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消費者信任需求、購買行為與市場區隔之研究 = The Research ...

國立高雄大學亞太工商管理學系碩士班

消費者信任需求、購買行為與市場區隔之研究 = The Research of Consumer Trust Needs,Purchasing Behavior And Market Segmentation ─ An Example of Home Security System Industry on Kaohsiung Area : 以高雄地區居家保全業為例

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	The Research of Consumer Trust Needs,Purchasing Behavior And Market Segmentation ─ An Example of Home Security System Industry on Kaohsiung Area
副題名:	以高雄地區居家保全業為例
作者:	華春連,
其他團體作者:	國立高雄大學
出版地:	[高雄市]
出版者:	撰者;
出版年:	2013[民102]
面頁冊數:	131面圖，表格 : 30公分;
標題:	EKB消費者行為模式
標題:	the EKB model
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/23366414771633685658
附註:	參考書目：面109-114
附註:	102年10月31日公開
其他題名:	以高雄地區居家保全業為例
摘要註:	從保全業大幅成長及民眾企盼安全需求，在住宅竊盜被害的預防上，本研究希望對居家保全購買行為有進一步的瞭解與探討，藉由資料收集理論分析與研究結果，提出建議做為業者行銷策略研擬參考。本研究選用EKB消費者行為模式為觀念性架構，首先收集有關消費者信任需求、購買行為、生活型態與市場區隔的文獻，做為本研究的理論基礎。並以此理論基礎設計出問卷，以高雄市的居家保全消費者與潛在消費者為研究對象，進行調查。透過有效的226份問卷，進行統計分析，俾擬瞭解及推論高雄市市民對居家保全此產品之購買行為決策之研究。所得資料以SPSS統計套裝軟體執行分析，採用敘述性統計、人口變數差異之T檢定、單因子變異數分析與因素分析、相關分析以及集群分析進行研究。所獲得結果如下：一、人口統計變數與居家保全消費者購買行為變數，達顯著相關。二、人口統計變數與居家保全消費者生活型態變數，達顯著相關。三、人口統計變數與居家保全消費者信任需求變數，達顯著相關。四、生活型態變數與居家保全消費者購買行為變數，達顯著相關。五、生活型態變數與居家保全消費者信任需求變數，達顯著相關。六、信任需求變數與居家保全消費者購買行為變數，達顯著相關。七、透過集群分析，描述居家保全消費者與潛在消費者在生活型態上影響度與購買行為的認同度呈現顯著差異，透過分析業者只要依據市場分群，固守高影響與高度認同群客戶，並積極開發認同度較差分群，必然可以掌握市場脈動。根據研究分析結果，提出行銷策略與建議，以供業者之參考。 Since the flourishing development of security industry and the need in security that general public has a great desire on, the study expects to have a further understanding and discussion on the behavior of purchasing the home security system products, based on the psychology of housebreakers. By collecting the data, analyzing the theories and studying the results, finally, the study will give the advice to the operators of the security industry as the references on researching the tactics of selling. The study uses the EKB model (Engle-Kollat-Blacewell model) as the conceptual framework. First of all, it collects the data about consumer trust needs, purchasing behavior, lifestyles and market segmentation as the basement of the study theories. Then, it uses these study theories as the basement to design the questionnaires, which makes people who consumed or potentially consume the home security system in Kaohsiung City as the research targets to investigate. By using the 226 effective questionnaires, therefore, we can start to carry out the analysis and figure out as well as presume the people’s behaviors of the home security purchase market in Kaohsiung City. Afterwards, it uses those data to continue to have a further analyze by applying SPSS (Statistical Product and Service Solutions) software, including the methods of descriptive statistics, T-test differences of demographic variables, ANOVA analysis , Factor analysis , Correlation Analysis and Cluster Analysis to conduct the research .Ultimately, the following are the results:1.

消費者信任需求、購買行為與市場區隔之研究 = The Research of Consumer Trust Needs,Purchasing Behavior And Market Segmentation ─ An Example of Home Security System Industry on Kaohsiung Area : 以高雄地區居家保全業為例
華, 春連

消費者信任需求、購買行為與市場區隔之研究 = The Research of Consumer Trust Needs,Purchasing Behavior And Market Segmentation ─ An Example of Home Security System Industry on Kaohsiung Area : 以高雄地區居家保全業為例 / 華春連撰 - [高雄市] : 撰者, 2013[民102]. - 131面 ; 圖，表格 ; 30公分.
參考書目：面109-114102年10月31日公開.
EKB消費者行為模式the EKB model

消費者信任需求、購買行為與市場區隔之研究 = The Research of Consumer Trust Needs,Purchasing Behavior And Market Segmentation ─ An Example of Home Security System Industry on Kaohsiung Area : 以高雄地區居家保全業為例
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330 $a 從保全業大幅成長及民眾企盼安全需求，在住宅竊盜被害的預防上，本研究希望對居家保全購買行為有進一步的瞭解與探討，藉由資料收集理論分析與研究結果，提出建議做為業者行銷策略研擬參考。本研究選用EKB消費者行為模式為觀念性架構，首先收集有關消費者信任需求、購買行為、生活型態與市場區隔的文獻，做為本研究的理論基礎。並以此理論基礎設計出問卷，以高雄市的居家保全消費者與潛在消費者為研究對象，進行調查。透過有效的226份問卷，進行統計分析，俾擬瞭解及推論高雄市市民對居家保全此產品之購買行為決策之研究。所得資料以SPSS統計套裝軟體執行分析，採用敘述性統計、人口變數差異之T檢定、單因子變異數分析與因素分析、相關分析以及集群分析進行研究。所獲得結果如下：一、人口統計變數與居家保全消費者購買行為變數，達顯著相關。二、人口統計變數與居家保全消費者生活型態變數，達顯著相關。三、人口統計變數與居家保全消費者信任需求變數，達顯著相關。四、生活型態變數與居家保全消費者購買行為變數，達顯著相關。五、生活型態變數與居家保全消費者信任需求變數，達顯著相關。六、信任需求變數與居家保全消費者購買行為變數，達顯著相關。七、透過集群分析，描述居家保全消費者與潛在消費者在生活型態上影響度與購買行為的認同度呈現顯著差異，透過分析業者只要依據市場分群，固守高影響與高度認同群客戶，並積極開發認同度較差分群，必然可以掌握市場脈動。根據研究分析結果，提出行銷策略與建議，以供業者之參考。 Since the flourishing development of security industry and the need in security that general public has a great desire on, the study expects to have a further understanding and discussion on the behavior of purchasing the home security system products, based on the psychology of housebreakers. By collecting the data, analyzing the theories and studying the results, finally, the study will give the advice to the operators of the security industry as the references on researching the tactics of selling. The study uses the EKB model (Engle-Kollat-Blacewell model) as the conceptual framework. First of all, it collects the data about consumer trust needs, purchasing behavior, lifestyles and market segmentation as the basement of the study theories. Then, it uses these study theories as the basement to design the questionnaires, which makes people who consumed or potentially consume the home security system in Kaohsiung City as the research targets to investigate. By using the 226 effective questionnaires, therefore, we can start to carry out the analysis and figure out as well as presume the people’s behaviors of the home security purchase market in Kaohsiung City. Afterwards, it uses those data to continue to have a further analyze by applying SPSS (Statistical Product and Service Solutions) software, including the methods of descriptive statistics, T-test differences of demographic variables, ANOVA analysis , Factor analysis , Correlation Analysis and Cluster Analysis to conduct the research .Ultimately, the following are the results:1.
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