| Summary: | 碩士 === 國立中興大學 === 高階經理人碩士在職專班 === 105 === Taiwan''s baby-supply industry has seen an oversupply of baby products, and the market is suffering from unprecedented shocks and the manufacturers are trying all their best to make their way out. The stroller is an essential supply forcarrying the new-born babies. Compare to the general goods like the baby bottles,diapers, the stroller gets more concern simply because of the price, safety and function, so as to find out the key factors that may influence the buyers’decision-making. And the marketing implications are very important for manufacturers. However, the research on baby strollers at home and abroadfocuses more on the design of structural features, and the literature on discussing purchasing decision factors is rare. This study proposed by way of literature review to find out appropriate theory, explore novice parents purchase decision factors, to propose effective marketing for the baby products manufacturers.
Decomposed Theory of Planned Behavior (DTPB) is one of the important theories of consumers’ purchase intentions in the recent years’ study, which regard "attitude", "subjective norms", "perceived behavioral control" as the
intermediary variables, and then deconstruction them into front variables respectively, and has more explanatory power than the one-dimensional model.This research proposed the research framework and operational definition on this basis by using the electronic questionnaire survey to all novice parents a convenience sampling, 610 valid samples taken back. Sample data by statistical software inspection letter, validity and then using structural equation modeling (SEM) to verify the relationship between organizational factors, and then discusses the influence on novice parents willing to purchase baby strollers.
The empirical results show that the "perceived usefulness", "perceptual ease of use" and "compatibility" are positively affecting "attitude". "Subjective norms"
are influenced by "external influences", but are not affected by "interpersonal influence"; "Perceptual behavior control" is positively affected by "resource
facilitating condition" and not "self-efficacy" and "technology facilitating condition".The"attitude", " subjective norm" and "perceptual behavior control" are
positively affecting "Purchase intention ".
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