不同國籍間從眾行為與產品屬性重視程度之關聯性研究―以智慧型手機為例

The Relationship among Conformity Behavior and Product Attributes between Different Countries―Using Smartphone as an Example

賈其婷(Chi-Ting Chia)

指導教授 ： 盧煜煬

元智大學/管理學院/經營管理碩士班(企業管理與服務科學學程)/碩士(2013年)

https://doi.org/10.6838/YZU.2013.00039

摘要

在如此競爭、高度成長且變化多端的市場下，對於企業而言，不論是內部經營管理或是對外與消費者的互動和產品銷售，都將面臨不同於過去的全新考驗，廠商應著重在那些產品屬性？探討實際會影響消費者購買行為之變數，為本研究之動機與目的。本研究藉由智慧型手機之產品屬性、從眾行為與人口統計變數等進行探討。目的在於找出智慧型手機消費者購買行為之關鍵因素，並透過本研究之結論提出相對應的行銷策略與產品改良建議供智慧型手機廠商作為參考。研究結果發現：不同國籍之消費者對於外顯屬性和知覺屬性之重視程度皆有所差異。個人特質與知覺屬性之重視程度呈現正向關係。外在環境影響與知覺屬性和外顯屬性之重視程度皆呈現正向關係。相較於亞洲，居住地於歐美地區者對於產品外顯屬性較不重視，對於產品知覺屬性較為重視。

關鍵字

從眾行為 ； 產品屬性 ； 國籍 ； 知覺屬性 ； 外顯屬性

並列摘要

For businesses, irrespective of the internal management or external interactions with consumers and promotions, they face a new challenge that is completely different from the past ones. What kind of product attributes should companies focus on in such a competitive, rapidly developing, and changing market? This study examines the product attributes of the Smartphone, conformity behavior in the consumer population, and demographic variables to identify the key factors of Smartphone buying behavior, and thus, provides marketing strategies and product improvement recommendations.

The results show that: the nationality of the customer has a significant difference on both the importance of extrinsic attributes and perceptual attributes. There is a positive relationship between personal characteristics and the importance of perceptual attributes. There also exists a positive relationship between the impact of external environment and extrinsic attribute or so is perceptual attributes. Customers who live in Europe and North America are less interested in the importance of extrinsic attributes compared to customers living in Asia, but pay more attention to perceptual attributes.

並列關鍵字

Personal Characteristics ； Conformity Behavior ； External Environment ； Extrinsic Attributes ； Perceptual Attributes

參考文獻

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