價格知覺、心理構面、企業形象對消費者購買意願之影響─以GEO為例

Consumers' Purchase Intention Influenced by Price erception, Psychology of Consciousness, and Corporate Image - A Case Study on the GEO

謝政諺(Cheng-Yen Hsieh)

指導教授 ： 張次正

嶺東科技大學/管理學院/國際企業系碩士班/碩士(2016年)

摘要

在現今競爭隱形眼鏡產業中，建立和維繫和顧客之間的關係，並增加顧客購買意願，是重要的行銷課題。本研究目的在於探討GEO業者如何藉由顧客的價格知覺，提升心理構面，創造良好企業形象，進而增加顧客的購買意願。本研究彙整上述變數之相關文獻並做關聯性探討，針對GEO消費者，以紙本問卷方式，共回收402份有效問卷，以SPSS統計軟體，進行描述性統計、信度分析、效度分析、因素分析、迴歸分析等統計方法。結論如下：1、顧客之價格知覺對顧客之心理構面有顯著正相關。2、顧客之價格知覺對企業形象有顯著正相關。 3、顧客之價格知覺會對顧客之購買意願有顯著正相關。 4、顧客之心理構面對顧客知覺企業形象有顯著正相關。5、顧客知覺企業形象對購買意願有顯著正相關。相關管理意涵亦在本文中討論。

關鍵字

價格知覺 ； 心理構面 ； 企業形象 ； 購買意願

並列摘要

In today's competitive environment of contact lenses, to maintain and build relationships between customers, and increase customer purchase intention are important marketing issues. The purpose of this research is to investigate the relationship between price perception, psychology of consciousness, corporate image and consumers purchase intention of GEO. This research compiled the above literature variables and explored correlation for GEO customers. There were 402 valid questionnaires returned through paper questionnaires. The statistic software SPSS was used to approach descriptive statistics, reliability analysis, validity analysis, factor analysis, regression analysis and so on. The conclusions are as follows: First, the customer's perceived price perception has a significant and positive correlation with psychology of consciousness. Second, the customer's perceived price perception has a significant and positive correlation with corporate image. Third, the customer's perceived price perception has a significant and positive correlation with purchase intention. Forth, the customer's psychology of consciousness, has a significant and positive correlation with corporate image. Finally, the customer's perceived corporate image has a significant and positive correlation with purchase intention. Related management implications are discussed in this article as well.

並列關鍵字

Price Perception ； Psychology of Consciousness ； Corporate image ； Consumers Purchase Intention

參考文獻

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