口味偏好、購買類型與產品屬性之研究

The Study of Taste Preference, Purchase Types and Product Attributes

吳兆豐(Zhao-feng Wu)

指導教授 ： 黃志文

淡江大學/商學院/國際貿易學系國際企業學碩士班/碩士(2007年)

https://doi.org/10.6846/TKU.2007.00866

摘要

消費者的知覺深受感官所影響，且通常會追求最具影響的產品屬性，作為他們購買產品的依據，加上近年來筆記型電腦的重要性與日俱增，在消費者行為的領域中，關於感官知覺如何影響消費者行為的文獻及研究並不多見，因此，引發了本研究對於感官中的味覺進行相關研究之動機。本研究屬初探性研究，分析不同口味偏好的消費者，其在筆記型電腦產品屬性及購買傾向類型上是否有影響，並探討三者對於人口統計變數中是否有顯著性差異。

本研究採問卷調查的方式，針對淡江大學商管學院之在職專班學生進行口味偏好、產品屬性、購買傾向及人口統計之調查，有效問卷共280份，採用SPSS統計套裝軟體進行分析，研究結果發現如下：

一、不同口味偏好的消費者其在筆記型電腦產品屬性程度沒有顯著差異。

二、不同口味偏好的消費者其在不同的購買傾向類型間沒有顯著差異。

三、筆記型電腦產品屬性與購買類型具有相關性。

四、不同口味偏好的消費者其在各人口統計變數下並無顯著差異。

五、筆記型電腦的產品屬性因素在性別、職業與教育程度上具有顯著差異。

六、購買傾向類型在性別上有顯著差異。

關鍵字

口味偏好 ； 產品屬性 ； 購買類型

並列摘要

The perception of consumers are deeply effected by their senses. And consumers rely on the attributes of product which influence them most to purchase the products. Furthermore, in the recent years, the importance of notebook computers is growing with each passing day. However, there were few studies about consumer behaviors which were effected by the senses in the field of consumer behavior. It is the main motion. The study is a exploratory research to analyze the relationship among the taste preference, the attributes of product and purchase types, and to examine the difference among consumers with different taste preference, attributes of product and purchase types on the demographics.

The questionnaire survey method was used to collect the taste preference, attributes of products, purchase types and demographic data of the students of In-Service Master Program of Business and Management Administration, Tamkang University. Then the data was analyzed by using SPSS software. From the study, we have drawn the findings as follow：

1.Consumers with different taste preference were not significantly different on the the attributes of notebook computers.

2.Consumers with different taste preference were not significantly different on the different purchase types.

3.The attributes of notebook computers and the purchase types of consumers are related.

4.Consumers with different taste preference were not significantly different on the demographics variables including sex, age, job, education, marriage condition and monthly income.

5.The attributes of notebook computers were significantly different on the demographics variables including sex, occupation and education.

6.Consumers with different purchase types were significantly different from sex.

並列關鍵字

Taste Preference ； Product Attributes ； Purchase Types

參考文獻

吳明隆（2005），SPSS統計應用學習實務：問卷分析與應用統計，二版，知城數位科技股份有限公司。

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