開箱文的資訊蒐集、決策過程與購買意願之關聯─以智慧型手機為例

The Effect of Unboxing information on Decision making process and Purchase intention：The Case of Smartphone

邱家盛(Chiu Chia Sheng)

指導教授 ： 蘇宏仁

國立中正大學/管理學院/企業管理學系/碩士(2013年)

摘要

現今幾乎是人手一支智慧型手機，根據資策會FIND(2012)調查目前全台灣約有609萬人持有智慧型手機，而大多數消費者在購買智慧型手機前都會詢問他人意見或自行尋找開箱文。本研究欲探討開箱文對購買意願的影響，並且加入認同、合理化之變數，了解消費者看完官網產品簡介與開箱文後的資訊蒐集滿意度及決策過程滿意度。本研究透過虛擬情境的實驗設計，將190名受測者隨機分成四組，分別為：(1) 官網產品簡介。(2) 官網產品簡介+開箱文。(3) 官網產品簡介、合理化之變數。(4) 官網產品簡介+開箱文、合理化之變數。

關鍵字

購買意願 ； 決策過程 ； 資訊蒐集 ； 開箱文

並列摘要

Nowadays, most of people in Taiwan has a smartphone. According to FIND investigation, it clams 6.09 million people has a smartphone in Taiwan. Most of consumers will ask somebody about the smartphone performance, or search unboxing on the internet.

The purpose of this study was to investigate the effect of unboxing and buying intention, it adds the variable of justification into the study. Another aim was to find out the satisfaction with the search process and decision process when the subjects read the product of introduction on the web and unboxing. Based on 190 samples with experiment, the results indicated that：(1) the official introduction (2) the official introduction & unboxing (3) the official introduction、justification (4) the official introduction & unboxing、justification.

並列關鍵字

purchase intention ； decision making process ； information search ； unboxing

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