研究生: |
陳瑩貴 Chen, Ying-Kiei |
---|---|
論文名稱: |
疫情後顧客消費動機與購買行為之研究-以行李箱品牌奧莉薇閣為例 The Research on the Relationship between Customers’ Consumption Motivation and Purchase Behavior in Post-Pandemic- A Case Study of Brand of Luggage: Allez Voyager |
指導教授: |
李恆儒
Lee, Heng-Ju |
口試委員: |
李恆儒
Lee, Heng-Ju 林國瑞 Lin, Kuo-jui 董益吾 Tung, I-Wu |
口試日期: | 2024/08/20 |
學位類別: |
碩士 Master |
系所名稱: |
樂活產業高階經理人企業管理碩士在職專班 Executive Master of Business Administration Program in Lifestyles of Health and Sustainability |
論文出版年: | 2024 |
畢業學年度: | 113 |
語文別: | 中文 |
論文頁數: | 77 |
中文關鍵詞: | 市場通路 、理性動機 、情緒動機 、惠顧動機 、購買意圖 |
英文關鍵詞: | market access, rational motivation, emotional motivation, patronage motivation, purchase intention |
DOI URL: | http://doi.org/10.6345/NTNU202401911 |
論文種類: | 學術論文 |
相關次數: | 點閱:69 下載:0 |
分享至: |
查詢本校圖書館目錄 查詢臺灣博碩士論文知識加值系統 勘誤回報 |
本研究旨在探討不同個人背景對消費者在購買行李箱時之消費動機與購買行為的差異性,以及消費動機與購買行為之間的相關性。透過文獻回顧了解消費者購買產品時可能影響其動機與行為的數,並分析不同背景消費者的消費動機與購買行為。本研究採用電子問卷進行調查,探討顧客購買奧莉薇閣行李箱品牌之消費動機與購買行為, 問卷採用 Likert 五點量表,回收率為 98.50%。研究結果顯示:(一) 奧莉薇閣行李箱消費者的消費動機主要為「惠顧動機」,其次是「理性動機」及「情緒動機」,其中服務業與軍公教業在「惠顧動機」方面達顯著差異 (p = .018)。(二) 消費者的購買行為主要依序為「口碑宣傳」、「購買意圖」與「購買通路」,服務業與軍公教業在「購買意圖」方面也存在顯著差異 (p = .026)。(三) 各構面的消費動機與購買行為整體具有顯著相關性 (p < .05)。研究發現,消費者傾向於在實體店面購買行李箱,重複購買的主要原因為產品符合需求、品質良好且價格合理。本研究建議,行李箱設計應以實用性為主,並提供高性價比產品,加強社群媒體宣傳以提升消費動機和購買行為。考量消費者傾向於實體店面購買,而非透過網路購物,建議增加實體店面數量,以提升其他地區消費者購買的便利性。
This study aimed to explore consumer characteristics on not only the purchasing motivations and behaviors but the correlation between motivation and behavior for luggage purchases. According to previous literatures, different consumer characteristics show different motivations and purchasing behaviors. The present study used electronic questionnaire to determine the purchasing motivations and purchasing behaviors from consumers of luggage brand “Allez Voyager”. Likert's scale used for the questionnaire scoring system in this study. The questionnaire recovery rate was 98.50%. The results show that: (1) The purchasing motivations are "patronage", "rational" and "emotional" in order. There was a significantly different in "patronization motivation" between the service and the military, public and teaching industry (p = .018). (2) The purchasing behavior are " word of-mouth ", "intention" and " access " in order. There was a significantly different in "purchasing intention" between the service and the military, public and teaching industry (p = .026). (3) There was a significant correlation (p< .05) between purchasing motivation and purchasing behavior. Consumers prefer purchase luggage in physical stores over on-line shopping. This study suggests that “Allez Voyager” should design luggage based on practicality, provide consumers cost-effective luggage, and strengthen social media promotion. Opening new branches in different regions can enhance the convenience of physical purchases to meet their purchasing tendency.
