本研究目的是探討瓦楞紙玩具在市場上具有那些特色，以提高消費者購買意願。本研究以有14歲以下孩童的家長為研究對象，回收1068份有效問卷，並利用多變量分析進行分析。研究發現正向影響購買意願的因素有產品應用的運動體能型玩具導向、收納裝置型玩具導向、知覺品質的服務性、可靠性與耐久性導向、功能性與使用便利性導向、產品績效導向、知覺價值的健康安全與殘餘價值導向、交易導向、獲取導向、使用導向等因素。

The study’s purpose is to find the features which can raise the purchase intention for those corrugated toys. The adults who have the children under the age of 14 are the investigated subjects of this study. 1068 valid questionnaires were collected and analysed using the multivariate analysis of variance. The result indicate the levels of toy sales have positive influence by the “exercise and physical type” and “storage and decoration type” of the product application, “service, credibility and the durable,” “function and useful convenience,” and “product performance” of the perceived quality, “health and the residual value,” “trade,” “receive” and “useful” associated with the perceived value.