臺灣博碩士論文加值系統

市場上有各式各樣的商品，消費者不一定都熟悉所有的產品，在買賣雙方存在資訊不對稱的情況下，消費者希望能有可協助區別高、低產品品質的訊息以供降低購買的風險，因此，任何產品的外部線索都可能成為消費者參考的依據，例如價格、產品包裝、廣告、產品保證等等的行銷元素。但對消費者來說，可以作為可信的訊號的行銷組合元素並不多，於是提供本研究有動機去檢視「品牌可信度」在消費者二階段選擇過程中所扮演的角色，並加入消費者的知覺風險、知覺品質與所能節省之資訊成本等三項主觀知覺因素，整合探討它們在消費者做考慮與最佳選擇決策時的影響。
研究方法上採用問卷調查方式。本研究之解釋變數為「品牌可信度」、「知覺風險」、「知覺品質」、「所節省之資訊成本」等；反應變數則為品牌替選方案集合中的品牌是否被列入考慮集合與列入考慮集合中的品牌是否成為消費者最終選擇。選取手機(代表選購品)與牙膏(代表便利品)，作為兩類產品別之研究標的。抽樣對象主要為日間部大學生。

研究結果如下：
1.品牌可信度不僅影響一產品品牌是否被消費者列入選購之考慮集合，亦會影響消費者從考慮集合中做品牌選擇的決策。
2.在品牌考慮集合形成階段，品牌可信度中的「專業性」能力，在兩產品別中皆具有相對大之影響效果；但在品牌選擇階段，則「值得信賴」對選購品會有相對大之影響效果。
3.消費者對品牌的「知覺品質」與「所節省之資訊成本」認知，不僅在品牌考慮集合形成階段有顯著影響，亦顯著影響消費者最後對品牌方案的選擇。
4.在品牌考慮集合形成階段，消費者「知覺風險」認知在便利品中，會顯著影響消費者對產品品牌的購買考慮，但在做品牌最終選擇階段時的影響則已不顯著。

There is a variety of goods in the market, but not all consumers are familiar with them. Considering the imperfect and asymmetrical information structure of the market, consumers need some signals help to judge the quality of products to lower the risks of purchase. Thus, any external signal of products will become the reference when consumers make purchasing decision. Due to the limitations of individual marketing mix elements as credible signals provide us the motivation for examining brand credibility that play on consumer’s two-stage brand choice. Besides, we also examine these impact of there consumer’s perceptive factors on consideration set formation stage and choice stage.
The independent variables are brand credibility, perceived risk, perceived quality and the saved information cost. Two outcome measures for each brand were elicited: consideration—“the brands of participants would seriously consider buying；choice—“the brands of participants would be most likely to buy .”
In the data collection for this study we use two product classes：cell phone ＆ toothpaste. The study we fielded at a university had two different versions. The main results of this study are：
1. Brand credibility not only affectt a brand entering the consideration set, but also affect one brand be choose from the consideration set.
2. On consideration set formation stage, expertise construct play a bigger role on convenient good and shopping good, but on brand choice stage, trustworthiness construct has the larger effect on shopping good.
3. The perceived quality and the saved information cost produce effect on consideration set formation stage and brand choice stage.
4. In consideration set formation stage, perceived risk obviously affect consumer’s consideration set formation on convenient good, but on brand choice stage, the effect of perceived risk has not found to be statistically significant.

