包裝飲用水安全屬性影響消費者購買意願之研究

A study of safety attributes effects on consumer purchasing intention for bottled water.

葉錦泰(Ching-Tai Yeh)

指導教授 ： 白滌清

淡江大學/管理學院/全球華商經營管理數位學習碩士在職專班/碩士(2010年)

https://doi.org/10.6846/TKU.2010.00455

摘要

本研究探討一般消費者對於購買包裝飲用水時外顯的安全屬性，與購買意願之關聯性，並加入人口統計變數進一步驗證與購買意願之關聯性。
本研究以知道包裝飲用水之一般大眾為研究對象，共發出805份問卷，有效問卷706份，有效問卷的比率為87.70％。利用因素分析與集群分析，藉以探討消費者對於購買包裝飲用水時外顯的安全屬性與購買意願間的關聯。
研究結果發現，包裝飲用水外顯的安全屬性與消費者購買包裝飲用水之生活型態有正向關聯，消費者購買包裝飲用水之生活型態與促進消費者購買意願考慮因素有正向關聯，包裝飲用水外顯的安全屬性與促進消費者購買意願因素有正向關聯，也就是包裝飲用水安全屬性是會促進消費者購買意願原。

關鍵字

包裝飲用水 ； 安全屬性

並列摘要

This study is designed to understand if the average consumer's purchasing intention is related to the explicit security attributes of bottled water while buying. With demographic variables, a furhter validation is conducted to rectify the association with purchase intention.
This study is targetted to the general public who are aware of bottled water. Total of 805 questionnaires were conducted and 706 were valid, the validity is 87.70%. SAS software package is applied to perform statistical analysis, for sake of understanding the relation between consumers purchase intention and security attributes of bottled water.
The results demonstrated that the safety of bottled water with explicit attributes is positively associated to consumer's life style, which is also positively linked to promoting consumer purchase intentions. Therefore, bottled water with explicit security properties and the promotion of consumer purchase intentions are positively associated factors. The conclusion of this study is that bottled water's safety attributes affect consumer's purchase intention.

並列關鍵字

bottled water ； safety attributes

參考文獻

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