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題名：探討韓國熱潮商品購買意願之關鍵因素
書刊名：創新與經營管理學刊
作者：賴麗香／莊智媛／彭靖琦／彭淳玉／王詩婷
作者(外文)：Lai, Li-hsiang／Zhuang, Chih-yuan／Peng, Jing-qi／Peng, Chun-yu／Wang, Shih-ting
出版日期：2015
卷期：6:2
頁次：頁1-18
主題關鍵詞：知覺品質；從眾行為；廣告訴求；購買意願；Perceived quality；Conformity behavior；Advertising appeal；Purchase intention
原始連結：連回原系統網址new window
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  • 被引用次數被引用次數:期刊(1) 博士論文(0) 專書(0) 專書論文(0)
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  • 共同引用共同引用:90
  • 點閱點閱:8
本研究旨在於探討消費者對韓國熱潮商品的消費者涉入、知覺品質、流行意識、知覺價值、從眾行為、廣告訴求與購買意願之相關影響。本研究以台灣中部地區的消費者為對象，採用問卷調查法，蒐集381 份有效樣本，進行差異性分析與影響性分析；獲得以下結論：(一)不同年齡、教育程度、職業、每月可支配所得對於購買意願的看法無顯著差異；但女性族群對於購買意願的認同度高於男性族群的認同度；而未婚族群購買意願的認同度則高於已婚族群。(二)知覺品質、消費者涉入、流行意識對於知覺價值具有顯著的正向影響效果，且消費者涉入對知覺價值的影響高於知覺品質及流行意識。(三)消費者涉入及流行意識對於從眾行為具有顯著的正向影響效果，消費者涉入對從眾行為的影響高於流行意識。(四) 知覺價值、從眾行為、廣告訴求對於購買意願具有顯著的正向影響效果，知覺價值對購買意願的影響高於從眾行為及廣告訴求。本研究結果發現由於韓國商品強調創意性的商品價值，注重廣告訴求，引起消費者的好奇心，直接強化消費者涉入程度，因而激起消費者的從眾行為，促使韓國商品的熱潮暢銷。本研究建議國內文化部應積極發展文創產業，設計創意商品，結合台灣熱門連續劇、音樂、電影等媒介，藉由代言人的影響力行銷Made InTaiwan(MIT)。
The purpose of this study is to investigate the impact of consumer involvement, perceived quality, fashion consciousness, perceived value, conformity behavior, advertising appeal, and purchase intention on Korean hot commodity. The study collects 381 effective questionnaires from consumers of central Taiwan, and reaches the conclusions by impact analyses as follows. First, there is no significant difference for purchase intention viewsregardless of the age, education level, occupation, or monthly disposable income. Women’s degree of recognition for purchase intention was higher than men’s, and single group’s degree of recognition for purchase intention was higher than married group’s. Second, perceived quality, consumer involvement, and fashion consciousness for perceived value have more obvious positive effect, and consumer involvement for perceived value has higher impact than perceived quality and fashion consciousness. Three, consumer involvement and fashion consciousness for conformity behavior have more obvious positive effect, and consumer involvement for conformity behavior has higher impact than fashion consciousness. Finally, perceived value, conformity behavior, and advertising appeal for purchase intention have more obvious positive effect, and perceived value for purchase intention has higher impact than conformity behavior and advertising appeal. The results reveal that due to the value of Korean commodity emphasizing creativity, focusing on advertising appeal, causing consumers’ curiosities, arousing consumer conformity behavior, the selling of Korean goods prompts well. Our research suggests that Council for Cultural Affairs, Executive Yuan should develop cultural and creative industries actively, design innovative products, and combine Taiwanese popular drama, music, movies, and other media with the influence of spokespersonto spread MIT.
期刊論文
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5.Nam, J.、Hamlin, R.、Gam, H. J.、Kang, J. H.、Kim, J.、Kumphai, P.、Richards, L.、Starr, C.(2007)。The Fashion conscious--Behaviours of Mature Female Consumers。International Journal of Consumer Studies，31(1)，102-108。  new window
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9.池文海、陳瑞龍、潘美雪(20090800)。品牌權益、服務品質、知覺價值、顧客滿意與顧客忠誠之探討--以臺灣中油加油站為例。品質學報，16(4)，291-309。new window  延伸查詢new window
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11.Teas, R. Kenneth、Agarwal, Sanjeev(2000)。The Effect of Extrinsic Product Cues on Consumers' Perceptions of Quality, Sacrifice, and Value。Journal of the Academy of Marketing Science，28(2)，278-290。  new window
12.Walsh, Gianfranco、Hennig-Thurau, Thorsten、Mitchell, Vincent-Wayne(2001)。German Consumer decision-making styles。Journal of Consumer Affairs，35(1)，73-95。  new window