台灣區手提包輸出業同業公會(2024)。袋包箱的產業概況與分類,台灣區手提包輸出業同業公會。https://www.bags.org.tw/company_search?city=&factory=&q=&cate%5B%5D=10
王明元、劉琬菁(2014)。寵物主題餐廳之消費動機與消費行為之研究。商業現代化學刊,7(3),245–265。https://doi.org/10.6132/JCM.2014.7.3.14
王瑞琪、林素綉、黃廼珍(2021)。行銷通路服務與品牌評價對國外團體旅遊購買意願之影響。休閒產業管理學刊,14(1),1–24。https://doi.org/10.6213/JLRIM.202103_14(1).0001
立法院(2016)。第 9 屆第 1 會期第 20 次會議議案關係文書,院總第 1121 號政府提案第 15667號,立法院。
全球疫情地圖(2022)。取自 https://covid-19.nchc.org.tw/index.php。
江建緯、林淑雯(2018)。自由行旅客之行李箱使用需求與問題。休閒產業與健康促進學術研討會,191–198。https://0-www-airitilibrarycom.opac.lib.ntnu.edu.tw/Article/Detail?DocID=P20161019001-201806-201806210017201806210017-191-198
林家逸(2015)。市場通路與品牌的價值傳遞-國內外企業發展近況之觀察。臺灣經
濟研究月刊,38(11),56–62。https://doi.org/10.29656/TERM.201511.0009
林麗娟、朱婧、陳柏青(2021)。COVID-19 影響下知覺旅遊風險對出國旅遊意圖之衝擊- 以台灣為例, 觀光與休閒管理期刊, 9(2) , 114–131 。https://doi.org/10.6510/JTLM.202112_9(2).0010
杜佩縈、呂曉媛、葉子明(2023)。新冠疫情影響下國人旅遊動機與旅遊意願之研究。觀光與休閒管理期刊,11(1),61–80。https://0-doiorg.opac.lib.ntnu.edu.tw/10.6510/JTLM.202306_11(1).0005
李彩鳳(2014)。消費者消費動機及消費決策型態之相關性研究—以嘉義市美髮沙龍為例。台南應用科技大學碩士論文,台南市。取自 https://0-doiorg.opac.lib.ntnu.edu.tw/10.6821/TUT.2014.00054
武冰聰(2021)。Instagram 推播廣告:資訊隱私顧慮、廣告價值對消費行為的影響。國立臺灣大學碩士論文,台北市。https://doi.org/10.6342/NTU20210249967
姚樂潔、林芷安、許嘉文、陳厚銘 (2023)。新興市場企業品牌價值之影響因素分析:產業、企業或國際化因素。行銷科學學報,19(2),105–127。https://doi.org/10.53106/181666012023101902001
洪順慶 (2006)。 台灣品牌競爭力: 台灣企業從代工走向自創品牌的策略。天下雜誌,(116),258。
施驊恩、劉照金、陳志明、洪雪鳳(2012)。臺灣地區消費者對足部按摩業消費動機、服務品質認知、消費者滿意度與消費者忠誠度之關係研究。2011 運動與休閒產業經營發展學術研討會。取自 https://0-doiorg.opac.lib.ntnu.edu.tw/10.29437/2011yundong.201205.0175
吳錦惠(2023)。後疫情時代,電子商務服務銷售模式與傳統銷售服務模式比較之研究。國立暨南國際大學碩士論文,南投縣。https://doi.org/10.6837/ncnu202300207
曾再富、謝佩芸、劉耀中(2013)。臺灣鮮乳消費者購買行為之研究。休閒事業研究,11(4),83–101。https://doi.org/10.6746/LIR.201312_11(4).0004
賀力行、陳榮輝、吳宇正、張瑗真(2000)。網頁設計影響購物意願之研究。中華大學全球產業競爭與電子商務研討會,新竹市。關港貿單一窗口 (2024)。海關進出口統計。關港貿單一窗口。取自 https://portal.sw.nat.gov.tw/APGA/GA30
郭宗賢、郭彥谷、李喻薇、魏筱昀(2021)。「偽出國」知覺旅遊風險影響預防行為之探討,觀光與休閒管理期刊,9,39–47。https://doi.org/10.6510/JTLM.202108/SP_9.0004
桃園國際機場營運統計(2018)。行李運送總數。桃園國際機場。取自https://www.taoyuanairport.com.tw/company_ch/baggage-statistics
黃月春、詹雅竹、李育憶(2014)。夜間休閒活動之消費動機與休閒阻礙對消費行為
影響之研究。企業管理學報,(101),49–66。https://0-www-airitilibrarycom.opac.lib.ntnu.edu.tw/Article/Detail?DocID=10259627-201406-201407160016201407160016-49-66
陳清河(2020)。消費者持續消費動機研究-以沾美西餐廳為研究標的。管理資訊計算,9(2),217–227。https://doi.org/10.6285/MIC.202009_9(2).0019
