臺灣博碩士論文加值系統

一般的企業網路形象的塑造及行銷均以企業主或委託設計單位主觀判斷為依據，對於真正的網路目標群眾、分眾認知未曾探討。本研究擬結合引進自哈佛管理學院教授Gerald Zaltman所創始的研究方法「隱喻抽取技術－ZMET」，探討出目標群眾對理想紡織業網際網路企業形象的共通認知與期待，再透過「方法目的鏈理論－MEC」的歸納方法，去解析目標群眾、分眾對理想紡織企業網路形象的最終價值觀，以上這些極具價值的有效資訊將成為理想紡織企業網路形象塑造之科學參考依據，亦可根據個人價值觀的探討，區隔出不同型態的認知族群，以利成為理想紡織企業網路形象的行銷依據。

General speaking, the enterprises’ images of the World Wide Web-Internet and Marketing have been represented by the decision making both on the business owners and on the sub-units of large design companies. This study is targeting to apply Zaltman Metaphor Elicitation Technique which was recommended by the professor Gerald Zaltman educated in the College of Management of Harvard University to probe the common understanding and expectation of an ideal image of Textile business in internet territory into the target user. Meanwhile, we are going to analyze and explain the final values of textile enterprises’ images for the designated public & targeting user through the conclusion to collect thoughts of the Means Value Chain Theory. Those extremely valuable and effective information as above will become the science-base reference to reform an ideal image of textile business in internet territory. This study also enables to distinguish the identifications from the differential style people depended on the research of the individual values and advantageously turns into the marketing basis of an ideal image of textile business in internet territory.

第一章 緒論........................................................8
第一節 緣起.................................................8
第二節 研究目的與問題.......................................9
第三節 研究動機.............................................9
第四節 研究範圍............................................10
第五節 研究流程............................................11
第二章 文獻探討....................................................12
第一節 有關質化研究的概述..................................12
第二節 隱喻抽取技術－ZMET..................................12
一、緣由...............................................12
二、ZMET 內涵..........................................13
三、ZMET 的成就/應用/特色/前提...................16
第三節 方法目的鏈理論－MEC ................................18
一、MEC的內涵.........................................18
二、屬性/工具價值/個人價值.............................19
三、個人價值觀應用在消費者市場行銷研究上的理論探討.....21
四、階梯法的內涵 ......................................21
第四節 企業形象與結合「ZMET與MEC」的理想網路企業形象探討..22
第三章 研究方法...................................................25
第一節 研究架構 ...........................................25
第二節 研究內容............................................26
第三節 操作程序............................................26
第四章 研究結果及觀察解析.........................................70
第五章 結論.......................................................85
第一節 研究結論與貢獻......................................86
第二節 研究的限制..........................................90
第三節 後續研究與建議 .....................................92
參考文獻及附錄.....................................................92
表次

表 一：受訪圖片分類整理表.....................................54
表 二：構念抽取整理表.........................................57
表 三：個人心智構念總覽表.....................................62
表 四：個人感官描述表.........................................61
表 五：個人價值觀構念次數一覽.................................67
表 六：關鍵主要構念表.........................................70
表 七：最終價值觀排序總表.....................................82


















圖次

圖 一：研究流程..............................................11
圖 二：企業形象屬性與個人價值鏈結圖示........................19
圖 三：研究架構圖............................................25
圖 四：個訪圖片（圖一至圖十二）.............................30-52
圖 五：個人心智構念連結圖....................................64
圖 六：屬性/結果/價值鏈結圖..................................66
圖 七：個人總結影像..........................................68
圖 八：目標群眾心智模式共通地圖..............................75
圖 九：企業形象感官認知需求關鍵主要構念重要度排序圖..........76
圖 十：企業經營感官認知需求關鍵主要構念重要度排序圖..........77
圖 十 一：企業行銷感官認知需求關鍵主要構念重要度排序圖..........78
圖 十 二：網路資訊系統需求關鍵主要構念重要度排序圖..............78
圖 十 三：感官視覺構念需求關鍵主要構念重要度排序圖..............79
圖 十 四：感官視覺畫面構念需求關鍵主要構念重要度排序圖..........80
圖 十 五：感官氣氛需求關鍵主要構念重要度排序圖..................81
圖 十 六：感官聽覺需求關鍵主要構念重要度排序圖..................81
圖 十 七：受訪者的平均價值觀排序圖..............................83
圖 十 八：20歲年齡層受訪者價值觀排序............................84
圖 十 九：30歲年齡層受訪者價值觀排序............................84
圖 二 十：40歲年齡層紡織人價值觀排序............................85
圖二十一：認知構念與價值觀挖掘路徑圖............................86
圖二十二：目標群眾價值管理階梯..................................89
圖二十三：上網需求功能圖........................................90
圖二十四：個別受訪者的認知形象總圖（圖一至圖十二）.............93-104

