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研究生:黃信銓
研究生(外文):Chin-Chang Huang
論文名稱:不同的知覺風險與通路類型下,顧客困惑對價格合理知覺的影響-以大學生購買牛仔褲為例
論文名稱(外文):In Different Kinds of Perceived Risk and Store Type, How Consumer Confusion Effect the Price Fairness – Using University’s Student Purchase Jeans as an Example
指導教授:徐達光徐達光引用關係
指導教授(外文):Ta-Kuang Hsu
學位類別:碩士
校院名稱:輔仁大學
系所名稱:織品服裝學系
學門:民生學門
學類:服飾學類
論文種類:學術論文
論文出版年:2004
畢業學年度:92
語文別:中文
論文頁數:125
中文關鍵詞:顧客困惑價格合理知覺知覺風險通路類型
外文關鍵詞:Consumer ConfusionPrice FairnessPerceived RiskStore Type
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在這一百多年的發展歷史中,牛仔褲已從原本的工作褲變成是一種相當普及化的商品,近幾年來更成為時尚與流行的代表。根據2000年EICP的調查,國人在過去一年內買過牛仔褲等牛仔服飾的消費者,高達三成四。使牛仔褲成了普及率甚高的服飾商品之一。
在科技的發達與資訊爆炸的洪流裡,消費者面對過多的資訊量,常因無法有效的判斷與分析,產生所謂的「困惑」,不管從廠商還是消費者的角度來看,因困惑所造成的干擾或資訊的損失都是可觀的。然而國內過去的研究中,鮮少對於「顧客困惑」現象提出深入的探討。
本研究以消費者購買牛仔褲所產生的顧客困惑與價格合理知覺為研究主軸,首先探討顧客困惑對於價格合理知覺之影響,之後,再以消費者知覺風險與通路類型為干擾,研究兩干擾變項對顧客困惑之價格合理知覺所造成的影響。在經過前測與正式實驗後,研究結果共可歸納為下列幾點:
1. 困惑程度的高低對於消費者價格合理知覺有顯著的影響。
2. 在顧客困惑程度高的情境下,消費者知覺風險的高低對於價格合理知覺高低無顯著之干擾效果。
3. 在顧客困惑程度高的情境下,通路類型的差異對於消費者價格合理知覺高低有顯著之干擾效果。
研究最後並提供相關建議給行銷企劃人員作為日後銷售牛仔褲之參考,以減少廠商與消費者雙方因資訊困惑所造成之損失。
During the past hundred years of historical development, jeans have changed from casual working men’s clothing to everyday fashionable clothing. According to EICP’s year 2000 report, 34% of Taiwanese people have bought jeans within the past year. Thus, jeans continue to receive popular demand and universal acceptance in Taiwan.
Due to improvements throughout generations and technological developments, people living in today dynamic environment face information overload. This hectic environment leads to consumer confusion. As a result, it’s hard for consumer to analyze and choose products that suit their needs. This confusion creates a serious problem for both producers and consumers, since past market researchers have not thoroughly analyzed this dilemma.
In conclusion, this research aspires to explore the effects of consumer confusion on price fairness. In addition, consumer’s perceived risk and different store type are used to modulate independent variables. Through experiment design, the result of this research is exploring the following points:
1. There is a significant difference on price fairness in different level of consumer confusion.
2. In high confusion conditions, there is no significant difference on jeans price fairness in the amount of perceived risk.
3. In high confusion conditions, there is a significant difference on jeans price fairness in the different store type.
After thorough market research, this research hopes to propose answers to the problem of consumer confusion, so that future jeans producers and consumers can make right decisions about jeans purchases.
目錄
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 5
第三節 研究流程 6
第二章 文獻探討 7
第一節 顧客困惑 7
第二節 價格合理知覺 13
第三節 知覺風險 22
第四節 通路類型 29
第三章 研究方法 34
第一節 研究架構 34
第二節 研究假設 35
第三節 研究變數與操作性定義 36
第四節 研究設計 39
第五節 統計分析方法 50
第四章 研究分析與結果 51
第一節 基本資料分析 51
第二節 信度與效度分析 53
第三節 顧客困惑與價格合理知覺之相關驗證 55
第四節 知覺風險與通路類型之干擾效果分析 58
第五節 研究結果 63
第五章 結論與建議 64
第一節 研究結果與討論 64
第二節 研究貢獻與實務建議 67
第三節 研究限制與未來研究方向建議 70
參考文獻 72
一、中文文獻 72
二、西文文獻 73
【 附錄 】 79
前測一 80
前測二 83
正式問卷 107
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