臺灣博碩士論文加值系統

在M型社會趨勢下，M型社會右端的富有者逐漸注重藝術品所帶來精神層面上的提昇，其中也包含活的藝術品-盆栽。本研究主要探討中高價盆栽消費者從事購買活動時，在炫耀價值、涉入程度與心流體驗等因素下所產生的購買動機程度，進而分析出影響消費者購買動機之最主要因素，提供中高價盆栽業者在經營管理及經營策略上之參考。研究對象以中高價盆栽消費者作為調查取樣的樣本，有效樣本150份，採問卷調查法，以「中高價盆栽市場之炫耀價值、涉入程度與心流體驗對購買動機之影響量表」為研究工具，分為炫耀價值、涉入程度與心流體驗等三個構面，進行資料蒐集整理分析，並利用 SPSS Window 12.0 中文版本及描述性統計分析、單因子變異數分析法、相關分析及迴歸分析進行統計分析，主要獲得以下研究結果，研究結果顯示：
ㄧ、在炫耀價值主要特徵中，以獨特性為影響消費者購買中高價盆栽的最主要因
素。
二、在涉入程度方面，以消費者本身的知覺重要性（興趣）為影響其購買中高價
盆栽的最主要因素。
三、在心流體驗中，以消費者自發性樂趣為影響其購買中高價盆栽的最主要因素。
四、中高價盆栽消費者之購買動機在炫耀價值、涉入程度與心流體驗等變數間均
呈現正相關。
五、在盆栽大小規格方面，喜歡購買大型盆栽之消費者最多。
六、在盆栽型態方面，曲幹型盆栽（模樣木）是本調查中消費者最喜歡購買的中
高價盆栽型態。
七、在盆栽種類方面，喜歡常綠類盆栽的消費者人數最多。
八、在購買後管理方式方面，希望購買中高價盆栽後，栽業者提供盆栽售後保管
的服務的人數最多。

Under the trend of M-shape society, the right wing of M-shape wealthy individuals starts to focus on the quality of arts and its value in improving their inner spirit. This includes the value of bonsai. The purpose of this research is to explore the incentives of purchasers of moderate/high price bonsais. When they are undergoing the purchasing behavior, the factors such as the pretentious value, the degree of involvement, and the flow experience play a critical role in boosting their purchase incentives. Further, the researcher analyzed the data to conclude the key factors in boosting purchasers’ incentives. Finally, the conclusion will serve references for the industry in their administration and marketing strategies. There were 150 valid samples. The data were collected by questionnaire and survey. The research data were collected through the inventory. The content of inventory mainly focused on the “pretentious value, the degree of involvement, and the flow experience”. The inventory, therefore, is divided into three phases. The data were analyzed by SPSS Window 12.0 Chinese version. The research method used including descriptive analysis, one-way ANOVA, other relating research methods and regression analysis.
The conclusions were drawn and results are stated as follows:
1.In pretentious value phase, the uniqueness is the key factor in determining whether to undergo the purchases or not.
2.In the degree of involvement phase, the purchasers’ awareness of importance, such as individual preferences is the key factor in determining their purchase behavior.
3.In the flow experience phase, consumer’s initiative is the key factor in determining whether the purchasing behavior will be undergone or not.
4.There is a positive correlation among pretentious value of the product, the degree of involvement and the flow experience.
5.In purchasing the size of the bonsais, the large-sized bonsais are the most popular bonsais among the bonsai buyers.
6.In the curve-shape trunk are the most popular moderate/high price bonsais.
7.In the classification of the bonsai, the green-type bonsais are liked by the most number of consumers.
8.In after purchasing management, the most number of purchasers indicates that after-sales service is the most popular service for the buyers.

目錄
摘 要 1
Abstract I
目錄 III
表目錄 VI
圖目錄 VII
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究範圍及對象 3
第四節 研究流程 4
第二章 文獻探討 5
第一節 中高價盆栽及產業特性簡介 5
第二節 炫耀價值 11
第三節 涉入理論 19
第四節 心流體驗 25
第五節 購買動機理論 31
第三章 研究方法 36
第一節 研究架構 36
第二節 研究假設 38
第三節 變數之操作性定義及衡量 38
第四節 資料分析方法與研究工具 43
第 四 章 資料分析與討論 49
第一節 基本資料分析 49
第二節 實測問卷之信度分析 51
第三節 炫耀價值、涉入程度、心流體驗與購買動機之差異性分析 54
第四節 相關分析 64
第五節 消費者對於盆栽大小規格喜好之分析 69
第六節 消費者對於盆栽型態喜好之分析 73
第七節 消費者對於盆栽種類喜好之分析 75
第八節 消費者對於盆栽管理方式喜好之分析 76
第五章 結論與建議 77
第一節 研究結果與發現 77
第二節 實務建議 79
第三節 研究限制 81
第四節 後續研究建議 81
參 考 文 獻 83
附錄ㄧ 89
附錄二 94

表目錄
表2-1炫耀性消費的意義 13
表2-2涉入定義 19
表2-3心流經驗構面群組 27
表2-4 心流概念或操作型定義 28
表2-5 動機定義 32
表3-1中高價盆栽價格認定專家意見表 38
表3-2 心流體驗問項 41
表3-3 炫耀價值之問卷設計 44
表3-4涉入程度之問卷設計 45
表3-5心流體驗之問卷設計 47
表4-1樣本特性 50
表4-2問卷信度分析結果 52
表4-3 炫耀價值部份ANOVA 54
表4-4 炫燿價值四個構面得分差異之變異數分析摘要表 55
表4-5 炫耀價值量表各題之平均數、標準差及序位表 55
表4-6 涉入程度部份ANOVA 57
表4-7涉入程度五個構面得分差異之變異數分析摘要表 57
表4-8涉入程度量表各題之平均數、標準差及序位表 58
表4-9心流體驗部份ANOVA 60
表4-10心流體驗十個構面得分差異之變異數分析摘要表 60
表4-11心流體驗量表各題之平均數、標準差及序位表 61
表4-12炫耀價值與涉入程度相關分析表 64
表4-13炫耀價值與涉入程度迴歸分析模式摘要表 65
表4-14炫耀價值與涉入程度變異數分析表 65
表4-15炫耀價值與涉入程度迴歸係數分析表 65
表4-16炫耀價值與心流體驗相關分析表 66
表4-17炫耀價值與心流體驗迴歸分析模式摘要表 67
表4-18炫耀價值與心流體驗變異數分析表 67
表4-19炫耀價值與心流體驗迴歸係數分析表 67
表4-20涉入程度與心流體驗相關分析表 68
表4-21涉入程度與心流體驗迴歸分析模式摘要表 69
表4-22涉入程度與心流體驗變異數分析表 69
表4-23涉入程度與心流體驗迴歸係數分析表 69
表4-24消費者年齡與盆栽大小規格喜好統計表 70
表4-25盆栽大小規格與消費者年齡交叉分析表 71
表4-26盆栽大小規格與消費者年齡卡方檢定 71
表4-27消費者選擇各類型盆栽及選擇順位統計表 73
表4-28消費者選擇盆栽種類統計表 75
表4-29消費者選擇盆栽管理方式統計表 76

圖目錄
圖1-1研究流程圖 4
圖3-1研究架構 37

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二、電子媒體資料
中華盆栽藝術全國總會（2009）網址：
http://www.twbonsai.com.tw/subweb/nba/index.html
中華盆景門戶網（2009）網址：http://www.bonsaicn.com/
張敏（2004 ，December，8）CRIonline 財經報導，網址：
http://.chinabroadcast.cn/1827/2004/11/08/405@352833.html

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