臺灣博碩士論文加值系統

本研究以購買智能家電為研究對象，探討消費者對於智能家電的知覺利益對購買意願的影響。透過隨機抽樣發放350份問卷，回收樣本320份，回收率為91%，經過篩選後，有效樣本數為270份，有效問卷回收率為84.3%。研究利用SPSS18軟體進行因素分析、迴歸分析等統計方法，根據研究結果顯示，消費者對於智能家電的知覺價格、知覺品質、知覺價值和購買意願具有顯著的相關性，其中知覺價值對購買意願的影響最為明顯。因此，建議智能家電業者在推廣產品時應特別強調產品的AIoT知覺價值，以提高消費者的購買意願。因此，本研究建議智能家電業者在推廣產品時應特別強調產品的AIoT知覺價值，以提高消費者的購買意願。根據本研究的結果得出以下結論：(一).智能家電的價格是消費者用來評估產品品質的重要指標，消費者普遍認為價格較高的智能家電品質也較高。(二).消費者認同高品質高價值的概念，只有當消費者認同智能家電產品的AIoT品質與AIoT價值時，才會對該產品產生購買意願，僅以價格或低價產品並無法刺激消費者購買。(三).當消費者對智能家電的AIoT知覺品質正向提升時，同時也會正向提升對產品的AIoT知覺價值，進而增加購買意願。(四).當消費者認為智能家電的AIoT知覺價值較高時，對購買意願有正向影響。

透過研究的結果可以深入瞭解消費者對智能家電產品的評價和購買決策因素。對於欲進入智能家電市場的製造商、代理商或經銷商，本研究提供了如何制定適當的價格和銷售策略的參考依據。此外，進一步深入探討消費者對智能家電的評價因素，具有實務意義。

This study focuses on the purchase of smart home appliances and explores the impact of consumers' perceived benefits of smart home appliances on their purchase intentions. A total of 350 questionnaires were randomly distributed, and 320 were collected, resulting in a response rate of 91%. After screening, the effective sample size was 270, with an effective questionnaire recovery rate of 84.3%. Statistical methods such as factor analysis and regression analysis were conducted using SPSS 18 software. According to the research results, consumers' perceived price, perceived quality, perceived value, and purchase intention towards smart home appliances are significantly correlated, with perceived value having the most significant impact on purchase intention. Therefore, it is recommended that smart home appliance providers emphasize the AIoT perceived value of their products in their marketing efforts to increase consumers' purchase intentions. Based on the findings of this study, the following conclusions can be drawn: (1) Price is an important indicator consumers use to evaluate product quality, and consumers generally believe that higher-priced smart home appliances have higher quality. (2) Consumers identify with the concept of high quality and value, and only when consumers perceive the AIoT quality and AIoT value of smart home appliances will they generate purchase intentions. Price or low-cost products alone cannot stimulate consumer purchases. (3) When consumers perceive an improvement in the AIoT quality of smart home appliances, it also positively affects their perceived AIoT value of the product, thereby increasing purchase intention. (4) When consumers perceive a higher AIoT value of smart home appliances, it has a positive impact on purchase intention.

The research results provide in-depth insights into consumer evaluations and purchase decision factors regarding smart home appliances. For manufacturers, distributors, or retailers entering the smart home appliance market, this study provides a reference for how to develop appropriate pricing and sales strategies. Furthermore, further exploration of consumer evaluation factors for smart home appliances has practical implications.

目 錄
誌 謝 7
摘 要 9
目 錄 13
表 目 錄 15
圖 目 錄 16
第1章 緒論 17
第1.1節 研究背景 17
第1.2節 研究動機 19
第1.3節 研究目的 21
第1.4節 研究步驟 22
第2章 文獻探討 26
第2.1節 AIoT知覺價格、AIoT知覺品質、AIoT知覺價值與購買意願 26
第2.2節 AIoT知覺價格、AIoT知覺品質、AIoT知覺價值與AIoT購買意願之相關 37
第2.3節 知覺架構與購買意願之相關研究 42
第3章 研究方法 44
第3.1節 研究架構與研究假設 44
第3.2節 操作性定義及問卷設計 46
第3.3節 問卷設計 54
第3.4節 資料分析方法 55
第4章 實證分析 57
第4.1節 敘述性統計分析 57
第4.2節 因素分析及信度檢定 58
第4.3節 AIoT知覺價格、AIoT知覺品質、AIoT知覺價值與AIoT購買意願之迴歸分析 64
第5章 結論與意涵 73
第5.1節 研究結論 73
第5.2節 管理上意涵 74
第5.3節 研究限制與未來研究方向 75
參考文獻 77
一、中文文獻 77
二、英文文獻 79
附錄一.問卷 88


表 目 錄
表 3 1自變數（操弄變數）的操作性定義與衡量問 48
表 3 2依變數的操作性定義與衡量問項 53
表 4 1樣本代表性分析 58
表 4 2 AIoT知覺價格之主成分因素分析結果 59
表 4 3 AIoT知覺品質主成份因素分析結果 61
表 4 4知覺價值之主成分因素分析結果 62
表 4 5 AIoT購買意願主成分因素分析表 63
表 4 8「價格與品質」因素廻歸分析 65
表 4 9「AIoT知覺價格」與「AIoT知覺價值」廻歸分析 66
表 4 10「AIoT購買意願」之「AIoT知覺價格」因素迴歸分析 67
表 4 11「AIoT知覺品質」與「AIoT知覺價值」因素迴歸分析 68
表 4 12「AIoT知覺品質」與「AIoT購買意願」迴歸分析 69
表 4 13「AIoT知覺價值」與「AIoT購買意願」因素迴歸分析 70


圖 目 錄
圖 1 1 本研究流程圖 25
圖 2 1知覺價值形成模式 31
圖 2 2 知覺價值模型 32
圖 2 3消費者的價格、品質與價值認知模型 33
圖 2 4價格知覺概念性架構圖 36
圖 2 5 知覺品質、知覺價格與知覺價值概念性架構圖 40
圖 3 1 本研究架構圖 45
圖 3 2 問卷研擬過程 54

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