內外部線索對購買意願影響之探討－以女鞋消費者爲例

The Effect of Extrinsic and Intrinsic Cues on Purchase Intention: The Empirical Evidence from Female Footwear Consumers

吳廣文(Kuang-Wen Wu) ； 黃劭彥(Shaio-Yan Huang) ； 祝道松(Dauw-Song Zhu) ； 黃尊岳(Zun-Yue Huang)

《顧客滿意學刊》 6卷2期 (2010/09) Pp. 147-166

https://doi.org/10.30066/JCS.201009.0001

摘要

本研究目的是要探討內外部線索對購買意願之影響並以消費情境爲調節變數。本研究問卷設計採用李克特5點量表，共有31個問項，並使用便利抽樣法，於北、中及南部各大百貨公司或女鞋專賣店進行抽樣，在剔除勾選同一答案及漏答的無效問卷後，總共有528份有效問卷，回收率達97%。在以結構方程模型分析變數之間的關係後發現：(1)口碑分別會負向影響功能風險、財務風險和社會風險；(2)消費情境不只會正向影響社會風險也具有對口碑及社會風險的調節影響；(3)知覺品質會負向影響功能風險；(4)知覺價格會正向影響財務風險；(5)社會風險、功能風險、財務風險分別會負向影響知覺價値；(6)知覺價値會正向影響購買意願，而實證結果發現本研究所有的推論假說都與文獻符合，可見此模型在解釋女鞋業之消費者購買行爲相當適當。

關鍵字

消費情境 ； 口碑 ； 知覺品質 ； 知覺價格 ； 社會風險 ； 功能風險 ； 財務風險 ； 知覺價値 ； 購買意願

並列摘要

The purpose of this study is to explore the effects of extrinsic and intrinsic cues on perceived value, using perceived risk as a mediator variable. This study adopted convenience sampling. For this study, a 31-item questionnaire was designed, and distributed to female consumers within department and retail stores in Taiwan. All questions were measured by a Likert's five-point scale to quantify perspectives from the 528 valid respondents. This research uses descriptive statistical analysis to analyze the characters of the samples, and adopts factor analysis to simplify complex and diverse relationships among the variables. The efficiency of all questionnaires will be evaluated through reliability and validity analysis. This research uses structural equation modeling to test and examine the relationships among observed and latent variables with the purpose of highlighting and testing dimensions which can influence the variables significantly. All hypotheses in this study were supported. Findings indicated that: (1) Word of mouth has negative effect on social risk, performance risk, and financial risk, respectively; (2) Consumption situation has positive effect on social risk and moderating effect on word of mouth and social risk; (3) Perceived quality has negative effect on performance risk; (4) Perceived price has positive effect on perceived quality; (5) Social risk, performance risk, and financial risk have negative effect on perceived value; (6) Perceived value has positive effect on purchase intention.

並列關鍵字

Consumption Situation ； Word-of-Mouth ； Perceived Quality ； Perceived Price ； Social Risk ； Performance Risk ； Financial Risk ； Perceived Value ； Purchase Intention

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