臺灣博碩士論文加值系統

由於地小人稠，都市休閒空間與設施十分有限，逛街購物已成為大眾日常生活中重要的休閒活動之一。Ashley(1997)探究消費者重複惠顧商店的頻率，研究發現重複惠顧頻率逐漸走低，原因是提供類似商品或服務的商店太多，另一則是因為消費者進行購物活動只是喜歡在商店中的”體驗”！故零售業者不應輕忽消費者”情緒感受”與”購物價值”之相關議題。
本研究以推敲可能性模式(elaboration likelihood model,ELM)運用於消費者對商店態度的研究，由於此模式的後續研究多運用於態度改變或廣告研究，尚無針對服飾商店態度的研究，且納入”情緒”與”購物價值”一同探討，可謂學術研究的首次嘗試。
回顧與整合前人相關文獻建構理論基礎，確立研究架構並推導假設，研究方法採2(中央訊息、週邊訊息)*2(正面情緒、負面情緒)之二因子實驗設計，探討消費者對休閒服飾產品、商店的消費行為，並以T檢定、複迴歸及路徑分析做為分析工具。經由統計分析，獲得以下結論：
(一) 就訊息的內容而言，中央訊息與產品品質信念有正相關；而週邊訊息則與商店態度，有正向關係。
(二) 情緒與商店態度關係呈負向顯著，可能有干擾因素的影響。
(三) 情緒對購買意願有顯著正相關。
(四) 商店態度與產品態度呈顯著正相關；商店態度與購買意願呈顯著正相關；產品態度與購買意願呈顯著正相關。

Due to space and facilities for leisure are limited, shopping becomes one of important activities for people in daily life. However, the research of Ashley (1997) finding the re-buying rate is going down. There are two reasons which one is the same or similar type of stores are too many , the other is consumers just want to get the feeling from shopping. So, retailer shouldn’t neglect the relative issues between consumers’ feeling and stores.
This study is based on Elaboration Likelihood Model which is used to researching attitude changed and advertisement effect. And scholars never adopted Elaboration Likelihood Model on clothing stores, we involve ‘emotion’ and ‘shopping value’ elements in this study which’s first time to do.
According to literatures, we set up the structure and hypothesis. Furthermore, the research employs 2x2 experiment design and discusses the consumption behaviors about casual wear in clothing store. Then we use T-test, Multiple Regression and Path Analysis as analysis tools. The results of statistic analysis are as follows,
1. The higher degree of central messages, the higher product quality brief. The higher degree of peripheral messages, the higher store attitude.
2. The relation between emotion and store attitude are opposed. There might be intermediary variable effect.
3. The higher degree of nice emotion, the higher purchasing intention.
4. The higher degree of store attitude, the higher product attitude. The higher degree of store attitude, the higher purchasing intention. The higher degree of product attitude, the higher purchasing intention.

目錄
中文摘要------------------------------------------------------------------------------------i
英文摘要------------------------------------------------------------------------------------ii
目錄------------------------------------------------------------------------------------------iv
圖目次---------------------------------------------------------------------------------------vi
表目次---------------------------------------------------------------------------------------vii
第壹章 緒論
第一節 研究背景與動機---------------------------------------------------------------01
第二節 研究目的------------------------------------------------------------------------03
第三節 研究流程------------------------------------------------------------------------04
第貳章 文獻探討
第一節 推敲可能性模式---------------------------------------------------------------05
第二節 訊息------------------------------------------------------------------------------08
第三節 情緒------------------------------------------------------------------------------11
第四節 購物價值------------------------------------------------------------------------15
第五節 產品品質信念、產品態度、商店態度與購買意願---------------------22
第參章 研究方法
第一節 研究架構------------------------------------------------------------------------27
第二節 研究假設------------------------------------------------------------------------28
第三節 變數的定義與衡量------------------------------------------------------------35
第四節 實驗設計------------------------------------------------------------------------40
第肆章 實證分析與結果
第一節 內部一致性衡量---------------------------------------------------------------51
第二節 購物價值構面之區別效度檢定---------------------------------------------53
第三節 外生變數的操弄檢定---------------------------------------------------------54
第四節 複迴歸分析---------------------------------------------------------------------55
第五節 模型顯著性檢定---------------------------------------------------------------57
第六節 理論模型之評估與修正------------------------------------------------------60
第伍章 結論與管理意涵
第一節 結論------------------------------------------------------------------------------64
第二節 管理意涵------------------------------------------------------------------------67
第三節 研究限制與未來研究方向---------------------------------------------------70
參考文獻
中文部分------------------------------------------------------------------------------------71
英文部分------------------------------------------------------------------------------------72
附錄一 前測問卷
附錄二 正式施測問卷
圖目錄
圖1-1 研究流程圖----------------------------------------------------------------------04
圖2-1 推敲可能性模式----------------------------------------------------------------06
圖2-2 Sheth、Newman及Gross消費價值理論圖-------------------------------17
圖2-3 Woodruff顧客價值分類圖----------------------------------------------------18
圖3-1 研究架構圖----------------------------------------------------------------------27
圖3-2 前測樣本每月用於服飾支出圖----------------------------------------------42
圖3-3 前測樣本逛街頻率圖----------------------------------------------------------43
圖3-4 前測樣本最常消費的商店類型----------------------------------------------43
圖3-5 前測樣本最近一次消費的商店類型----------------------------------------44
圖3-6 E商店最適合播放的音樂類型-----------------------------------------------46
圖3-7 E商店最不適合播放的音樂類型--------------------------------------------46
圖4-1 原理論模型之架構圖-----------------------------------------------------------62
圖4-2 評估修正之架構圖--------------------------------------------------------------63
表目錄
表2-1 Baker之零售環境的組成成分-----------------------------------------------09
表2-2 服飾零售商店之訊息分類----------------------------------------------------10
表2-3 情緒對零售商店影響之研究-------------------------------------------------12
表2-4 Holbrook八種顧客價值類型-------------------------------------------------19
表3-1 本研究假設----------------------------------------------------------------------34
表3-2 變數的定義與衡量-------------------------------------------------------------35
表3-3 內生變數之衡量問題----------------------------------------------------------39
表3-4 本研究代表商店------------------------------------------------------------------41
表3-5 前測樣本結構-------------------------------------------------------------------42
表3-6 商店圖片之中性程度----------------------------------------------------------44
表3-7 選購服飾的重視要素----------------------------------------------------------47
表3-8 實驗設計之四情境-------------------------------------------------------------48
表3-9 正式施測之樣本分布----------------------------------------------------------49
表3-10 正式施測之樣本結構----------------------------------------------------------49
表4-1 構面之Cronbach’s alpha值---------------------------------------------------51
表4-2 購物價值構面之區別效度檢定----------------------------------------------53
表4-3 外生變數的操弄檢定----------------------------------------------------------54
表4-4 複迴歸分析----------------------------------------------------------------------56
表4-5 模型顯著性檢定----------------------------------------------------------------58
表4-6 修正模型---刪除路徑----------------------------------------------------------60
表4-7 修正模型---增加路徑----------------------------------------------------------61

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