跳到主要內容

臺灣博碩士論文加值系統

(35.172.136.29) 您好!臺灣時間:2021/08/02 16:54
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:蕭舒文
研究生(外文):Shu-wen Hsiao
論文名稱:消費者選擇環境、涉入度與知識程度對專業服務選擇模式之影響--以EMBA為例
論文名稱(外文):The Effect of Consumer Decision Environment, Involvement and Knowledge to the Professional Service’s Choice Model—Take EMBA for Example.
指導教授:周逸衡周逸衡引用關係
學位類別:碩士
校院名稱:國立中山大學
系所名稱:企業管理學系研究所
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:120
中文關鍵詞:EMBA選擇模式專業服務選擇環境消費者涉入度
外文關鍵詞:choice modeldecision environmentprofessional serviceknowledgeEMBAinvolvement
相關次數:
  • 被引用被引用:8
  • 點閱點閱:144
  • 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:0
本研究以高等教育之高階經營管理碩士班(Executive Master of Business Administrator, EMBA)為例,探討消費者對專業服務的選擇模式。研究之重點在於瞭解消費者對選擇EMBA服務的選擇環境、涉入程度、對EMBA的知識程度與個人因素的差異,是否對其選擇模式有所關連。
在研究方法上,本研究以曾經擁有選擇EMBA經驗,且目前正就讀於EMBA之學生為調查對象,以問卷調查的方式,在擁有較多EMBA學校選擇性之北部與南部地區進行發放,共取得192份有效問卷。接著將樣本以消費者選擇環境之選項數目與考慮的屬性數目,分別區分多、寡兩群,再將涉入程度、知識程度以高、中、低三群,進行統計分析,並採用因素分析、信度分析、卡方檢定、區別分析、單因子變異數分析為分析工具進行探討。研究結果發現:
1. 消費者在選擇EMBA時,選項數目的多寡與其選擇模式有關連,考慮的屬性數目之多寡則對於選擇模式無顯著關連。
2. 消費者涉入程度不同時,選項數目與選擇模式之間的關連會有差異。
3. 消費者知識程度不同時,選項數目與選擇模式之間的關連會有差異。
4. 消費者個人因素只與EMBA之涉入程度有關連,與選擇模式、對EMBA的知識程度則無顯著關連。
相較於國內相關研究,多利用如EKB模式等,來探討專業服務之整個消費者選擇決策過程,但對於屬於消費者購買行為後段黑箱作業的選擇模式卻未深入探討。因此,本研究之貢獻與價值在於利用探索性研究的方式,勾勒出國內EMBA的選擇狀況。
This research takes the Executive Master of Business Administrator(EMBA), a kind of higher education, as an example to discuss the consumer’s choice models in the professional service. The main purpose of the research is to realize whether consumer’s decision environment, involvement and knowledge of EMBA service as well as their personal difference will have connection with their choice models.
About the research method, subjects were EMBA graduate students who ever had chosen experience. The sample came from north and south Taiwan where got more choices of EMBA school and received 192 valid questionnaires. For statistic analysis, the sample was separated into two groups by the number of decision environment’s alternative and attribute quantity, and distinguished by both involvement and knowledge into low, median and high groups. The factor analysis, reliability analysis, chi-square test, discriminant analysis and one-way ANOVA are used as statistical analysis methods. The results are presented below:
1. When consumers choose EMBA, the number of alternatives has the connection with choice models. But there is no obvious connection between the number of attributes and the choice models.
2. When the degree of consumer involvement is different, the connection between alternative numbers and choice models will be different.
3. When the degree of consumer knowledge is different, the connection between alternative numbers and choice models will be different.
4. The difference of consumer personal factors only exist the connection with the consumer involvement of EMBA, but has no obvious connection with choice models and the knowledge of EMBA.
Comparing to the other related researches, most of them are based on such as EKB model, analyzing all consumer decision or purchase processes. But those researches didn’t investigate deep enough about consumer purchasing behavior’s final secret process of professional services. Thus, this is an exploratory research, trying to describe the consumer decision situation of internal EMBA. And that is this research’s contribution and value.
