產品屬性與產品品牌知識對巴西消費者購買意願影響之研究-以液晶電視LCD TV為例

How product property and product brand knowledge affect Brazil consumers’ purchasing intention - in the case of LCD TV

鍾佳伶(Chia-Ling Chung)

指導教授 ： 李正文

中原大學/商學院/國際貿易研究所/碩士(2010年)

https://doi.org/10.6840/CYCU.2010.00556

摘要

南美地區中以巴西人口1億9000多萬，佔拉丁美洲三分之ㄧ強，居全球第五位，預計10年內中產階級人口將增加一倍以上；而29歲以下人口約占58%；預計未來30年將高達1億400萬名具備生產力和消費力的年輕人。由於LCD TV產品具有獨特創新功能及高價位屬性，在已開發國家中眾多研究報告中指出對於此類產品有亟需被教育重新認知接受數位電子產品之專業知識需要；然而對於新興開發中國家廣大的消費族群中，電子產品之專業知識需要，加上以品牌為基礎的傳統消費行為理論，是否可以完全適用於創新電子產品的選購？本研究建立以產品屬性與產品品牌知識為自變數，並加入知覺風險因素，探討知覺品質及知覺風險如何透過知覺價值對消費者購買意願產生影響。
本研究以LCD TV為研究對象，透過問卷調查方式進行便利抽樣，針對LCD TV有實際購買經驗或有意願購買者進行問卷調查，共發放400份問卷，回收有效問卷250份，回收率62.5%，並配合回歸分析予以驗證。
本研究結果發現：(1) 產品屬性對知覺品質影響顯著，產品屬性愈好，消費者感受的知覺價值愈高，能提高消費者的購買意願。(2) 產品屬性與產品品牌知識對知覺風險影響；知覺風險與知覺價值影響皆不顯著，顯示南美地區消費者對獨特創新及高價位電子產品心中主要風險定義與眾多研究結果顯示有落差，其產品屬性、品牌知識及知覺價值與知覺風險之關係尚無法確立。
本研究依據結論對業界提出具體經營管理方向之建議：(1) 強化產品功能搭配低價格銷售以提升消費者知覺價值。(2) 及早切入把握廣大市場需求時機。(3) 適切產品定位。

關鍵字

液晶電視 ； 消費者購買意願 ； 產品品牌 ； 產品屬性

並列摘要

Brazil consists of 190M population, ranking top 3 of Latin American and top 5 in the world. It is expecting the number from middle-class level people would increase by double within decade. Also, 58% of Brazil people comes from under 29 years old segment. Moreover, it is foreseen that there’re more than 140M younger people with potential substantially productivity and excellent consuming capability in coming 30 years. Since the LCD TV product has the exclusive innovation function and the high price attribute, the consumer must be educated to accept the specialized knowledge of digital electrical products had indicated in most of researches which were analyzed in developed country; however, for the developing country’s numerous consumers, if the specialized knowledge of digital electrical and based on traditional consumer behavior theory which can be well apply for innovated electronic product selecting and purchasing? This research takes product attribute and product brand knowledge as variables and explores the influence of perceived quality, perceived risk and perceived value on the consumer’s purchase intention.
This research takes LCD TV as the research object, conducting the questionnaire survey in convenience sampling way in view of the consumers who have the actual purchase experience or purchase intention for LCD TV. 400 copies of questionnaire were distributed; 250 copies returned and the returns-ratio is 62.5%. The research employs the regression analysis in order to find the relations within the product attribute, product brand knowledge, perceived quality, perceived risk and perceived value, and also their affects on consumer’s purchase intention.
The finding of this research are that, (1) the product attribute has influence on perceived quality. If the product attribute is better, the consumer feels higher perceived value, which will enhance the consumer’s purchase intention. (2) the product attribute and product brand knowledge does not have direct influence to perceived risk; perceived risk and perceived value also not have influence. It seems there is difference definition for South America’s consumer to identify risk value for innovated electronic product, therefore, the product attribute, product brand knowledge and perceived value, perceived risk relationship can’t be approved for the result.
The research provided the following managerial proposals to the management of the industrial field based on the conclusions of this study. (1) Enhance product multi-function plus low-end price position to promote consumer’s perceived value. (2) At an early date to seize the chance of developing country’s potential marketing, one of the most growing segments LCT TVs. (3) Right product position.

並列關鍵字

LCD TV ； consumers’ purchasing intention

參考文獻

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