國產電冰箱產品屬性之研究

A Study of Product Attributes on Taiwan Refrigerator

黃英峯(Ying-Feng Huang)

指導教授 ： 黃志文

淡江大學/商管學院/國際商學碩士在職專班/碩士(2013年)

https://doi.org/10.6846/TKU.2013.00015

摘要

隨著台灣加入WTO及兩岸簽訂ECFA以來，台灣家電市場面臨一個日趨自由化、多
品牌與多產品競爭的環境，各國的家電品牌紛至沓來，特別是中國、韓國、日本三大家電業廠商的進入，使得台灣本土家電廠商經營日漸困難，銷售量呈現逐年減少。有鑑於此，本研究特以台灣電冰箱市場佔有率最高的前四種品牌為主(大同、東元、聲寶、三洋)，蒐集相關研究文獻資料，篩選彙整出影響電冰箱產品屬性與品牌權益，本研究透過抽樣取得416份消費者問卷作為分析樣本，採用Likert 五點尺度量表來加以衡量，以敘述性統計及單因子變異數分析產品屬性的重要性及顯著差異性，並運用因素分析萃取產品屬性重要因素，企圖藉由透過本研究結果，了解國產家電品牌業者消費者最重視哪些產品屬性因素，清楚知曉消費者所考量的品牌權益因素有那些?及探討各人口統計變數的差異性?以期國產家電品牌業者能夠迎頭趕上或開發新市場外，亦希望能提供未來市場調查同類或相關產品時之參考。
從研究結果顯示，消費者在購買商品時所考量的產品屬性因素為產品功能性、產品
服務性、產品經濟性及產品印象性四種，而其考量的品牌權益因素則為售後服務、
品牌信賴、品牌聲譽及產品齊全四項因素，然而消費者會因為不同的「性別」、「年齡」「職業」、「平均月收入」等人口變數因素，而對選購商品呈現顯著的差異性。

關鍵字

國產冰箱 ； 產品屬性 ； 品牌權益

並列摘要

Since Taiwan entered into the WTO and ECFA was signed by the two sides, Taiwan's home appliance market has been facing an increasingly liberalized, multi-brand and multi-product competitive environment. Home appliance brands from all nations come into Taiwan one after another. Especially, the introduction of home appliance manufacturers from China, Korea and Japan makes the business of Taiwan local home appliance manufacturer become increasingly difficult and sales is decreased year by year. Viewing on the fact, the study focuses on the first four brands with highest market share in Taiwan Refrigerator market specially (Tatung, Teco, Sampo, Sanyo), collects relevant research literature materials and screens and sorts out the product attributes and brand equity that impact refrigerator. Based on 426 copies of questionnaires from consumers, which are taken as analysis samples, the study adopts Likert five-point scale to take measurement. It takes descriptive statistics and one –way ANOVA analysis to analyze the importance of product attributes and significant differences, and applies factor analysis to extract important factors of product attributes. It aims to understand the product attributes factors that Taiwan home appliance consumers pay attention most and know the brand equity factors considered and measured by consumer clearly through the study results. Furthermore, it discusses the differences in demographic variables to hope that Taiwan home appliances brand industry can catch up or develop new markets and provide references for similar or related products in future market research.
From the study results, it shows that when consumers buy goods, the product attributes factors considered and measured are functionality, product services, product economy and product impressiveness. The brand equities considered and measured are service, brand, trust, brand reputation and product range. However, because of the different "gender", "age", “occupation", "average monthly income" and other demographic variables of consumers, it shows significant differences on goods purchasing.

並列關鍵字

Taiwan Refrigerator ； Product Attributes ； Brand Equity

參考文獻

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