生活型態與知覺風險對於消費者行為影響之研究－以數位相框為例

The Effects of Lifestyle and Perception Risk to the Consumer Behavior-A Case of Digital Photo Frame

10.29847/JNUU.201006.0008

張蓓琪(Peggy Chang)；李昭翰(Chao-Han Lee)

數位相框 ； 生活型態 ； 知覺風險 ； 消費者行為 ； digital photo frames ； lifestyle ； perceived risk ； consumer behaviors

聯大學報

7卷1期（2010 / 06 / 01）

149 - 182

繁體中文

隨著數位相機及照相手機出貨量與日俱增，數位相片的周邊應用商品從相片印表機轉換至數位相框。數位相框產品功能及特性多元且生命週期短，市場變動快、競爭激烈且不確定性高。面對此一高風險的市場特性，消費者在購買此產品時，在消費行為與一般商品有顯著不同。本研究針對大台北地區（台北縣、台北市、桃園縣）的數位相框消費者，分析生活型態與知覺風險對於消費者行為影響發現： 一、受訪者對於購買目的與購買管道之重要性評比在大部份之區隔變項中較無顯著的差異，此可能由於數位相框之產品生命週期較短，消費者必須不斷的適應新產品，且需要獲得較多專業知識及售後服務，因此必須採用專業化程度較高之購買管道。 二、由知覺風險群在購買目的、資訊來源與購買管道上均無顯著差異。亦即其購買必存在有一些目的，而以產品與此目標配合，並以達成的程度來衡量其可接受的目標水準。

With the increasingly growth of the production of digital camera and camera phone, the peripheral applied commodities of digital photos has changed from photo printer to digital photo frames. Digital photo frames have multiuple functions and characteristics, and they have short life-cycle, rapid changes in markets, high competition, and high uncertainty. Facing the characteristics of high risk market, when consumers purchase digital products, their purchase behavior is remarkable different from purchasing general comodity. This study is aimed at the consumers who purchased digital photo frames in Greater Taipei Area (in Taipei County, Taipei City, and Taoyuan County). The study analyzes the influence from lifestyles and perception risk as regard to consumer behavior, and then finds out that: 1. There is no significant difference in most of segmentation variables from narrators with regard to the importance rating between purchase purpose and purchase channels. The reason might be the shorter life-cycle of digital frames that customers have to continuously adapt themselves to the new products and need more professional knowledge and after-sales service that they have to choose a more professional purchase channel. 2. There is no significant difference among purchase purpose, information sources, and purchase channels by perception risk group. That is, the purchase must be accompanied with some purposes which some purposes could couple with, and this study uses achived level to meansure the acceptable target levels.

