The Study of Attribute with Product Familiarity

• Main Authors: Pei-Yu Chien, 簡珮宇
• Other Authors: Chih-Wen Huang
• Format: Others
• Language: zh-TW
• Published: 2001
• Online Access: http://ndltd.ncl.edu.tw/handle/63459822574147482538

碩士 === 淡江大學 === 國際貿易學系 === 89 === Consumer Behavior is always the core of marketing research. To understand the needs of consumers could help us to provide the goods and services which could satisfy consumers. The processing of consumer decision is a series of procedures which before purchase decision. The product familiarities of consumers are the most important factor which affect consumer decision. Park and Lessig point out, consumers have different knowledge framework with different product familiarity, and also use different attributes to evalue product quality. In Taiwan so far, there is no research that explores the relationship between attribute and product familiarity, so this study wants to demonstrate it empirically. This study uses the skincare as the research object, and throws in demographics and lifestyle variables trying to explore relationships between product attribute, brand attribute, information source and product familiarity. The stratified proportion sampling method is used to collect datum by delivering questionnaires to the female students in Colleges of Liberal Arts, Foreign Languages, Business, and Management of Tamkang University. Several statistical inference methods are used to dissert the datum, such as factor analysis, cluster analysis, discriminat analysis, canonical correlation analysis, multiple regression analysis, analysis of variance, chi-test analysis, mean analysis, and importance-performance analysis. From this study, we have drawn the finding as follow: 1.There is a significant cause and effect relationship between product attribute and product familiarity. 2.There is a significant cause and effect relationship between brand attribute and product familiarity. 3.There is a significant cause and effect relationship between information source and product familiarity. 4.Consumer product familiarities are different because of different lifestyle. 5.Consumer product familiarities are different because of “grade ”and “age”. 6.The distribution of different lifestyle groups has significant differences in ”college ”.