跳到主要內容

臺灣博碩士論文加值系統

(3.235.140.84) 您好!臺灣時間:2022/08/13 06:30
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果 :::

詳目顯示

我願授權國圖
: 
twitterline
研究生:李梅菲
論文名稱:行動電話購買行為研究-方法目的鏈之運用
論文名稱(外文):An application of means-end chain to the purchasing behavior of mobile phones
指導教授:邱魏頌正邱魏頌正引用關係
學位類別:碩士
校院名稱:南華大學
系所名稱:傳播管理學系碩士班
學門:商業及管理學門
學類:其他商業及管理學類
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:50
中文關鍵詞:行動電話方法目的鏈消費者行為
相關次數:
  • 被引用被引用:30
  • 點閱點閱:578
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:5
本研究以近年來迅速發展幾成為民眾生活必需品,但以往研究卻極罕涉及的行動電話話機為研究商品,將消費者在進行選購時,所考慮的產品屬性、消費結果與影響選擇的個人價值,利用「方法-目的鏈」 (Means-End Chain) 的分析方法,將三者做一連結,並探討產品屬性、消費結果與個人價值間的關係。此外,本研究亦針對不同人口統計變數消費者的所重視之個人價值觀、消費結果、產品屬性差異進行研究。本研究以相關分析檢定產品屬性、消費結果、個人價值上之關聯性﹔以T檢定、單因子變異數分析檢定不同仁統計變數於產品屬性、消費結果、個人價值之差異性。並利用產品屬性、消費結果、個人價值之相關性勾勒出行動電話消費者購買決策過程中「方法-目的鏈」的連結網路。最後研究發現:一、產品屬性、消費結果與個人價值間有相關性存在﹔二、不同年齡層、職業所重視的個人價值、消費結果及產品屬性存有差異﹔三、不同年齡層行動電話消費者之「方法-目的鏈」聯結網路有其差異。
The author proposed a means-end chain model of purchasing behavior of mobile phones, integrating the separate literature on product attributes, consumption consequences and individual value. The model was also utilized to analyze the differences among different demographics profiles. Data from our sample shows most of the hypothesized mediational paths to be significant. The research cautions against arbitrary use of demographic data for targeting promotional efforts and offers an approach to constructing an understanding of psychological process that mediates between consumer’s demographics and their market behaviors.
第一章 緒論……………………………………………………….1
第一節 研究背景與動機……………………………………………1
第二節 研究目的……………………………………………………3
第二章 文獻探討………………………………………………………4
第一節 方法-目的鏈理論…………………………………………4
第二節 方法-目的鏈組成元素……………………………………5
第三節 人口統計變數………………………………………………9
第三章 研究方法………………………………………………………11
第一節 研究架構……………………………………………………11
第二節 抽樣及樣本…………………………………………………11
第三節問卷資料說明……………………………………………….15
第四節信度與效度檢定…………………………………………….17
第五節資料分析…………………………………………………….14
第四章 研究結果………………………………………………...15
第一節基本統計資料分析………………………………………….15
一、樣本分布基本統計資料…………………………………….15
二、產品屬性基本統計資料…………………………………….17
三、消費結果基本統計資料…………………………………….18
四、個人價值基本統計資料…………………………………….19
第二節因素分析…………………………………………………….20
一、產品屬性因素分析………………………………………….20
二、消費結果因素分析………………………………………….21
第三節假設驗證…………………………………………………….22
一、產品屬性與消費結果之聯結……………………………….22
二、消費結果與個人價值之聯結……………………………….24
三、不同人口統計變數消費者所重視個人價值、消費結果、
產品屬性差異情形………………………………………………………26
第四節方法-目的鏈聯結網路…………………………………….37
一、整體受試者之方法-目的鏈聯結網路…………………….37
二、青少年消費者之方法-目的鏈聯結網路………………….38
三、青年消費者之方法-目的鏈聯結網路…………………….38
四、中年消費者之方法-目的鏈聯結網路…………………….39
第五章 結論與建議……………………………………………….40
第一節結論………………………………………………………….40
第二節建議………………………………………………………….42
參考文獻………………………………………………………………..44
一、英文部分…………………………………………………….44
二、中文部分…………………………………………………….46
附錄 (問卷)…………………………………………………………….47
一、英文部分
Aaker, D. A. (1996). Building Strong Brand, New York , Free Press.
Assael, H. (1992). Consumer Behavior and Marketing Actions ., 4th, Boston: Kent Publishing Co..
Aurifeille, J. M., Valette-Florence. P. (1995). Dimension of the Dominant Means-End Chains: A Constrained Clustering Approach. International Journal of Research In Marketing, 12, 267-278.
Bagazzi, R., and Dabholkar, P. (1994). Consumer Recycling Goals and Their Effect on Decision to Recycle: A Means-End Analysis. Psychology and Marketing, 11(4), 313-340.
Beatty, S. E., Homer, P., and Kahle (1991). Personal Values and Gift-Giving Behaviors: A Study Across Cultures. Journal of Business Research, 22, 149-157.
Bearden, W. O., Neteyemer, R. G., and Mobley, M. F. (1999). Hand Book of Marketing Scales: Multi-Item Measures for Marketing and Consumer Behavior Research.2nd ., Sage Publications Inc.
Botschen, G., Thelen, E. M., and Pieters, R. (1999). Using Means-End Structures for Benefit Segmentation: An Application to Services. European Journal of Marketing, 33(1/2), 38-58.
