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

Abstract

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.