以多媒體為例探討高科技產品之早期工業購買行為

Abstract

高科技產品具有兩大不確定風險主題，即「市場不確定性」與「技術不確 定性」，故呈現了許多行銷上的獨特課題。特別是在產品導入市場初期， 研發廠商不僅需投入大量的研發經費，亦需面對市場的不確定性，如何運 用行銷管理獲得利潤或取得市場優勢地位，對目標市場購買行為的掌握是 行銷策略的關鍵因素之一。本研究即是以組織市場中之工業市場（ industrial market）為探討對象。而本研究欲達成下列目的：瞭解高科 技產品導入市場初期之特質；探討早期工業購買之購買中心角色扮演之影 響因素；探討工業購買資訊評估之影響因素；探討工業購買尋求廠商之影 響因素；探討工業購買準則評估之影響因素；探討工業購買決策之影響因 素；根據高科技產品早期工業購買行為之特性，對賣方提出行銷建議。本 研究並以多媒體編輯器為研究對象。研究架構整合Popper and Buskirk 之科技生命週期理論、 Sheth工業購買決策一般模式及 Choffray＆Gary 工業購買行為觀念架構。透過科技生命週期理論以專家法判定多媒體編輯 器目前仍屬於該理論之高科技階段；以Sheth及 Choffray＆Gary之工業購 買行為理論之整合性模式透過問卷調查法探討此高科技創新品之工業購買 行為影響因素。藉由此二方向的分析，一方面可以提供文獻之實證結果， 另一方面更可對高科技產業提供參考與運用之依據。本研究經實證分析後 ，所獲致結論為早期工業購買行為會受到公司規模、公司導向、公司集權 程度、群體結構、群體溝通程度、時間壓力及知覺風險等因素影響。 The purpose of the study focuses on buying behavior in high- tech industry market.The risk of high-tech products raises two issues of uncertainty: market uncertainty and technology uncertainty. Especially, when a high-tech product is introduced into the market, a firm should pour in a considerable R&D budget and face the uncertainty of the market at the same time. Therefore, the goals of the study are, firstly,to determine the characteristics of the first two stages of high-tech products in technology life cycle, secondly, to discuss the factors which affect the role played by buying center, the process of firm se evaluation of buying information, the criteria of industrial buying, and decision-making in the buying process, and finally, to provide some marketing suggestions for vendors. The study herewith uses multimedia authoring tools as an empirical subject to illustrate the theoretical model. The structure of the study integrates the following three models: the technology life cycle of Popper and Buskirt,Sheth's model of industrial buyer behavior, and Choffray and Gary's conceptual structure of industrial buying behavior. This study uses the experts opinion method to find out that multimedia authoring tools are attributed to the first two stages of the technology life cycle. Based on Choffrary and Gary's model as well as Sheth's,surveys were used to determine some factors which affect early industrial buying behavior of high-tech products. The results of the research show that the organizational buying behavior in industrial market is influenced by the factors of company's scale, orientation and degree of centralization, structure and communication-degree of group, time pressure, percei risk and so on . The conclusion of this two-way dimensional analysis hopes to contribute to both future exploratory study and act as material which may be referred to and applied by high-tech industry.