空氣品質感知對民眾購買空氣清淨機意願之區域差異研究

Influence of Air Quality in Different Regions on Consumer Purchase of Air Purifiers

丁維國(Wei-Kuo Ting)；吳連賞(Lien-Shang Wu)

空氣品質 ； 空氣清淨機 ； 健康 ； 生活 ； 環境 ； 購買意願 ； Air quality ； Air purifiers ； Health ； Lifestyle ； Environment ； Purchase intention

城市學學刊

14卷（2024 / 09 / 01）

161 - 179

繁體中文;英文

台灣地理與氣候造成北、中、南地區空氣品質差異。本研究調查不同區域民眾對購買空氣清淨機意願是否受到空氣品質的影響。過去研究指出空氣品質與健康、生活、環境關聯密切，且民眾常會選擇空氣清淨機來改善空氣品質。本研究進行問卷調查後獲取307份數據，包含基本資料、空氣品質感知、購買意願等。結果顯示不同區域民眾的購買意願是有差異的，中南部的民眾相較於北部更容易感受到空氣品質的差異，但是北部的民眾其購買力卻優於中南部。此結果有助於了解區域空氣品質因素對空氣清淨機市場的影響，並提供行銷策略之參考。

Taiwan's geography and climate create disparities in air quality among the northern, central, and southern regions. This study investigates whether residents' purchase intentions for air purifiers are affected by air quality in different areas. Previous research has indicated a close correlation between air quality and health, lifestyle, and the environment, prompting individuals to consider air purifiers to enhance indoor air quality. Through a questionnaire survey, the study collected data from 307 respondents, including demographic information, perceptions of air quality, and purchase intentions. The findings reveal regional variations in purchase intentions, with individuals in the central and southern regions showing greater sensitivity to air quality disparities compared to those in the north, despite the higher purchasing power observed in the northern region. These results contribute to understanding the regional factors influencing the air purifier market and provide insights for marketing strategies.