創新產品之產品屬性與購買動機對購買意願之影響研究─以Wii為例

A Study to the Influence of Product Attributes and Purchase Motivation on Purchase Intention of Innovative Product: A Case of Wii

黃復駿(Fu-chun Huang)

指導教授 ： 許筱彤

朝陽科技大學/人文暨社會學院/應用英語系/碩士(2011年)

摘要

隨著現今科技的快速發展，電視遊樂器已被賦予許多創新元素，玩電視遊樂器成為一項運動，本研究以創新產品任天堂Wii為例來研究消費者採用創新產品的程度，其研究目的為探討消費者的購買動機與消費者購買電視遊樂器Wii的購買意願兩者間的關係，以及電視遊樂器Wii之產品屬性與消費者購買意願間的關係，本研究以便利抽樣方式，採用SPSS 12版來進行敘述性分析、信度分析、相關分析、多元迴歸分析，此外，利用灰關聯分析來分析研究架構中的因素；結果顯示消費者購買動機、產品屬性以及消費者購買意願三者間存在著顯著正相關，結果也證實消費者購買動機明顯地影響消費者購買意願，而產品屬性也明顯地影響消費者購買意願；然而，消費者購買Wii的原因並不是被遊戲所吸引，而是要和他人比較，另一方面，消費者重視產品功能及服務比價錢來的多，且Wii的外觀設計與其他電視遊樂器差異度較小，這也表示Wii的外觀並無任何刺激消費購買意願的優勢。

關鍵字

創新產品 ； 購買意願 ； 購買動機 ； 產品屬性

並列摘要

With the speedy development of technology nowadays, video games have been endowed with many innovative elements. Playing video games has grown to be a leisure exercise. This study took Nintendo Wii as an innovative example to research the level that people adopt innovative products. The purpose of the study was to discuss the relationship between customers’ purchase motivation and customers’ purchase intention of the video game, Wii and the relationship between its product attribute and customers’ purchase intention. This study was conducted by using convenience sampling survey of 100 questionnaires in Taichung. In this research, SPSS 12 version was adopted to proceed descriptive analysis, reliability analysis, correlation analysis, multiple regression. Besides, grey relation analysis was used to analyze the factors within the research framework.
The result indicates that the relationship between purchase motivation, product attribute and purchase intention has an obviously positive correlation. The result confirms that purchase motivation affects purchase intention obviously and product attribute positively affects purchase intention as well. However, the main reason that consumers purchase Wii is not attracted by its game and for playing but to compare with others. On the other hand, consumers pay more attention to the function and service of product more than price. The exterior design of Wii and other video games has not much difference. It means the appearance of Wii has no advantages and cannot stimulate consumers’ purchase intention.

並列關鍵字

Purchase motivation ； product attribute ； purchase intention ； innovative product

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