新產品屬性、品牌知名度對消費者購買意願的影響－以電動汽車為例

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Title:	新產品屬性、品牌知名度對消費者購買意願的影響－以電動汽車為例
Authors:	劉光祚
Contributors:	國際企業管理學系
Keywords:	新產品屬性品牌知名度購買意願
Date:	2010
Issue Date:	2011-10-31 12:28:47 (UTC+8)
Abstract:	近年來環保意識的提升帶來了綠色革命，各國政府的法規及環境的改變，促使了環保綠能產業的推動，油價上漲加速廠商的產品商業化，汽車廠商投入較多的資源進行研發，而電動汽車則是一種新的環保綠能產品，但是發展卻不是很平順，直到近十年才又有發展，因為過去注意競爭中的差異化與低成本概念，創新性的新產品出來，往往事前忽視消費者接受度因而失敗。本研究發放400 份問卷，回收到有效問卷357 份，以有駕駛經驗的消費者對電動汽車接受度為標的，發現消費者對新產品的屬性是比較重視的，其中相對優勢及複雜度更有較大影響，而品牌知名度則是無法影響消費者購買的意願，但是品牌知名度卻會影響消費者的價格認知，及複雜度的接受。新產品屬性會對消費者購買時產生影響，而以具有專業性採購的消費者，相對於品牌知名度影響一般性的消費者，對於購買具有較高價格的消費耐久財意願是有較小的影響力。關鍵詞：新產品屬性(new product attributes)、品牌知名度(brand awareness)、購買意願(purchase intention) In recent years environmental awareness been enhanced to bring the green revolution. National government regulations and changes in the environment promote green energy industry to enhance environmental protection. Oil prices accelerated automobile manufacturers to commercialize electric vehicles, and encourage car manufacturers to invest more resources to conduct research and development. Electric vehicle is a new environmentally friendly green energy products, but the development was not very smooth. Until the last ten years there was development. Only pay attention to the past because the car manufacturers competing in the differentiation and low cost concept. When the innovative new products coming out, often overlooked consumer acceptance of predegree and thus fail. In this study, 400 questionnaires issued, 357 valid questionnaires were returned to the to have the driving experience of consumer acceptance of electric automobiles as a degree subject, found that consumers attribute to the new product is more important. Comparative advantage and complexity of which is more significant impact, and brand awareness is not affecting the willingness of consumers to buy, but the brand awareness it will affect consumers' price perception and acceptance of complexity. New properties will affect consumer purchase, and to have a professional purchasing consumers, relative to the impact of general brand awareness of consumers, higher prices for the purchase of consumer durable goods will have a smaller impact force. Key words: new product attributes, brand awareness, purchase intention.
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

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