應用灰色市場理論探討消費者購買相容性商品意願之研究

Abstract

本研究針對相容性墨水匣的市場特殊性，從灰色市場及零售商自有品牌的相關研究文獻中，歸納從消費者需求面–消費者主觀態度中的「價格知覺」、「價格–品質聯想」、「風險意識」認知程度，與消費者對於相容性墨水匣的偏好態度，運用問卷調查消費者意願，針對問卷調查資料，使用迴歸分析了解其中的關聯性以驗證研究假設。 研究結果發現︰消費者價格意識越高時，對於相容性墨水匣的態度越正面；消費者的風險知覺越高時，會負面地影響消費者對相容性墨水匣的態度及購買意願。

This study focuses on compatible inkjet cartridge market analysis. Since compatible inkjet cartridge has market restriction caused by major inkjet printer manufacturing company, there is no specific marketing rule for this market. In this study, we try to use demand perspective from gray market and private label brand of retailers related studies to understand consumer’s intentions toward compatible inkjet cartridge market. Our finding shows “Consumer’s price consciousness” significantly and positively affect consumer attitude toward compatible inkjet cartridge; “Risk averseness” significantly and negatively affect consumer attitude toward compatible inkjet cartridge