A Qualitative Research of the Relevence among Purchase Motivation, Evaluation Criteria, and Channel Selection in Dimond
羅淑娟、羅世輝
E-mail: 374769@mail.dyu.edu.tw
ABSTRACT
With the improvement of the consumption level in recent years, the marketing channels of the diamond and jewelery industry have greatly changed from the simple stores to the multiple channels. Due to the rapid growth of the boutique market, many boutique brands have entered Taiwan successively with various marketing channels including TV shopping, on-line shopping, in-store marketing, chains in department stores, discount stores, etc. However, when choosing the specific channel, consumers are influenced by different life styles, product attributes and channel characteristics. Will the variety of purchase intentions and the assessment criteria affect the channel selection after the consumers perceive the channel characteristics? The study aims to explore the possible process from intention, behavior and decision of the consumers in the selection of the diamond purchase channels. An overall explanation is conducted by face-to-face interviews, to understand the hidden meanings of the purchase intention, assessment criteria and the final choice of channel . From the results of the interviews, it's seen that most consumers expect to improve self-affirmation by diamond products. Thus "self-rewarding" is the most important factor in their purchase intentions, while "price" is the most important factor in assessment criteria. As for the final choice of the channels, most of the respondents show a high degree of recognition on the "jewellery stores". Finally, the study draws the conclusion on the effects of the purchase intentions and assessment criteria on the channel selection respectively, and gives suggestions and orientations to the operators.
Keywords : Channel、Purchase Intensions、Assessment Criteria
Table of Contents
中文摘要 ………i 英文摘要 ………
……ii 內容目錄 ………iv 表目錄 ………
…………vi 圖目錄 ………vii 第一章 緒論 ………
………1 第一節 研究背景 ………1 第二節 研究動機與目的 ………
………2 第三節 研究流程 ………3 第四節 研究範圍與限制 ………
………5 第二章 文獻探討 ………6 第一節 「鑽石」的珍貴性………
………6 第二節 鑽石產業相關文獻 ………7 第三節 購買動機相關文獻 ………
………9 第四節 評估準則相關文獻 ……… 10 第五節 行銷通路相關文獻 ………
…………11 第六節 影響消費者購買決策 ………21 第三章 研究方法 ………
…………30 第一節 研究架構 ………30 第二節 研究設計 ………
………31 第三節 訪談對象 ………31 第四節 訪談大綱 ………
……32 第四章 深度訪談與分析 ………34 第一節 購買動機因素………
……34 第二節 評估準則因素………37 第三節 通路的選擇………
……40 第五章 結論與建議 ………58 第一節 研究結論 ………
……58 第二節 建議 ………61 參考文獻 ………
…64
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