產品屬性、產品品牌知識與知覺風險對消費者購買意願影響之研究-以中古汽車為例

The Influence of Product Attributes, Product Brand Knowledge, and Consumer-Perceived Risk on Consumer Purchase Intention-Examplified Used Cars

張家銘(Chia-Ming Chang)

指導教授 ： 龐金宗

元智大學/資訊學院/資訊管理學系/碩士(2011年)

https://doi.org/10.6838/YZU.2011.00126

摘要

近年來因交通網路相繼完成，汽車在生活上已是不可或缺的交通工具。隨著國民擁有汽車的人口數目不斷地增加，使得中古車市場過戶數量也開始增加。由於中古汽車產品具有多功能、多車況及高價位屬性，消費者實際要選購中古車時，常常面臨各種對車輛不熟悉或不知道的因素，而無法下定決心購買。因此，消費者極需被教育重新知接受中古汽車產品的專業知識。本研究建立以產品屬性、產品品牌知識為自變數，並加入知覺風險因素，探討產品屬性及產品品牌知識如何透知覺風險對消費者購買意願產生影響。

本研究以中古汽車為研究對象，透過問卷調查方式進行便利抽樣，針對中古汽車有實際購買經驗或有意願購買者進行問卷調查，共發放500份問卷，回收有效問卷441份，回收率88.2%，並配合迴歸分析予以驗證。

本研究結果發現：
(1)產品屬性對知覺風險影響顯著，產品屬性愈好，消費者感受的知覺風險愈低，能提高消費者的購買意願。
(2)產品品牌知識對知覺風險影響顯著，產品品牌知識愈高，消費者感受的知覺風險愈低。
(3)知覺風險對消費者購買意願影響顯著。消費者感受的知覺風險愈低，能提高消費者的購買意願。
(4)知覺風險在產品屬性及購買意願的中介效果顯著。
(5)知覺風險在產品品牌知識及購買意願的中介效果顯著。

最後，根據研究結果，提出管理上的實務意涵：
(1)強化產品功能以降低消費者知覺風險。
(2)打造品牌形象、加強中古汽車專業知識，以提升顧客價值。

關鍵字

產品屬性 ； 產品品牌知識 ； 知覺風險 ； 購買意願

並列摘要

Have been completed in recent years due to traffic network, Automobiles are indispensable to our lives now. As there are many people that have their own cars in Taiwan, the used-car market grows gradually. Since the used-car product has the multi-functional, the multiple vehicle condition and the high price attribute, a consumer decides to purchase one used-car, often faces a variety of unfamiliar or unknown factors. This causes him or her unable to make a prompt decision. Therefore, the consumer must be educated to accept the specialized knowledge of used-car urgently. This research takes product attribute and product brand knowledge as variables and explores the influence of product attribute, product brand knowledge and perceived risk on the consumer's purchase intention.

This research takes Used-Car as the research object, conducting the questionnaire survey in convenience sampling way in view of the consumers who have the actual purchase experience or purchase intention for Used-Car. 500 copies of questionnaire were distributed; 441 copies returned and the returns-ratio is 88.2 %. The research employs the regression analysis in order to find the relations within the product attribute, product brand knowledge and perceived risk, and also their affects on consumer's purchase intention.

The findings of this results are that：
(1)The product attribute has influence on perceived risk. If the product attribute is better, the consumer feels lower perceived risk, which will enhance the consumer's purchase intention.
(2)The product brand knowledge has influence on perceived risk. If the product brand knowledge is better, the consumer feels lower perceived risk.
(3)The perceived risk has influence on the consumer's purchase intention. The consumer feels lower perceived risk, which will enhance the consumer's purchase intention. (4)The perceived risk has mediator effect influence between the product attribute and the purchase intention.
(5)The perceived risk has mediator effect influence between the product brand knowledge and the purchase intention.

According to these, we make some practical implications of management here.
(1)Strengthens the product function to reduce the cconsumer's perceived risk.
(2)Strengthens the brand image, strengthens the specialized knowledge of used-car to increase the customer value.

並列關鍵字

Product attribute ； Product brand knowledge ； Perceived risk ； Purchase intention

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