陳美芬、李憲忠(2012)。旅遊網站品質、品牌形象與網路購買意願之關聯研究。運動與遊憩研究,6(4),58–76。https://doi.org/10.29423/JSRR.201206_6(4).0004
陳湘縈(2012)。手提行李箱拉桿的人因設計。大同大學碩士論文,台北市。取自68 https://0-www-airitilibrary-com.opac.lib.ntnu.edu.tw/Article/Detail?DocID=U00813001201315113967
張宏生、林詠翔(2022)。從新冠肺炎疫情探討旅館業觀光衝擊對顧客消費意願之影響。觀光與休閒管理期刊,10(1),40–49。https://0-doiorg.opac.lib.ntnu.edu.tw/10.6510/JTLM.202206——10(1).0004
張榮哲、張添盛、林晋寬、李祥林(2011)。行李箱產業之專利發展分析:臺灣與中國之比較。全球商業經營管理學報,3,95–106。
張曉楨、黃品潔、嚴佳代(2016)。觀光旅遊之產品涉入對品牌權益與購買意願關係之探討。台北海洋技術學院學報,8(1),104–120。https://www.airitilibrary.com/Article/Detail?DocID=20713630-201611-201703090010201703090010-104-120
奧莉薇閣(2024)。取自 https://www.allezvoyager.com/
衛生福利部(2020)。取自 https://covid19.mohw.gov.tw/ch/mp-205.html
衛生福利部(2021)。取自 https://covid19.mohw.gov.tw/ch/cp-4822-61184-205.html
衛生福利部(2023)。COVID-19 防疫關鍵決策網。取自 https://covid19.mohw.gov.tw/ch/sp-timeline0-205.html
衛生福利部疾病管制署(2020)。「COVID-19(武漢肺炎)」因應指引:阻絕社區傳染策略。20220105 取自:https://www.cdc.gov.tw/Category/MPage/_afAfKlDIk9aNpDdg_36lg
衛生福利部疾病管制署(2022)。疾管署統計資料:COVID-19 確診病例數。 20220925 取自:https://www.cdc.gov.tw/
葉哲愷、梁朝雲、林玉偉(2020)。養殖水產品屬性與消費者購買動機對其消費意願的影響。農民組織學刊,(22),111–137。https://doi.org/10.6655/JFO.202002_(22).0004
謝明忠、吳宜靜(2021)。從零售消費產業看疫情下轉變。會計研究月刊,(432),100–105。https://doi.org/10.6650/ARM.202111_(432).0020
榮泰生 (2015)。消費者行為。五南圖書出版股份有限公司。
漆梅君 (2001)。透視消費者:消費行為理論與應用。學富文化。69
蕭富峰 (2022)。行銷管理概論 (三版) 。元照出版。
劉一郎 (2010) 。袋包箱國內市場回顧。傳統產業加值創新科技關懷計畫。
廖盛焜、朱柏榕(2013)。MIT微笑標章袋包箱產品產業現況調查。華岡紡織期刊,20(4),150–157。https://0-www-airitilibrarycom.opac.lib.ntnu.edu.tw/Article/Detail?DocID=10259678-201312-201701040021201701040021-150-157
蔡玄俊、張家銘、洪偉欽(2010)。台東縣溫泉旅館遊客背景、消費行為與資訊來源之研究。嘉大體育健康休閒期刊,9(2),61–70。https://doi.org/10.6169/NCYUJPEHR.9.2.06
鄭旭晃(2022)。廣告訴求、飲酒動機與酒品消費行為關係之研究~~以蘇格蘭威士忌為例。國立高雄師範大學碩士論文,高雄市。取自 https://www.airitilibrary.com/Article/Detail?DocID=U0034-1101202316320145
Ahmed, R. R., Streimikiene, D., Rolle, J. A., & Duc, P. A. (2020). The COVID-19 pandemic and the antecedants for the impulse buying behavior of US Citizens. Journal of Competitiveness, 12(3), 5–27. https://doi.org/10.7441/joc.2020.03.01
Antonides, G., & van Leeuwen, E. (2021). Covid-19 crisis in the Netherlands: “Only together we can control Corona”. Mind and Society, 20(2), 201–207. https://doi.org/10.1007/s11299-020-00257-