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 5
第一節 高等教育之購買決策 5
一、高等教育之購買行為 5
二、高等教育服務之產品屬性 6
第二節 消費者選擇模式 9
一、消費者選擇模式的決策特徵 9
二、消費者選擇模式 10
三、國內外相關研究 14
第三節 消費者選擇環境 16
一、選擇環境的定義與內涵 16
二、消費者選擇環境對選擇決策的影響 18
三、選擇環境與消費者涉入度、知識程度的關係 19
第四節 消費者涉入 21
一、消費者涉入的定義 21
二、消費者涉入的主要來源 23
三、消費者涉入的衡量 24
四、消費者涉入對選擇決策的影響 27
第五節 消費者知識 29
一、消費者知識的定義 29
二、消費者知識的衡量 30
三、消費者知識對選擇決策的影響 32
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 變數之操作性定義與衡量 38
一、消費者選擇模式 38
二、消費者選擇環境 38
三、消費者涉入 39
四、消費者知識 40
五、個人因素 41
第四節 問卷設計 42
一、問卷設計流程 42
二、問卷結構與內容 44
第五節 抽樣設計 47
第六節 問卷信度與效度分析 48
一、問卷前測 48
二、問卷前測分析 48
三、正式問卷因素與信度分析 50
第七節 資料分析方法 54
一、描述性統計分析 54
二、因素分析(Factor Analysis ) 54
三、信度分析(Reliability Analysis ) 54
四、卡方(χ2 )檢定(Chi-squire Analysis ) 54
五、區別分析(Discriminant Analysis ) 55
六、單因子變異數分析(One-Way ANOVA )55
第四章 實證研究資料分析 56
第一節 樣本結構之敘述統計分析 56
一、人口特徵 56
二、工作特徵 57
三、其他個人資料 58
四、選擇環境與選擇模式 58
五、消費者涉入度 59
六、消費者知識程度 62
第二節 消費者涉入與知識之區別分析與單因子變異數分析 66
一、消費者涉入與知識程度分群 66
二、區別分析 66
三、分群之特徵描述 68
第三節 消費者選擇環境與選擇模式之卡方獨立性檢定 70
一、選項數目與屬性數目之分群 70
二、選項數目在選擇模式上之關連 70
三、屬性數目在選擇模式上之關連 72
第四節 消費者涉入、選項數目與選擇模式之卡方多重列聯表分析 74
第五節 消費者知識、選項數目與選擇模式之卡方多重列聯表分析 76
第六節 消費者個人因素與選擇模式、涉入、知識之卡方獨立性檢定 78
一、消費者個人因素在選擇模式上的差異 78
二、消費者個人因素在消費者涉入程度上的差異 80
三、消費者個人因素在消費者知識程度上的差異 82
第五章 結論與建議 85
第一節 研究發現與討論 85
一、假設驗證 85
二、消費者選擇EMBA 服務之特性 87
第二節 管理意涵 90
一、依競爭對手之多寡,決定資源分配策略 90
二、提昇消費者涉入度,主動強化資源分配策略之效用 91
第三節 研究限制 93
一、高等教育EMBA 之地緣限制 93
二、高等教育EMBA 之決策過程限制 93
三、消費者選擇環境之屬性數目限制 93
四、受訪者填答之可信度 93
五、研究成果無法適用於整個專業服務 94
第四節 後續研究建議 95
參考文獻 96
一、中文部分 96
二、英文部分 97
附錄:正式問卷 107
一、中文部分
王蓉莉,消費者對組合產品的知覺評估—以產品知識、產品涉入為調節變數,私
立義守大學管理科學研究所未出版碩士論文,2000。
吳佩倫,服務品牌權益、消費者涉入與顧客再惠顧意願間關係之研究—以保險服
務業為例,國立高雄第一科技大學行銷與流通管理系未出版碩士論文,2001。
林秀娟、張紹評、張紹勳,多變量統計分析SPSS For Windows,松岡電腦圖書
資料股份有限公司,2003。
林傑斌、劉明德,SPSS 10.0 與統計模式建構,文魁資訊股份有限公司,2002。
邱皓政,量化研究與統計分析,五南圖書出版公司,2004。
胡其忠,企研所認知、偏好、選擇過程之研究,國立中山大學企業管理系未出版
碩士論文,1986。
高怡雯,國內外EMBA 班課程設計之研究,國立政治大學企業管理學系未出版
碩士論文,2003。
陳秀惠,企業經理人就讀企業管理碩士在職進修專班動機與選擇行為之研究,國
立台北大學企業管理學系未出版碩士論文,2000。
陳柏舟,影響在職人士參與碩士課程進修之決策因素,私立大葉大學工業關係研
究所未出版碩士論文,2000。
曾裕屏,消費者購買專業服務之評估及選擇模式,國立中山大學企業管理系未出
版碩士論文,2003。
黃天中,西元2000 年大學教育的危機與轉機:學術國際化、應用本土化、經營
行銷化、發展均衡化之芻議,漢文書店,1997。
黃俊閎,高等教育服務的屬性與選擇偏好—以管理碩士學程為例,國立交通大學
經營管理研究所未出版博士論文,2002。
戴曉霞,高等教育的大眾化與市場化,揚智文化,2000。
關復勇,專業服務接觸互動行銷中關係品質知覺之研究—以護理人員與病患間關
係為例,國立中山大學企業管理系未出版博士論文,1998。
二、英文部分
Alba, J. W., and Hutchinson, W.(1987). Dimensions of Consumer Expertise. Journal
of Consumer Research, 13, 411-454.
