台北市手錶消費者的價值取向、購買資訊來源及購買行為之行銷意涵

Abstract

本研究以探知手錶的消費屬性為主，配合各世代的年齡層做為市場區隔之基礎，以對手錶消費者的消費行為進行描述。以潛在的購買者為研究範圍，對象為台北市的手錶消費者，而資料蒐集則以問卷形式進行。資料分析的進行，利用因素分析進行構面縮減，再以多變量分析、卡方檢定等方法，檢定各項研究假設。 研究結果顯示，在以「青年消費群」、「中年消費群」及「老年消費群」為手錶消費者的目標市場之下，發現各目標市場間消費者的價值取向、購買資訊來源及購買行為等均有顯著差異。 整體而言，手錶消費者的主要資訊來源為鐘錶門市；購買手錶的預算多介於1000-5000元之間；較偏好的付款方式為付現；購買地點最可能在連鎖的鐘錶店；至於最重視的價值取向屬性主要為身份表徵、品質追求及價格。

The research sees attributes of watches. Market segmentation is based on generation of consumer. Consumer behaviors are described in several variables that affect the buying patterns. The scope of questionnaire includes purchaser. The questionnaires are collected from purchasers of Taipei City. Data analyses of the questionnaires, factor analysis is employed for dimension reduction and some statistical methods (ANOVA , Chi-squared) are used to test the research hypothesis. The study shows, there are three different consumer types that are “youth consumers”, ” middle age consumers” and “ old age consumers”. The research shows that the significant difference between market segments in the following variables: Values, Purchase Information Search and Purchase Behavior. As a whole, the source of information is largely by watch retail store. The average watch budget ranges from 1000 to 5000 NTD. The preferred payment approach is in cash. The purchase is often taken place in a chian of watch retail store . The most attributions of consumers’ values that are personal image, quality improvement and price.