臺灣博碩士論文加值系統

人類有五種感覺:視覺、嗅覺、味覺、聽覺、觸覺。昔日的文獻曾探討，若消費者有機會去觸摸產品,除了增加對產品之情感反應外，也產生了說服力。另一方面，某部份的消費者對特定國家之產品已有先入為主的觀念，故來源國也是影響消費者決策之重要因素。因此，本研究希望能夠探討非屬性觸摸(快樂型觸摸)和來源國效應兩因素之作用對情感反應與說服力之影響。
本研究透過觸摸地毯及問卷回答方式，對360位家庭主婦進行調查。並透階層迴歸模型與不相關迴歸模型(SUR)兩種統計方式，對360位樣本在得知來源國訊息後，其情感反應與說服力兩部分之前後變化作分析。
實證結果發現，來源國效應在整個實驗中佔極重要之因素。統計分析證明，不論消費者之非屬性觸摸程度高低(快樂性觸摸)，不論觸摸與否，來源國效應對情感反應與說服力兩部分是有相當之影響力。製造商與廣告商可以透過營造來源國印象與加強來源國印象來喚起消費者之記憶或興趣。

Prior research has assumed that the opportunity to touch products increases affective response and persuasion, but it neglects the moderating role of country-of-origin image (COI). This study tries to fill the research gap and comprises a total of 360 housewives analytical sample. Using hierarchical regression analysis and seemingly unrelated regression model to analyze our data, experimental findings suggest that (1) touch, autotelic NFT, and COI image have significantly positive effects on affective response and persuasion; (2) the interaction effect between touch and COI has significantly positive influence on affective response; (3) the interaction effect between touch and sutotelic need for touch has significantly positive influence on affective response;(4) affective response has significantly positive effect on persuasion; (5) Touch indeed significantly positively affects persuasion through affective response; that is to say, affective response plays a mediated role between touch and persuasion.

CHAPTER 1 INTRODUCTION 1
CHAPTER 2 LITERATURE REVIEW 4
2.1 Touch 4
2.2 Affective Response 5
2.3 Country-Of-Origin Image 6
2.4 Persuasion 8
CHAPTER 3 RESEARCH METHOD 11
3.1 Overview 11
3.2 Measures 11
3.3 Control Variables 12
3.4 Sampling 13
3.5 Pretest 13
3.6 Experimental Design and
Procedure 14
3.7 Reliability, Validity, and
Descriptive Statistics 14
CHAPTER4 RESULTS AND ANALYSIS 17
4.1 Manipulation Check 17
4.2 Data Analysis 17
4.3 Seemingly Unrelated
Regression 18
CHAPTER5. DISCUSSION 25
5.1 Findings 25
5.2 Implications 25
5.3 Limitations And Directions For
Future Research 26
REFERENCE 28
APPENDIX 1 34
APPENDIX 2 35
APPENDIX 3 37
APPENDIX 4 38

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