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研究生:謝逸君
研究生(外文):Yi-Chun Hsieh
論文名稱:產品品牌與產品價格對消費者感官知覺之影響
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:91
中文關鍵詞:觸覺味覺直接經驗消費者自信心品牌價格產品評價
外文關鍵詞:direct experienceconsumer confidencebrandpriceproduct evaluationtastetactile
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研究將感官的來源區分成兩種情況:[有觸覺(味覺)的機會],[無觸覺(味覺)的機會] ,來探討高觸覺(味覺)消費者與低觸覺(味覺)消費者對感官知覺機會的需求程度。除此之外,亦探討兩個非知覺變數--品牌及價格,透過兩個實驗設計,來看揭露品牌和價格時,高觸覺(味覺)消費者與低觸覺(味覺)消費者對產品評價的變化。並且,本研究亦發現,雖然直接經驗可以增加購物的自信心,但就高/低觸覺(味覺)消費者而言,在消費者自信心的人格特質這一點看來,並無顯著的差異。
研究結果發現,高觸覺(味覺)消費者若能親身觸摸產品,則評價會提高;而低觸覺(味覺)消費者對於能不能透過觸覺(味覺)機會衡量產品的評價則較不受影響。並且,當有觸覺(味覺)機會提供時,若揭露品牌線索,低觸覺(味覺)消費者比高觸覺(味覺)消費者容易改變原來的評價,對知名品牌的評價提昇,不知名品牌的評價下降;而高觸覺(味覺)消費者對產品的評價則較不受影響。另外,當有觸覺(味覺)機會提供時,若揭露價格線索,低觸覺(味覺)消費者比高觸覺(味覺)消費者容易改變原來的評價,對高價格的評價提昇,低價格的評價下降;而高觸覺(味覺)消費者對產品的評價則較不受影響。本研究旨在探討消費者的感官知覺對產品衡量的重要性,藉此提供網路及無店舖銷售業者參考。
頁次
目   錄....................................................................................................................... I
圖 目 錄....................................................................................................................... II
表 目 錄....................................................................................................................... III
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....................................................................................... 2
第三節 研究架構................................................................................................... 3
第四節 研究流程………………………………………………………………... 4
第二章 文獻探討...................................................................................... 4
第一節 感官知覺的相關文獻............................................................................... 4
第二節 消費者自信心........................................................................................... 9
第三節 產品外在線索........................................................................................... 12
第三章 研究方法...................................................................................... 16
第一節 研究架構................................................................................................... 16
第二節 研究假設................................................................................................... 18
第三節 研究設計………………........................................................................... 21
第四節 變數操作性定義與衡量........................................................................... 24
第五節 資料分析方法....................................................................................... 26
第四章 研究結果....................................................................................... 29
第一節 敘述統計................................................................................................... 29
第二節 信效度檢驗............................................................................................... 32
第三節 假說驗證................................................................................................... 37
第四節 研究假說檢定結果之彙總....................................................................... 57
第五章 結論與建議.................................................................................... 58
第一節 研究結論................................................................................................... 58
第二節 研究貢獻與行銷意涵............................................................................... 60
第三節 研究限制與未來研究方向....................................................................... 62
參考文獻....................................................................................................... 64
附錄一、量表部分................................................................................... 67
附錄二、正式問卷................................................................................... 73


圖 目 錄
頁次
圖1-1 研究流程圖....................................................................................................... 4
圖2-1 價格、商店名稱、品牌名稱影響購買評估的概念性模型………………... 14
圖3-1 實驗一研究架構圖…………………………………………………………... 16
圖3-2 實驗二研究架構圖…………………………………………………………... 17
圖4-1 提供觸覺機會與否對消費者產品評價的變化圖……………………….….. 38
圖4-2 提供味覺機會與否對消費者產品評價的變化圖…………………………... 40
圖4-3 揭露品牌前後高/低觸覺對產品評價的變化圖—皮夾…………………….. 42
圖4-4 揭露品牌前後高/低觸覺對產品評價的變化圖—T恤……………….…….. 44
圖4-5 揭露價格前後高/低觸覺對產品評價的變化圖—皮夾…………………….. 46
圖4-6 揭露價格前後高/低觸覺對產品評價的變化圖—T恤……………………... 48
圖4-7 高、低味覺對揭露品牌前後產品評價的變化圖—咖啡……………………..51
圖4-8 高、低味覺消費者對揭露品牌前後產品評價的變化圖—高山茶………….53
圖4-9 高、低味覺消費者對價格揭露前後產品評價的變化圖—咖啡…………… 55
圖4-10 高、低味覺消費者對價格揭露前後產品評價的變化圖—高山茶………… 56


表 目 錄
頁次
表3-1 實驗一之實驗設計........................................................................................... 21
表3-2 實驗二-1之實驗設計…………………………………………………………... 22
表3-3 實驗二-2之實驗設計…………………………………………………………... 23
表3-4 本研究所使用之統計分析方法……………………………………………... 26
表4-1 各實驗樣本數………………………………………………………………... 29
表4-2 各實驗樣本數………………………………………………………………... 29
表4-3 各實驗樣本數………………………………………………………………... 29
表4-4 量表平均值分配表………………………………………………………….. 30
表4-5 觸覺量表之信度分析……………………………………………………….. 32
表4-6 消費者自信心量表之信度分析 (觸覺實驗)……………………….………. 33
表4-7 味覺量表之信度分析…………………………………………….…………. 34
表4-8 消費者自信心量表之信度分析 (味覺實驗)……………………………….. 35
表4-9 變異數分析表—觸覺……………………………………………………….. 37
表4-10 變異數分析表—味覺………………………………………………………... 39
表4-11 品牌揭露前後對高、低觸覺消費者產品評價變化之ANOVA表—皮夾… 41
表4-12 品牌揭露前後對高、低觸覺消費者產品評價變化之t-test表—皮夾……. 42
表4-13 品牌揭露前後對高、低觸覺消費者產品評價變化之ANOVA表—T恤… 43
表4-14 品牌揭露前後對高、低觸覺消費者產品評價變化之t-test表—T恤……. 43
表4-15 價格線索揭露前後對高/低觸覺產品評價變化之ANOVA表—皮夾…….. 45
表4-16 價格線索揭露前後對高/低觸覺消費者產品評價變化之t-test表—皮夾…. 45
表4-17 價格線索揭露前後對高/低觸覺產品評價變化之ANOVA表—T恤……. 46
表4-18 價格線索揭露前後對高/低觸覺消費者產品評價變化之t-test表—T恤…..47
表4-19 高、低味覺消費者對品牌揭露前後產品評價變化之ANOVA表—咖啡.. 49
表4-20 高、低味覺消費者對品牌揭露前後產品評價變化之t-test表—咖啡….. 50
表4-21 高、低味覺消費者對揭露品牌前後產品評價變化之ANOVA表—茶…… 51
表4-22 高、低味覺消費者對揭露品牌前後產品評價變化之t-test表—茶…… 52
表4-23 高、低味覺消費者對價格揭露前後產品評價變化之ANOVA表—咖啡… 54
表4-24 高、低味覺消費者對價格揭露前後產品評價變化之t-test表—咖啡… 54
表4-25 高/ 低味覺對價格揭露前後產品評價變化之ANOVA表—高山茶…….. 55
表4-26 高、低味覺消費者對價格揭露前後產品評價變化之t-test表—茶……... 56
表4-27 假設檢定結果彙總表…….………………………………………………… 57
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