臺灣博碩士論文加值系統

產品創新已被企業視為創造價值，尋求市場機會的競爭策略之一，觀察現今的紡織服飾產業發現，由於科技進步、技術發達，產品生命週期加速縮短﹐新功能、新機能的產品不斷推陳出新，製造者希望藉由產品創新喚起消費者的持續熱情，因此本研究在探討影響知覺價值因素的研究中，嘗試將產品創新納入變數，希望釐清消費者評估產品過程中其所扮演的角色，作為業者產品開發及行銷策略時之參考。
本研究選擇女性內衣為受測產品，採用3(三組產品創新－功能創新、視覺創新、一般無創新)×2（兩組品牌形象－高品牌形象、低品牌形象）×2（兩組價格－高價位、低價位）的實驗設計方式，觀察操弄變數對於依變數知覺品質、知覺風險、知覺價值的主效果與交互作用，然後分析內生變數知覺品質與知覺風險，對知覺價值的影響。
本研究之結論如下：
1.產品創新可以降低消費者的知覺風險疑慮，對於消費者的知覺品質與知覺價值有正向影響。此外，視覺創新的產品對於知覺品質與知覺價值的影響大於功能創新的產品。2.品牌形象的高低，對於知覺風險的影響不顯著，但對於知覺品質與知覺價值有正向影響。 3.價格的高低，對於知覺品質的影響不顯著，但對於知覺價值有負向影響。4.產品創新、品牌形象、價格的交互作用會影響知覺品質與知覺價值。

Product innovation is one of the competitive strategies to create values and penetrate market ,lately . There are more and more products with innovative functionality in the market because of the advanced technologies, the well-developed techniques and the shorter product lifecycles. Therefore, manufactures should revoke and catch consumers’ passion and purchasing behavior by carrying out product innovation all the time. At the time of analyzing the factors and influence of perceived values, the research tried to take product innovation as the variable. Moreover, find out how product innovation influent their product evaluation and purchasing behavior of consumers. I wish this study could be the beneficial reference to the manufactures for their product launch, merchandising strategies and marketing practices.
This research chooses the women’s inner to be the tested items. By taking 3 (function innovation, visual innovation and regular product)×2 (two varied brand images, one with upper scale and the other with entry level)×2 (two price ranges, high and low) to be the experiment designs, the main effect and interactive effects of the control variables of perceived quality, perceived risk and perceived value is collected. Furthermore, analyze how the endogenous constructs of perceived quality and perceived risk influent perceived value.

目錄
中文摘要 I
英文摘要 II
致謝 IV
目錄 V
圖目錄 VII
表目錄 VIII
第一章 緒論 1
第一節 研究動機 1
第二節 研究目的 3
第二章 文獻探討 4
第一節 知覺品質 4
一、 知覺品質與品質的差異 4
二、 知覺品質的定義 5
第二節 知覺價值 9
一、 知覺價值的定義 9
二、 知覺品質與知覺價值間的關係 9
三、 國內知覺價值相關研究彙整 12
第三節 知覺風險 14
一、 知覺風險的定義 14
二、 知覺風險的類 15
三、 知覺風險與知覺價值間的關係 16
第四節 訊號 18
一、 訊號的定義 18
二、 訊號對知覺品質與知覺風險間的關係 18
三、 價格 19
四、 品牌形象 20
五、 創新理論 21
第三章 研究方法 27
第一節 研究範圍 27
第二節 研究流程 29
第三節 研究架構 30
第四節 研究假設 31
第五節 研究設計 37
第六節 研究變項與定義 38
第七節 正式實驗 42
第四章 資料分析與討論 50
第一節 問卷樣本結構 50
第二節 信度與效度分析 54
第三節 假設驗證 56
第四節 假設驗證彙總 69
第五章 結果分析與討論 70
第一節 研究結論 70
第二節 研究貢獻 75
第三節 管理涵義 76
第四節 研究限制 78
第五節 未來研究之建議 79
參考文獻 81
附錄一 前測問卷與廣告圖片 86
附錄二 正式問卷與廣告圖片 94
圖目錄
圖2-2-1價格、知覺品質、知覺價值的架構圖 10
圖2-2-2交易效用架構圖 11
圖2-2-3價格、品質、價值的關係模式 12
圖2-4-1高科技紡織品產品創新的發展與消費者知覺構面圖 25
圖3-2-1研究流程圖 29
圖3-3-1本研究觀念性架構圖 30
圖3-5-1本研究的資料分析法 49
圖4-2-1產品創新對於知覺品質主效果影響圖 57
圖4-2-2品牌形象對於知覺品質主效果影響圖 58
圖4-3-3產品創新與價格對知覺品質二因子交互作用圖 59
圖4-3-4產品創新對總體知覺風險的主效果影響圖 61
圖4-3-5價格對總體知覺風險主效果影響圖 61
圖4-3-6價格與品牌形象對知覺風險二因子交互作用圖 62
圖4-3-7產品創新對知覺價值主效果影響圖 63
圖4-3-8品牌形象對知覺價值主效果影響圖 64
圖4-3-9價格對知覺價值主效果影響圖 64
圖4-3-10價格與品牌形象對知覺價值二因子交互作用圖 65
圖4-3-11產品創新與價格對知覺價二因子交互作用圖 65
表目錄
表3-5-1本研究之實驗設計 38
表3-6-1 ICT2002年行銷資料年鑑中胸罩理想品牌前10名彙整 40
表3-7-1前測結果列表之價格高低 44
表3-7-2前測結果列表之品牌形象高低 45
表3-7-3前測結果列表之功能創新高低 46
表3-7-4前測結果列表之視覺創新高低 46
表4-1-1各實驗組有效問卷基本資料描述 50
表4-1-2樣本百分比上班族行業分佈 51
表4-1-3樣本百分比學生族群學院分佈 52
表4-1-4樣本百分比年齡分佈 52
表4-1-5樣本百分比之上班族所得分佈 53
表4-1-6樣本百分比之婚姻分佈 53
表4-2-1本研究量表信度之檢驗 54
表4-2-2知覺風險的解說總變異量 55
表4-2-3知覺風險轉軸後的成分矩陣 56
表4-3-1產品創新、價格、品牌形象對知覺品質變異數分析摘要 57
表4-3-2產品創新對於知覺品質的影響多重比較表 58
表4-3-3產品創新、價格、品牌形象對知覺品質交互作用表 59
表4-3-4產品創新、價格、品牌形象對知覺風險變異數分析摘要表60
表4-3-5產品創新對於知覺風險的影響多重比較表 61
表4-3-6產品創新、價格、品牌形象對知覺價值變異數分析摘要表63
表4-3-7產品創新對於知覺品質的影響多重比較表 64
表4-3-8產品創新、價格、品牌形象對知覺價值交互作用表 65
表4-3-9知覺品質與知覺風險對知覺價值的複迴歸分析表 67
表4-3-10知覺品質與知覺風險對知覺價值的複迴歸分析表二 67
表4-3-11知覺品質與各知覺風險構面對知覺價值的複迴歸分析表 68
表4-4-1 研究假設驗證彙總表 69
表5-1-1 操弄變數對知覺品質影響彙總表 70
表5-1-2 操弄變數對知覺風險影響彙總表 71
表5-1-3 操弄變數對知覺價值影響彙總表 73
表5-1-4內生變數對之知覺價值影響彙總表 74
表5-2-1 各風險構面驗證結果彙總表 75

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