目錄
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 研究流程.........................................4
第二章 文獻探討.........................................5
第一節 品牌權益.........................................5
第二節 品牌可信度.......................................7
第三節 知覺風險、資訊成本與知覺品質....................10
第四節 消費者二階段選擇程序：考慮集合與方案選擇........15
第五節 產品分類........................................18
第三章 研究方法........................................20
第一節 研究架構........................................21
第二節 研究假說........................................22
第三節 研究變項之定義與衡量............................24
第四節 問卷設計........................................25
第五節 抽樣對象與方法..................................28
第六節 資料分析方法....................................30
第四章 資料分析........................................33
第一節 樣本描述性統計與適合度檢定......................33
第二節 問卷信度分析....................................39
第三節 品牌考慮集合形成階段分析........................40
第四節 品牌選擇階段分析................................46
第五節 兩階段分析比較與假說檢定結果....................49
第五章 結論與建議......................................51
第一節 研究結論........................................51
第二節 實務建議........................................52
第三節 研究限制........................................54
參考文獻...............................................55
附錄一：正式問卷.......................................61

表次
表2-2-1 訊息來源可信度之構面彙整........................8
表3-3-1：本研究解釋變數之操作性定義與衡量問項..........24
表3-5-1：2004年淡江大學各學院學生人數與抽樣分配表......28
表3-5-2：各學院抽樣發放與回收有效份數分配表............29
表4-1-1 手機類：樣本結構資料表.........................34
表4-1-2 牙膏類：樣本結構資料表.........................34
表4-1-3 諾基亞NOKIA：品牌考慮集合與選擇之樣本數分配....35
表4-1-4 摩托羅拉Motorola：品牌考慮集合與選擇之樣本數分配35
表4-1-5 易利信Sony Ericsson：品牌考慮集合與選擇之樣本數分配 36
表4-1-6 黑人牙膏：品牌考慮集合與選擇之樣本數分配.......36
表4-1-7 高露潔牙膏：品牌考慮集合與選擇之樣本數分配.....36
表4-1-8 白人牙膏：品牌考慮集合與選擇之樣本數分配.......37
表4-1-9 樣本與母體適合度檢定表---選購品(手機類)........37
表4-1-10 樣本與母體適合度檢定表---便利品(牙膏類).......38
表4-2-1：本研究量表之信度分析..........................39
表4-3-1 模型檢定類R2指標...............................42
表4-3-2 模型檢定分類表---選購品(手機類)................42
表4-3-3 模型檢定分類表---便利品(牙膏類)................42
表4-3-4 多元共線性診斷---選購品(手機類)................43
表4-3-5 多元共線性診斷---便利品(牙膏類)................43
表4-3-6 品牌考慮集合形成階段：各解釋變數之顯著性檢定...44
表4-4-1 品牌選擇階段：各解釋變數之顯著性檢定...........47
表4-5-1：兩階段logistic迴歸分析解釋變數估計係數值......49
表4-5-2 假說驗證表.....................................50

圖次
圖1-3-1：研究流程圖.....................................4
圖2-3-1：Erdem and Swait(1998)品牌訊號對預期效用之架構關係圖 14
圖2-3-2：Wood and Scheer(1996)知覺價值與購買意願關係模式 15
圖3-1-1：研究架構圖....................................21
圖3-6-1：本研究分析架構圖..............................30

一、中文部份
1.方苑萍(2002)，個體選擇模式選擇集合之研究―以國道客運北高路線為例，成功大學交通管理科學研究所碩士論文，未出版。
2.王濟川＆郭志剛(2004)，Logistic迴歸模型-方法及應用，五南圖書出版公司。
3.吳統雄(1985)，態度與行為研究的信度與效果：理論、應用、反省，民意學術專刊，夏季號。
4.李坤遠(1996)，訊息涉入,廣告主可信度,廣告訴求方式與廣告溝通效果關係之研究，交通大學管理科學研究所碩士論文，未出版。
5.李秉倫(2001)，折扣深度、產品屬性與促銷情境對品牌評價與購買意願影響之研究，銘傳大學管理科學研究所碩士論文，未出版。
6.李慶長(2002)，知識密集科技產品之消費行為模式分析－以行動數位助理為例，台灣大學商學研究所博士論文，未出版。
7.林振春(2005)，社會調查，五南圖書出版股份有限公司。
8.林靈宏(1993)，消費品類型、創新類型與新產品行銷策略關係研究，政治大學企管研究所博士論文，未出版。
9.邱皓政(2004)，量化研究與統計分析，五南圖書出版公司。
10.徐心怡(2000)，消費者促銷知覺價值與促銷偏好程度之研究-產品類別干擾效果之探討，元智大學管理研究所碩士論文，未出版。
11.徐偉智(2000)，消費者態度對意圖影響之研究，淡江大學科學管理研究所碩士論文，未出版。
12.張逢琪(2003)，旅遊目的地選擇決策行為－以台灣原住民文化園區為例，南華大學旅遊事業管理研究所碩士論文，未出版。
13.陳建翰(2003)，產品涉入程度、品牌形象、品牌權益與顧客回應間之關係探討，東華大學企業管理研究所碩士論文，未出版。
14.陳皆榮(2003)，廣告主可信度與廣告訊息訴求對廣告效果之影響---以團體旅遊行程為例，東華大學企業管理研究所碩士論文，未出版。
15.華人地區消費者生活型態研究中心(2004)，ICT行銷資料年鑑2004，台北市：總研社，初版。
16.楊志文(2003)，考慮選擇集合、市場定位及個體異質性之城際客運選擇模式，成功大學交通管理科學研究所博士論文，未出版。
17.劉志堅(1994)，公益廣告對產品的廣告效果及其在態度中介模式的適用性，台灣大學商學研究所碩士論文，未出版。
18.劉若蘭(2004)，訊息訴求、訊息正反性、訊息來源可信度與消費者認知需求對廣告效果之影響，成功大學企業管理研究所碩士論文，未出版。
19.蔡雅鈴(2004)，資訊不完全對航空旅客選擇行為之影響研究，長榮大學經營管理研究所碩士論文，未出版。
20.謝文雀(2001)，消費者行為，華泰文化事業股份有限公司。

二、英文部分
1.Aaker, David A. (1991), Managing brand equity, New York Free Press.
