探討消費者對智能床墊購買意願之決定性因子

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題名:	探討消費者對智能床墊購買意願之決定性因子 Exploring the determining factors of consumers’ purchase intention for smart mattresses
作者:	蕭文昌 Hsiao, Wen-Chang
貢獻者:	管理學院生物科技高階管理碩士在職專班張巧真
關鍵詞:	智能床墊;品牌形象;知覺價格;知覺品質;購買意願 smart mattress;brand image;perceived price;perceived quality;perceived value
日期:	2023-12-26
上傳時間:	2024-11-06 10:42:15 (UTC+8)
摘要:	本研究以品牌形象、知覺價格、知覺品質、知覺價值等四個構面探討消費者對智能床墊購買意願之相關因素，其中知覺價值為中介因子，同時檢驗之中介效果。本研究設計採用網路問卷調查，搭配量化分析，運用敘述統計、信效度分析及結構方程式進行探討。研究結果顯示品牌形象、知覺價格、知覺品質對智能床墊的知覺價值產生正向影響，且進一步正向影響智能床墊之購買意願。此外，知覺價值扮演一重要中介角色。根據研究結果，提出理論與實務之管理意涵。 This study explores the factors related to consumers’ purchase intention for smart mattresses from four aspects: brand image, perceived price, perceived quality, and perceived value. Perceived value is the mediating factor and the mediating effect is tested in this study. This research design uses an online questionnaire survey, coupled with quantitative analysis, and uses narrative statistics, reliability and validity analysis, and structural equations to conduct research. The research results show that brand image, perceived price, and perceived quality have a positive impact on the perceived value of smart mattresses, and further positively impact the purchase intention of smart mattresses. In addition, perceived value plays an important mediating role. Based on the research results, theoretical and practical management implications are proposed.
描述:	碩士指導教授：張巧真口試委員：張巧真口試委員：蕭育仁口試委員：林達榮
附註:	論文公開日期：2024-01-24
資料類型:	thesis
顯示於類別:	[生物科技高階管理碩士專班] 博碩士論文

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