隨著科技的創新及光電產業蓬勃發展，液晶薄膜電視益加普及化而成為二十一世紀每個家庭最普遍的新興產品及生活必需品之一。在全球每年近2.5億台銷售量之龐大商機中，液晶薄膜電視產品規格趨於多樣化，市場競爭亦趨激烈。為探索分析影響消費者購買決策的關鍵因素，本研究以台灣地區液晶薄膜電視市場為研究對象，收集511筆有效問卷樣本，運用統計及結構方程分析方法探討產品價格、知覺品質與知覺價值對於消費者購買液晶薄膜電視意願的影響，以瞭解消費者購買行為取向。研究結果發現，相較於產品價格因素，知覺品質及知覺價值對於液晶薄膜電視消費者購買意願有更顯著之正向影響。雖然本研究統計分析結果顯示產品價格因素對於消費者購買意願沒有顯著影響，但產品價格卻對於知覺品質與知覺價值有顯著正向影響。綜合本研究結果顯示，低價產品策略似乎對於消費者購買意願沒有顯著影響，甚至可能影響消費者對於產品的知覺品質與知覺價值；反之，訴求品質相關的策略可能容易帶動消費者購買意願。
Thanks to recent technological innovations and the rapid developments of Optoelectronic industry, thin film transistor liquid-crystal-display televisions (TFT-LCD TV) has become one of the necessaries for households in the 21th Century. However, increasing products and intensive competition also bring business challenges in the global TFT-LCD TV market. To systematically analyze critical factors affecting TFT-LCD TV customers’ purchasing intention, 511 samples were collected from a comprehensive questionnaire survey in Taiwan. Statistical correlation analysis and Structural equation modeling (SEM) were conducted to investigate the relationships between product price, perceived quality, perceived value, and customers’ purchasing intention. The results suggest that, compared with price factor, the levels of perceived quality and perceived value have more significant impacts to improving customers’ purchasing intention. Although no significant relationship between product price and customers’ purchasing intention has been identified, the price of TFT-LCD TV can positively affect the levels of perceived quality and perceived value. The research results support implications for better quality strategies in TFT-LCD TV market instead of low price strategies.
