Future Studies - Research Method - 內在價值,外在價值及功能價值對滿意度及再購物意願之影響

Chapter 3: Research Method

5.3 Future Studies

Overall, similar topic of future studies could be given some directions from this research findings and suggestions.

1. Nowadays, consumers are more willing to purchase product from internet. So, there are others products such as, clothes, daily essentials and etc. which are interesting to know how consumer behaviour will be affected by them.

2. Different kinds of consumer electronic products will have different kinds of features.

In order to find out the differentiation, they can separately be discussed in the future study. This can be more specified to address each of them of value creation for consumer that will impact their satisfaction.

3. Making a more precise distinction on the demographic statistics or target market to analysis the consumer behaviour that will get a better understanding between the variables and certain product.

4. Instead of green information visibility, it is possible to find other variables to replace this mediator that will effect consumer buying behaviour.

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Appendix A: Research Questionnaire (English Version)

Dear Sir or Madam:

This questionnaire is an academic research questionnaire about the consumption value to the purchase of consumer electronic. Its main purpose is to examine the effect of consumers’

perceived internal, external and functional value on purchase satisfaction towards repurchase intention in the context of online consumer electronic goods. The data is anonymously collected for only academic research use. All answers and comments are confidential. Please feel safe to fill it, and will be only spending you about 5 to 10 minutes to complete. We really appreciate your help. Thank you very much.

Best Regards

IMBA, National University of Kaohsiung Advisor: Dr. Chien-Hsing Wu Student: Jia-Hong Lim E-Mail:

Part One:

Have you consumed consumer electronic goods within the past one year?

 Yes  No A. Purchase Behavior

1. How long have you been consuming consumer electronic goods?

 less than 3 years  3-5 years  6-8 years  9-11 years  over 11 years 2. How often did you purchase consumer electronic goods last year?

 less than 3 times  3-5 times  6-8 times  9-11 times  over 11 times

3. How much money did you spend on consumer electronic goods approximately each time (TWD)?

 less than 1000  1001-5000  5001-10,000  10,001-15,000

 over 15,000 4. How do you buy it?

 Online shopping  Walk into physical store C. Brand Preference

5. Which kinds of brand of consumer electronic goods do you purchase most often?

Mark the first two.

__ Philips __ Toshiba __ Panasonic __ LG __ Siemens

__ Sony __Samsung __Sampo __others_____________ (fill in)

6. Which kinds of consumer electronic goods do you purchase most often?

Mark the first three.

___TV ___camera ___CD/DVD player ___smartphone ___tablet ___USB flash drive___ MP3 ___personal computer/laptop ___ computer accessories

___ Home Appliances (e.g.: fly killer, sartorius, fanner and etc.)

___ Kitchen appliance (e.g.: microwave, oven, electric saucepan and etc.) ___others___________________________ (fill in)

Part Two:

1. The following questions are trying to understand your idea about the

“Internal Value” of consumer electronic consumption. The degree of

agreement are divided into 7 levels, in which level 1 means totally not agree, 4 means moderate, 7 means totally agree. Please mark the proper answer with your own knowledge, perception, and experience.

1 2 3 4 5 6 7 1

I perceive buying consumer electronic products helps me become more knowledgeable.

      

2 I perceive buying consumer electronic

products implies my taste in fashion.        3 I perceive buying consumer electronic

products gives me a brand new experience.        4

I perceive buying consumer electronic products can be a gift for friends, family or myself.

      

5 I perceive buying consumer electronic

products makes my life more convenient.        6 I perceive buying consumer electronic

products changes my living habits.        2. The following questions are trying to understand your idea about the

“External Value” of consumer electronic consumption. The degree of agreement are divided into 7 level, level 1 means totally not agree, 4 means moderate, 7 means totally agree. Please mark the proper answer with your own knowledge and experience.

1 2 3 4 5 6 7 1

I perceive participating in new social norms after I bought the consumer electronic products.

      

I perceive having new topics in conversation after I bought the consumer electronic products.

      

I perceive improving the social cognition after

I bought the consumer electronic products.       

I perceive learning new skills after I bought

the consumer electronic products.        5

I perceive myself improving learning methods after I bought the consumer electronic

products.

      

I perceive learning motivation after I bought

the consumer electronic products.        7 I perceive changing belief after I bought

electronic products.       

8 I perceive myself changing ideality after I

bought electronic products.        9 I perceive myself changing morality after I

bought electronic products.        3. The following question is trying to understand your idea about the

“Functional Value” of consumer electronic consumption. The degree of agreement are divided into 7 level, level 1 means totally not agree, 4 means moderate, 7 means totally agree. Please mark the proper answer with your own knowledge and experience.

1 2 3 4 5 6 7 1 The price of consumer electronic products is

valuable for me.       

2 The price of consumer electronic products is

rational for me.       

3 The price of consumer electronic products is

payable for me.       

4 The design and quality of consumer electronic

products are durable for me.        5 The function and quality of consumer

electronic products are plentiful and thoughtful for me.

