中文摘要

本研究之目的由消費者涉入開始，了解目標產品的產品屬性，最後形成該產品的知覺品質，相關的構面彼此是如何互相影響? 藉由研究者從事的不織布應用產品 – 濕巾為例，來驗證這些構面彼此的關聯性是否明顯。不織布運用在衛材上十分普及，舉凡濕巾、尿布、女性護理產品、手術衣…等。這些一次性的產品都因為不織布業的發展，使得應用面愈來愈廣；也因為設備與技術的提升及改良，使得商品的成本逐步下降，商品被民眾使用的接受度也大幅提高。

研究結果指出，消費者涉入的前置因素，對於消費者形成的消費者類型會有顯著的影響；更進一步，消費者的涉入類型將影響消費者的知覺品質。不過，原本假設產品屬性將干擾涉入類型對知覺品質的預測效果，本研究的結果為不顯著，代表產品屬性並不會影響涉入類型與知覺品質的關係。藉由本研究，企業可以了解涉入前置因素/涉入類型/知覺品質彼此的關聯性，依產品特性及消費者習性擬訂最適切的行銷策略。

Abstract

Nowadays, it is very often to see all kinds of non-woven applications in sanitary fields, such as wet wipe, diaper, sanitary napkin…etc. All these kinds of one-time use product are getting more popular, because of technology growth in non-woven industry. Also, the technology progress makes the cost down and expand in more categories.

When customers receive stimulates, they start to evaluate internally about how to proceed the purchasing process, and finally they might do the action. All these causes & consequences build the consumer behavior. The purpose of this research is to understand from involvement, then customers start to focus on product attributes, and at last form perceived quality toward the product or service. How about the interaction of involvement / product attributes / perceived quality? How do they influence each other? This research will take wet wipe as the example, and try to find out if the correlations among these factors are obvious or not.

The result shows that involvement factors will have influences on involvement types；involvement types will have influences on perceived quality. However, the product attributes do not show the evidences that they could affect the correlation between involvement type and perceived quality.

Corporate could understand the correlations between involvement factors / types and perceived quality, and try to find out the best marketing portfolio.

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