1. Wells, W. D. and Tigert D. J. (1968) “A consumer Attitude Inventory”, Unpublished paper presented, Chicago, AMA.
2. Andreanson, A. R.(1967).Leisure, Mobility and Life Style Pattern.AMA Conference Proceedings
3. Bettman, J.(1973).Perceived risk and its components: a model and empirical test.Journal of Marketing Research,10,184-190.
4. Brown, T. L.,Gentry, J. W.(1975).Analysis of Risk and Risk-reduction Strategies-a Multiple Product Case.Journal of the Academy of Marketing Science,3,148-160.
5. Cox, Donald F.(ed.)(1967).Risk Taking and Information Handing in Consumer Behavior.Harvard University Press.
6. Cox, Donald F.(ed.)(1960).Risk Taking and Information Handling in Consumer Behavior.Harvard Business Press.
7. Dowling, G. R.,Stealin, R.(1994).A Model of Perceived Risk and Intended Risk-handling Activity.Journal of Consumer Research,21,29-35.
8. Engel, J. F.(1982).Consumer Behavior.Taipei:Hwa-Tai Co..
9. Engel, J. F.(1995).Consumer Behavior.Chicago: MI:The Dryden Press.
10. Gould, A.,Keeble, D.(1984).New Firms and Rural Industrialization in East Anglia.Regional Studies,18,25-38.
11. Greyser, S.(ed.)(1963).Toward Scientific Marketing.Chicago:AMA.
12. Hawkins, D. I.(1986).Consumer Behavior: Implications for Marketing Strategy.Canada:Irwin.
13. Howard, J. A.(1989).Consumer Behavior in Marketing Strategy.Prentice-Hall International, Inc..
14. Jacoby, J.,Kaplan, B.(1972).The Components of Perceived Risk.Proceedings of the Third Annual Conference of the Association for Consumer Research
15. Kelly, G. A.(1975).The Psychology of Personal Constructs.New York:W. W. Norton & Co..
16. Kotler, P.(1994).Marketing Management, Analysis, Planning, Implementation and Control.Englewood Cliffs, N.J.:Prentice-Hall, Inc.
17. Loudon, D. L.,Della Bitta, A. J.(1988).Consumer Behavior: Concepts and Applications.Nueva York:McGraw-Hill Book Company.
18. McKenna, R.(1985).The Regis Touch: Million Dollar Advice from America's Top Marketing Consultant.Reading, MA:Addison Wesley.
19. Mowen, J. C.(1990).Consumer Behavior.New York:Macmillan.
20. Nicosia, F. M.(1968).Consumer Decision Processes-Marketing and Advertising Implications.New Jersey:Prentice-Hall, Inc..
21. Parasurman, A.(1985).A Conceptual Model of Service Quality and Its Implications for Future Research.Journal of Marketing,49(4),42.
22. Plummer, J. T.(1974).The Concept and Application of Life Style Segmentation.Journal of Marketing,38(1),37.
23. Reynolds, F.D.,Wells, W.D(1997).Consumer Behavior.chicago:AMA.
24. Roger, E. M.,Larsen, J. K.(1984).Silicon Valley Ferver.Common Wealth Publishing Co..
25. Roselius, T.(1971).Consumer Rankings of Risk Reduction Methods.Journal of Marketing,35(1),56-61.
26. Schiffman, L. G.,Leslie, L.(1994).Consumer Behavior.Englewood Cliffs,NJ:Prentice Hall.
27. Shanklin, W. L.,Ryans, J. K.(1987).Essentials of Marketing High Technology.Lexington, Ma:D. C. Health and Company.
28. Sheth, J. N.(2000).Marketing: Best practice.Orlando:Dryden Press.
29. Well, Englls Back(ed.),Kollat(ed.).Consumer Behavior.
30. Wells, W. D.(ed.)(1974).Life Style and Psychographics.Chicago:America Marking Association.
31. 吳金宗(2004)。碩士論文(碩士論文)。新竹，中華大學科技管理研究所。
32. 吳統雄(1995)。態度與行為研究的信度與效度：理論、反應、反省。民意測驗月刊，夏季
33. 俞洪亮、蔡益清、莊懿妃(2007)。商管研究資料分析：SPSS的應用。台北市:華泰。
34. 高登第譯、Kotler, Philip(2000)。科特勒談行銷。台北:遠流出版事業公司。
35. 張美玲(2004)。碩士論文(碩士論文)。台北，國立台灣師範大學家政教育教學研究所。
36. 莊銘洲(1992)。碩士論文(碩士論文)。台北，政治大學企業管理研究所。
37. 許士軍(1988)。用行銷眼光掃瞄生活型態。卓越雜誌，41
38. 許俊松(1996)。碩士論文(碩士論文)。彰化，大葉大學事業經營研究所。
39. 陳正平、余朝權、郭延群(1978)。行銷管理學。台北:國立政治大學企業管理所。
40. 陳淑娟(1996)。碩士論文(碩士論文)。桃園，元智大學企業管理研究所。
41. 陳賜賢(2007)。資策會MIC研究報告資策會MIC研究報告,資策會。
42. 陳樹元(1997)。碩士論文(碩士論文)。台北，國立台灣大學商學研究所。
43. 陳豐鏗(1986)。碩士論文(碩士論文)。新竹，交通大學管理科學研究所。
44. 黃耀鋒(2002)。碩士論文(碩士論文)。台北，國立臺灣大學國際企業學研究所。
45. 楊世瑩(2005)。SPSS統計分析實務。台北市:旗標。
46. 楊勝帆(2007)。拓樸產業研究所報告拓樸產業研究所報告,拓樸產業研究所。
47. 謝宗翰(1996)。碩士論文(碩士論文)。彰化，大葉工學院事業經營研究所。
48. 謝啟生(1995)。碩士論文(碩士論文)。台中，國立中興大學農產運銷研究所。
49. 簡德金(2006)。新竹，國立交通大學工業工程與管理系。

1. 蔡進士、吳毓麒(2015)。跨年晚會參與者生活型態及參與動機關係之研究─以高雄市跨年晚會為例。島嶼觀光研究，8(3)，63-90。