薩克斯風樂器消費動機、消費涉入和消費者購買行為之研究

The Study of Purchase Motivation, Purchase Involvement and Consumer Purchase Behavior for Saxophone Instruments

蔡宜靜(Yi-jing Tsai)

指導教授 ： 嚴國慶

朝陽科技大學/管理學院/企業管理系/碩士(2012年)

摘要

中國大陸為目前世界的經濟主體，受到對岸廠商的競爭，台中后里區薩克斯風產業持續轉型，全球化會是必要的策略，與中國大陸廠家競爭台灣產品必須是”精密”的方式製作。受到中國大陸影響，產品價格偏低、資訊透明化、仿冒快速，使得消費者往往也會摸不著頭緒如何選擇適合自己的產品。廠商必須站在與顧客同立場，了解台灣消費者對於薩克斯風樂器的認知，分析消費者的需求和想法，本研究針對消費者的購買動機、購買涉入以及消費者購買行為，對於廠商在行銷推廣的成為一項重要參考建議並能提升廠商競爭優勢。
在購買動機探討上，本研究使用馬斯洛Maslow ，A.H.(1970)的需求層級理論(Needs Hierarchy Theory)，深入研究消費者購買薩克斯風的動機、思考方式；在購買涉入使用Kapferer 與Laurent (1985)的CIP量表和Salma與Taschian(1985)的購買涉入量表PI量表；在消費者購買行為使用Kotler的七個「O」理論。
本研究結果顯示，台灣中部吹薩克斯風以男性為主，以有固定收入為主。中部學校社團和民間社團演奏者以大專程度以上居多。男性重視薩克斯風音質程度高，研究中男性多認為薩克斯風為身分的表徵高於女性，對於最重視品牌的受測者為研究所程度以上。對於薩克斯風會購買原因於周遭朋友和教師的影響力最大，以及有社團交流空間會是一個很重要的溝通行銷通路並和消費者保持聯繫，加強產品價值感和吸引力。

關鍵字

薩克斯風 ； 購買動機 ； 購買涉入 ； 消費者購買行為

並列摘要

Currently, China is a powerful economic entity of the world. The saxophone industries of Houli Dist. Taichung have to transformation that competition by china manufacturers, and globalization is a necessary strategy. The products of Taiwan have to make more precision to competition China manufactures. That is effect by China product, Low product prices, information transparency, and rapid counterfeit, so consumers are doesn’t know how to choice adapt product by themselves. Manufacturers have to same position with customer, and to understand consumer awareness for the saxophone instrument, to analyze consumer needs and ideas. This studies aim purchase motivation, purchase involvement, and consumer purchase behavior be an important reference proposal for manufacturers in the marketing and enhance their competitive advantages.
In part of purchase motivation use Maslow’s Need-hierarchy theory to deep research motivation of customer buy saxophone and thinking; in purchase involvement use Kapferer & Laurent (1985) CIP scale and Salma & Taschian PI scale; in consumer purchase behavior use Kotler’s seven “O” theory.
The results show that the saxophone players in central Taiwan are dominated by male with fixed income. The education level of the performers in school societies and civil societies is almost higher than university level. Male very attach importance to saxophone acoustic fidelity, Male think saxophone is identity characterization than female, the subjects of pay more attention to brand are graduate level or more. The reasons of purchasing saxophone are influenced of friends and teachers, and society is an important communication platform of marketing, and keep in touch with customers will enhance product value and attractive.

並列關鍵字

Consumer Purchase Behavior ； Purchase Involvement ； Saxophone ； Purchase Motivation

參考文獻

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