產品創新對消費者購買意願之研究—以A食品模型公司為例

Impact of Product Innovation on Consumers' Purchase Intention --- Evidence from A Food Model Company

鄭炘晉(Chin Hsin Cheng)

指導教授 ： 張瑞娟

共同指導教授 ： 陳建州(Chien-Chou Chen)

嶺東科技大學/商管學院/國際企業系碩士班/碩士(2021年)

摘要

本研究期望介由消費者觀點，探討產品創新、企業形象、客戶知覺價值、服務品質對消費者購買意願之影響，以提供企業最佳模式及如何永續經營之參考。本研究以問卷調查法，採用便利性隨機取樣方式，從2021年02月開始進行問卷調查，至2021年3月15日結束問卷調查作業。共計發放正式125份問卷，回收有效問卷共99份，有效回收率79.2%(125/99)。將問卷調查所得到的資料，以SPSS 21.0統計套裝軟體系統，對本研究各項假設，進行資料分析與資料處理工作。所採用之統計方法包括:描述性統計分析、信效度分析、相關分析、迴歸分析、t檢定、單因子變異數分析。本研究分析結果如下：（一）企業服務品質對顧客購買意願有顯著性正向影響。（二）企業產品創新對顧客滿意度有顯著性正向影響。（三）企業形象對顧客購買意願有顯著性的正向影響。（四）顧客的知覺價值對顧客之購買意願有顯著性的正向影響。（五）產品創新對企業形象有顯著性的正向影響。（六）產品創新對顧客知覺價值有顯著性正向影響。（七）顧客基本資料變數對於企業形象、服務品質、顧客知覺價值、產品創新、顧客購買意願有顯著性的差異。

關鍵字

產品創新 ； 企業形象 ； 客戶知覺價值 ； 服務品質 ； 消費者購買意願

並列摘要

This research hopes to explore the impact of product innovation, corporate image, customer perception value, and service quality on consumers’ purchase intentions from the perspective of consumers, so as to provide reference for the best business model and how to operate sustainably. This study uses a questionnaire survey method and a convenient random sampling method. The questionnaire survey will be conducted in October 2020 and will end on March 15, 2021. A total of 125 questionnaires were issued, and 99 valid questionnaires were returned. The effective response rate was 79.2% (125/99). Using the data obtained from the questionnaire survey, SPSS 21.0 statistical package software system was used to analyze and process the various hypotheses of this research. The statistical methods used include: descriptive statistical analysis, reliability and validity analysis, correlation analysis, regression analysis, t test, and single factor variance analysis. The analysis results of this study are as follows: (1) The service quality of enterprises has a significant positive impact on customers' purchase intention. (2) Enterprise product innovation has a significant positive impact on customer satisfaction. (3) Corporate image has a significant positive impact on customers' purchase intentions. (4) The perceived value of customers has a significant positive impact on customers' purchase intentions. (5) Product innovation has a significant positive impact on corporate image. (6) Product innovation has a significant positive impact on customer perceived value. (7) The variables of basic customer information have significant differences in corporate image, service quality, customer perceived value, product innovation, and customer purchase intentions.

並列關鍵字

product innovation ； corporate image ； customer perception value ； service quality ； consumer purchase intention

參考文獻

Higgins(1995) “Innovation The Core Competence,” Planning Review, Vol. 23, No. 6, 1995, pp. 32-36.doi10.1108/eb054532.

一、中文文獻

方國荷(2003) 。「貨物通關服務品質之研究─以高雄關稅局為例」，南華大學管理研究所碩士論文。

司徒達賢、李仁芳、吳思華（1995）。企業概論，國立空中大學用書。

白先智（1991）。消費者對綠色行銷反應之研究，淡江大學管理科學研究所未出版碩士論文，頁71，頁90-91。台北市。