國產冰箱消費者購買決策之研究

The study of consumers’purchasing decision to the domestic refrigerators

廖芳慕(Fang-Mu Liao)

指導教授 ： 黃志文

淡江大學/商管學院/國際企業學系碩士在職專班/碩士(2013年)

https://doi.org/10.6846/TKU.2013.01024

摘要

自2002年加入世界貿易組織（簡稱 WTO），以及2010年簽訂兩岸經濟合作協議(簡稱：ECFA)的影響，進口產品價格與國產品價格差異縮小，甚至大陸家電產品比國產品更具競爭優勢，使國產家電產品業者面臨銷售量下滑且市場飽和的困境。國產家電業者在此不利的環境下經營，勢必要在產品開發策略上做出因應，迎合消費環境的變化，推出市場所需的冰箱產品。本研究之目的，期望了解台灣國產冰箱的市場，探討消費者選購冰箱的主要因素和消費者的生活型態類型？以及了解人口統計變數對購買決策、生活型態之影響。
研究結果顯示：
一、消費者購買國產冰箱的主要動機為環保節能省電、汰舊換新、產品
功能性。
二、消費者蒐集國產冰箱的主要資訊來源，依序為電視廣告、過去的消
費經驗、網際網路、門市廣告、銷售人員介紹、同事親友介紹。
三、消費者購買國產冰箱首要考量為「品質保證」。
四、消費者的購買決策會因不同「性別」、「年齡」、「家庭平均月收入」而
有所差異。

關鍵字

國產冰箱 ； 購買決策 ； 生活型態

並列摘要

Since Taiwan joined World Trade Organization (WTO for short) in 2002 and signed Economic Cooperation Framework Agreement (ECFA for short) in 2010, the difference between the prices of imported products and the prices of domestic products has narrowed. Even China household appliances have more competitive advantage than domestic products, which makes manufacturers of domestic household appliances face a difficulty of sales decline and market saturation. If the manufacturers of domestic household appliances ran their business under this disadvantageous environment, they were bound to response on the product development strategy, cater to the change of consumption environment and launch the refrigerators that market needs. Expecting to understand the market of domestic refrigerators in Taiwan, to explore the major factor for consumers while choosing the refrigerators and consumers’ lifestyle and to understand the effect of demographic variables on purchase decision and lifestyle are the goals of this study.

The results of the study showed：
1. The major motivations for consumers to purchase domestic refrigerators are environmental protection, energy saving, power saving, replacing the old ones and product functionality.
2. The main sources for consumers to collect the information of refrigerators are TV commercial, past consumer experience, internet, retail advertisement, introduction of sales and introductions of colleagues, friends and relatives.
3. The primary consideration for consumers to purchase is quality guarantee.
4. Consumers’ purchase decision would change due to “gender”, “age” and “average monthly salary of family”.

並列關鍵字

domestic refrigerators ； purchase decision ； lifestyle

參考文獻

王仁平，2005，綠色消費行為之研究：以洗碗精與電冰箱為例，私立南台科技大學國際企業研究所論文。

許玉環，2002，談加入WTO對家電業的影響，台灣經濟研究月刊。

黃珩青，2008，全球金融風暴對我國產業的衝擊與影響，台灣經濟研究院產經資料庫。

經濟部統計資訊網路查詢系統

張美玲，2004，台北市國中學生對西式速食的消費者知識、態度與行為研究，國立台灣師範大學人類發展與家庭研究所碩士論文。