Icash卡購買意願的關鍵因素之研究--性別變數的角色

A STUDY ON THE DETERMINANTS OF THE PURCHASE INTENTION OF ICASH CARD--THE ROLE OF GENDER VARIABLE

張耿賓(Ken-Bin chang)

指導教授 ： 張耿賓

大同大學/經營設計學院/事業經營學系所/碩士(2007年)

摘要

近年來因為人們生活飲食習慣改變，出現了許多所謂的夜貓族、外食族，他們習慣在7-ELEVEN消費，為因應此種購物趨勢，遂發行適合在7-ELEVEN消費的icash卡，推出後頗受歡迎，卡量近三百萬張且活卡率達70%，本文探究影響購買意願之因素為何。
本文實證產品為icash卡，抽樣對象為大同大學大學部、研究所等在學學生，採取便利抽樣法蒐集資料。本文使用因素分析建構出三大構念參數—廣告暴露量、便利性與風險，並應用邏輯斯迴歸預測購買意願。分析結果顯示：廣告暴露量有顯著正向關係，便利性呈顯著負向關係，持卡風險雖是正向關係，但不顯著；至於性別變數則無干擾作用。此模型預測準確率為68.2%，廠商想要顧客購買icash卡則需要提供大量的廣告暴露、加強其便利性並設法降低持卡風險。

關鍵字

購買意願 ； 知覺風險 ； 便利性 ； 資訊暴露 ； ICASH卡

並列摘要

Because of the change of people's life and eating habits in recent years, a lot of so-called owls, people who eat out, have appeared; the preference of their diet lies in where offering the fast service and consuming conveniently, 24-hour 7- ELEVEN is exactly the shopping place where they have a preference for. 7-ELEVEN, which advertises frequently, combining with the most popular Kitty cat to speak on behalf for their advertisements, and issues icash card that is suitable for customers to consume in 7-ELEVEN. There are many kinds of pattern designs available in icash card, but the important point is that it has the function of convenience and free of giving change. Therefore, through the results of this study, this research hopes to find out the key factors of purchase intentions on icash card and identifies whether these factors will affect purchase intention.
In this study, the product that will be demonstrated is icash card, and the sampling subjects are the students of Tatung University. We adopt convenience sampling method to make sampling on the present students of college and graduate school for investigating and filling in the questionnaire. This study uses Maximum Likelihood to give the reliability of individual item and the parameter of each construct by SPSS 14.0 statistic software. We also employ Logistic Regression Models to analyze and test the theoretical model and observe the goodness of fit of data. Then, we provide suggestions to the operators of convenience stores or the operators who entered such electronic IC card area according to the analytic results of this study. Such analysis explains that the consumers’ purchase intentions are affected by the regressive coefficients, and information exposure volume and convenience are significant. For the icash, information exposure volume is the main reason for being able to attract consumers. No matter the attraction of the spokesman of advertisement, the difference in modeling, and the content of advertisement has the characteristics of fully self-expressing or causing the attention of same generation, after received these information, consumers will increase their purchase intentions. The next is the characteristics of convenience, easy to carry, free of giving change, and convenient in balancing, etc., and combines them with the 4P’s manner of marketing. These two factors have a great explanation capability on the purchase intentions of the icash card. If the company wants customs to buy icash, it needs to provide large number great information exposure volume and enhance its convenience.

並列關鍵字

perceived risk ； convenience ； information exposure ； icash-card ； purchase intentions

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