影響女性消費者使用電競軟體行為意向之研究

NHUIR > College of Management > Department of Cultural & Creative Enterprise Management > Disserations and Theses(Cultural & Creative Enterprise Management) > Item 987654321/29661

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Title:	影響女性消費者使用電競軟體行為意向之研究
Other Titles:	Research on the Influence of Female Consumers' Behavioral Intention of Using E-Sports Software
Authors:	朱晟億 CHU, CHENG-YI
Contributors:	文化創意事業管理學系黃昱凱;洪林伯 HUANG, YU-KAI;HUNG, LIN-BAO
Keywords:	電競遊戲;女性消費者;結構方程模型;計畫行為理論 e-sports games;female consumers;structural equation modeling;theory of planned behavior
Date:	2023
Issue Date:	2023-11-09 10:04:33 (UTC+8)
Abstract:	本研究旨在探討影響女性消費者評估電競軟體的決策因素，以計畫行為理論為基礎，使用結構方程模型進行分析。本研究以台灣地區18歲以上女性消費者為研究對象，透過問卷調查收集資料，總共回收有效問卷272份。研究結果顯示，女性消費者對於電競軟體的購買意願會受到態度、主觀規範和知覺行為控制等三個因素的影響。其中，態度是最重要的因素，對女性消費者的購買意願具有顯著的正向影響。認知和主觀規範對女性消費者的購買意願也有正向的影響，而知覺行為控制則對女性消費者的購買意願具有負向影響。因此，建議電競軟體廠商應該著重提高女性消費者對產品的認知程度，並積極塑造良好的品牌形象和消費環境，以提高女性消費者對產品的態度和主觀規範，進而增加其購買意願。此外，也應注意到知覺行為控制對女性消費者的購買意願具有負向影響，應該加強產品的易用性和操作性，以提高女性消費者的購買體驗。　　This study employs structural equation modeling to analyze the decision-making factors that influence female consumers' assessment of e-sports software based on the theory of planned behavior. The research focuses on female consumers over 18 years old in Taiwan and collects data through a questionnaire survey, resulting in 272 valid responses. The findings reveal that attitudes, subjective norms, and perceived behavioral control significantly impact female consumers' willingness to purchase e-sports software. Notably, perspectives emerge as the most critical factor, exerting a positive and significant effect on female consumers' purchase intention. Cognitive and subjective norms also positively influence female consumers' purchase intentions, while perceived behavioral control has a negative impact. As such, it is suggested that e-sports software manufacturers prioritize enhancing female consumers' product awareness and proactively cultivating a favorable brand image and consumption environment to foster positive attitudes and subjective norms towards products and ultimately boost purchase intention. Additionally, perceived behavioral control should be addressed by improving product ease of use and operability to enhance female consumers' purchasing experience.
Appears in Collections:	[Department of Cultural & Creative Enterprise Management] Disserations and Theses(Cultural & Creative Enterprise Management)

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