臺灣博碩士論文加值系統

近年來，消費者退貨率逐漸增加，此現象可能會給營銷人員帶來不利的後果。此外，消費者倫理與消費者退貨行為有關，對於市場有重大的影響，尤其是消費者計劃性的不道德退貨行為。本研究著重於心理學方面，以了解消費者的心理特徵，並預測不同的消費者退貨類型。透過將消費者退貨類型做區隔，本研究使用五個變數來衡量大眾的心理特徵，包括模型中的物質派、務實派、情緒穩定性、態度和宗教信仰。本研究收集了450份網路問卷調查，以便了解消費者的心理意圖，並使用集群分析以及區隔分析對不同類型的消費者進行分類並命名。現今社會上的不道德現象，對於消費者不當行為的預測更加重要，本篇論文將消費者退貨類型與分群做連結，研究發現三群中的消費者各自都有偏向的退貨類型。更重要的是，本研究的重要性和目標是希望將消費者分類後，可以幫助零售商藉著大數據分析，利用線上紀錄直接辨別消費者是否為惡意退貨，零售商可以選擇是否將商品賣給惡意退貨者或事先採取封鎖帳戶以防範不道德的計畫性退貨。

Consumer return rate has gradually increased in recent years, and this phenomenon can result in unfavorable outcomes for marketers. Besides, the consumer ethics is related to the consumer return behavior, which has a significant influence on the market, especially for the unethical returns by consumers. This empirical work focus on the psychographics aspect to understand the mental trait of the consumer and predict the different consumer types. By segment the consumer orientation toward returns, the study conducts the five variables to measure the psychographics of the public, including material trait, pragmatic trait, emotional ability, attitude, and religiosity in the model. The study gathered 450 questionnaires on the internet to understand the mental trait of the consumer and use the cluster analysis and discrimination analysis to classify different consumer types. Besides, by observing the trait of each group, we named three groups regarding to these traits of variables. Regarding unethical phenomenon in the society, the prediction of consumer’s misbehavior is really crucial. This study connects the consumer orientation types toward returns and the trait of three groups. Moreover, the importance and the goal of this research help the retailers to identify those unethical consumers on the Internet with big data analysis after segment the consumer. Thus, the marketer can decide whether to sell the goods to unethical consumer or not and take action beforehand.

摘要 i
ABSTRACT ii
Table of Contents iii
List of Table v
List of Figure vi
Chapter 1 Introduction 1
1.1 Importance of the Study 1
1.2 Literature Deficiency 4
1.3 The Purpose Statement 6
Chapter 2 Literature Review 7
2.1 Deshopping 7
2.2 Consumer Orientation toward Returns 11
2.3 Psychographics 15
2.3.1 Materialism 18
2.3.2 Emotional Stability 20
2.3.3 Attitude 21
2.3.4 Religiosity 22
Chapter 3 Methodology 24
3.1 Research Model 24
3.2 Hypothesis 25
3.2.1 Materialism 25
3.2.2 Emotional Stability 27
3.2.3 Attitude 29
3.2.4 Religiosity 30
3.3 Sample 31
3.4 Measures 31
3.4.1 Materialism 32
3.4.2 Emotional stability 34
3.4.3 Attitude 35
3.4.4 Religiosity 36
Chapter 4 Research Result and Data Analysis 39
4.1 Sample Analysis 39
4.2 Reliability 40
4.3 Validity 40
4.4 Cluster analysis 41
4.5 Discrimination analysis 44
4.6 Hypothesis Result 46
Chapter 5 Conclusion 48
5.1 Research Discussions and Conclusion 48
5.2 Contributions and Implications 50
5.3 Limitation and Future Research 51
References 54
Appendix1正式問卷 60

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