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研究生:劉淑玉
研究生(外文):Shu-yu Liu
論文名稱:共同特徵對品牌選擇的影響─屬性重要性的干擾角色
論文名稱(外文):The Effect of Common Features on Brand Choice-Moderating Role of Attribute Importance
指導教授:潘明全潘明全引用關係
指導教授(外文):Ming-chuan Pan
學位類別:碩士
校院名稱:大同工學院
系所名稱:事業經營研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:1999
畢業學年度:87
語文別:英文
論文頁數:62
中文關鍵詞:共同特色意見領袖與非意見領袖品牌選擇
外文關鍵詞:Common featureOpinion and Non-opinion leaderBrand Choice
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八十七學年度碩士論文摘要
消費者常在具有相同特徵的品牌之間做選擇,例如:安全氣囊是新車的共同特色、光碟機是大部分電腦的共同特色,另外,許多產品和服務也利用配套的方式銷售其產品和服務,例如:常用的套裝軟體、免費的雜誌訂閱等。Chernev (1997) 認為當產品品牌的屬性在重要性上不同時,將會導致不同的品牌選擇。他同時提出在可供選擇的所有品牌中加入一個共同特色將會影響消費者選擇的模式。Chernev 提供受測者一個由共同特色組成的屬性,共同特色的加入將會增加資訊的負荷量而使選擇複雜化。
在面對共同特色加入時所造成的資訊過量,以及屬性重要性的差異性不大時,消費者決策過程,往往加入意見領袖之建議,而做為決策時的一個依據與準則。因此,本研究將對消費者在做決策時所考慮的兩個因素─屬性差異和意見領袖進行研究。實驗的結果歸納出以下結論:
1. 共同特色對品牌選擇的效果受到產品屬性相對重要性的干擾,對於此情況,不論意見領袖或非意見領袖的品牌選擇均會受到屬性重要性的干擾。
2. 當產品屬性之一具有首要性時,共同特色將提高選擇在具有重要屬性中最佳價值品牌的可能性,因而導致各方案選擇佔有率的分歧。對意見領袖而言,此情況並不顯著,但對非意見領袖而言卻是顯著的。
3. 當產品屬性具有相似重要性,共同特色將導致品牌選擇佔有率的聚合。對意見領袖而言,共同特色將導致品牌選擇佔有率趨於一致,對非意見領袖而言,共同特色導致品牌選擇佔有率聚合的情況不顯著。
ABSTRACT
Consumers often make choices among brands that share identical features. For example, airbags are a common feature for new cars, CD-ROMs are a common feature for most computers. In addition, many products and services are bundled with almost identical bonus offerings, such as frequent-usage programs, gift certificates, and complimentary magazine subscriptions. Chernev argued that when brand attributes differ in importance, it will lead to different brand choices. He also offered his subjects a attribute made up of common features, whose addition will increase the information load and further complicate the choice.
When facing the problem of excessive information caused by added common features and when the differences in the importance of attributes are not significant, consumers are inclined to accept the suggestions of the opinion leaders, which are used as guidelines and criteria in the decision process. Therefore, this study will explore two factors, i.e. differences in attributes and opinion leaders, that are considered by consumers at time of decision making. According to the experiment results, we obtained the following conclusions.
1. The effect of common features on the choices of brands is moderated by the relative importance of products’ attributes. The brand choice of both opinion leaders and non-opinion leaders are moderated by the importance of the attribute.
2. When one of the products’ attributes has primary importance, common features will increase the likelihood of choosing the brand with the best value on the primary attribute, thus leading to a divergence in the choice share of the alternatives. To opinion leaders, this condition is not significance. But to non-opinion leaders, this conditions is significance.
3. When products’ attributes have similar importance, common features will lead to a convergence of brands’ choice share. To opinion leaders, this condition is significance. But to non-opinion leaders, this conditions is not significance.
ABSTRACT IN CHINESE i
ABSTRACT IN ENGLISH ii
ACKNOWLEDGEMENTS iv
CONTENTS v
LIST OF TABLES vii
LIST OF FIGURES viii
CHAPTER
I. INTRODUCTION
Research Background 1
Research Motives 2
Research Objectives 3
II. LITERATURE REVIEW
The Study of Chernev 5
Definition of Opinion Leaders 8
Characterization of Opinion Leaders 9
Measurement of Opinion Leadership 10
The Decision Rules of Brand Choice 11
III. RESEARCH METHOD
Conceptual Framework 12
Operational Definitions of Variables 13
Research Objects and Scope 13
Research Design 14
The Scale of Opinion Leader 16
Hypotheses 17
Experimental Procedures 18
IV. DATA ANALYSIS AND INTERPRETATION
Chi-square Results and Interpretation 19
V. CONCLUSIONS AND SUGGESTIONS
Discussion and Conclusions 34
Suggestions 36
Limitations 36
Suggestions to Further Studies 36
BIBLIOGRAPHY 38
APPENDICES 42
Pretest Questionnaire 43
Experiment Questionnaire 50
VITA 62
BOOKS
Del I. Hawkins Roger J Best and Kenneth A. Conery. Consumer Behavior Implication for Marketing Strategy, 1992.
Gabriel Weimann, The influentials: people who influence people, New York, University of New York Press 1994.
Kolter, Philip. Marketing Management. Analysis, Planning and Control 5th ed., Englewood Cliffs, N.J.: Prentice- Hall 1984.
Solom, Michael R. Consumer Behavior. 3rd ed., Englewood Cliffs, N.J.: Prentice-Hall International, 1996.
Montgomery, H. “From Cognition to Action: The Search for Dominance in Decision Making,” in Process and Structure in Human Decision Making. H. Montgomery and O. Svenson, New York: Wiley, 1989.
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