An investigation on the purchasing intentions of young consumers of new generation toward digital fashion goods-A case study of MP3 Player

[[abstract]]摘 要 本研究主要目的在探討新世代年輕消費者受到產品認知屬性與環境變數二者 對其購買數位流行音樂播放器意願的影響，同時探討當產品認知屬性與環境變數 二者對其購買意願有共同影響的情況之下，哪一個自變數的影響程度會較強烈， 期望能對企業在行銷實務及產品研發方面有所助益。 以MP3 Player 為實證標的，採取便利抽樣針對學生消費族群進行問卷發放， 共計發放600 份，回收之有效問卷為451 份，有效回收率為75％。先進行信度與 效度分析後，再透過描述性分析、Pearson 相關分析、簡單與多元迴歸分析、單因 子變異數分析及獨立樣本t 檢定進行實證。 研究結果發現產品的弁鄔吽B形式性與心理滿足性對數位流行商品購買意願 具有正向顯著的影響關係；就環境變數而言，社會支持及同儕關係對數位流行商 品購買意願具有正向顯著的影響關係，而偶像崇拜則可提高新世代年輕消費者購 買數位流行商品的意願；於產品認知屬性與環境變數二者對新世代年輕消費者購 買數位流行商品之意願方面有共同的影響，且以偶像崇拜的影響程度最高；於人 口統計方面，性別、年齡、居住地和教育程度對購買數位流行商品意願具有顯著 的差異性，而每人每月平均可支配所得對數位流行商品購買意願則不具顯著性的 差異。 而根據有效問卷得知，新世代年輕消費者購買MP3 Player 之動機，除了聽音 樂以外，並且將其作為身上流行配件之一；在購買地點上較喜愛於品牌專賣店購 買，原因在於有較多的選擇與品質保證；在選購MP3 Player 之資訊來源，則多從 數位流行雜誌或同儕與親友推薦獲得。[[abstract]]Abstract This research intends to probe into product perceived attributes and environment variables that affect new generation of young consumer’s purchasing digital fashion music player intentions And probe into the situation both product perceived attributes and environment variables that affect purchasing intentions and which one is the strong influence factor Researcher hopes this research can help firms in marketing affairs and product research and development MP3 Player will be the object of this research and selected interviewers of student consumers are research targets for questionnaires The research uses convenience sampling method For the 600 questionnaires there are 451 effective questionnaires The effective received rate is 75％ First researcher proceeded with reliability and validity analysis Then descriptive statistics analysis Pearson related analysis simple regression analysis multiple regression analysis one-way ANOVA and independent sample t-test are used as the quantitative research method of this study In empirical studies the major findings are as the follow：Function attribute formal attribute and psychological satisfaction attribute are significantly positive related to purchasing intentions of digital fashion goods；In regard to environment variables social support and peer relationship are significantly positive related to purchasing intentions of digital fashion goods And idolization can increase the young consumers of new generation to purchasing digital fashion goods intentions This research has also found that both product perceived attributes and environment attributes are effecting on the young consumers of new generation to purchasing intentions and idolization is the stronger factor of effect In regard to demographic statistics gender age living place and level of education are significantly difference to purchasing intentions of digital fashion goods but the average of everyone’s disposable income in a month is not significantly difference to purchasing intentions of digital fashion goods III According to the effective questionnaires we found that a motive of young consumers to purchasing MP3 Player besides listening music also use it to be their fashion accessories；They like to buy MP3 Player in brand monopolized shop cause this place has a lot of goods and quality assurance；They got the information of MP3 Player from digital fashion magazine or their network member