Anderson, R. D., Engledow J. L., and Becker H.(1979). Evaluating the Relationships
Among Attitude Toward Business Product Satisfaction,Experience, and Search
Effort. Journal of Marketing Research, 16, 394-400.
Andrews, J. C.(1988). Motivation, Ability and Opportunity to Process Information:
Conceptual and Experimental Manipulation Issues. Advances in Consumer
Research XV, Provo, UT: Association for Consumer Research, 219-225.
Arora, R.(1993). Consumer Involvement in Service Decisions. Journal of
Professional Services Marketing, 9(1), 49-58.
Assael, H.(1974). Product Classification and the Theory of Consumer Behavior.
Journal of the Academy of Marketing Science, 2(4), 539-552.
Barki, H., and Hartwick, J. (1989). Rethinking the Concept of User Involvement, MIS
Quarterly, 13(1), 53-63.
Beach, L. R.(1990). Image Theory: Decision Making in Personal and Organizational
Context, Chichester: Wiley.
Belk, R. W.(1981). Effects of Gift-Giving Involvement on Gift Selection Strategies.
Advances in Consumer Research, 9,408-411.
Belk, R.W.(1975). Situational Variables and Consumer Behavior. Journal of
Consumer Reserch, 2, 408-410.
Ben Zur, H., and Breznitz, S. J.(1981). The Effect of Time Pressure on Risky Choice
Behavior. Acta Psychologica, 47, 89-104.
Berger, K. A., and Wallingford, H. R.(1996). Developing Advertising and Promotion
Strategies for High Education. Journal of Marketing for Higher Education, 7,
21-34.
Bettman, J. R. and Park, C. W.(1980). Effects of Prior Knowledge, Exposure, and
Phase of the Choice Process on Consumer Decision Processes: A Protocol
Analysis. Journal of Consumer Research, 7, 234-248.
Bettman, J. R.(1979). An Information Processing Theory of Consumer Choice.
98
Reading, MA: Addision-Wesley.
Bettman, J. R., Johnson, E. J., Luce, M. F. and Payne, J. W.(1993). Correlation ,
Conflict and Choice. Journal of Experimental Psychology: Learning, Memory
and Cognition, 19, 931-951.
Bettman, J. R., Luce, M. F., and Payne, J. W.(1998). Constructive Consumer Choice
Processes. Journal of Consumer Research, 25(3), 187-217.
Bloch, P. H. and Rochins, M. L.(1983). A Theoretical Model for the Study of Product
Importance Perceptions. Journal of Marketing, 47, 69-81.
Bowen, J. W.(1993). Increasing Service Quality in Retail Banking. Journal of Retail
Banking, 15(3), 21-28.
Brisoux, J. E., and Cheron, E. J.(1990). Brand Categorization and Product
Involvement. Advance inn Consumer Research, 17, 101-109.
