影響消費者手機知識的前導因素與後續影響

The Antecedents and Consequences of Consumer Mobile Phone Knowledge

林家五(Chia-Wu Lin) ； 林美慧(Mei-Hui Lin) ； 林裘緒(Chiou-Shiu Lin)

《東吳經濟商學學報》 52期 (2006/03) Pp. 27-57

https://doi.org/10.29735/SJEB.200603.0002

摘要

過去研究消費者知識的文獻，多數研究之焦點放在消費者主觀知識對購買決策的影響。而本研究以手機產品為例，探討消費者客觀知識對購買決策的影響以及影響消費者客觀知識累積之前置因素。在以層級迴歸與邏輯迴歸進行資料分析後發現：(1)當消費者為科技資訊的生活型態時，所擁有的一般產品知識與特定產品知識較高。(2)消費者所擁有的特定產品知識愈少時，愈重視品牌知名度之附加價值。(3)在Nokia8250與OKWAP i66兩種產品的購買決策中，消費者產品知識與購買決策的關係，受品牌知名度此附加價值所中介。另外，研究結果也進一步釐清消費者客觀知識、購買決策以及消費價值觀各構面間的關聯性。

關鍵字

客觀知識 ； 生活型態 ； 產品價值 ； 購買決策

並列摘要

Past consumer knowledge literatures generally focused on the impact of a consumer's subjective knowledge of a product on his or her purchasing decision. This research uses the example of mobile phones to examine ho a consumer's objective knowledge of a product affect a consumer's purchasing decisions and the factors that contribute to the build-up of a consumer's objective knowledge. A thorough analysis of the data indicates that: 1) when a consumer's life style is more technology-oriented, the consumer possesses a better knowledge of the products, 2) the less the consumer understands about the specific product, the more the consumer relies on the product's brand awareness, 3) in the purchasing decision between a Nokia 8250 and Okwap i66 mobile phone, the consumer's product knowledge and his or her purchasing decision were affected by the consumer's perception of the product's brand awareness. This research further clarifies the relationships between a consumer's objective knowledge, purchasing decision, and buying philosophy.

並列關鍵字

Objective Knowledge ； Life Style ； Consumption Value ； Purchase Decision

參考文獻

交通部電信總局

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