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    Title: 產品屬性與消費者產品知識對購買意願之影響－以液晶電視為例
    Authors: 羅珮仁
    Lo, Pei Jen
    Contributors: 樓永堅
    Lou, Yung Chien
    羅珮仁
    Lo, Pei Jen
    Keywords: 聯合分析法
    產品屬性
    產品知識
    Conjoint analysis
    Product attribute
    Product knowledge
    Date: 2007
    Issue Date: 2010-04-09 14:43:19 (UTC+8)
    Abstract: 液晶電視在市場上已逐漸蔚為主流且具有廣大發展潛力，而目前台灣液晶電視市場呈現家電與資訊品牌共逐商機的局面。然而其擁有的技術背景與資源亦有所不同，如何能投消費者所好，擬定出有效的行銷策略，值得進一步探討。本研究之目的在探討消費者產品知識高低對產品內外在屬性訊號與購買意願的影響，進而分析不同市場區隔的消費者特色，瞭解其對產品屬性之偏好與差異，提供業者制定行銷策略上的建議，協助其進行有效的目標行銷。本研究採用聯合分析法，先利用前測設計消費者產品知識的量表，正式問卷受測體則採用整體輪廓法的短文描述進行測試。共收回有效問卷152份。研究發現：
    1. 總體受測者屬性偏好依序為：畫面品質>保固期限>價格>反應時間>售後服務>品牌背景。
    2. 本研究根據消費者知識高低將消費者做「事前區隔」分群，發現知識低的群體較重視產品外在屬性線索，而知識高的群體較重視產品內在線索。建議液晶電視廠商應善加利用「客製化」的概念，依照不同類型的消費者所重視之價值做為產品的定位或訴求。
    3. 以對產品屬性的成分效用值做「事後區隔」分群，發現整體消費者可分為兩群：集群一重視產品實際功能表現、願意付出高價；集群二則重視較長保固期限、追求低價，提供廠商在設計產品屬性組合的參考。
    4. 與人口統計變數交叉分析之後，獲得各區隔族群對液晶電視產品屬性偏好之相關數據。例如女性對價格、保固的重視程度較男性為高；理工背景消費者對產品內在屬性要求較文法商背景消費者為高等。
    Reference: 中文部份
    1. 2007電視機製造業景氣動態報告，台灣經濟研究院產經資料庫。
    2. 2006消費性電子業景氣趨勢調查報告，台灣經濟研究院產經資料庫。
    3. 高登第譯（2001），Aaker, David A.等著，品牌管理，台北：天下遠見。
    4. 姜漢儀（2007），台灣液晶電視市場發展趨勢與消費需求分析，資訊市場情報中心財團法人資訊工業策進會，未出版。
    5. 姜漢儀（2008），台灣液晶電視產品功能訴求偏好分析專題研究報告，資訊市場情報中心財團法人資訊工業策進會，未出版。
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    8. 周文賢，張欽富（2000），聯合分析在產品設計之應用，台北：華泰文化。
    9. 蔡東峻，吳萬益與李奇勳（2004），價格、保證及來源國形象對產品評價與購買意願的影響，管理學報，第21卷第1期，21-46
    10. 莊逸哲（1997），「產品成本與利益屬性對消費者行為之影響－以信用卡之聯合分析為例」，國立政治大學國際貿易所碩士論文。
    11. 沈佳穎（2003），「以聯合分析法探討消費者對忠誠方案屬性之偏好」，國立政治大學企業管理研究所碩士論文。
    12. 陳選賢（2005），「LCD TV 產品經營模式與產業背景之關係－以東元與明基為例」，元智大學管理研究所碩士論文。
    13. 楊正瑀（2002），「不同程度產品知識及多重外在提示對網路購物意願之影響」，國立交通大學管理科學系碩士論文。
    14. 蔡璧旭（2004），「液晶電視產品分析與最佳定價模式」，國立交通大學管理學院管理科學學程碩士論文。
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    Description: 碩士
    國立政治大學
    企業管理研究所
    95355044
    96
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0095355044
    Data Type: thesis
    Appears in Collections:[Department of Business Administation] Theses

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