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產品屬性、參考群體、涉入程度與消費者購買決策之研究－以海洋深層水為例 =...

國立高雄大學亞太工商管理學系碩士班

產品屬性、參考群體、涉入程度與消費者購買決策之研究－以海洋深層水為例 = Product Attributes, Reference Groups, and Involvment on Consumers’ Purchasing Decisions：A Case of Deep Ocean Water

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	Product Attributes, Reference Groups, and Involvment on Consumers’ Purchasing Decisions：A Case of Deep Ocean Water
作者:	陳品如,
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:	2014[民103]
面頁冊數:	94面圖，表 : 30公分;
標題:	產品屬性
標題:	Product Attributes
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/56226905839016287866
附註:	參考書目：面63-71
附註:	103年12月16日公開
摘要註:	憑藉著天然的地理優越條件，我國於2005年開發新興水源－海洋深層水，除具產業利用價值外，亦訴求具有無污染、富營養鹽與礦物質等優點，有益人體並可供飲用。來自深海的藍金天然水源與商機中，消費者對海洋深層水產品購買決策之影響因素，本研究將以三個面向探討之。　　本研究首先以個人的角度，探討消費者個人對購買海洋深層水時，產品屬性對購買決策的影響。再以群體的觀點，探究參考群體對消費者購買海洋深層水時，對購買決策的影響；同時，應用「推敲可能模式」（Elaboration Likelihood Model）ELM理論，藉由涉入變數來探討不同涉入程度的消費者對於購買海洋深層水時，可為說服傳播之路徑與主張。擬以本研究達成之目的為：（一）掌握消費者購買決策之產品屬性。（二）運用主要影響購買決策之參考群體。（三）就不同涉入程度，給予精確之傳播。回應消費者需求與企業營銷策略之建立。本研究採用問卷調查法，透過人際關係或網路發放問卷，回收全部實驗問卷共384份，回收率87%，經本研究驗證與分析結果為：（一）產品屬性中價格與機能屬性，對購買決策達顯著影響。（二）營養師對高涉入者之購買決策具有顯著正向影響作用。（三）涉入干擾在營養師建議購買決策時，具顯著主效果。 With natural geographical advantages, Taiwan development of new water sources in 2005 - deep ocean water(DOW), is not only having an industrial value, but also the demands with no pollution, eutrophication such as salts and minerals advantages which is beneficial to human beings as well as for daily drinking. What is the consumers purchasing decision to this business of” Blue Gold” natural water sources from the deep ocean? In this study is to research and discuss the three different perspectives. In this study, personal perspectives on the purchase of deep ocean water (DOW), individual product attributes affect consumer buying decisions. Then from the view of group to discuss the consumer purchasing deep ocean water how the impact on purchasing decisions; simultaneously, to apply the terms of “Elaboration Likelihood Model” ELM theory, with involvement of different variables to explore the involvement of consumers when buying deep ocean water, and advocate for the spread of persuading path. Intends to reach the purpose of the study as below：（1） To grasp the consumers decision of buying the product attribution. （2） To apply the main reference groups influence purchasing decisions.（3） To spread accurately depends on the level of involving To response consumers demand and setup enterprise sales and marketing strategy. Questionnaire survey method is used in this study and 384 valid questionnaires have been collected with 87% response rate from Relationships and network questionnaire.The results are demonstrated as below: （1） From the product attribution in terms of the『price』and 『performance』is a significant influence on purchase decisions.（2） Nutritionist are the most significant positive influential reference groups for high involvement purchase decisions.（3） Involvement Interference is main effects, when nutritionists recommend on purchase decisions.

產品屬性、參考群體、涉入程度與消費者購買決策之研究－以海洋深層水為例 = Product Attributes, Reference Groups, and Involvment on Consumers’ Purchasing Decisions：A Case of Deep Ocean Water
陳, 品如

產品屬性、參考群體、涉入程度與消費者購買決策之研究－以海洋深層水為例 = Product Attributes, Reference Groups, and Involvment on Consumers’ Purchasing Decisions：A Case of Deep Ocean Water / 陳品如撰 - [高雄市] : 撰者, 2014[民103]. - 94面 ; 圖，表 ; 30公分.
參考書目：面63-71103年12月16日公開.
產品屬性Product Attributes

產品屬性、參考群體、涉入程度與消費者購買決策之研究－以海洋深層水為例 = Product Attributes, Reference Groups, and Involvment on Consumers’ Purchasing Decisions：A Case of Deep Ocean Water
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