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研究生： 吳心惠
Wu, Hsin-Hui
論文名稱： 比基尼效應下之消費者購買意願調查-以抗陽光筆記型電腦為例
The Impact of Bikini Effect on Purchasing Intention of Anti-sunlight Notebook
指導教授： 康信鴻
Kang, Hsin-Hong
學位類別： 碩士
Master
系所名稱： 管理學院 - 國際經營管理研究所碩士在職專班
Institute of International Management (IIMBA--Master)(on the job class)
論文出版年： 2010
畢業學年度： 98
語文別： 英文
論文頁數： 72
中文關鍵詞： 創新擴散 、創新特徵 、產品屬性 、比基尼效應 、購買意願
外文關鍵詞： Innovation diffusion, Innovation characteristics, Product attributes, Bikini effect, Purchase intention
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    • 本研究目的在探討產品屬性的關鍵因素，並進一步了解比基尼效應下之產品屬性與購買意願之間的關係。
    本研究設計兩種類型的調查問卷，並採用干擾效果-比基尼效應，通過使用虛擬變量從多元回歸分析來探究產品屬性，購買意向和比基尼效應的影響性。主要受訪者為台灣本地居民，樣本主要收集於網路問卷。
    這項研究結果顯示，比基尼效果會影響消費者在產品屬性上之創新購買意願。研究結果還指出較低水準的創新產品的複雜性將增加顧客對於抗陽光筆記型電腦的購買意圖。創新產品有較高的相容性將增加顧客的購買意圖。此外，比基尼效果的確會影響消費者之於抗陽光筆記型電腦之消費意願。

    The purpose of this study is to explore key factors of product attributes and further to understand the relationship between product attributes, purchase intention and the moderating effect (bikini effect).
    Two types of questionnaires (A and B) were developed in this research to evaluate the moderating effect, bikini effect, by using dummy variable (bikini effect) from multiple regression analysis. Major respondents were native of Taiwan and major collection achieved by web-link questionnaire. Two groups of sample were used to evaluate the relationship of product attributes, purchase intention and bikini effect, by using multiple regression analysis.
    This study indicated that product attributes and bikini effect will affect purchase intention with bikini effect. The results also imply that lower the level of innovative products’ complexity will increase customers’ intention to purchase innovative products, anti-sunlight notebook. In addition, the higher compatibility and word of month will increase customers’ intention to purchase anti-sunlight notebook as well. Moreover, bikini effect does affect purchase intention of anti-sunlight notebook consuming.

    TABLE OF CONTENTS ACKNOWLEDGEMENTS I ABSTRACT III TABLE OF CONTENTS V LIST OF TABLES VIII LIST OF FIGURES IX CHAPTER ONE INTRODUCTION 1 1.1 Research Background and Motivation. 1 1.2 Objective. 5 1.3 Scope of the Study. 5 1.4 Research Program. 6 CHAPTER TWO LITERATURE REVIEW 8 2.1 Display Industry. 8 2.2 Innovation. 11 2.2.1 Innovative Product “Anti-sunlight Notebook”. 14 2.2.2 Using Process of Innovative Products. 17 2.3 Innovation Diffusion Model. 18 2.4 Purchase Intention. 21 2.5 Product Attributes. 22 2.5.1 Compatibility. 24 2.5.2 Word-of-mouth Communication. 25 2.5.3 Complexity. 27 2.5.4 Perception of Price. 28 2.6 Bikini Effect. 29 CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 31 3.1 Conceptual Model. 31 3.2 Construct Measurement. 32 3.2.1 Product Attributes. 32 3.2.2 Purchase Intention. 34 3.2.3 Bikini Effect. 35 3.3 Tested Hypotheses. 36 3.4 Questionnaire Design. 36 3.5 Sampling Plan. 37 3.6 Methodology. 37 3.6.1 Descriptive Statistic Analysis. 38 3.6.2 Factor Analysis and Reliability of the Variables. 38 3.6.3 Multiple Regression Analysis. 38 CHAPTER FOUR DESCRIPTIVE ANALYSIS AND RELIABILITTY TESTS 40 4.1 Data Collection. 40 4.2 Characteristics of Respondents. 41 4.3 Measurement Results for Relevant Research Variables. 43 4.4 Factor Analysis and Reliability Tests. 45 4.4.1 Exploratory Factor Analysis for Respondents of Questionnaire A. 45 4.4.2 Exploratory Factor Analysis for Respondents of Questionnaire B. 47 4.4.3 Exploratory Factor Analysis for Respondents of Questionnaire A&B 48 4.4.4 Exploratory Factor Analysis for Respondents of Questionnaire A+B. 50 4.5 Multiple Regression Analysis. 51 CHAPTER FIVE CONCLUSION AND SUGGESTIONS 56 5.1 Research Conclusion and Discussion. 56 5.2 Research Contributions and Implication. 58 5.2.1 Academic Contribution. 58 5.2.2 Managerial Implication. 59 5.3 Limitations and Future Research Direction. 59 REFERENCES 61 APPENDICES 65 Appendix I: Questionnaire A 65 Appendix II: Questionnaire B 69

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