消費者對穿戴式科技產品探索性購買行為傾向、運動涉入與購買意願之研究

Abstract

摘要 本研究旨在探討穿戴式科技產品消費者探索性購買行為傾向、運動涉入與購買意願之關係，以臺北市運動中心消費者為對象，透過立意抽樣方式進行問卷調查，回收有效樣本302份，以描述性統計、獨立樣本t檢定、單因子變異數分析、皮爾森積差相關分析與一般多元迴歸分析進行資料分析，其研究結果如下： 一、 消費者在性別上相仿，年齡多為21-40歲，未婚，以大學學院專科為主要族群，職業以服務業居多，且有規律運動。願意購買穿戴式科技的金額以「3,000元以下」為多數，且偏好穿戴式科技手環/錶，在意選購因素為功能及價格。 二、 不同「性別」與「教育程度」的消費者在探索性購買行為傾向上呈現顯著差異 三、 不同「教育程度」的消費者在運動涉入上呈現顯著差異 四、 不同「性別」、「婚姻狀況」與「教育程度」的消費者在購買意願上呈現顯著差異 五、 探索性購買行為傾向、運動涉入與購買意願間呈現顯著的正相關 六、 「婚姻狀況」、「月平均花費在休閒產品金額」、「產品涉入(EAP) 」及「運動涉入」等四個變項對「購買意願」有顯著的預測力 根據以上結論，本研究建議未來廠商應鎖定目標市場，建構完整產品功能，善用行銷推廣策略吸引消費者，建立口碑宣傳，與運動功能作有效連結，一方面能使消費者對於產品更加認同，同時也能有效提升購買意願，如此對於廠商與消費者而言將會是雙贏的局面。Abstract This study aimed to explore the relationships among exploratory buying behavior tendency, sport involvement, and purchase intention for the Wearable-Technology's Consumer. The study was done with 302 valid questionnaires completed by consumer of the Taipei sports center. Based on the descriptive statistical analysis, t-test, one-way ANOVA, correlation analysis, and multiple linear regression analysis, the results were as follows: The majority of consumer in age of 21-40, college-educated. Besides, there were differences among consumer’ demographics on the exploratory buying behavior tendency, sport involvement, and purchase intention. Also, there were highly correlated relationship among the exploratory buying behavior tendency, sport involvement, and purchase intention. The marital status, average monthly cost, exploratory acquisition of products, and sport involvement were significant indicators for the purchase intention. According to the results of this study, the company managers are suggested to targeted markets, Build a complete product features, Innovative marketing and promotion strategies, Develop sport function in order to attract more consumers to use Wearable-Technology.