A Study of the Influential Factors of Consumer Purchasing Decisions of Child Safety Seat – An Application of Means-End Chain

• Main Authors: Tsai Rong-Xi, 蔡鎔禧
• Other Authors: Chuang Shih-Chieh
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/24426020139167802892

碩士 === 國立中正大學 === 企業管理研究所 === 101 === Child restraint system, child safety seats has been used for over thirty years in advanced countries, however, there is legislation to use the child restraint system in Taiwan since a decade ago approximately, since then consumers gradually began to realize this product - child safety seats, but they still lack the recognition of safety, and the child safety seats are also in quite inadequate penetration rate, hence, children tragedy of casualties were happening unfortunatly as a result of incorrect restraint in car. By observing the current situation from multi-sides in Taiwan, we found out that parents hold quite different positions and purposes for purchasing child safety seats. For a better understanding of cusumer at the time of purchase considerations for the child restraint system, this research will take "Means-End Chain" Theory of quality of the in-depth interviews and Content Analysis to collect and analyze data. The primary motivation of this study is based on in-depth interview approach to understand the impact of consumer purchase decision and cognitive structure of behavior on the child restraint system. Also according to "Two-Stage Clustering" lifestyle cluster for the value of (Hierarchical Value Map, HVM) link between the basis to identify the key critical path, as the market area reference, in onder to develop better marketing strategies. The 96 respondents of this study are all parents who have purchased child safety seats for their children, and we lured 29 purchase decision factors by the staircase method: 11 attributes, 9 consequences, 9 values, and successfully dividing 96 consumers into two clusters, “explicit-directed type” and “self-directed type”, then concluded with the two clusters of consumers whose most important attributes are “”brand” and “high safety coefficient”, respectively. By creating a hierarchical value map with the critical path, two clusters of consumers were compared the similarities and differences, so that we proposed the managerial implications. The results of this study contribute to enhance the competitive superiority of the baby products manufacturers, to make a substantive contribution for development strategies and innovative R&D of the child safety seats. So that the positioning and content of business strategy orientation, can meet the deep needs of target consumers, thus increasing operational performance and consumer satisfaction.