來源國形象、品牌形象與數位相機消費行為分析－以台北市國立大學生為例

Abstract

全球數位化的發展，帶領數位科技的進步，也因此改變了人們的日常生活，而數位相機更是近年來成長極為快速的數位產品之一。數位相機因具有體積輕巧、隨拍即看及節省成本等特性，已成為當今時下熱門的產品。本研究希望透過數位相機之消費行為，瞭解消費者在評估數位相機時會注重哪些產品屬性。此外也納入了來源國形象以及品牌形象兩者來看消費者在做購費決策時是否會受到此兩者效應的影響，最後給予廠商綜合的行銷策略及品牌策略的建議。 本研究以EKB模式作為本研究之架構，數位相機產品屬性、消費者基本特徵、購買動機、資訊來源、來源國形象及品牌形象作為投入變數，透過消費實態變數作為消費行為之描述，探討之間是否有顯著差異。研究對象為台北市目前已擁有數位相機的國立大學生，於民國九十四年十月至九十五年一月，共四個月的期間至台北市十所國立大學進行抽樣調查。 研究結果顯示，數位相機消費者在人口統計變數、購買動機、資訊尋求、產品屬性評估準則、來源國形象認知程度及品牌形象認知程度與消費實態變數上皆有顯著差異。

With the development of digitization in the world, lead Advances in digital technology, has changed our daily life. Digit Still Camera（DSC）is one of these rapidly growing products in recent years. Because of DSC’s features such as compact size, photography-browse at the same time and cost saving, it has become hot product at present. Therefore, the purpose of this research is to understand which product attributes that DSC consumers will pay most attention to. In addition , this study introduce Country of Origin Image and Brand Image and see the relationship between them and consumption reality. Then we can map out the marketing and brand strategies for DSC enterprises.

This study use EKB model as a conceptual framework. DSC product attributes and demographic factors、purchase motive、information search、country of origin image and brand image are used as independent variables. Consumption reality variables describe the behavior of consumers. The samples are students who own DSC products and study in national university in Taipei City. The place of sampling survey is at ten national universities in Taipei City and the duration of the sampling survey is four month during October 2005 to January 2006.

The results show : DSC product attributes evaluation criteria and demographic factors、purchase motive variable、information search、country of origin image and brand image and consumption reality variables are significant predictors of product choice.