應用羅吉特模式探討消費者選購冰淇淋之購買因素

Application of Logit Model to Investigate Determinants of Consumers’ Choice on Purchasing Ice Cream

胡政輝(Cheng-Hui Hu)

指導教授 ： 陳彥匡

國立臺中科技大學/資訊與流通學院/流通管理系碩士班/碩士(2015年)

https://doi.org/10.6826/NUTC.2015.00069

摘要

一、研究動機與目的：本研究針對中區消費者選購冰淇淋之購買因素進行探討。

二、研究方法及設計：本研究採用書面問卷及網路問卷蒐集資料，使用敘述性偏好模擬真實選擇情境，建構多項羅吉特模式探討品牌形象及產品資訊對中區消費者選購冰淇淋意願之關係，並加入社經變數探討對方案模式之影響。

三、研究結果：具某特定品牌認知程度越高之消費者，其購買意願越高；熱量認知程度越高之消費者，其冰淇淋購買意願越高；男性消費者具有品牌認知程度時，相較於女性消費者有較高之冰淇淋購買意願；高可支配所得消費者相較於低可支配所得消費者有較高的購買意願；大家庭消費者購買冰淇淋之購買意願較小家庭低；有小孩的受訪者較無小孩之受訪者願意購買球數較多的冰淇淋；當冰淇淋容量越高時，小家庭且高可支配所得知消費者之購買意願也越高。

四、研究貢獻：本研究首先針對冰淇淋之品牌形象及產品資訊與社經變數對購買冰淇淋之影響進行探討，研究結果可提供後續研究之參考，另外本研究結果亦可提供冰淇淋業者未來行銷政策之參考。

關鍵字

冰淇淋 ； 健康意識 ； 敘述性偏好 ； 個體選擇 ； 多項羅吉特模式

並列摘要

Purpose: In this study, we investigate what are the determinants make consumers in central Taiwan purchasing ice cream products.

Design/methodology/approach:The paper and internet questionnaire is adopted to collect data and stated preference is conducted to simulate a real option scenario. Afterward, we construct a multinomial logit model to further discuss the relation between products' image, information and consumers' intention in central Taiwan to purchase ice cream. At last, the social economic conditions variable is added to investigate effect of the model on consumers’ purchasing intention.

Findings: A consumer has higher certain brand recognition owns higher purchasing willingness. The calories awareness has a significant impact on purchasing intentions. What’s more, male consumers possess higher brand recognition than female consumers. Consumers with higher disposal income are more willing to purchase ice cream products than lower disposal income consumers. At last, abig family has lower purchasing intentions than small family, while the responders who have kids prefer to purchase more scoops of ice cream. A small family with high disposal income has higher purchasing intention when the volume of ice cream products is more.

Originality/value: We first investigate the effect of product image and information, social economic conditions and determinants on purchasing ice cream and the results could be a reference to further research. Above all, results in this study also help ice cream producers to develop marketing strategies in future.

並列關鍵字

Ice cream ； Health awareness ； Stated preference ； Discrete choice ； Multinomiallogit model

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