xAw, E. C.-X., Kamal Basha, N., Ng, S. I., & Ho, J. A. (2021). Searching online and buying offline: Understanding the role of channel-consumer, and product- related factors in determining webrooming intention. Journal of Retailing and Consumer Services, 58, 102328. https://doi.org 10.1016/j.jretconser.2020.102328
Bhati, A. S., Mohammadi, Z., Agarwal, M., Kamble, Z., Donough-Tan, G. (2020). Motivating or manipulating: the influence of health-protective behaviour and media engagement on post-COVID-19 travel. Current Issues in Tourism, 24(15), 2088–2092. https://doi.org/10.1016/10.1080/13683500.2020.1819970
Blackwell, R. D., Miniard, P. W., & Engel, J. F. (2001). Consumer Behavior, 9th Eds. Harcourt.
Campbell, M. C. (2002). Building Brand Equity: a presentation given at the medical marketing association annual conference. Journal of Medical Marketing, 2(3), 208–218. https://doi.org/10.1057/palgrave.jmm.504007870
Coleman, D., & Iso-Ahola, S. E. (1993). Leisure and health: the role of social support and self-determination. Journal of Leisure Research, 25(2), 111.
Cruz-Cárdenas, J., Zabelina, E., Guadalupe-Lanas, J., Palacio-Fierro, A., & Ramos-Galarza, C. (2021). COVID-19, consumer behavior, technology, and society: a literature review and bibliometric analysis. Technological Forecasting and Social Change, 173, 121179. https://doi.org/10.1016/j.techfore.2021.121179
Dayal, S., Landesberg, H. & Zeisser, M. (1999). How to build trust online. Marketing Management, 8(3), 64–69.
Dammeyer, J. (2020). An explorative study of the individual differences associated with consumer stockpiling during the early stages of the 2020 Coronavirus outbreak in Europe. Personality and Individual Differences,167, 110263. https://doi.org/10.1016/j.paid.2020.110263
DeLone, W. D., & McLean, E. R. (2003). The DeLone and McLean model of information systems success: a ten-year update. Journal of Management Information Systems, 19(4), 9–30. https://doi.org/10.1080/07421222.2003.11045748
Ellison, B., McFadden, B., Rickard, B. J., & Wilson, N. L. (2021). Examining food purchase behavior and food values during the COVID‐19 pandemic. Applied Economic Perspectives and Policy, 43(1), 58–72. https://doi.org/10.1002/aepp.13118
Engel, J. F., Kollat, D. T., & Roger, D. (1973). Consumer Behavior. Blackwell.
Gössling, S., Scott, D., & Hall, C. M. (2020). Pandemics, tourism and global change: a rapid assessment of COVID-19. Journal of Sustainable Tourism, 29(1), 1–20. https://doi.org/10.1080/09669582.2020.1758708. Hall, C.
