生活型态和产品风格对MP3播放器消费购买决策之影响研究

发布时间：2018-10-08 12:33

【摘要】： 21世纪全球产业竞争激烈,消费购买决策不断转变,企业只采取低价策略或只在产品实用属性上竞争已经逐渐不能满足消费者,具有产品风格特色的产品开始受到厂商重视,消费者在购买决策过程中也越来越偏向购买兼具美感特色的产品。美学经济来临,产品风格逐渐成为产品的一个重要卖点,如何通过产品风格影响消费者的感受,创造鲜明的品牌形象及品牌个性,与消费者产生共鸣,将成为营销的重要因素之一。本研究选定消费数码产品MP3播放器为例,以E-K-B消费决策模式为基础,加入生活型态变量将消费者进行分类。通过问卷调查的方式,了解各生活型态群体在购买决策过程和产品风格态度上的差异,由此得知产品风格与消费购买决策之关系,并将产品风格对消费购买决策影响加以验证与讨论,期望能提供产业在进行市场营销策略与产品设计时的参考。本研究利用生活型态变量将消费者分为四个群体,分别为享受生活族、规律保守族、流行表现族和积极自我族。研究发现: 1.在购买决策上,四个群体在使用的MP3播放器器品牌、购买动机、购买评估因素、提高购买意愿和购买考虑时间上有差异;在使用MP3播放器的时间经验、受到的广告刺激、信息来源与购买通路上没有差异。 2.在产品风格态度上,四个群体想要购买的MP3产品风格、产品风格对购买考虑的重要性有差异,而在所重视的风格要素和可以凭外观就辨识出来的品牌上没有差异。 3.产品风格与购买决策有正向相关。
[Abstract]:In the 21st century, the global industry competition is fierce, the consumption purchase decision changes unceasingly, the enterprise only adopts the low price strategy or only in the product practical attribute competition has been unable to satisfy the consumer gradually, the product with the product style characteristic product begins to receive the manufacturer attention. Consumers are also increasingly inclined to buy products with aesthetic characteristics in the process of purchasing decisions. With the advent of aesthetic economy, product style has gradually become an important selling point of products. How to influence consumers' feelings through product style, create a distinctive brand image and brand personality, and resonate with consumers, Will become one of the important factors of marketing. In this study, MP3 player of consumer digital product is selected as an example. Based on E-K-B consumption decision mode, consumers are classified by adding life style variables. Through the way of questionnaire, we can find out the difference of the purchasing decision-making process and the attitude of the different life style groups, and then know the relationship between the product style and the consumption purchase decision, so as to find out the relationship between the product style and the purchase decision. The influence of product style on consumption and purchase decision is verified and discussed in order to provide reference for industry in marketing strategy and product design. In this study, consumers are divided into four groups by using life style variables, which are enjoyment family, regular conservative group, popular expression group and active self family. The results are as follows: 1. In purchasing decisions, the four groups had differences in the brand of MP3 player used, purchase motivation, purchase evaluation factors, increased willingness to buy and time taken into account; the time experience in using MP3 player was stimulated by advertising. There is no difference between the source of information and the purchasing channel. 2. In terms of product style attitude, the four groups want to buy the MP3 product style, the importance of product style to the purchase is different, but there is no difference in the style elements and the brand that can be identified by appearance. 3. Product style has positive correlation with purchase decision.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F224

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