鞋類產品多樣性對消費者購買意願之影響—以價格敏感度為干擾變數

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题名:	鞋類產品多樣性對消費者購買意願之影響—以價格敏感度為干擾變數 The Relationship Between Footwear Product Variety and Consumer Purchase Intention: The Moderating Effect of Price Sensitivity
作者:	廖翎鈞
贡献者:	國際企業管理學系
关键词:	產品多樣性購買意願價格敏感度 product variety purchase intention price sensitivity
日期:	2022
上传时间:	2023-03-16 13:32:42 (UTC+8)
摘要:	本研究問題根據Statista的統計顯示，在各式鞋款類別中，運動鞋為最有成長潛力的類別。在現在，人人皆有穿運動鞋的經驗，對於運動鞋的要求也越加多樣，消費者在購買運動鞋時，是否會因為面對多樣的鞋款，進而提高其購買意願，值得我們深入思考。然而當消費者在購買選擇產品時，會受到價格敏感度干擾，這在消費者行為的理論中是非常重要的干擾變數，因此本研究欲探討當消費者在面對多樣的運動鞋時，在價格敏感度的干擾下，消費者的購買意願是否有影響。本研究以網路問卷進行調查，採取便利抽樣方式進行資料蒐集，主要抽樣對象為大台北地區20歲以上，近一年內有購買運動鞋經驗的一般消費者為主。共計發放670份問卷，回收670份，在剃除掉21份無效問卷後，有效問卷共649份，回收率為96.8%，研究結果顯示，消費者的主觀規範對於其購買意願不具顯著影響力，知覺行為控制則具有顯著影響，在控制主觀規範及知覺行為控制的影響下，消費者在面對多樣的運動鞋時的購買意願，會顯著高於面對少量的運動鞋，對其購買意願具有正向影響，但價格敏感度對於兩者間的關係並沒有顯著的負向干擾效果。最後依據研究結果提出管理意涵及未來建議。 According to the statistics of Statista, among various shoe categories, sports shoes are the category with the most growth potential. Now, everyone has the experience of wearing sports shoes, and the requirements for sports shoes are becoming more and more diverse. When consumers buy sports shoes, whether they will increase their willingness to buy because of the variety of shoes, it is worth our in-depth think. However, when consumers buy and choose products, they will be interfered by price sensitivity, which is a very important interference variable in the theory of con-sumer behavior. Therefore, this study intends to explore when consumers face a vari-ety of sports shoes. Under the interference of price sensitivity, whether consumers' purchase intention has any influence. This research uses an online questionnaire to conduct surveys and uses conven-ience sampling to collect data. The main sampling objects are general consumers over the age of 20 in the Greater Taipei area who have experience in buying sports shoes in the past year. A total of 670 questionnaires were distributed and 670 were recovered. After removing 21 invalid questionnaires, there were 649 valid questionnaires, and the recovery rate was 96.8%. The research results show that consumers' subjective norms have no significant influence on their purchase intentions. Perceptual behavioral con-trol has a significant impact. Under the influence of subjective norm of control and perceptual behavioral control, consumers' purchase intention in the face of a variety of sports shoes will be significantly higher than that in the face of a small number of sports shoes. There is a positive effect, but price sensitivity has no significant negative interference effect on the relationship between the two. Finally, based on the research results, the management implications and future suggestions are put forward.
显示于类别:	[企業管理學系暨國際企業管理研究所] 博碩士論文

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