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研究生:林鍵
研究生(外文):Chien Lin
論文名稱:參考價格與語意線索對於消費者網路購買行為之探討
論文名稱(外文): 
指導教授:李小梅李小梅引用關係
學位類別:碩士
校院名稱:國立中央大學
系所名稱:資訊管理研究所
學門:電算機學門
學類:電算機一般學類
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:131
中文關鍵詞:參考價格語意線索個人情感商店形象消費者評價
外文關鍵詞:reference pricesemantic cuesaffectimageconsumer evaluation
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綜觀過去學者對於商品促銷語意的研究,多數以參考價格和語意線索為主題。而在消費者個人與環境方面,則分別有學者針對個人情感與消費決策的關係,商店形象對於消費者採購意願的影響進行研究。因此本研究整合三方面的議題,採實驗設計的方式,探討在網際網路環境中,商品廣告之參考價格與語意線索對於消費者評價的影響,並針對消費者在不同的情感與面對不同形象的商店情境下進行深入研究。
由於本實驗的主題為探討在網際網路的環境中,消費者接觸的商品參考價格、語意線索與消費者個人情感、網站形象之間的關係。研究環境設定在全球資訊網上,所以本實驗係由研究者自行架設網站及製作網頁,模擬實際網站購物的環境,並從中操弄各項變數。研究結果主要有下列幾點︰
1.參考價格與語意線索對於消費者評價有顯著的影響。
2.參考價格和語意線索、個人情感與商店形象沒有交互影響。
3.個人情感對於消費者評價有顯著的影響。
4.商店形象對於消費者評價沒有顯著的影響。
本研究乃是結合資訊管理與行銷跨領域的整合性研究,將傳統行銷理論擴展至網際網路環境,同時也提供消費者行為理論的後續研究方向。
第一章 緒論1
第一節 研究背景與動機1
第二節 研究目的與問題4
第三節 研究範圍5
第四節 研究程序6
第二章 文獻探討8
第一節 參考價格8
一、參考價格的意義8
二、內部價格標準12
三、調適水準理論與同化對比理論14
第二節 語意線索19
一、語意線索的義意19
二、語意線索的相關理論20
三、語意線索的分類22
四、語意線索與消費者知覺價值22
第三節 個人情感24
一、決策前偏差24
二、情感的定義25
三、情感與決策前偏差26
第四節 商店形象29
一、知覺風險29
二、風險降低策略31
三、商店形象34
第三章 研究方法36
第一節 研究架構36
第二節 研究假說39
一、參考價格39
二、語意線索40
三、個人情感42
四、商店形象43
第三節 變數的定義與操作化46
一、自變項的定義與操作化46
二、干擾變項的定義與操作化49
三、應變項的定義與操作化50
第四節 研究設計53
一、實驗設計53
二、前測55
三、實驗系統59
第五節 實驗流程61
第四章 資料分析62
第一節 樣本基本資料分析62
第二節 信度檢測65
第三節 假說檢定66
一、參考價格66
二、語意線索69
三、個人情感73
四、商店形象78
第五章 結論與建議81
第一節 研究結論81
一、參考價格對消費者購買評價的影響81
二、語意線索對消費者購買評價的影響83
三、個人情感對消費者購買評價的影響與干擾效果84
四、商店形象對消費者購買評價的影響與干擾效果84
第二節 對實務的建議86
一、在購物網站中採用參考價格策略86
二、在商品促銷活動中使用抽象的語意線索86
三、致力於網站中購物氣氛的提升87
第三節 研究限制88
一、產品選擇限制88
二、樣本自我選擇88
三、樣本數不足89
四、實驗情境與現實不符89
第四節 後續研究建議90
一、參考價格的操弄技巧90
二、個人情感與參考價格的關係90
三、消費者、商品與購物網站之間的關係91
四、網路環境消費者決策模式之相關研究91
參考文獻92
一、中文部分92
二、英文部分93
附錄一、實驗網站畫面1
附錄二、前測1
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