Title

以平板電腦對於消費者涉入程度、知覺價值與購買意願間之關聯性研究

Translated Titles

The Study of the Relationship among Involvement, Perceived Value, and Purchase Intention of Tablet PC Consumers

Authors

李枝訓

Key Words

購買意願 ; 涉入程度 ; 平板電腦 ; 知覺價值 ; Perceived Value ; Tablet PC ; Purchase Intention ; Involvement

PublicationName

朝陽科技大學工業工程與管理系學位論文

Volume or Term/Year and Month of Publication

2013年

Academic Degree Category

碩士

Advisor

鄭純媛;孫德修

Content Language

繁體中文

Chinese Abstract

蘋果公司於2010年4月正式推出iPad於美國開賣,造成一股熱銷旋風,使得平板電腦搖身一變成為引領時尚潮流的商品,正因為Apple的成功經驗引起業界注意,使其相關電腦開發廠商皆趨之若鶩地跳下來準備分食市場這塊大餅,呈現百家爭鳴的局面,顯見平板電腦商機之龐大。因此,有感於目前網路普及,3C產業崛起,平板商機快速成長,想探討不同類別消費者對涉入程度、知覺價值與購買意願間是否具有其關連性。本研究以中部某科技大學教職員做為研究對象,進行問卷調查。共計發放400份問卷,施測結果共計回收350份問卷,剔除無效樣本40份,有效樣本310份,有效樣本回收率89%。資料回收後進行資料統計分析,其方法包括:敘述性統計、獨立樣本t檢定、單因子變異數分析、皮爾森相關分析與多元逐步迴歸分析。 研究結果發現: 1、涉入程度越高時,對消費者知覺價值有顯著正向影響。 2、當知覺情感性越高時,對於購買意願也就越高。 3、消費者涉入程度越多時,對於購買意願就會提昇。

English Abstract

Apple in April 2010 officially launched the iPad went on sale in the United States, it causes a hot cyclone, making the Tablet PC transformed into a fashionable product, because of Apple''s successful experience in the industry and attention to related computer manufacturers are developing rush to jump to prepare for eating piece of the pie market, showing a contending situation, which shows the enormous opportunities tablet PC. Therefore, realizing the popularity of the current network, 3C industry rise, fast-growing flat-panel business, would like to explore different types of consumer involvement, perceived value and purchase intentions between whether their relevance. In this study, Central University of Technology faculty as an object of study, to conduct surveys. A total of 400 questionnaires, sampling a total recovery of 350 questionnaires results, remove invalid sample 40, the effective sample of 310, the effective sample recovery rate of 89%. Data recovery after the statistical analysis, the method comprising: descriptive statistics, independent sample t test, one way ANOVA, Pearson correlation analysis and multiple regression analysis. The results showed that: 1.The higher the degree of involvement, consumers have a significant positive effect on perceived value. 2.When the emotional perception is higher,the purchase intention have higher. 3.More involvement of consumers for a long time,the purchase intention will be improved.

Topic Category 理工學院 > 工業工程與管理系
工程學 > 工程學總論
社會科學 > 管理學
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