美感體驗對購買意願影響之研究－ 以美學風格為干擾變數

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Title:	美感體驗對購買意願影響之研究－以美學風格為干擾變數
Authors:	陳芷旻
Contributors:	國際企業管理學系
Keywords:	美感體驗 aesthetic experience 美學風格 aesthetic style 購買意願 purchase intention
Date:	2012
Issue Date:	2012-11-01 10:05:57 (UTC+8)
Abstract:	在物價上漲的時代，越來越多消費者希望能在有限的預算下追求平價但優質的商品。在全球性的競爭市場中，企業該如何提供消費者的購買意願。因此，企業紛紛推出平價服飾來吸引消費者。因此，本研究探討平價服飾業者如何使其商品或環境賦予美感體驗才能提高消費者之購買意願，並以美學風格當干擾變數加以探討之，經由間接文獻之引用及邏輯之推理，發現變數間之關係有必要進一步釐清。本研究是透過便利抽樣法，問卷抽樣過程採無記名自我管理問卷調查法，受訪者可自行勾選符合本身意見、想法或行為之選項。總共發放420份問卷，有效問卷為383份，有效樣本回收率為91%。結果本研究顯示美感體驗對購買意願具有正向影響；而有關干擾變項，美學風格對於美感體驗與購買意願間之干擾關係則無法完全獲得支持，但部分的美學風格因素對於美感體驗與購買意願之干擾關係具有干擾效果。 In the era of rising prices, more and more consumers want to pursue a cheap but high quality goods in a limited budget. In the global competitive market, the corporate how to provide the consumer’s purchase intention is deemed an important issue. There-fore, companies have been offering cheap clothing to attract consumers. This study is researching the cheaper clothing industry how to give the aesthetic experience on the goods or environment that can enhance the willingness to buy, and using “aesthetic style” as an interference variable. However, only through reading the secondhand literature and logical analysis are not able to clarify the relationship of those variables, there are still some uncertainty points which need further study to specify the connection and influence among those variables. This study adopts the convenience sampling method. In the questionnaire sampling process, adopting the secret ballot, which is a self-management questionnaire meth-od. Respondents were self-check in line with their own views, thoughts or behavior to choose the options. In this study, we sent 420 copies of questionnaires. Containing with 383 valid questionnaire at 91% effective return rate. The result of this study showed that aesthetic experience and purchase intention are positive effects. The interference variables, aesthetic style for the interference relation-ship between aesthetic experience and purchase intention can’t be fully supported. However, a part of the aesthetic style factors has the interference effect for the relation of aesthetic experience and purchase intention.
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

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