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題名:行動電話消費市場降低風險策略之研究
書刊名:行銷評論
作者:洪大為呂錦婷
作者(外文):Hong, Da-weiLu, Chin-ting
出版日期:2004
卷期:1:1
頁次:頁53-73
主題關鍵詞:行動電話降低風險策略涉入Consumer involvementRisk reduction strategiesMobile phone
原始連結:連回原系統網址new window
相關次數:
  • 被引用次數被引用次數:期刊(5) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:5
  • 共同引用共同引用:0
  • 點閱點閱:162
每位行動電話使用者,對該產品的涉入型態不盡相同。本研究以此行為變數區隔行動電話消費市場,探討各區隔在知覺風險上的差異,及知覺風險和降低風險策略的關係,並進一步深究各市場區隔所偏好的降低風險策略。本研究針對有行動電話購買經驗的消費者,以臺北市為測試範圍,回收458份有效問卷之後利用統計分析one-way MANOVA、Pearson相關及one-way MANCOVA驗證研究假設。結果發現,以涉入為市場區隔變數,可劃分為「低規範涉入群」、「高購買情境涉入群」及「高持續與產品認知涉入群」。各分群在不同的知覺風險表現上有顯著差異;不同的知覺風險與降低風險策略有部份顯著相關。在涉入分群對降低風險策略的關係中,排除涉入分群與總知覺風險的交互效果時,涉入分群對降低風險策略有部份顯著差異,代表著若不考慮總知覺風險的影響,各區隔對降低風險策略有不同的偏好。另,在考慮涉入分群與各別知覺風險的交互效果時,涉入分群對降低風險策略有部份顯著差異,代表著若針對不同的知覺風險推出降低風險策略,在各區隔中有不同的成效表現。
This paper studies the perceived risks and risk reduction strategies for mobile phone market that is segmented by consumer involvement. We use One-way MANOVA, Pearson correlation analysis and One-way MANCOVA to examine the effectiveness of different perceived risks and risk reduction strategies in different segmented markets. The result shows that those segments have significant differences among perceived risks. When confronting different perceived risks, each segment prefers different risk reduction strategies. However, when perceived risks are hot concerned, each segment has favorite risk reduction strategies.
期刊論文
1.Derbaix, C.(1983)。Perceived Risk and Relievers: An Empirical Investigation。Journal of Economic Psychology,3(1),19-38。  new window
2.Robertson, T. S.、Zielinski, J.、Ward, S.(1984)。Low-commitment consumer behavior。Journal of Advertising Research,16(2),19-24。  new window
3.Horton, Raymond L.(1967)。The structure of perceived risk。Journal of the Academy of Marketing Science,4(4),694-706。  new window
4.Bettman, James、Park, C. Whan(1979)。Effect of Prior Knowledge and Experience and Phase of the Choice Process on consumer Decision processes。Journal of Consumer Research,7,234-248。  new window
5.Broderick, A. J.、Mueller, R. D.(1999)。A Theoretical and Empirical Exegesis of the Consumer Involvement Construct: the Psychology of the Food Shopper。Journal of Marketing Theory & Practice,7(4),97-108。  new window
6.Chaudhuri, A.(2000)。A macro analysis of the relationship of product involvement and information search: the role of risk。Journal of Marketing,64(4),1-12。  new window
7.Sweeney, Julian C.、Soutar, Geoffrey N.、Johnson, Lester W.(1999)。The Role of Perceived Risk in the Quality-value Relationship: A Study in a Retail Environment。Journal of Retailing,75(1),77-105。  new window
8.Murphy, Patrick E.、Enis, Ben M.(1986)。Classifying Products Strategically。Journal of Marketing,50(3),24-42。  new window
9.Dowling, Grahame R.、Staelin, Richard(1994)。A model of perceived risk and intended risk-handling activity。Journal of consumer Research,21(1),119-134。  new window
10.Zaichkowsky, Judith Lynne(1985)。Measuring the Involvement Construct。Journal of Consumer Research,12(3),341-352。  new window
11.Peter, J. Paul、Tarpey, Lawrence X.(1975)。A Comparative Analysis of Three Consumer Decision Strategies。Journal of Consumer Research,2(1),29-37。  new window
12.Roselius, Ted(1971)。Consumer Rankings of Risk Reduction Methods。Journal of Marketing,35(1),56-61。  new window
13.Murray, Keith B.、Schlacter, John L.(1990)。The Impact of Services Versus Goods on Consumers: Assessment of Perceived risk and Variability。Journal of the Academy of Marketing Science,18(1),51-65。  new window
會議論文
1.Jacoby, Jacob、Kaplan, Leon B.(1972)。The Components of Perceived Risk。Third Annual Conference of the Association for Consumer Research,(會議日期: Nov. 2-5, 1972)。Association for Consumer Research。382-393。  new window
研究報告
1.Murray, K. B.(1991)。An empirical determination of service products and consumer perception of their relative risk。College of Business Administration, Northeastern University。  new window
學位論文
1.詹智翔(1999)。由消費者觀點探討高科技產品特性、知覺風險與購買決策過程之研究(碩士論文)。國立成功大學。  延伸查詢new window
2.毛序強(2001)。高科技電子產品消費行為之研究--以個人數位助理器(PDA)為例(碩士論文)。大葉大學。  延伸查詢new window
3.劉根維(2003)。生活型態、知覺風險與性別角色對於消費者行為之研究(碩士論文)。大葉大學,彰化。  延伸查詢new window
圖書
1.Guilford, Joy Paul(1965)。Fundamental Statistics in Psychology and Education。McGraw-Hill。  new window
其他
1.Broderick, Amanda J.(1999)。Testing for Metric Equivalence using confirmatory factor analysis: A Consumer Involvement Study,http://research.abs.aston.ac.uk/wpaper/9903.pdf, 1999/01。  new window
2.iTHome 電腦報(20031008)。業界最新動態:本土手機已與摩托羅拉、諾基亞三分天下,http://www.i2mer.idv.tw/modules/news/article.php?storyid=180。  延伸查詢new window
圖書論文
1.Cox, Donald F.(1967)。Risk Handling in Consumer Behavior: An Intensive Study of Two Cases。Risk Taking and Information Handling in Consumer Behavior。Harvard University Press。  new window
2.Cunningham, S. M.(1976)。The major dimension of perceived risk。Risk Taking and Information Handling in Consumer Behavior。Boston:Harvard University Press。  new window
 
 
 
 
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