生活型態、產品屬性、知覺價值對購買意願之影響 - 以台灣有機紅藜製品為例

本研究主要探討有機紅藜製品消費者的生活型態、產品屬性、知覺價值、對購買意願之影響。並以對有機紅藜製品具有購買意願的消費者為研究對象，且以便利抽樣方式進行資料的收集，共發放231份問卷，回收有效問卷216份，有效回收率為93.5%，經SPSS 22.0統計分析軟體進行信度及效度分析、敘述性統計分析、單因子變異數分析、獨立樣本t 檢定、相關分析及路徑分析來檢定生活型態、產品屬性、知覺價值、購買意願等四個構面之差異與關係。研究結果顯示，生活型態對產品屬性、知覺價值、購買意願具有顯著的直接效果；產品屬性對知覺價值有顯著的直接效果、產品屬性對購買意願沒有顯著效果；知覺價值對購買意願具有顯著的直接效果。其中，又以生活型態影響購買意願的效果最大。最後本研究依結果進一步提出可能的管理意涵，並提出可行建議供紅藜業者及相關單位在規劃及行銷上之參考。

關鍵字

有機紅藜製品；生活型態；產品屬性；知覺價值；購買意願

並列摘要

This study aims to investigate the impacts of lifestyle, product attributes, perceived value, and purchase intention, through analyzing customer behavior of Taiwan Organic Quinoa Products. Research subjects of this study are customers who want to purchase Taiwan Organic Quinoa Product. A total of 231 questionnaires were sent out and 216 valid samples were gathered. The valid recovery rate is 93.5 %. A methodology is used Reliability and Validity Analysis, Descriptive statistical analysis, One-way analysis of variance, Independent samples t-test, Correlation analysis and Path analysis according to SPSS22.0 software. Results showed that product attributes, perceived value, and purchase intention could be affected by the lifestyle. Product attributes had the positive effects on perceived value. Product attributes had the nonsignificant effect on purchase intention. Perceived value also had the positive effects on purchase intention direct effect. Lifestyle had the strongest influence on purchase intention. Finally, this study provides management implications as well as feasible suggestions for planning and marketing to quinoa operators and related agencies.