研究產品性別、目標市場性別和價格水平對消費者態度和購買意願的影響

Abstract

本研究探討了產品特性、目標市場和價格水準如何影響消費者的態度和購買意圖。研究聚焦於兩種產品：通常面向男性顧客銷售的剃鬍刀和常常針對女性消費者的洗面水。透過預試調查問卷定義價格範圍和產品類別。獨立變數包括產品性質（男性導向 vs. 女性導向）、目標市場（根據廣告行銷確定的男性 vs. 女性顧客）和價格水準（高 vs. 低，透過計算價格均值和標準差來確定）。本研究的目的是評估這些變數之間的交互作用及其對消費者態度的影響，並假設當產品的性別導向與價格水準與目標顧客一致時，消費者的態度會更加積極。此外，本研究預測，積極的消費者情緒將導致更強的購買意圖。研究假設旨在深入了解產品類型、目標市場和價格水準的結合如何影響消費者態度和購買行為。本研究為性別化產品行銷的動態提供了重要見解，並探討了這種行銷方式如何影響消費者決策。

This study looks into how the characteristics of a product, its target market, and its price level influence consumer attitudes and purchase intentions. The study focuses on two products: shaving razors, which are often offered to male customers, and washing water, which is frequently marketed to female consumers. Pre-test questionnaires are used to define pricing ranges and product categories. The independent factors are the nature of the product (male-oriented vs. female-oriented), the target market (male vs. female clients based on marketing), and the price level (high vs. low, as determined by price mean and standard deviation calculations). The study's goal is to evaluate the interactions between these variables and their impact on customer views, with the hypothesis that consumer attitudes toward products will be more positive when they correspond to the targeted gender and price level. Furthermore, the study predicts that positive consumer sentiments will lead to increased purchase intentions. The study's hypotheses aim to better understand how the combination of product type, target market, and price level affects customer attitudes andpurchase behavior. This study provides important insights into the dynamics of gendered product marketing and how it influences customer decision-making.