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研究生:周嵩益
研究生(外文):Song-I Chou
論文名稱:消費者涉入程度、產品知識對購買決策之影響-以體適能健身俱樂部會員卡為例
論文名稱(外文):The Effect of Product Knowledge and Product Involvement on the Buying Decision Process -the Case of the Fitness Club Member Card
指導教授:林偉立林偉立引用關係
學位類別:碩士
校院名稱:國立體育學院
系所名稱:體育研究所
學門:教育學門
學類:專業科目教育學類
論文種類:學術論文
論文出版年:2002
畢業學年度:90
語文別:中文
論文頁數:112
中文關鍵詞:中央線索產品知識涉入程度推敲可能性模式周邊線索
外文關鍵詞:ELMCentral CueInvolvementProduct Knowledge
相關次數:
  • 被引用被引用:32
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  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:7
二十一世紀的新台灣人,擁有最新的優質、健康、休閒新觀念,而當消費者對健康的態度改變時,行銷者必須追蹤態度改變,以作為預測消費行為與潛在需求的基礎,用以擬定防衛性和攻擊性行銷策略,因此對於販賣健康的健身業者而言,消費者對於健康的態度改變,無疑是一大利多,雖然消費之因素或許更為複雜,本研究擬以ELM(Elaboration likelihood model)推敲可能性模式為理論基礎,以目前熱門的產品「健身俱樂部會員卡」作為標的,深入研究健身俱樂部會員卡的消費者,希望能瞭解消費者在購買健身俱樂部會員卡時,依循了何種決策模式,並且深入的探討消費者個體差異,是否會影響其購買行為。
研究結果得到下列結論:
1.高涉入者比低涉入者對中央線索及其各個構面的重視程度較為顯著,和ELM推論相同,高、低涉入者對周邊線索及其各個構面的重視程度,低涉入者對推薦人類型、廣告、折扣活動及整體周邊線索的重視程度顯著高於高涉入者,然而,高涉入者對公共關係的重視程度反而顯著高於低涉入者。
2.高產品知識比低產品知識對於中央線索及其各個構面的重視程度較為顯著,高、低產品知識者對於周邊線索及其各個構面的重視程度,低產品知識者比高產品知識對推薦人類型、廣告及整體周邊線索的重視程度來的顯著,然而,高產品知識者對公共關係的重視程度顯著高於低產品知識者,折扣活動則沒有差異。
3.不同涉入程度與產品知識對中央線索的重視程度均達到顯著差異,但是涉入程度與產品知識彼此間無交互作用。不同涉入程度與產品知識對周邊線索的重視程度均達到顯著差異,且兩者的交互作用亦達顯著水準。
We Taiwanese in the 21st centry have the advanced concept of recreation. When the consumers change their attitudes toward the concept of health,sales need to be aware of the change.This way, they can decide the most defensive and offensive marketing strategy based on the prediction of consuming behavior and potential needs. The change is definitely beneficial to the health industry. The purpose of this research is to apply ELM to study the behaviors of the consumers,who consider to buy Fitness Club Member Card,in an effort to investigate whether their buying strategies or individual differences are going to effect their buying decision process.
The conclusions of this research are as follows:
1.The consumers with high product involvement lay significantly higher emphases on the central cues and other factors than those with low product involvement. There is a significant difference between the consumers with high product involvement and those with low product involvement as seen in ELM. However,the types of recommendation,advertisement,sales promotion and all
peripheral cues show that the consumers with low product
involvement lay significantly higher emphases than those with high product involvement, except in the field of public relations.
2.The consumers with high product knowledge lay significantly higher emphases on central cues and other factors than those with low product knowledge. However, the types of recommen -dation,advertisement, and all peripheral cues show that the consumers with low product knowledge lay significantly higher emphases than those with high product knowledge, except in the field of public relations. As for the sales promotion,there is no difference between them.
3.The consumers with different involvement and different product knowledge have significant differences in their emphases of the central cues,but there is no interaction effect between them. It’s the same to value the peripheral cue, and the interaction effect is also significant.
第一章 緒 論--------------------------------------------------1
第一節 研究動機----------------------------------------------- 1
第三節 研究目的----------------------------------------------- 3
第三節 研究問題----------------------------------------------- 3
第四節 研究範圍與限制------------------------------------- 4
第五節 名詞解釋----------------------------------------------- 4
第二章 文獻探討---------------------------------------------- -6
第一節 健身俱樂部市場概況-------------------------------- -6
第二節 推敲可能性模式------------------------------------- 14
第三節 涉入--------------------------------------------------- 22
第四節 產品知識--------------------------------------------- 27
第五節 國內有關ELM模式的實證研究-------------------- 34
第六節 研究假設--------------------------------------------- 36
第三章 研究方法---------------------------------------------- 38
第一節 研究架構--------------------------------------------- 38
第二節 研究對象--------------------------------------------- 39
第三節 問卷設計--------------------------------------------- 39
第四節 資料分析--------------------------------------------- 66
第四章 結果與討論------------------------------------------------ 68
第一節 涉入與產品知識分組的檢定------------------------ 68
第二節 研究對象人口與消費特徵--------------------------- 73
第三節 涉入與訊息處理路徑--------------------------------81
第四節 產品知識與訊息處理路徑----------------------------83
第五節 涉入程度與產品知識的交互作用------------------- 86
第六節 研究假設結果總覽------------------------------------ 88
第伍章 結論與建議------------------------------------------- 91
第一節 實證結果--------------------------------------- 91
第二節 綜合討論與建議--------------------------------- 93
參考文獻--------------------------------------------------------- 100
附錄--------------------------------------------------------------- 109
附錄一 問卷---------------------------------------- 109
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