2.Aaker, David A. (1996), Building strong brands, New York: Free Press.
3.Andrews, R. and Srinivasan, T. C. (1995), “Studying consideration effects in empirical choice models using scanner and panel data,” Journal of Marketing Research, 32 (1), pp.30-41.
4.Bauer, Raymond A. (1960), “Consumer behavior as risk taking in dynamic marketing for a changing world,” ed. Robert S. Hancock, Chicago: American Marketing Assocoation: pp.389-398.
5.Boulding, W. and Kirmani, A (1993), “A consumer-side experimental examination of signaling theory: Do consumer perceive warranties as signals of quality?” Journal of Consumer Research, 20, pp.111-123.
6.Campbell, Brian M. (1969), “The existence of evoked set and determinants of its magnitude in brand choice behavior,” Unpublished Ph.D dissertation, Columbia University.
7.Chu, W and Chu, W (1994), “Price, brand reputation and store reputation as signals of quality: A game-theoretic approach,” Paper presented at the Marketing Science Conference, Tucson, AZ.
8.Copeland, M. T. (1923), “The relation of consumer’s buying habits to marketing methods,” Harvard Business Review, Vol.1, pp.282-289.
9.Cox, D.F. (1967), “Risk taking and information handling in consumer behavior,” Boston: Harvard University Press, pp.34-81.
10.Cox, D.F. and Rich, S.U. (1967), “Received risk and consumer decision-making－the case of telephone shopping,” Journal of Marketing Research, (4), pp.32-39
11.Cunningham, S.M. (1967), “The major dimensions of perceived risk,” In Donald, F.C. (Eds), Risk taking and information handling in consumer behavior, Boston: Harvard University Press, pp.82-108.
12.Davis, S (1991), “Signaling product quality to and through a retailer,” Unpublished manuscript, John M Olin School of Business, Washington University, St Louis, MO.
13.Dawar, N and Parker, P (1994), “Marketing universals consumer’s use of brand name, price, physical appearance, and retailer reputation as signals of product quality,” Journal of Marketing, 58, pp.81-95.
14.Dowling, Grahame R. and Richard Staelin (1994), “A model of perceived risk and intended risk-handling activity,” Journal of Consumer Research, 21: pp.119-133.
15.Engel, J.F., Blackwell, R.D., and Miniard, P.W. (1994), Consumer behavior, 8thed, Dryden Press.
16.Enis, B. M. and Roering, K.J. (1980), “product Classification Taxonomies: Synthesis and Consumer Implications,” in Theoretical Developments in Marketing, Lamb, C. W., Jr., and Dunne, P. M.,eds., Chicago: American Marketing Association, pp.186-189.
17.Erdem, T. and Joffre Swait (2004), “Brand credibility, brand consideration, and choice,” Journal of Consumer Research, Vol.31, pp191-198.
18.Erdem, T., Swait, J., and Louviere, J. (2002), “The impact of brand credibility on consumer price sensitivity,” International Journal of Research in Marketing, Vol.19, pp.1-19.
19.Erdem, T. and Joffre Swait (1998), “Brand equity as a signaling phenomenon,” Journal of Consumer Psychology, 7(April), pp.131-157.
