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E87108
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從消費者與廠商之觀點探討高科技產品之特性與行銷策略
A Study on the Characteristics of High-technology Product and Its Marketing Strategy from the Viewpoint of Consumers and Firms
1.蔡東峻
1.Dung-chun Tsai
1.國立成功大學國際企業研究所
1.Institute of International Business, National Cheng Kung University
001,002,003,004
1.國立成功大學國際企業研究所
1.Institute of International Business, National Cheng Kung University
002
1.行政院國家科學委員會
1.National Science Council
A.14 計畫執行期間(起):1997-08-01
A.14 計畫執行期間(訖):1998-07-31
A.16 收到日期:1999-07-26
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台南市各住戶中之已婚婦女

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843


843
004
01
C.2 聯絡日期:1999-08-04
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1.國立成功大學國際企業研究所
1.Institute of International Business, National Cheng Kung University
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C.7 資料公開日期:2000-08-01
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008
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1.行銷策略
2.消費者
3.高科技產品
4.產品特性
5.廠商
1.Consumer
2.Firm
3.High-tech Product
4.Marketing Strategy
5.Product Characteristics
本研究旨在探討消費者對於高科技產品之特性有不同看法時,透過產品知覺風險對消費者的購買前決策過程有所影響,並探討此關係形成對廠商在進行高科技產品行銷 時的影響。實證上是以家庭問卷訪問方式進行,針對台南市各區的已婚婦女進行調查,並選擇微波爐、全自動洗衣機、個人電腦三項產品作為研究產品,共計進行 300。問卷調查,有效問卷 281 份。經過回收資料中整合各產品的分析結果,本研究之主要結論如下:(1)高科技產品複雜性、變化快速、不連續性與知覺風險有正向關係。但是時間風險不受產 品複雜性的影響。(2) 消費者知覺風險對其購買前的資訊蒐集、品質評估、購買決策有顯著的影響。(3)消費者知覺風險愈高,妻子愈容易成為家庭科技產品的最後購買決策者。

The main purpose of this study is to examine the effect of the characteristics of high-tech product on consumer\'s purchase decision process by means of perceived risk. Literatures are reviewed to develop research framework and hypotheses. In order to collect the empirical data, a personal survey was conducted with married women in Tainan city as subjects. The major findings are as follows: (1) the characteristics of a high-tech product affect consumer\'s perceived risk significantly except that time risk is not influenced by the complexity of a high-tech product. (2) Consumer\'s perceived risk regarding a high-tech product does affect his or her purchase decision process. (3) When the perceived risk of the high-tech product is high, a husband is more likely than a wife to be the final decision-maker.

D.16 完成檢誤日期:1999-11-24
D.17 預定釋出日期:0000-00-00
D.18 初次釋出日期:2000-08-01
D.19_1 最新版釋出日期:2000-08-01
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10.6141/TW-SRDA-E87108-1
http://efenci.srda.sinica.edu.tw/webview/index.jsp?object=http://efenci.srda.sinica.edu.tw:80/obj/fStudy/E87108
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