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題名：產品使用率對消費知覺風險與品牌購買意願影響之研究
作者：王雪瀞
作者(外文)：Hsueh-Ching Wang
校院名稱：中國文化大學
系所名稱：國際企業管理研究所
指導教授：謝安田
學位類別：博士
出版日期：2009
主題關鍵詞：產品使用率；重度使用者；產品使用率；知覺風險；購買意願重度使用者；產品使用率；知覺風險；購買意願重度使用者；購買意願；知覺風險；heavy user；product usage；perceived risk；purchase intention
原始連結：連回原系統網址new window
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產品使用率為企業區別於企業營收上貢獻比率高低多寡之消費者的重要區隔變數，並將高貢獻度與低貢獻度之消費者分別稱之為重度使用者與輕度使用者，為企業市場區隔策略中重要之區隔變數。然而，過去研究對於產品使用率之研究，主要仍集中於重度使用者之人口統計變數特徵之辨視，對於影響企業獲利及成長十分重要的重度使用者消費心理認知及購買決策考量反應，仍缺乏進一步說明。緣此，本研究以產品使用率不同之重度與輕度使用者為獨立變數，知覺風險為中介變數，其他品牌購買意願為相依變數，探討產品使用率不同之消費者類型，於消費時可能之風險知覺感受及後續其他品牌購買意願差異進行探討。
本研究採問卷調查法蒐集研究資料，以服務業之行動通訊服務業為調查背景，共計發出1000份問卷，有效回收率為70.6%。經統計驗證，本研究發現產品使用率不同之消費使用者，將會產生不同程度之消費知覺風險，並影響後續之其他品牌購買意願。此外，重度使用者之知覺風險將低於輕度使用者，而在其他品牌購買意願上，則是重度使用者高於輕度使用者。研究結果因而對消費者心理有更進一步之了解及釐清，並建議實務業者應針對不同使用率之重度與輕度使用者特性，分別擬定適當行銷策略，有效留住消費者在企業內進行消費。
This study is mainly to examine the relationships between product usage, perceived risk and brand purchase intention.
Product usage is an important segment variable for marketing strategy in identify consumer with different level of contribution. It is been called heavy user in high con-tribution level and light user in low contribution level. However, previous researches of product usage only focus on identifying the demography of heavy user. The consumer psychological cognition and purchase decision of heavy user and light user still need more research. Therefore, this research apply different consumer type of product usage as independent variable, perceived risk as intervening variable, and brand purchase in-tention as dependent variable to find out the real consumption reaction of heavy user and light user.
Survey was launched for data collection, 1,000 copies of questionnaires have been asked, and the response rate is 70.6%. The statistical result addresses different product usage has will produce different reaction on consumer perceived risk and purchase in-tention. Furthermore, the perceived risk of heavy user is lower than light user, but the brand purchase intention is higher. The research result recognizes the different con-sumer psychology of heavy user and light user. The result also suggests that practice need to design different kind of marketing strategy to keep heavy user and light user re-spectively.
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