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標題: 資訊提示對產品評價之影響 – 以台灣瓶裝水市場為例
The Effect of Information Cues on Product Evaluations: A Study on Bottled Water Market in Taiwan
作者: 楊順發
Yang, Shun-Fa
關鍵字: Perceived Value
Perceived Quality
Information Cues
Country-of-Origin (COO)
Green Packaging
Purchase Intention
出版社: 高階經理人碩士在職專班
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摘要: 在重視品質的現代社會,飲用包裝水已成為很多消費者日常的生活習慣。便利商店、超市裡的包裝飲用水種類繁多,銷售量也很驚人。而所謂的礦泉水、山泉水、純水等令人目不暇給的品牌與包裝,更使得消費者有多元性的選擇。 一般來說,瓶裝水是所謂的「經驗財」,亦即消費者必須親自嘗試過,才能瞭解產品本身品質的優劣與效益。而「水」本身又是無色無味,要如何能在眾多的包裝水商品裡脫穎而出?因此,產品本身的「資訊提示」,成了眾家廠商努力做出區隔的部份—例如品牌、價格、廣告、瓶身設計、容量包裝、原產地。甚至因為環保意識抬頭,而有廠商在近年來推出所謂的「輕量化包裝材質」的瓶裝水商品。銷售架上琳瑯滿目的瓶裝水產品,讓人不知如何選擇。因此,本研究欲研究下列幾項議題: 資訊提示如何影響消費者對於包裝水產品的知覺價值? 資訊提示如何影響消費者對於包裝水產品的知覺品質? 消費者對於知覺品質與知覺價值是否會影響消費者對產品的購買意願以及忠誠度? 本研究將探討不同之資訊提示對消費者在知覺價值以及知覺品質的重要性;另一方面,本研究也將探討在包裝水產品中,消費者的知覺品質與價值是否會影響消費者購買之意圖。
A quality lifestyle in modern society, the bottled water plays an important role to become one kind of common drinks nowadays. There are various bottled water in Convenience stores and Supermarkets. Moreover, to analyze the sales volume it is quite amazed to us. The so-called mineral water, spring water, pure water and some impressive brands of packaging create diverse choice for consumers. The bottled water industry has experienced explosive growth during the past decade, largely due to a widely held consumer perception that bottled water is purer、healthier and a greatest advantage for convenience. As competition in the industry has increased, some rivals have sought ways to differentiate their products. In general, the water is colorless and tasteless product. That is why information cues - Extrinsic cue, such as brand, price, advertising, bottle design, size of container, labeling, origin are commonly used as tools for competition. Meanwhile, some manufacturers create the so-called "lightweight packaging bottled water” as environmental awareness as recent years. Do consumers have any guidance to make a decision to purchase bottled water? In this research, we will study how the information cues to affect consumers’ purchase decision. The research is to study three issues of the following: 1. To explore how information cues affect consumer''s perceived value on bottled water. 2. To explore how information cues affect the consumer''s perceived quality on bottled water. 3. To examine the effects of perceived quality and perceived value on consumer’s purchasing intension. In this study, the correlation between perceived value and perceived quality will be researched. The other hand, this study will also explore how the perception of quality and Value to affect consumer’s purchase intentions. Country of origin and price are most commonly used as information cues for bottled water, and now “green” is getting more popular in packaging. This factor has not been tested in perceived value and quality study before and therefore it can be one of the major contributions of this study.
其他識別: U0005-2407201123282200
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