英文的部份：
1.Coulter, R.H. and G. Zaltman, “Using the Zaltman metaphor elicitation technique to understand brand images,” Advances in Consumer Research, 21, 501-507 (1994).
2.Coulter, R.A., G. Zaltman, and K.S. Coulter, “Interpreting consumer perceptions of advertising: an application of the Zaltman metaphor elicitation technique,” Journal of Advertising Research, 30, 1-21 (2001).
3.Christensen, G.L. and J.C Olson, “Mapping consumers’ mental models with ZMET,” Psychology & Marketing, 19, 477-502 (2002).
4.Eakin, E., “Penetrating the mind by metaphor,” The New York Times, February 23, B9 (2002).
5.Gutman, J., “A Means-end Chain Model Based on Consumer Categorization Processes,” Journal of Marketing, 46, 60-72 (1982).
6.Gwendolyn Catchings-Castello, “The ZMET alternative,” Marketing Research, 12, 6-12 (2000).
7. International Journal of Information Management20(2000) 197-208
Towards an understanding of the behavioural intention to use a web site
Judy chuan-Chuan Lin, Hsipeng Lu
8. Key quality factors in Web site design and use
(The International Journal of Qualityand Reliability Management, 2002,19,6/7, ABI/INFORM Global Page 873
9. Mehrabian, Albert, Silent Message, Wadsworth, Belmont,CA (1971).
10. Maurer, H., Hyper G: The Next Generation Web Solution, Addison-Wesley, Reading, MA (1996).
11. Nielsen, J., Multimedia and Hypertext the Internet and Beyond, Academic Press, New York, NY (1995).
12. Pink, D.H., “Metaphor Marketing,” Fast Company, Issue 14 April, 214 (1998).
13. Pairin Katerattanakul－Framework of effective web site desgn for business to consumer Internet commerc，INFOR,Feb. 2002, 40, 1,ABI/INFORM Global Page. 60
14. Reynolds, T.J. and J. Gutman, “Laddering theory, method, analysis, and interpretation,” Journal of Advertising Research, February/March, 11-31 (1988).
15. Sano, D., Designing Large-Scale Web Sites, Wiley Computer Publishing, New York, NY (1996).
16. Sheehy, B.,” Are you listening?,” Across the board, 4 .41-46 (1999).
17. Zaltman, G. and R.H. Coulter, “Seeing the voice of customer: metaphor-based advertising research,” Journal of Advertising Research, 35, 35-51 (1995).
18. Zaltman, G., “Metaphorically speaking,” Marketing Research, 8, 13-20 (1996).
19. Zaltman, G., “Rethinking market research: Putting people back in,” Journal of. Marketing Research, 34, 424-437 (1997).
20. Zaltman, G. and L.J. Schuck, “Seeing through the Customer's Eyes with Computer Imaging,” In Sense & respond: capturing value in the network era, edited by Stephen P. Bradley and Richard L. Nolan. Harvard Business School Press, Boston, MA (1998).
21. Zaltman, G., “Consumer research: take a hike!,” Journal of Consumer Research, 26, 423-428 (2000).
22. Zaltman, G. How Customers Think: Essential Insights into the Mind of the Market, Harvard Business School Press, Boston, MA (2003).


中文的部份：

1. 民意研究季刊205期(1998.07)
2. 任永貞「企業網站首頁之公共關係目標公眾企業形象與功能分析研究」（2001）