新食品周圍成員及標示對消費者知覺、評價與購買意願之影響－以巧克力蛋糕爲例

Effects of Peripheral Members and Labels of New Food Products on Perception, Evaluation, and Purchase Intention of Consumers: An Example of Chocolate Cakes

陳建中(Chien-Chung Chen) ； 黃世浩(Shih-Hao Huang)

《台北海洋技術學院學報》 2卷2期 (2009/09) Pp. 125-147

https://doi.org/10.29770/JTCMT.200909.0006

摘要

本研究探討新產品分類，除了產品本身屬性的影響外，是不是也受產品分類中其他周圍成員的影響，而影響消費者對於產品有不同強弱屬性的知覺改變，進而影響其對產品評價、價格知覺及購買意願。研究方法利用低熱量巧克力蛋糕和原味巧克力蛋糕新產品的功能性與歡樂性屬性爲產品實例，在不同相似度周圍成員環境的廣告型錄來進行實驗設計。研究結果發現，當低熱量巧克力蛋糕放置於周圍皆是原味巧克力蛋糕產品類別中時，其功能性知覺提升最高，評價優點也最多，與周圍產品的價格差異知覺最高；反之，原味巧克力蛋糕在低熱量蛋糕周圍成員環境中其功能屬性知覺最低。然而，產品的歡樂性屬性及購買意願卻不受放置的分類環境影響而有所差異。

關鍵字

新產品 ； 分類 ； 功能性 ； 歡樂性 ； 相似度

並列摘要

The research was to study new product classification and consumers’ perception that was influenced by the attributes and peripheral members of products. The evaluation, price perception, and purchase intention of new products were also investigated in the article. The design of the experiment used the advertisement of low-calorie or original chocolate cake as the new product in different similarity of its peripheral members. The utilitarian and hedonic of products were used as the attributes and were perceived by the consumers. The results showed that the new product of low-calorie chocolate in the surrounding of original chocolate cakes was perceived as the highest utilitarian, evaluation, and price; contrarily, the new product of original chocolate in the surrounding of low-calorie chocolate cakes was perceived as the lowest utilitarian. However, the hedonic attribute and the purchase intention of new products were not affected by their peripheral members.

並列關鍵字

new product ； category ； utilitarian ； hedonic ； similarity

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