生活型態、產品屬性、產品認知對購買意願之研究-以高雄市北高雄水族館為例

本研究主要探討高雄市北高雄水族館的活型態、產品屬性、產品認知對購買意願之研究。以書面問卷發放為主，以可能對有北高雄水族館觀賞魚有購買意願的消費者為研究對象，共回收有效問卷400份，經SPSS統計分析軟體進行敘述性統計、獨立樣本t檢定及變異數分析、相關分析、路徑分析來檢定生活形態、產品屬性、產品認知、購買意願等四個構面之差異與關係。經由人口統計變數分析結果，曾購買北高雄水族館消費者以「女性」居多；年齡方面以「41-50歲」的受訪者比例最高；職業方面以「其他」的受訪者為最多；教育程度以「大學或專科」的受訪者最多；平均月收入以「20,001-40,000元」的受訪者最多；購買觀賞魚平均消費金額以「101-500元」的受訪者最多；購買觀賞魚種類「其他」的受訪者最多。本研究結論得知，其本研究獲得結論如下: 「生活型態」對「產品屬性」均呈現正向相關影響效果。表示消費者對於北高雄水族館生活型態的程度越高其產品屬性的程度亦越高。「生活型態」與「產品屬性」對「產品認知」均呈現正向相關影響效果。表示消費者對生活型態與產品屬性認同程度越高，產品認知的認同程度亦越高。「生活型態」、「產品屬性」與「產品認知」對「購買意願」的影響具有正向關係，表示消費者對生活型態、產品屬性與產品認知的認同程度越高，則對購買意願的認同程度也會越高。

關鍵字

北高雄水族館；觀賞魚；生活型態；產品屬性；產品認知；購買意願

並列摘要

This study focuses on the impact of North-Kaohsiung Aquarium life style, product attributes, and product recognition on purchase intention. Based on the distribution of written questionnaires, takeing the consumers who may have the willingness to buy ornamental fish in the North Kaohsiung Aquarium as the research object, a total of 400 valid questionnaires were collected, and SPSS statistical analysis software was used to perform descriptive statistics, independent sample t test and analysis of variance, correlation analysis, and path analysis to examine the differences and relationships among the three aspects of life style, product attributes, product recognition, and purchase intention. According to the analysis of demographic variables, consumers who bought ornamental fish in the North Kaohsiung Aquarium were mostly "female"; in terms of age, the highest proportion of respondents are "41-50 years old"; In terms of occupation, the most respondents were "others"; The respondents with the highest level of education are "universities or colleges"; the average income of the most respondents is "NT$20,001-40,000", the respondents with the average consumption of ornamental fish per purchase of "NT101-500" are the most; the most respondents buy " other " ornamental fish species. The conclusions of this study are as follows: " life style " has a positive effect on "product attributes". It indicates that the higher consumer's awareness of the life style of North-Kaohsiung Aquarium, the higher degree of product attributes. Both "life style" and "product attributes" have a positive effect on "product recognition". It indicates that the higher degree of consumer recognition of life style and product attributes, the higher degree of product recognition. The impact of "life style", "product attributes" and "product recognition" on "purchase intention" has a positive relationship, it indicates that the higher consumer's recognition of life style, product attributes and product recognition,the higher degree of recognition of purchase intention.