產品屬性、產品涉入與熟悉度及創新特質對購買意願之影響：以數位攝影機為例

THE INFLUENCES OF PRODUCT CHARACTER, INVOLVEMENT, FAMILIARITY AND ADOPTION ON PURCHASE INTENTIONS：EXEMPLIFIED BY DIGITAL VIDEO CAMERA

黃景楹(Ching-Ying Huang)

指導教授 ： 廖淑伶

元智大學/管理學院/管理研究所/碩士(2006年)

摘要

數位攝影機產品的功能及特性複雜且價格昂貴，市場推陳出新變動快、競爭激烈且規格不確定性高。這些趨勢的發展，使得消費者在購買數位攝影機產品時面臨了相當大的風險。面對數位攝影機有高度的消費風險時，消費者的購買意願理應與一般的消費性商品有顯著的不同，不同的消費者對產品屬性的熟悉度、重視度、涉入程度及創新採用時機是否導致了不同的購買意願，是本研究探討的目的。
藉由將產品屬性分開詢問的方式與選擇9項產品屬性一一標示規格及同列詢問購買意願的方式，編製實驗探索性的數位攝影機問卷，經研究發現消費者對數位攝影機產品屬性的重視度與購買意願呈低度相關，即以單純分散的個別屬性無法調查出消費者的購買意願。其次；消費者對一起並列的產品組合規格屬性重視度越高其購買該品牌產品的意願越高。最後為對數位攝影機產品組合詳列規格屬性的購買意願會顯著高於單純以文字敘述之產品屬性的購買意願。
從上述的研究結果，簡言之；對於功能複雜的商品如數位攝影機，消費者於購買時不會從分散的個別屬性分別的考慮是否購買，而且對於沒有規格的功能屬性，消費者實際上是無法判斷重不重要，當消費者無法判斷產品屬性是不是重要時，這類無規格產品屬性調查的結果無法反映消費者的需求。

關鍵字

產品屬性 ； 產品涉入 ； 產品熟悉度 ； 創新採用 ； 購買意願

並列摘要

Function and characteristic of digital video camera are complicated and expensive, due market expanding trend to influence product variable.
They bring consumer face with potential risk during to buy digital video camera products. Confront digital video camera products have high expend risk, purchase intentions of consumers will have eminent different with common consume products. So, familiarity, importance, involvement and adoption will affect different group consumers’ purchase intentions, they are study points.

Inquiry method through product character, then select 9 products specification item by item listed on same row to inquiry purchase intentions, as questionnaire of digital video camera. After inquisition, is low relation between consumer purchase intentions and text character, then inquiry by simple and disperse text character is cannot found out consumer intention. The next, is listed in same abreast and is considered a high importance compose product character will have high purchase intention for consumer. Final, the purchase intentions have listed detail product character higher than description by text character only.

Summarily of above research result, for function complicated products like digital video camera, while consumer will not follow disperse character to consider if purchase or not. Actually consumer cannot estimate if important or not for haven’t specification function character, while consumer cannot estimate this product character is important or not, the inquiry without specification product character can not reflect consumer requirement.

並列關鍵字

product character ； involvement ； familiarity ； adoption ； purchase intention

參考文獻

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