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研究生:朱志娟
研究生(外文):Chi-Chuan Chu
論文名稱:新奇屬性效果對產品的評價
論文名稱(外文):The Effect of Novel Attributes on Product Evaluation
指導教授:林建煌林建煌引用關係
學位類別:碩士
校院名稱:國立中央大學
系所名稱:企業管理學系碩士在職專班
學門:商業及管理學門
學類:企業管理學類
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:101
中文關鍵詞:產品知識模糊資訊搜尋新奇屬性
外文關鍵詞:product knowledgeambiguous information searchnovel attributes
相關次數:
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  • 下載下載:103
  • 收藏至我的研究室書目清單書目收藏:0
在市場上創新的實體產品,廠商加入了一般大眾未知的新奇屬性(novel attributes),過去的研究證實能為廠商創造更高的業績,也提昇消費大眾對產品的評價。在競爭激烈的環境中,服務業與一般高科技產業一樣,為了讓消費者享受更多元及高品質的服務,在服務屬性上力求新穎。然而消費大眾對服務性產品本身的複雜度有高、低的區別,在不同複雜程度的服務導入新奇屬性,消費者的評價會如何改變?本研究針對高、低複雜服務性產品對導入新奇屬性所產生評價的影響進行研究。
不過消費者對不同複雜程度的實體產品評價,與消費者的產品知識有很大的關係,本研究將產品知識分成三層,以探討低、中、高產品知識的消費者對有無加入新奇屬性的高低複雜產品評價上有何不同。
本研究以三個實驗來分析,實驗一的探討以服務性的商品為焦點,在消費者評價產品時,對產品提供的新奇屬性,會做成本─效益的推論,成本是以認知的努力所產生的學習成本推論,此部分會降低產品評價;利益是以消費者認知到透過行銷人員傳達了製造商所提供的新奇屬性價值,此部分會提升產品評價。至於最終給消費者的淨效果是正還是負,則視產品的複雜度不同,而有不同的結論。在消費者做成本─效益分析的同時,如果給予消費者對新奇屬性有資訊搜尋的機會,且資訊是模糊時,來探討消費者對資訊的注意。
實驗二則延續實驗一的高複雜產品,在給新奇屬性有利的資訊來提升消費者對高複雜產品的新奇屬性價值的推論,另外操弄此新奇屬性的使用說明,作為消費者對新奇屬性的學習成本推論,以推論消費者對產品評價的改變。實驗中仍加入模糊資訊的搜尋,探討消費者對資訊的注意。
實驗三以實體產品為探討標的,加入了「產品知識(product knowledge)」的干擾變數,來看消費大眾對於高、低複雜產品加入新奇屬性對產品評價的認知,會因所具有的產品知識程度高低,而有不同的影響。
本研究之研究結果如下:
1. 消費者對於低複雜的服務性產品評價,會因新奇屬性的加入而提高;消費者對於高複雜的服務性產品評價,會因新奇屬性的加入而降低。
2. 消費者對於加入新奇屬性的低複雜產品,在搜尋新奇屬性資訊時,資訊模糊下,並不會比較注意對新奇屬性持正面評價的消費者意見;對於加入新奇屬性的高複雜產品,也不會比較注意對新奇屬性持負面評價的消費者意見。
3. 消費者對低複雜產品評價其新奇屬性所帶來的價值時,模糊資訊搜尋後會比搜尋前的價值高;對高複雜產品評價其新奇屬性對他產生的學習成本時,模糊資訊搜尋後會比搜尋前的學習成本高。
4. 如果對消費者提供新奇屬性所帶來的好處資訊及使用資訊時,當使用資訊能讓消費者不會產生學習成本的感受,則產品評價會提高。當使用資訊讓消費者感受到有學習成本,則產品評價會降低。
5. 就低複雜產品而言:
低產品知識及中產品知識的消費者在加入新奇屬性的產品評價,不會比沒有新奇屬性的產品評價高;而高產品知識的消費者在有沒有新奇屬性的產品評價沒有差異。
6. 就高複雜產品而言:
高產品知識的消費者在加入新奇屬性的產品評價,比沒有新奇屬性的產品評價高;中產品知識的消費者評價不會較低;而低產品知識的消費者在有沒有新奇屬性的產品評價沒有差異。
目   錄....................................................................................................................... I
圖 目 錄....................................................................................................................... III
表 目 錄....................................................................................................................... IV
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
第三節 研究流程................................................................................................... 4
第二章 文獻探討與研究假設................................................................... 5
第一節 產品屬性的相關文獻............................................................................... 5
第二節 推論屬性................................................................................................... 11
第三節 資訊搜尋................................................................................................... 15
第四節 產品知識................................................................................................... 18
第三章 實驗一:新奇屬性效果對高低複雜產品的評價....................... 22
第一節 研究架構................................................................................................... 22
第二節 變數操作性定義與衡量........................................................................... 23
第三節 實驗前測................................................................................................... 24
第四節 正式實驗………………………………………………………………... 27
第四章 實驗二:新奇屬性效果對高複雜產品的評價........................... 41
第一節 研究架構………....................................................................................... 41
第二節 正式實驗……........................................................................................... 42
第五章 實驗三:產品複雜度、新奇屬性與產品知識.......................... 46
第一節 研究架構................................................................................................... 46
