消費者辨識性混淆與口碑對延遲購買行為之相關 -以汽車為例

Abstract

現今消費者面臨著過多選擇的環境，隨著科技日新月異，產品生命週期不斷縮短、產品種類持續增加，促使產品的選擇性過多、外觀與功能相似度高，使消費者無法 有效率的選購產品。面對汽車市場更是如此，國際各大車廠每年推出的新款汽車越來越多，當消費者面對太多選擇與產品同質性高的情境下，消費者將難以做出購車決策。 本研究為探討消費者辨識性混淆與口碑對延遲購買行為之相關，並以汽車產品為實際研究案例，以結構方程模型來驗證研究假說內容，利用SPSS 22.0及AMOS 20.0為分析工具，透過網路問卷的方式收集研究樣本。 本趼究回收有效問卷為280份，以此做為研究樣本進行後續分析。其主要結果為：一、 外觀相似度、涉入程度及價值意識為影響消費者辨識性混淆的重要因素。二、 消費者辨識性混淆程度越高越依賴口碑。三、 消費者辨識性混淆顯著影響消費者延遲購買行為。四、 口碑顯著影響消費者延遲購買行為。 本實證結果希望可供車廠在產品開發及行銷策略上做更積極的應用及改善。Nowdays the consumers facing more and more product assortments and enterprises have been facing fierce competition in the new product development. Resulting in these, shorter product life cycle, and speed stressed competition will become more important. Because of variety of marketing programs, the consumers are often unable to make the purchase decisions immediately which may trigger a strategic wait or purchase-postponement. Much more was in the case with the automobile manufactures industry with keen competition, so the car makers provide more and more products to increase the consumers purchase intention. But when the consumers have too much choice, they often have a difficulty in choice effectively. The study conducted Internet surveys, in this research, we aims to explore the relevance of recognized confusion and WOM to purchase-postponement, the case studye is the vehicle purchasing. Structural Equation Models（SEM）were used to test the proposed hypotheses. SPSS and AMOS software were applied as the analyzing tool in this study. 280 data were validated and analyzed by confirmatory factor analysis with structural equation modeling. The results indicated that 1）Appearance similarity effects, consumer invoement, and value consciousness were the major factors affecting consumers in recognized confusion; 2） Recognized confusion can effectively increase WOM; 3） The recognized confusion has significant effect purchase-postponement; 4） WOM have a significant influence in purchase-postponement. According to the study results some practical management suggestions are provided for the references of application.