M., Scott, D., & Gössling, S. (2020). Pandemics, transformations and tourism: be careful what you wish for. Tourism Geographies, 22(3), 577–598. https://doi.org/10.1080/14616688.2020.1759131
Huang, X., Dai, S., & Xu, H. (2020). Predicting tourists' health risk preventative behaviour and travelling satisfaction in Tibet: Combining the theory of planned behaviour and health belief model. Tourism Management Perspectives, 33, 100589. https://doi.org/10.1016/j.tmp.2019.100589
IMF, WEO (2020). A crisis like no other, an uncertain recovery. IMF. Retrieved from https://www.imf. org/en/Publications/WEO/Issues/2020/06/24/ WEOUpdateJune2020
Inoue, H., & Todo, Y. (2023). Has Covid-19 permanently changed online purchasing behavior? EPJ Data Science, 12(1), 1. https://doi.org/10.1140/epjds/s13688-022-00375711
Islam, T., Pitafi, A. H., Arya, V., Wang, Y., Akhtar, N., Mubarik, S., & Xiaobei, L. (2021). Panic buying in the COVID-19 pandemic: a multi-country examination. Journal of Retailing and Consumer Services, 59, 102357. https://doi.org/10.1016/j.jretconser.2020.102357
Kaser, K. (2012). Advertising and sales promotion. Cengage Learning. Keller, P. M. K. L. K., & Hansen, B. G. M. (2019). Marketing Management (4th Ed.). Pearson Education.
Keller, K. L., Parameswaran, M. G., & Jacob, I. (2010). Strategic brand management: building, measuring, and managing brand equity. Pearson Education.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th global ed.). Pearson, 803–829.
Kotler, P., Pfoertsch, W., & Michi, I. (2006). B2B brand management. Springer.
Kim, C., Galliers, R. D., Shin, N., Ryoo, J.-H., & Kim, J. (2012a). Factors influencing internet shopping value and customer repurchase intention. Electronic Commerce Research and Applications, 11(4), 374–387. https://doi.org 10.1016/j.elerap.2012.04.002
Lassar, W., Mittal, B., & Sharma, A. (1995). Measuring customer‐based brand equity. Journal of consumer marketing, 12(4), 11–19.
Likert, R. (1932). A technique for the measurement of attitudes. Archives of Psychology, 140, 5–53.
Lins, S., & Aquino, S. (2020). Development and initial psychometric properties of a panic buying scale during COVID-19 pandemic. Heliyon, 6(9). https://doi.org/10.1016/j.heliyon.2020.e04746
Lovelock, C. H. & Wright, L. K. (2003). Principles of service marketing and management. Prentic-Hall.
MarketLine (2021). https://store.marketline.com/report/online-retail-market-analysis/
MarketLine (2023). https://store.marketline.com/report/global-overview-of-online-retailmarket-analysis/
Maslow, A. H. (1943). A theory of human motivation. Psychological Review, 50(4), 370–396. https://doi.org/10.1037/h0054346.72
Mesnildrey, L., Lesueur, M., & Gouin, S. (2010). Motivations and needs of consumers of fresh seafood products in France: new opportunities and marketing strategies. 9 pages. In: Proceedings of the Fifteenth Biennial Conference of the International Institute of Fisheries Economics & Trade, July 13-16, 2010, Montpellier, France: Economics of Fish Resources and Aquatic Ecosystems: Balancing Uses, Balancing Costs. Compiled by Ann L. Shriver. International Institute of Fisheries Economics & Trade, Corvallis, Oregon, USA, 2010.
Mowen, J. C. (2000). The 3M model of motivation and personality: Theory and empirical applications to consumer behavior. Springer Science and Business Media.
Pieniak, Z., Vanhonacker, F., & Verbeke, W. (2013). Consumer knowledge and use of information about fish and aquaculture. Food policy, 40, 25–30. https://doi.org/10.1016/j.foodpol.2013.01.005
Oliver, R. (1999). Value as excellence in the consumption experience. Routledge.
