臺灣博碩士論文加值系統

中文摘要
本研究根據過去學者對消費者決策行為之研究與張榮富博士的擇偶理論，發現消費者在決策過程中常會以產品品質特徵門檻的設立來幫助其作選擇，但在經濟學的領域中，雖有以特徵為分析基礎的蘭卡斯特模型，但其同樣缺少門檻觀念得討論，甚至在以原始蘭卡斯特特徵理論模型討論產品品質時也存在分析的困難，因此本研究對蘭卡斯特模型加以修改使其符合產品品質的分析，在經由修改部分定義後產生新模型後，則進一步將行銷學中的產品品質門檻觀念併入討論，分析觀察消費者決策的變化。在對門檻相關議題分析結束後，筆者以廠商的角度討論當不同市場消費者對某一項產品特徵採用不同程度門檻要求時，廠商應該採用何種廣告訴求或產品改良以使產品讓不同市場消費者所接受。在研究中，筆者分別以德國自行車市場和汽車產業為例解釋消費者採用門檻的現象與廠商利用廣告訴求改變消費者對產品的認知。
關鍵字：蘭卡斯特、特徵、門檻

Abstract
A central issue in international marketing is the degree to which it is necessary to modify marketing strategies in global markets because, according to the literature of individual choice behavior, consumers may have different level of threshold on product quality. However, in the field of Economy, there is not any model which can be used to analyze the quality-based choice process. The only feasible model we can find is Lancaster’s Characteristic Model but, due to the definition of its product vector, the first stage of the study is to re-define the product vector. Then, with the modified Lancaster Characteristic Model, we can start to analyze individual choice behavior and the quality thresholds. Finally, for a multinational company, it can adopt more effective marketing strategies after analyzing the choice process and the demand of consumers.
Keyword：Lancaster、characteristic、threshold

目錄
封面內頁
簽名頁
授權書1……………………………………………………….……iii
授權書2………………………………………………………………iv
中文摘要………………………………………………………………v
英文摘要………………………………………………………….…vi
致謝…………………………………………………………………vii
目錄…………………………………………………………….…viii
圖目錄…………………………………………………………………x
表目錄………………………………………………………………xii
第一章 緒論
1.1 研究背景與動機……………………………….………1
1.2 研究目的………………………………………….……2
1.3 研究架構與流程……………………………….………3
第二章 文獻探討
2.1門檻理論相關文獻………………………………….…….5
2.1.1消費者行為理論……………………………….……..5
2.1.2決策規則…………………………………………….…7
2.1.3門檻理論………………………………………………10
2.2 產品特徵重要性研究……………………………………14
2.3 蘭卡斯特特徵理論模型……………………………..…17
2.4文獻相關性研究………………………………………….20
第三章 蘭卡斯特模型
3.1 蘭卡斯特模型之基本觀念…………………………….22
3.2 蘭卡斯特模型之運作………………………………….25
3.3 採用蘭卡斯特模型之優缺點………………………….31
第四章 研究方法
4.1 具門檻限制之蘭卡斯特模型………………………….36
4.2 特徵門檻與特徵重要性關係………………………….39
4.3 特徵門檻與消費者決策實例─以德國自行車市場為例
……………………………………………………………41
第五章 蘭卡斯特模型與行銷活動
5.1 廣告效果與D.A.L. Auld模型………………………….46
5.2 D.L. Auld之研究修改………………………………….53
第六章 具門檻之蘭卡斯特模型與行銷策略之運用－以汽車產業為實例
6.1 汽車市場分析……………………………………………58
6.2 以蘭卡斯特模型分析T公司未來之產品行銷活動
……………………………………………………………….64
第七章 結論與建議
7.1 研究結論…………………………………………………69
7.2 門檻限制對跨國行銷的涵義……………………………71
7.3 後續研究之建議…………………………………………71
參考文獻…………………………………………………………….73

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