       6 The application and quality of consumer

electronic products are accessible and

sensitive for me.       

7 The attribute of consumer electronic products

can be preserved for resale.        8 The attribute of consumer electronic products

is easy to buy for me.       

9 The attribute of consumer electronic products

is easy to repair for me.       

10 The use value of consumer electronic products

is significant to me.       

11 The use of consumer electronic products

makes my daily life convenient.        12 The use of consumer electronic products is

practical.       

4. The following question is trying to understand your idea about the

“Green information visibility” of consumer electronic consumption. The degree of agreement are divided into 7 level, level 1 means totally not agree, 4 means moderate, 7 means totally agree. Please mark the proper answer with your own knowledge and experience.

1 2 3 4 5 6 7 1

The recycle information of consumer electronic products is able to be saw when I was purchasing.

      

The energy saving information of consumer electronic products is able to be saw when I was purchasing.

      

The environmental protection information of consumer electronic products is able to be saw when I was purchasing.

       5. The following question is trying to understand your idea about the

“Satisfaction” of consumer electronic consumption. The degree of

agreement are divided into 7 level, level 1 means totally not agree, 4 means moderate, 7 means totally agree. Please mark the proper answer with your own knowledge and experience.

1 2 3 4 5 6 7 1 I was satisfied with the consumer electronic

products after I consumed.       

2 I was satisfied with the consumer electronic

products after I used.       

3 I was satisfied with the consumer electronic

products after I tried.       

4 Overall, it is worthwhile for me to consume

consumer electronic products.        6. The following question is trying to understand your idea about the

“Online repurchase Intention” of consumer electronic consumption. The degree of agreement are divided into 7 level, level 1 means totally not agree, 4 means moderate, 7 means totally agree. Please mark the proper answer with your own knowledge and experience.

1 2 3 4 5 6 7 1 I will online purchase consumer electronic

products in the future.       

2 I will online purchase consumer electronic

products when I need.       

3 I will online purchase consumer electronic

products again because it is convenient.       

4 Overall, online purchasing consumer

electronic products is worth enough.       

Part Three:

Personal Information 1. Gender:  Male  Female

2. Age:  below 25  26~45  over 46

3. Personal monthly average disposable budget(TWD):

 below 5,000  5001 – 10,000 10,001 – 15,000

 15,001 – 20,000  20,001 or above

4. Do you use credit card for online shopping:  Yes  No

Do you have any comment or suggestion about this research and questionnaire?

This is the end of the questionnaire, Thanks again for your participation!

Appendix B: Research Questionnaire (Chinese Version)

親愛的先生、小姐您好：

本問卷是一份有關於購買消費性電子產品的消費價值之學術性研究問卷，其主要目的在「以消費者的內在,外在與功能價值對於購買消費性電子產品的價值因素之調查，

及其對於滿意度和線上再購意願之影響，期望以此了解消費者所注重的價值，做為提

供相關產業策略之參考」。期盼藉您對消費性電子產品的購買經驗與各項認知，以充實

本研究的價值與貢獻。本問卷採不具名回答且屬學術研究之用，絕對不會對外公開，

請安心填寫。各選項並無好、壞之分，皆為單選題，請您安心填答。作答時間只需 5 至 10 分鐘，請留意是否漏填。再次誠摯感謝您在百忙之中抽空填答，謝謝您！

敬祝身體健康，事事如意

國立高雄大學 IMBA 指導教授：吳建興博士研究生：林家弘敬上聯絡方式：

第一部份：

請問您在過去的一年內是否購買過消費性電子產品?(例如:手機,平板,MP3/4,電腦,家用電器等)

□是 □否

A.購買習慣

1. 請問您開始購買消費性電子產品至今已有多長的時間?

□3 年以下 □3 到 5 年 □6 到 8 年 □8 到 10 年 □11 年以上

2. 請問您過去一年內購買消費性電子產品的頻率是?

□3 次以下 □3 到 5 次 □6 到 8 次 □8 到 10 次 □11 次以上

3. 請問您過去一年內每次平均購買消費性電子產品的金額(新台幣)大約為多少?

□1000 元以下 □1001 至 5000 元 □5001 至 1 萬元 □1 萬至 1 萬 5000 元

□1 萬 5000 元以上 4. 請問您消費主要方式是?

□線上購買 □實體店面

B. 消費性電子產品偏好

5.請問您最近消費過何種品牌的消費性電子產品?請勾選兩個：

___Philips ___Toshiba ___Panasonic ___LG ___Siemens ___Sony ___Samsung ___Sampo ___其他________________________(請填寫) 6. 請問您最近消費過何種消費性電子產品?請勾選三個：

___電視 ___相機 ___光碟播放機 ___智慧型手機 ___平板___隨身碟 ___ MP3 ___電腦/筆記型電腦 ___電腦配件

在文檔中內在價值,外在價值及功能價值對滿意度及再購物意願之影響—綠色資訊可見度之中介影響 (頁 63-79)