not to wait in vain for the “long decision time" of the consumers, “how to Aim at the target consumer in all the periods of product's life cycle?” and “How to perform an accurate marketing activities?” are the primary goals of the smart phone industry who want to compete with competitors. The purpose of this research includes: (1) to explore the correlation between consumer characteristics and purchase intention; (2) to explore the moderating effects of information richness on consumer characteristics and purchase intentions.

This research obtained 357 valid samples by questionnaires via the Internet. The followings are the discovers in this research: (1) exploratory buying behavior tendencies have a positive impact on purchase intention; (2) product knowledge has a positive impact on purchase intention; (3) social support has a positive impact on purchase intention; (4) peer relationships has a positive impact on purchase intention; (5) information richness has moderating effects on consumer characteristics and purchase intention.

並列關鍵字

Smart Phones ； Consumer Characteristics ； Information Richness ； Purchase intention

參考文獻

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