禮贈品市場組織購買者購買決策行為之研究-以基甸公司為例

The Purchase Decision-making Behaviors of Organization Buyer on Gift-giving Markets-An Example of The Idealife Co.

劉清文(Qing-wen Liu)

指導教授 ： 嚴國慶

朝陽科技大學/管理學院/企業管理系碩士在職專班/碩士(2011年)

摘要

本研究係為了瞭解禮贈品市場中組織購買者之購買決策的進行，包括其決策時間點、決策速度、買受對象或情境背景等。研究結果顯示：一、「送禮目的」與「重要考量因素」有相關關係；二、組織購買者之?重要考量因素」是影響「送禮理由」之因素；三、組織購買者「基本資料」變項與「影響因素」變項，都沒有達到顯著性差異水準；四、組織購買者「基本資料」變項與「購買決策屬性」有4組變項達到顯著性差異水準。五、組織購買者「基本資料」變項與「購買反應」有8組變項達到顯著性差異水準。
由本研究可知，組織購買者未必完全偏好能提供價廉質佳等經濟因素之供應商，其往往也會考量非經濟因素，如避免風險、人情因素或互利行銷等。因此對禮贈品經營業者及相關行銷人員，確定目標市場之範圍，並配合相對應的行銷展開活動，會有助於市場效益的開發。

關鍵字

購買反應 ； 禮贈品市場 ； 組織購買者 ； 購買決策行為

並列摘要

This research is to understand the purchase decision-making of organization buyer in the gift-giving market. Including its policy-making time, the decision-making speed, buyer & seller or the context of.purchase The results revealed (1) “ the purpose of gift” and “the important consideration factor” has the correlation relationship;(2) “the important consideration factor “ of organization buyer has influence “ the purpose of gift”; (3) “the elementary factor” with “the influencing factor” of organization buyer, all variable has not achieved the significance difference;(4) “the elementary factor” with “purchase decision-making” of organization buyer has 4 groups to achieve the significance difference;(5) “the elementary factor” with “the purchase respond” of organization buyer has 8 groups to achieve the significance difference.
This research recommended: The organization buyer has not just only consider the economic factors, like low-price and high quality goods. It also consider the non-economic factors, for avoids the risk, chase sentiment factor and mutually profit. Therefore manages the scope of the target market and corresponds the coordinates marketing activities, will be helpful to the market development of gift-giving entrepreneur.

並列關鍵字

Purchase Response ； Gift-giving Market ； Organization Buyer ； Purchase Decision-making Behavior

參考文獻

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