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消費者對品牌耳機購買意願之研究

A Study of Customers' Purchase Intention on Branded Headphones

作者:劉光浩
畢業學校:世新大學
出版單位:世新大學
核准日期:2015-09-03
類型:Electronic Thesis or Dissertation
權限:Copyright information available at source archive--shu....

中文摘要

隨著消費者對收聽音樂習慣的改變及智慧型手機開始普及,耳機配件市場快速成長,近年來各品牌耳機在台灣市場均維持15~20%的成長,就在幾年前,購買高階耳機的人士大都是音樂製作人與專業玩家,隨著行動裝置普及加上網路頻寬提昇讓高音質傳輸得以實現,消費者開始習慣用行動裝置聽音樂、看影片,在這兩項因素影響下,人們對於高階耳機的需求逐漸提高。
本研究主要在探討品牌形象、名人代言、產品屬性、從眾行為、知覺價值及購買意願關係之研究,以問卷調查方式進行研究,共計得到有效問卷568份進行資料整理,採取敘述性統計分析、獨立樣本t檢定、單因子變異數分析、皮爾森積差相關分析及多元迴歸分析等統計方式進行分析,分析後提出相關結論與建議,進而提供給耳機業者做為制定市場行銷策略之參考。
經由本研究結果得知,品牌形象、名人代言、產品屬性、知覺價值對於購買意願都有顯著正向的影響力,其中知覺價值對於購買意願的預測能力最高,因此,本研究建議業者可提升產品的品牌形象、名人代言、產品屬性與知覺價值,有效提升消費者的購買意願。

英文摘要

As the change of consumers music listening habits and smart phones began to spread, headphone accessory market grow rapidly in recent years. The branded headphones are maintained for 15 to 20% growth in Taiwan market. Just a few years back who purchases high-end headphones are mostly music producer and professional players. With the popularity of mobile devices coupled with network bandwidth upgrade allows high-quality transmission can be achieved. Consumers got used to listening music and watching video and movies with mobile devices. Under the influence of these two factors, people gradually increase demand for high-end headphones.
The purpose of this study was to investigate the relations among brand image, celebrity endorsements, product attributes, conformity behaviors and purchasing intension in Taiwan area. The method adopted in this study was questionnaire survey and 568 questionnaires were valid. According to the data collected from the questionnaire, through descriptive statistics, t-test, one-way ANOVA, pearson s correlation coefficients and regression analysis were performed for data analysis, collate results, present conclusions and recommendations, then supplied to the headphone industry as a reference to develop marketing strategy.
From the results of this study, there were significant relations between brand image, celebrity endorsement, product attributes, perceived value and purchase intension. The perceived value was the best predictor for purchasingintension. Recommended that the industry managers to increase the brand image, celebrity endorsement, product attributes, perceived value to effectively increase the consumer's purchase intention.


指導教授 - 廖鴻圖

委員 - 郭明煌

委員 - 吳威震

委員 - 吳聲昌


 

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