衝動購買行為對消費者辨識混淆與購買山寨產品意願之相關 -以智慧型手機和平板電腦為例

Abstract

山寨智慧型手機和平板電腦出現對科技產業帶來不少衝擊，消費者在這樣的環境下會做什麼選擇，衝動性購買行為會和購買意願會產生什麼影響，是本研究探討的重點，也希望藉由瞭解這些影響消費者購買意願的因素之後，可以提供品牌的製造商和山寨品的製造商後續發展的參考。 本研究回收問卷312份，刪除44份無效問卷，有效問卷為268份，利用結構方程模式（SEM）檢定本研究的假設。研究結果得知：衝動性購買行為越高的消費者，購買山寨智慧型手機/平板電腦的意願反而降低，因消費者在短時間內無法收集相關的資訊，風險認知不明確，品牌認知低的情況下，購買意願變低，反之衝動性購買行為越低的消費者，反而有充分時間收集相關資訊，了解各項風險，而品牌認知也變，購買意願也相對提高。 由結果可知品牌認知是影響消費者購買意願的重要因素，本實證結果希望可供製造商在品牌開發及產品策略上做更積極的發展。

Shanzhai wave has the whirlwind swept the high-tech industry and brought a lot of impact. This research, aims to explore the relevance of individuals' impulsiveness to the intention of purchasing Shanzhai products by consumers recognitive confusion. This study used a questionnaire survey method issued a total of 312 questionnaires, 268 valid samples to analyze. And, Structural Equation Modeling (SEM) was the statistic way to confirm the hypotheses. The results of this study as follows. Individuals' impulsiveness has a negative impact on the intention of purchasing Shanzhai products, because people can't collect data right away, and the risk perception is not clear and brand visibility is not high which had reduced the purchase intention. From the results to show the brand awareness is the most important factor which has an effect upon the purchasing intention. According to the study results, some practical management suggestions are provided for the manufacturer to reference.