免費通訊軟體影響消費者消費車墊意願之研究-以新竹市上班族為例

Abstract

近年來，網路的劇烈變遷影響了人類的消費模式，從網路商店、社群網路至手機App之服務，均可應用在商業領域中。然而，並不是所有商品及服務可能並不適用於此行銷方式，因此，本篇論文將探討免費通訊軟體(如Line、WeChat等)對於消費者購買特殊商品之意願。

本研究以消費者理論EKB模型為架構，分析新竹市上班族對於車墊之消費行為，並以免費通訊軟體作為干擾變數，探討不同之人口統計變數之消費者對於車墊之消費動機、資訊來源、屬性以及免費通訊軟體之特性有無顯著差異，以及探討免費通訊軟體對於消費意願之影響。有效問卷總計406份，並將回收之有效問卷資料加以整理，再利用SPSS12.0軟體對數據進行統計分析，透過敘述性統計分析、因素分析、信度與效度分析、單因子變異數分析、卡方檢定及迴歸分析。研究結果顯示，不同的新竹市上班族在消費動機、資料來源、產品屬性、以及免費通訊軟體之特性均有顯著差異，最後提出相關的後續研究建議。

Recent years, the Internet has changed the way of consuming of people such as online shops, social networks and mobile Apps. All of these approaches can be used in business area. However, not all of products and services can be promoted in these ways. Hence, the study will focus on the free communication applications (such as LINE, wechat, etc.) for car mats, in order to find out the influence of purchasing intention on consumer.

The revised Engel－Kollat－Blackwell Model’s consumer decision-making process is used in this study and consider as the main research framework. The interviewee of surveys only focused on the office workers whose work is located in Hsinchu City. The number of effective survey is 406 copies in total. The statistical software, SPSS12.0, is used in the study. The study included following analysis methods, such as descriptive statistics, reliability analysis, validity analysis, factor analysis, one-way ANOVA, chi-squared and regression analysis. The result show that there will be significant on demographic variables and different emphasis level of purchasing intention, source of information, product feature, from free communication applications.