20.Farley, J.V. (1964), “Brand loyalty and the economics of information,” Journal of Business, Vol.37, pp.370-381.
21.Farquhar, P.H. (1989), “Managing brand equity,” Marketing Research, 1, pp.24-33.
22.Green, P.E. (1966), Consumer use of information, New York: John Wiley and Sons, Inc., pp.67-80.
23.Hauser, John R. and Birger Wernerfelt (1990), “An evaluation cost model of evoked sets,” Journal of Consumer Research, Vol.16, pp.393-408
24.Herbig, P and J Milewicz (1993), “The relationship of reputation and credibility to brand success,” The Journal of Consumer Marketing, Vol.10, pp.18-24.
25.Heslin, R. and B.T. Johnson (1992), “Prior Involvement and Incentives to Pay Attention to Information,” Psychology & Marketing, 9(3): pp.209-219.
26.Hjorth-Anderson, Chr. (1984), “The concept of quality and the efficiency of markets for consumer products,” Journal of Consumer Research, 11: pp.708-718.
27.Holbrook, M. B. and Howard J. A. (1977), “Frequently Purchased Nondurable Goods and Services,” in Selected Aspects of Consumer Behavior, Robert Ferber ed., Washington, DC: National Science Foundation, pp.189-222
28.Holbrook, M.B. and K.P. Corfmen (1983), “Quality and other types of value in the consumption experience: phaedrus rides again,” Working Paper, N.Y.: Columbia University.
29.Howard and Jagdish N. Sheth (1969), Theory of Buyer Behavior, New York: John Wiley and Sons, Inc.
30.Howard, John A. (1963), Consumer behavior: Application of theory, New York: McGraw-Hill Book Company.
31.Jacoby, Jacob and Leon Kaplan (1972), “The components of perceived risk, in advance in consumer research,” M. Venkatesan, ed. Chicago: Association for Consumer Research: pp.383-393.
32.Jagdeep and Kapoor (2004), “Six sreps to brand credibility,” Businessline. Chennai: Sep 2, pg.1.
33.Keller, K L (1993), “Conceptualizing, measuring, and managing customer-based brand equity,” Journal of Marketing, 57, pp.1-22.
34.Kihlstrom and R E, and Riordan, M H (1984), “Advertising as a signal,” Journal of Political Economy, 92, pp.427-450.
35.Kirmani, A. (1990), “The effect of perceived advertising costs on brand perceptions,” Journal of Consumer Research, 17, pp.160-171.
36.Klein, Benjamin, and Leffler, K.B., (1981), “The role of market forces in assuring contractual performance,” Journal of Political Economy, Vol.89, pp.615-639.
37.Kleinbaum, D.G., Kupper L.L, Muller, K.E. (1998), “Applied regression analysis and other multivariable methods,” Pacific Grove: Duxbury Press.
38.Kotler, P (1997), Marketing management, 7th ed., Upper Saddle River, NJ Prentice Hall.
39.Kotler, P (1988), Marketing Manegement: Analysis, Planning, Implementation and Control, 6th ed. Englewood Cliffs, NJ: Prentice-Hall, Inc.
40.Lanzetta, T., V. Kanareff (1962), “Information cost, amount of payoff and level of aspiration as determinants of information seeking in decision making,” Journal of Consumer Research, Vol.9, pp.53-73.
41.Manrai (1995), “Mathematical models of brand choice behavior,” European Journal of Operational Research, 82, pp.1-17.
42.Maynes, E. Scott (1976), “The concept and measurement of product quality,” Household Production and Consumption, 40(5): pp.529-559
43.McGuire, W. J. (1958), “Attitudes and Attitude Change,” In Lindzey, G & Aronson E.(Eds.), Handbook of Social Psychology. NY: Random House, pp.233-346.
44.Milgrom, P, and Roberts, R. (1986), “Prices and advertising signals of product quality,” Journal of Political Economy, 94, pp.796-821.
45.Mitchell, Vincent-Wayne, and M. Greatorex (1993), “Risk perception and reduction in the purchase of consumer services,” The Service Industries Journal, 13(4), pp.179-200.
46.Mowen, J.C. (1995), Consumer Behavior, 4th, New Jersey: Prentice Hall.
47.Nelson, P (1974), “Advertising as information,” Journal of Political Economy, 81, pp.729-754.