第二節 變數操作性定義與衡量........................................................................... 47
第三節 實驗前測................................................................................................... 48
第四節 正式實驗………………………………………………………………... 50
第六章 結論與建議………………………………………...................... 60
第一節 研究結論…………………………..…………………………………… 60
第二節 研究貢獻與行銷意涵............................................................................... 62
第三節 研究限制與未來研究方向....................................................................... 63
參考文獻....................................................................................................... 64
附錄............................................................................................................... 69
1. 實驗一產品前測問卷………………………………………………………… 69
2. 實驗一新奇屬性前測問卷…………………………………………………… 73
3. 實驗三產品前測問卷………………………………………………………… 74
4. 實驗一:問卷1-1-1……………………………………………………….….. 78
5. 實驗一:問卷1-1-2…………………………………………………………... 79
6. 實驗一:問卷1-2-1……………………………………………………….….. 83
7. 實驗一:問卷1-2-2……………………………………………………….….. 84
8. 實驗二:問卷2-1….……………………………………………………….…. 88
9. 實驗二:問卷2-2….……………………………………………………….…. 91
10. 實驗三:問卷3-1-1….…………………………………………………….…. 94
11. 實驗三:問卷3-1-2….…………………………………………………….…. 96
12. 實驗三:問卷3-2-1….…………………………………………………….…. 98
13. 實驗三:問卷3-2-2….…………………………………………………….…. 100

圖 目 錄
頁次
圖1-1 本研究流程圖................................................................................................... 4
圖2-1 產品層次……………………………………………………………………... 5
圖2-2 產品屬性以產品表現方式區分……………….…………………………….. 8
圖2-3 EKB消費者行為模式………………………………………………….……. 15
圖3-1 實驗一研究架構圖…………………………………………………………... 22
圖3-2 第二組之電腦畫面………………………………………………….……….. 28
圖3-3 第四組之電腦畫面…………………………………………………………... 29
圖3-4 第二組搜尋畫面………………………...…………………………………… 30
圖3-5 第二組搜尋pop-up視窗……………………………………………………. 31
圖3-6 新奇屬性與產品複雜度對產品評價的交互作用………………………….. 36
圖4-1 實驗二研究架構圖………………………………………………………….. 41
圖5-1 實驗三研究架構圖………………………………………………………….. 46
圖5-2 產品複雜度、新奇屬性與產品知識對產品評價的交互作用…………….. 57


表 目 錄
頁次
表3-1 高、低複雜產品選擇的前測.......................................................................... 25
表3-2 低複雜產品新奇屬性的前測……………………………………..………… 25
表3-3 高複雜產品新奇屬性的前測……………………………………………….. 26
表3-4 實驗一之實驗設計………………………………………………………….. 27
表3-5 哈啦大頭貼產品評價衡量表……………………………………………….. 28
表3-6 前程留學中心產品評價衡量表………………………………………….…. 28
表3-7 哈啦大頭貼新奇屬性的價值衡量表……………………………………….. 30
表3-8 哈啦大頭貼新奇屬性的學習成本衡量表……………………………….…. 30
表3-9 前程留學中心新奇屬性的價值衡量表…………………………………….. 32
表3-10 前程留學中心新奇屬性的學習成本衡量表……………………………….. 32
表3-11 高低複雜產品t檢定………………………………………………………... 33
表3-12 哈啦大頭貼產品評價之各題項信度分析………………………………….. 33
表3-13 前程留學中心產品評價之各題項信度分析……………………………….. 34
表3-14 產品評價及瀏覽資訊秒數的平均值……………………………………….. 35
表3-15 新奇屬性與產品複雜度交互作用………………………………………….. 35
表3-16 新奇屬性的加入對高低複雜產品之影響………………………………….. 36
表3-17 低複雜產品新奇屬性資訊注意的平均秒數t檢定………………………... 37
表3-18 低複雜產品新奇屬性正負面百分比平均值的t檢定……………………... 37
表3-19 低複雜產品新奇屬性的價值推論t檢定…………………………………... 38
表3-20 高複雜產品新奇屬性資訊注意的平均秒數t檢定………………………... 38
表3-21 高複雜產品新奇屬性正負面百分比平均值的t檢定……………………... 39
表3-22 高複雜產品新奇屬性的學習成本推論t檢定……………………………... 39
表3-23 實驗一假說結果彙總表…………………………………………………….. 40
表4-1 前程留學中心產品評價之各題項信度分析……………………………….. 43
表4-2 前程留學中心新奇屬性有利資訊及學習成本t檢定……………………... 44
表4-3 實驗二假說結果彙總表…………………………………………………….. 45
表5-1 高、低複雜產品選擇的前測……………………………………………….. 49
表5-2 高、低產品知識前測統計表……………………………………………….. 49
表5-3 實驗三之實驗設計………………………………………………………….. 50
表5-4 超群CH-366電子辭典產品評價衡量表…………………………………... 51
表5-5 CH-DV4000數位攝影機產品評價衡量表……………………….………… 51
表5-6 高低複雜產品t檢定………………………………………………………… 52
表5-7 電子辭典產品知識區分…………………………………………………...… 53
表5-8 數位攝影機產品知識區分………………………………………………...… 53
表5-9 各問卷樣本數及產品知識區分………………………………………….….. 54
表5-10 超群CH-366電子辭典產品評價之各題項信度分析……………………… 55
表5-11 CH-DV4000數位攝影機產品評價之各題項信度分析……………………. 55
表5-12 新奇屬性、產品複雜度及產品知識的變異數分析……………………….. 56
表5-13 產品知識在有無加入新奇屬性的產品評價t檢定………………………... 58
表5-14 實驗三假說結果彙總表…………………………………………………….. 59
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