馬口鐵印刷業經營者知覺品質、知覺價值與購買意願之關係及影響

Relationship and Influence between Business Operator Perceived Quality and Perceived Value on Purchase Intention in Tinplate Printing Industry

卓大順；許宏榮

知覺品質 ； 知覺價值 ； 購買意願 ； 馬口鐵印刷業 ； Perceived Quality ； Perceived Value ； Purchase Intention ； Tinplate

明道學術論壇

11卷1期（2019 / 07 / 01）

33 - 42

繁體中文

本研究探討馬口鐵印刷業經營者知覺品質、知覺價值與購買意願之關係及影響，以兩岸馬口鐵印刷業經營者為對象，採用隨機問卷抽樣進行調查，利用SPSS軟體床進行統計分析，經皮爾森相關分析可得，馬口鐵印刷業經營者的知覺品質、知覺價值及購買意願三個構面之間均有顯著關係，經實證迴歸分析結果，可提供馬口鐵印刷產業具體之經營策略分析參考，及產品品質改善與價值提昇之建議，以利提高對馬口鐵印刷產品設備之購買意願。本研究結果資料分析共歸納出四點管理意涵之建議，包括：（1）價值是經營者購買意願時用以評定品質的重要線索，依據經營者對印刷設備的知覺價值，經營者覺得價值愈高的商品其品質也會愈高；（2）經營者認同印刷業產品高品質等於高價值的關係觀念，此觀念對購買意願則呈現正顯著影響，若單憑產品價格導向或低價位導向，並無法正向刺激經營者的購買意願；（3）經營者對印刷設備產品知覺品質呈正向提升時，對該產品知覺價值亦正向提升，對購買意願則呈正向顯著影響；（4）當產品知覺價值越高時，對於馬口鐵產業經營者購買意願呈正向顯著影響。

This paper discusses the relationship and influence between business operator perceived quality and perceived value on purchase intention in tinplate printing industry by the questionnaire survey. According to Pearson correlation coefficient, the results of the three aspects of perceived quality, perceived value and purchase intention in tinplate printing industry have a significant relationship. The results of the empirical regression analysis can provide a specific analysis of the business strategy of the tinplate printing industry and the improvement of product quality and suggestions for value enhancement to enhance the purchase intention tinplate printing products and equipment. The analysis of the results of this study summarizes the recommendations of the four management implications, including: (1) perceived value is an important clue for assessing the quality of the purchaser intention of the business operator's printing equipment. Further, the higher the perceived value of the goods, the higher perceived quality; (2) the business operator agrees that the high quality of the printing industry is equal to the high value of the relationship concept, this concept has a significant influence on the purchase intention. The price orientation or low-price product, it cannot positively stimulate the purchase intention; (3) when the business operators perceived quality is positively improved, the perceived value of the product is also positively increasing. It has a positive and significant influence on the purchase intention; (4) when the perceived value of the product is higher; it has a positive and significant influence on the purchase intention of business operators in the tinplate printing industry.

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