消費者對通用產品購買意願之研究

A Study of Consumers' Purchase Intention Towards Generic Products

范綱智(Kang-Chih Fan)

指導教授 ： 李培齊

淡江大學/商管學院/管理科學學系企業經營碩士在職專班/碩士(2015年)

https://doi.org/10.6846/TKU.2015.01058

摘要

通用產品的銷售情形在最近這幾年快速成長，使消費者對通用產品認識也越來越多，通用產品已逐漸影響社會大眾的消費型態。本研究深入探討消費者對購買通用產品時的社經背景、包裝與外部訊息的知覺風險、製造廠商形象及知覺價值、是否會影響其購買意願。
針對大台北地區對消費者進行研究，樣本資料以性度與多元迴歸模式進行統計分析。研究結果發現：消費者對包裝與外部訊息的知覺風險愈低則有越高的購買意願；消費者知覺價值越高時，則有越高的購買意願。所得之研究結果將做為廠商或業者建立通用產品之基礎，並提供廠商或業者制訂行銷策略之建議。

關鍵字

通用產品 ； 知覺風險 ； 知覺價值 ； 購買意願

並列摘要

The fast-growing sale of generic products in recent years has gained a stronger product knowledge for consumers, which generic products have increasingly influenced on the public’s consumption patterns. This research was looking into whether the socio-economic status of the consumer, the perceived risk of the packaging of generic products and its external message would influence on its consumer buying intention or not.
The research findings are: the lower the perceived risk of the packaging and its external message, the higher the consumer buying intention; the higher the customer perceived value, the higher the consumer buying intention. The companies and the producers could use the research finding as a foundation to develop their generic brands, as well as to provide advices on their marketing strategies.

並列關鍵字

Generic Products ； Perceived Risk ； Perceived Value ； Purchase Intention

參考文獻

5.陳柏州(2005)，企業形象、信任度與購買意願之關聯性研究-以東

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