臺灣博碩士論文加值系統

新產品上市到消費者購買會經歷三個階段，本研究欲對此做進一步探討，研究企業使用不同的推廣工具，是否會造成消費者不同的瞭解效果、購買效果及品質認知。
本研究以大學生為實驗對象，NIKE所推出的「AIR MAX」運動鞋為實證的產品，採取因子實驗設計的方式進行本研究。本研究使用的統計分析方法包括有敘述統計、單因子變異數分析、二因子變異數分析及因素分析，以此來檢定本研究之研究假設。
從研究結果發現，對認知及情感階段的消費者，採行廣告及促銷這兩種推廣工具，可獲得較好的瞭解效果。而行為階段的消費者則不論採行何種推廣工具，並無顯著差異。
行為階段的消費者相較於認知及情感階段的消費者，會有較高的品質認知，而廣告及人員銷售也比促銷獲得較高的品質認知。
不同擴散階段的消費者，由不同的屬性形成品質認知，在認知階的消費者較會以知名度－即由價格、品牌及廣告程度所形成的因素－來衡量品質；情感階段的消費者會以實用性－即由材質及舒適所形成的因素－來衡量品質；行為階段的消費會以全方位－即由價格、品牌及材質所形成的因素－來衡量品質。因此，企業應在消費者處的擴散階段，強調不同的屬性，增加品質認知。

New product from sale to consumer buy the product should through three stages. This research attempts to explore if company use different promotion tools in different diffusion stage will the consumer have different communication effect ,sale effect and perception quality.
The object of this research is college students and the product is NIKE「AIR MAX」shoes. The experimental method of this research if factorial design. Statistic analysis used in the research to test the hypotheses of this research include descriptive statistics, one-way ANOVA, two-way ANOVA, and factor analysis.
According to the result of this research, we conclude that using advertising and sales promotion in cognitive stage and affective stage consumer will have high commu-nication effect, but in behavioral sage there is no different in use different promotion tools.
Consumer in behavioral stage will have higher perceived quality than in cognitive and affective stage. Advertising and personal selling also have higher perceived quality than sale promotion.
Customer in different diffusion stage will become different perceived quality from different attribute. Consumer in cognitive stage will use famous-price, brand and degree of advertising- to evaluate quality. Consumer in affective stage will use useful-material and comfort to evaluate quality. Consumer in behavioral stage will use omni-bearing —price, brand and material to evaluate quality. So company should know what stage the consumer is then enhance the attribute which consumer evaluate quality to increase con-sumer’s perceived quality toward this product.

內容目錄
中文摘要　﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒ iii
英文摘要　﹒﹒﹒ ﹒﹒ ﹒﹒﹒﹒﹒﹒﹒ ﹒﹒﹒ ﹒﹒﹒﹒﹒iv
誌謝辭　　﹒﹒﹒﹒﹒ ﹒﹒﹒﹒﹒﹒ ﹒﹒﹒ ﹒ ﹒﹒﹒﹒﹒vi
內容目錄 ﹒ ﹒ ﹒﹒﹒﹒﹒﹒ ﹒﹒﹒ ﹒ ﹒﹒﹒﹒　 vii
表目錄　　﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒ ﹒ ix
圖目錄　　﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒ ﹒ xi
第一章　　緒論﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒ ﹒ 1
第一節　　研究動機﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒ ﹒1
第二節　　研究目的﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒ ﹒2
第三節　　研究流程﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒ ﹒3
第二章　　文獻探討﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒ ﹒4
第一節　　新產品的定義與分類﹒﹒﹒﹒﹒﹒﹒﹒ ﹒4
第二節　　擴散階段的定義﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒ ﹒7
第三節　　推廣工具的定義﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒ ﹒ 10
第四節　　推廣效果的定義﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒ ﹒ 16
第五節　　品質認知的定義﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒ ﹒ 21
第六節　　品質認知理論﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒ ﹒ 24
第三章　　研究方法﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒ ﹒ 28
第一節　　研究架構﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒ ﹒ 28
第二節　　研究假設﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒ ﹒ 29
第三節　　研究變數的操作性定義與衡量﹒﹒﹒﹒ ﹒ 30
第四節　　實驗設計﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒ ﹒ 31
第五節　　樣本設計與資料蒐集﹒﹒﹒﹒﹒﹒﹒﹒ ﹒ 34
第六節　　研究步驟與統計分析方法分析﹒﹒﹒﹒﹒ 35
第七節　　問卷效度及信度分析﹒﹒﹒﹒﹒﹒﹒﹒﹒ 37
第四章　　研究結果﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒ 39
第一節　　回收樣本統計資料﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒ 39
第二節　　各研究假設之檢定結果﹒﹒﹒﹒﹒﹒﹒﹒ 43
第五章　　研究結論及建議﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒ 61
第一節　　研究結論﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒ 61
第二節　　研究建議﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒ 64
第三節　　研究限制﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒ 65
第四節　　後續研究建議﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒ 66
參考文獻　﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒ 68
附錄A　　廣告的問卷﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒ 75
附錄B　　促銷的問卷﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒ 80
附錄C　　人員銷售的問卷﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒ 85
表目錄
表 2-1　一些常用的溝通／促銷工具﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒11
表 3-1　產生品質認知屬性的描述﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒33
表 3-2　廣告效果問項之描述﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒34
表 3-3　問卷信度檢定﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒38
表 4-1　各推廣工具樣本之分佈﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒37
表 4-2 各擴散階段的分佈﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒40
表 4-3 各變數的認同程度及基本統計敘述 ﹒﹒﹒﹒﹒﹒﹒ 42
表 4-4 不同擴散階段下變數間的變異數分析﹒﹒﹒﹒﹒﹒﹒44
表 4-5　不同階段及工具在廣告效果的變異數分﹒﹒﹒﹒﹒﹒45
表 4-6　瞭解與購買效果的相關性檢定﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒46
表 4-7　 Scheffe’s檢定瞭解效果在推廣工具間的差異比較 47
表 4-8 認知階段下推廣工具之廣告效果變異數分析﹒﹒﹒﹒48
表 4-9　Scheffe’s檢定比較在認知階段不同推廣工具之廣
告效果﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒48
表 4-10 情感階段下推廣工具之廣告效果變異數分析﹒﹒﹒﹒49
表 4-11 Scheffe’s檢定情感階段下不同推廣工具之廣告
效果的差異比較﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒49
表 4-12 行為階段下推廣工具之廣告效果變異數分析﹒﹒﹒﹒50
表 4-13 認知及情感階段瞭解及購買效果的相關性檢定﹒﹒﹒51
表 4-14 擴散階段及推廣工具對品質認知的變異﹒﹒﹒﹒﹒﹒52
表 4-15 Scheffe’s檢定不同擴散階段間對品質認知的
差異比較﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒52
表 4-16 Scheffe’s檢定不同推廣工具間對品質認知
的差異比較﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒53
表 4-17 認知階段的因素分析結果﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒54
表 4-18 情感階段的因素分析結果﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒56
表 4-19 行為階段的因素分析結果﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒58
表 4-20 擴散階段因素分析結果﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒59
表 5-1 本研究假設與研究結果對照表﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒61
圖目錄
圖 1-1　研究流程﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒3
圖 2-1　新產品的類型﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒5
圖 2-2　反應層級模式﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒8
圖 2-3　Zeithaml品質認知模式﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒ 25
圖 3-1　研究構架﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒ 28

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