48.Ohanian, R. (1990), “Construction and Validation of a Scale to Measure Celebrity Endorsers’ Perceived Expertise, Trustworthiness, and Attractiveness,” Journal of Advertising, 19(3), pp.40
49.Onno Maathuis, John Rodenburg and Dirk Sikkel (2004), “Credibility, emotion or reason?” Corporate Reputation Review, Vol.6, pp.333-342.
50.Park, C S and Srinivasan, V (1994), “A survey-based method for measuring and understanding brand equity and its extendibility,” Journal of Marketing Research, 21, pp.271-288.
51.Petty, R.E. and Cacioppo, J.T. (1986), “Communication and persuasion: central and peripheral routes to attitude change,” Springer-Verlag, New York.
52.Philips, L. (1988), “The economics of imperfect information,” New York Cambridge University Press.
53.Rao, Akshay and Robert W. Ruekkert (1994), “Brand alliances as signals of product quality,” Sloan Management Review, 36(Fall), pp.87-97
54.Roberts, J H, and Urban, G (1988), “Modeling multiattribute utility, risk and belief dynamics for new consumer durable brand choice,” Management Science, 34, pp.167-185.
55.Roberts, John H. and James M. Lattin (1991), “Development and testing of a model of consideration set composition,” Journal of Marketing Research, 28: pp.429-440.
56.Shapiro, C (1985), “Consumer information, product quality, and seller reputation,” The Bell Journal of Economics, 13, pp.20-35.
57.Shocker, A D and Weitz, B (1988), “A perspective on brand equity principles and issues,” Cambridge, MA: Marketing Science Institute (Report No.91-124).
58.Shocker, A.D., Ben-Akiva, M., Boccara, B. and Nedungadi, P. (1991), “Consideration set influences on consumer decision making and choice: Issues, models, suggestions,” Marketing Letters, 2, pp.181-197.
59.Shugan, S (1980), “The cost of thinking,” Journal of Consumer Research, 7: pp.99-111.
60.Soloman, M. R. (1996), Consumer Behavior: Buying, Having, and Being, 3th ed., NJ: Prentice-Hall.
61.Spence, Michael (1974), “Job market signaling,” Quarterly Journal of Economics, 87: pp.355-374.
62.Srinivasan, N., B.T. Ratchford (1991), “An empirical test of a model of external search for automobiles,” Journal of Consumer Research, Vol.18: pp.233-242.
63.Steenkamp, Jan-Benedict E.M. (1990), “Conceptual model of the quality perception process,” Journal of Business Research, Vol.21, pp.309-333.
64.Stigler, G. J. (1961), “The economics of information,” Journal of Political Economy, 69(3), pp.213-225.
65.Stiglitz, J. (1989), “Imperfect information in the product markets in R Schmalensee and R D Willing (Eds)”, Handbook of industrial organization, Vol 1, pp769-847.
66.Swait, Joffre and Moshe Ben-Akiva (1987), “Incorporating random constraints in discrete choice models of choice set generation,” Transportation Research, 21B, pp.91-102.
67.Tauber, E.M. (1972), “Why do people shop?” Journal of Marketing Research, Vol.9, pp.45-48.
68.Tayor, James W. (1974), “The role of risk in consumer behavior,” Journal of Marketing, 39(April): pp.54-60
69.Tirole, J. (1990), “The theory of industrial organization,” Cambridge, MA: MIT Press.
70.Wernerfelt, B. (1988), “Umbrella branding as a signal of new product quality: an example of signaling by posting a bond,” Rand Journal of Economics, 19, pp.458-466.
71.West, D. (1994), “Validating a scale for the measurement of credibility: a covariance structure modeling approach,” Journalism Quarterly, 71(1), pp.159-168.
72.Wood, Charles M. and Lisa K. Scheer (1996), “Incorporating perceived risk into models of consumer deal assessment and purchase intent,” Advances in Consumer Research, 23: pp.399-404
73.Wright, Peter L. and Fredrick Barbour (1977), “Phased decision strategies: sequels to an initial screening,” in TIMS Studies in the Manegement Sciences.
74.Zeithaml, Valerie A. (1988), “Consumer perception of price, quality, and value: A means-end model and synthesis of evidence,” Journal of Marketing, 52: pp.2-22.