13.Bakewell, C.、Mitchell, V. W.(2006)。Male Versus Female Consumer Decision Making Styles。Journal of Business Research，59(12)，1297-1300。  new window
14.Lascu, D.-N.、Zinkhan, G. B.(1999)。Consumer conformity: Review and applications for marketing theory and practice。Journal of Marketing Theory and Practice，7(3)，1-12。  new window
15.黃銘章、孫詩蘋(20080300)。產品知識、涉入程度對處方藥藥商廣告效果之影響。行銷評論，5(1)，81-103。new window  延伸查詢new window
16.詹壬菡、方彩欣(20120700)。論網路虛擬社群中的從眾行為現象。設計研究學報，5，153-167。new window  延伸查詢new window
17.Tinson J.、Ensor, J.(2001)。Formal and informal referent groups: an exploration of novices and experts in maternity services。Journal of Consumer Behaviour，1(2)，174-183。  new window
18.李明璁(20150100)。韓國流行音樂的視覺性、身體化與性別展演：以「少女時代」的MV產製和消費挪用為例。新聞學研究，122，37-78。new window  延伸查詢new window
19.Hoseason, Julian(2003)。Pricing: Making Profitable Decisions。Journal of Revenue and Pricing Management，2(2)，175-177。  new window
20.Patrick, J. F.(2000)。An examination of golf vacationers' novelty。Annals of Tourism Research，29(2)，384-400。  new window
21.Wan, F.、Young, S. T.、Fang, T.(2001)。Passionate surfers in image-driven consumer culture: Fashion-conscious, appearance-savvy people and their way of life。Advances in Consumer research，28，266-274。  new window
22.Zaichkowsky, J. L.(1986)。Research notes: The personal involvement inventory: Reduction, revision, and application to advertising。Journal of Advertising，23(4)，59-70。  new window
23.Chang, Tung-Zong、Wildt, Albert R.(1994)。Price, product information, and purchase intention: an empirical study。Journal of the Academy of Marketing Science，22(1)，16-27。  new window
24.Tsiotsou, Rodoula(2006)。The Role of Perceived Product Quality and Overall Satisfaction on Purchase Intentions。International Journal of Consumer Studies，30(2)，207-217。  new window
25.林建煌、莊世杰、龔昶元、賴志松(20050300)。消費者行為中衝動性購買的前因與後果之模型探討。商管科技季刊，6(1)，47-68。new window  延伸查詢new window
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會議論文
1.林炅、陳鴻基(2001)。動畫網頁與產品類型對消費者說服效果的影響。台灣區網際網路研討會。嘉義：中正大學。  延伸查詢new window
學位論文
1.黃尊岳(2008)。內外部線索透過知覺風險對購買意願之影響--以消費情境及流行意識為調節變數(碩士論文)。逢甲大學。  延伸查詢new window
2.林碧霞(2007)。品牌形象及產品知識對購買意願之影響--價格折扣干擾效果之探討(碩士論文)。大同大學。  延伸查詢new window
3.朱永正(2010)。促銷方式對消費者知覺價值、購買意願與忠誠度影響之研究--以屈臣氏連鎖藥妝店為例(碩士論文)。國立中山大學。  延伸查詢new window
4.陳依秀(2004)。打造電視觀眾：台灣韓劇市場興起之歷程分析(碩士論文)。淡江大學。  延伸查詢new window
5.鍾政偉(2009)。旅客涉入程度、知覺價值、滿意度與購後行為意圖關係之研究--以台灣觀光列車為例(博士論文)。中華大學。new window  延伸查詢new window
6.甘美玲(2006)。知覺價格、知覺品質、知覺價值對購買意願之關係研究--以消費者購買數位內容產品為實證(碩士論文)。國立成功大學。  延伸查詢new window
7.徐靜儀(2002)。廣告訴求對廣告效果影響之研究--以網頁廣告為例(碩士論文)。東吳大學，臺北市。  延伸查詢new window
8.王蓉莉(2001)。消費者對組合產品的知覺評估--以產品知識、產品涉入為調節變數(碩士論文)。義守大學。  延伸查詢new window
9.王雲民(2001)。參考價格區間與知覺品質對知覺價值與購買意願之影響(碩士論文)。東吳大學。  延伸查詢new window
10.曾湘文(2006)。網路拍賣競標從眾行為之研究(碩士論文)。銘傳大學。  延伸查詢new window
圖書
1.Kline, R. B.(2005)。Principles and practice of structural equation modeling。New York：Guilford。  new window
2.洪賢智(2004)。廣告原理與實務。五南圖書。  延伸查詢new window
3.Belch, G. E.、Belch, Michael A.(1998)。Advertising and Promotion。New York。  new window
4.Blackwell, Roger D.、Miniard, Paul W.、Engel, James F.(2001)。Consumer Behavior。Ft. Worth, Tex：Harcourt College Publishers。  new window
5.Nunnally, Jum C.、Bernstein, Ira H.(1978)。Psychometric Theory。McGraw-Hill。  new window
6.徐達光(2003)。消費者心理學。臺北：東華書局。  延伸查詢new window
7.Engel, J. F.、Blackwell, R. D.、Miniard, P. W.(1995)。Consumer behavior。The Dryden。  new window
8.Kotler, Philip、Ang, Swee Hoon、Leong, Siew Meng、Tan, Chin Tiong(1999)。Marketing Management: An Asian Perspective。Prentice-Hall。  new window
單篇論文
1.Mudd, K.，Govern, J. M.(2004)。Conformity to Misinformation and Time Delay Negatively Affect Eyewitness Confidence and Accuracy。  new window
圖書論文
1.Monroe, Kent B.、Krishnan, R.(1985)。The Effect of Price on Subjective Product Evaluations。Perceived Quality: How Consumers View Stores and Merchandise。Lexington Books。  new window
 
 
 
 
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