The Study of Effect of Consumer''''s Attitude on Intention.

• Main Authors: Wei-chih Hsu, 徐偉智
• Other Authors: Chih-wen Huang
• Format: Others
• Language: zh-TW
• Published: 2000
• Online Access: http://ndltd.ncl.edu.tw/handle/98843166093535679414

碩士 === 淡江大學 === 管理科學學系 === 88 === The concept of attitude has played a major role of social sciences. In real life, consumer''''s attitudes are the firms and marketing staffs focused on. Intentions are viewed as behavioral disposition. For marketing staffs, if they can hold consumer''''s intentions by anticipation, they can further hold consumer''''s purchase behavior. This is an empirical research, which tries to confer whether the effect of attitude on buying intention does exist or not. The samples of this study are the students in daytime department at Tamkang University. The scopes of the study are desktop (high-involvement product) and toothpaste (low-involvement product), which are considered by consumer''''s involvement. This research tries to confer that for different kinds of involvement products, whether the effect of attitude on intention exits. Moreover, the other point of this research is tried to confer whether attitude and intention will influence by other variables such as lifestyle and demographic. This research collects data by using questionnaire. The analysis of the finding by using the following statistical methods: factor analysis, cluster analysis, discriminant analysis, canonical correlation analysis, analysis of variance, chi-square test etc. The conclusions of this research are as followings: 1. For different kinds of involvement products, consumer''''s attitude has a significant effect on intention. The high-involvement product has a greater effect than the low-involvement product, respectively. 2. For different kinds of involvement products, different lifestyles of consumers have different attitude and intention toward product. Moreover, this research finds for the high-involvement product, lifestyle has the impact on intention but has no impact on attitude. For the low-involvement product, lifestyle has the impact on attitude but has no impact on intention. 3. For different kinds of involvement products, demographics have the impact on consumer''''s attitude and intention. 4. For different kinds of involvement products, there has different for the different lifestyles of consumers on demographics. 目 錄 I 圖 目 錄 III 表 目 錄 IV 第一章 緒論 1 第一節 研究背景及動機 1 第二節 研究目的 2 第三節 研究架構 3 第四節 研究範圍與對象 4 第五節 研究流程 6 第二章 文獻探討 7 第一節 消費者行為理論 7 第二節 態度與意圖 11 第三節 生活型態理論 22 第四節 涉入理論 25 第三章 研究設計 30 第一節 研究假說 30 第二節 觀念性暨操作性定義 31 第三節 問卷設計 32 第四節 抽樣設計及抽樣結果 35 第五節 信度與效度測定 45 第六節 分析方法 50 第七節 分析性架構 52 第四章 資料分析 53 第一節 態度與意圖之分析 53 第二節 生活型態因素與集群之分析 70 第三節 生活型態集群在態度與意圖因素上之分析 89 第四節 人口統計變數在態度與意圖因素上之分析 93 第五節 生活型態集群在人口統計變數上之分析 102 第六節 假說檢定結果彙總 110 第五章 結論與建議 111 第一節 研究結果 111 第二節 研究結論 115 第三節 研究限制與建議 117 參 考 文 獻 118 附錄一 問卷1 124 附錄二 問卷2 127