Claeys, C., Swinnen, A., and Vanden, A. P. (1995). Consumers Means-End Chains for Think and Feel Products. International Journal of Research in Marketing, 12, 193-208.
Durgee, Jeffrey F., O’Connor, Gina Colarelli, Veryzer, and Robert W. (1996). Translating Values into Product Wants. Journal of Advertising Research, 36, 90-100.
Engel, J. F., Blackwell, R. D., and Miniard, P. W. (1993). Consumer Behavior, 7th ed., Dryden Press.
Gengler, C. E., Klenosky, D. B., and Mulvey, M. S. (1993). Understanding the Factors Influencing Ski Destination Choice: A Means-End Chain Analytic Approach.Journal of Leisure Research, 25(4), 362-379.
───, Mulvey, M. S., and Janet E. (1999). A Means-End Analysis of Mothers Infant Feeding Choices. Journal of Public Policy and Marketing, 18(2), 172-188.
Goldengerg, M. A., Klenosky, D. B., O’Leary, J. T., and Templin, T. J. (2000). A Means-End Investigation of Ropes Course Experiences. Journal of Leisure Research, 32(2), 208-224.
Gutman, J. (1982). A Means-End Chain Model Based on Consumer Categorization Process. Journal of Marketing, 46, 60-72.
Kahle, L. R., and Kennedy, P. (1989). Using the List of Values (LOV) to Understand Consumers. Journal of Consumer Marketing, 6(3), 5-12.
Kamakura, and Novank, T. P. (1992). Value-System Segmentation: Exploring the Meaning of LOV. Journal of Consumer Research,
19, June, 119-132.
Klenosky, D. B., Frauman. E., Norman, W. C., and Gengler, C. E. (1998). Nature-Based Tourists’ use of Interpretive Service: A Means-End Investigation. Journal of Tourism Studies, 9(2), 26-36.
Kotler, P. (1994). Marketing Management: Analysis, Planning, Implementation, and Control, 8th ed., Prentice-Hall International, Inc.
Mulvey, M. S., Olson, J. C., Celsi, R. L., and Walker, B. A. (1994). Exploring the Relationships Between Means-End Knowledge and Involvement. Advances in Consumer Research, 21, 1-7.
Olson, J. C., and Reynolds, T. J. (1983). Understanding Consumer’s Structures: Implications for Advertising Strategy. Advertising and Consumer Psychology, 1, 77-90.
Peter, J. P. , and Olson, J. C. (1996). Consumer Behavior And Marketing Strategy, New York: Irwin Book.
Pieters, R., Baumgartner, H., and Allen, D. (1995). A Means-End Chain Approach to Consumer Goal Structures. International Journal of Research in Marketing, 12, 227-244.
Pitts, R. E, Wong, J. K., and Whalen, D. J. (1991). Consumers’ Evaluative Structures in Two Ethical Situations: A Means-End Approach. Journal of Business Research, 22,119-130.
Rokeach, Milton (1973). The Nature of Human Values, Free Press.
Reynolds, T. J., and Gutman, J. (1984). Advertising Is Image Management. Journal of Advertising Research, 24,27-37.
───, and Alyce Craddock (1988). The Application of the MECCAS Model to the Development and Assessment to Advertising Strategy. Journal of Advertising Research, 28, 43-54.
───, and Gutman, J (1988). Advertising Theory, Method, Analysis and Interpretation. Journal of Advertising Research, 28, 11-31.
Reynolds, F. D., and Wells, W. D. (1977). Consumer Behavior, Mcgraw-Hill Book Co. .
Stanton, W. J., and Etzel, Michael, J. (1991). Fundamentals Marketing,9th ed.,168.
Schoell, W. F., and Guiltian, J. P. (1990). Marketing: Comtemporary Concepts and Practices, 173.
Valette-Florence, P., and Rapacchi, B. (1991). Improvements in Means-End Chain Analysis: Using Graph Theory and Correspondence Analysis. Journal of Advertising Research. 31, February/March, 30-45.
Wilkie, W. L. (1994). Consumer Behavior. 3rd ed., John Wiley and Sons, Inc.
Walker, B. A., and Olson, J C. (1991). Means-End Chains: Connecting Products with Self. Journal of Business Research, 22(2), 111-118.
二、中文部分
曾柔鶯 (1998):《現代行銷學》,台北,華泰文化。
江顯新 (1993):《行銷學》,台北,三民書局。
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top