Pinki, R. (2014). Factors influencing consumer behavior. International Journal of Current Research in Academic Review, 2(9), 52–61.
Pollák, F., Markovič, P., Vavrek, R., & Konečný, M. (2022). Return to the new normal: Empirical analysis of changes in e-consumer behavior during the COVID-19 pandemic. Behavioral Sciences, 12(3), 85. https://doi.org/10.3390/bs12030085
Prentice, C., Chen, J., & Stantic, B. (2020). Timed intervention in COVID-19 and panic buying. Journal of Retailing and Consumer Services, 57, 102203. https://doi.org/10.1016/j.jretconser.2020.102203
Ramya, N. A. S. A. M., & Ali, S. M. (2016). Factors affecting consumer buying behavior. International Journal of Applied Research, 2(10), 76–80.
Reade, J. J., & Singleton, C. (2021). Demand for public events in the COVID-19 pandemic: a case study of European football. European Sport Management Quarterly, 21(3), 391405.
Reynolds, F. D. & Wells, W. D. (1977). Consumer Behavior. Mcgraw-Hill.
Rose, S., & Samouel, P. (2009). Internal psychological versus external market-driven determinants of the amount of consumer information search amongst online shoppers. Journal of Marketing Management, 25(1), 171–190. https://doi.org/10.1362/026725709X410089
Seiler, P. (2020). Weighting bias and inflation in the time of COVID-19: evidence from Swiss transaction data. Swiss Journal of Economics and Statistics, 156(1), 1–11. https://doi.org/10.1186/s41937-020-00057-773
Škare, M., Soriano, D. R., & Porada-Rochoń, M. (2021). Impact of COVID-19 on the travel and tourism industry. Technological Forecasting and Social Change, 163, 120469. https://doi.org/10.1016/j.techfore.2020.120469
Solomon, M. R. (2010). Consumer behaviour: A European perspective. Pearson education.
Tian, Z., Zhang, Z., & Guan, X. (2013). A new evolution model for B2C e-commerce market. Information Technology and Management, 14, 205–215. https://doi.org/10.1007/s10799-013-0159-8
Wang, E., An, N., Gao, Z., Kiprop, E., & Geng, X. (2020). Consumer food stockpiling behavior and willingness to pay for food reserves in COVID-19. Food Security, 12, 739747. https://doi.org/10.1007/s12571-020-01092-1
Wang, H. H., & Na, H. A. O. (2020). Panic buying? Food hoarding during the pandemic period with city lockdown. Journal of Integrative Agriculture, 19(12), 2916–2925. https://doi.org/10.1016/S2095-3119(20)63448-7
Wilkie, W.L. (1990) Consumer Behavior. John Wiley & Sons.
Wood, L. (2004). Dimensions of brand purchasing behaviour: consumers in the 18–24 age group. Journal of Consumer Behaviour, 4(1), 9–24. https://doi.org/10.1002/cb.154
World Health Organization [WHO]. (2019). Non-pharmaceutical public health measures for mitigating the risk and impact of epidemic and pandemic influenza: annex: report of systematic literature reviews (No. WHO/WHE/IHM/GIP/2019.1). World Health Organization.
World Health Organization [WHO]. Who coronavirus disease (COVID-19) dashboard. Retrieved from https://covid19.who.int/
World Health Organization [WHO]. (2021). Considerations for implementing and adjusting public health and social measures in the context of COVID-19 [Press release]. Retrieved from https://www.who.int/publications/i/item/considerations-in-adjusting-publichealthand-social-measures-in-the-context-of-covid-19-interim-guidance
Yang, Y., Zhang, H., & Chen, X. (2020). Coronavirus pandemic and tourism: dynamic stochastic general equilibrium modeling of infectious disease outbreak. Annals of Tourism Research, 83, 102913. https://doi.org/10.1016/j.annals.2020.102913