Brooks, L. R., and Hammons, J. O.(1993). Has Higher Education been Using the
Wrong Marketing Approach? Journal of Marketing for Higher Education, 14,
27-49.
Bruce, G. D.(2001). School Selectivity and the MBA Experience: Insights from the
GMAC Global MBA Survey 2000. Selections, 1(1), 18-25.
Brucks, M.(1985). The Effects of Product Class Knowledge on Information Search
Behavior. Journal of Consumer Research, 12, 1-16.
Burnkrant, R. E., and Sawyer, A. G.(1983). Effects of Involvement and Message
Content on Information-Processing Intensity. Information Processing Research
in Advertising, 43-65.
Cheng, Y. C., and Tam, M. M.(1997). Multi-models of Quality in Educaion. Quality
Assurance in Education, 5(1), 22-31.
Chiu, R. K., and Stembridge, A.(19999). How do Full-time Employees Select
Par-time MBA Programs in Hong Kong? S.A.M. Advanced Management
Journal, 64(2), 34-39.
Clarke, K., and Belk, R. W.(1978). The Effect of Product Involvement and Task
Definition on Anticipated Consumer Effort. Advances in Consumer Research, 5,
313-318.
Coccari, R. L., and Javaligi, R. G.(1995). Analysis of Students’ Needs in Selecting a
College or University in a Changing Environment. Journal of Marketing for
99
Higher Education, 6, 27-39.
Cohen, S. L., and Dove, D. W., and Bachelder, E. L.(2001). Time to Treat Learners as
Consumers. Training and Development, 55(1), 54-57.
Comm, C. L., and LaBay, D. G.(1996). Repositioning Colleges Using Changing
Student Quality Percpetions: An Exploratory Analysis. Journal of Marketing for
Higher Education, 7, 21-34.
Crane, F. G.( 1993). Professional Services Marketing in the Future: Challenges and
Solutions. Journal of Professional Services Marketing. 9(1), 3-12.
Daw, R. M.(1979). The Robust Beauty of Improper Linear Models in Decision
Making. American Psychologist, 34, 571-582.
Dhar, R.(1997a). Consumer Preference for a no-Choice Option. Journal of Consumer
Research, 24, 2215-2231.
Dhar, R.(1997b). Context and Task Effects on Choice Deferral. Marketing Letters,
8,119-130.
Dixon, P. N., and Martin, N. K.(1991). Measuring Factors that Influence College
Choice. NASPA Journal, 29, 31-36.
Driscoll, C., and Wicks, D.(1998). The Customer-driven Approach in Business
Education: A Possible Danger? Journal of Education for Business, 74(1), 58-61.
Edgell, S., Castellan, N. J., Roe, R., Barnes, J., Pak, N., Bright, R., and Ford, L.(1996).
Irrelevant Information in Probabilistic Categorization. Journal of Experimental
Psychology, 22(6), 1463-1481.
Einhor, H. J., and Hogarth, R. M.(1981).Behavioral Decision Theory: Processes of
Judgment and Choice. Annual Review of Psychology, 32, 53-88.
Einhor, H. J., Kleinmuntz, D. N., and Kleinmuntz, B.(1979). Linear Regression and
Process-tracing Models of Judgment. Psychological Review, 86, 465-485.
Engel, J. F., Blackwell, R. D. and Miniard, P. W.(1993).Consumer Behavior, 7th
ed ,The Dryden Press, Chicago.
Frisch, D., and Clemen, R. T.(1994). Beyond Expected Utility: Rethinking Behavioral
Decision Research. Psychological Bulletin, 116, 46-54.
Gabbott, M. and Hogg, G.(1994). Consumer Behavior and Services: A Review.
Journal of Marketing Management, 10, 311-324.
100
Gabbott, M., and Hogg, G.(1999). Consumer Involvement in Services: A Replication
and Extension. Journal of Business Research, 46, 159-166.
Gardner, M. P., Mitchell, A. A., Russo, J. E.(1985).Low Involvement Strategies for
Processing Advertisements. Journal of Advertising, 14(2), 4-13
Good, D. J.(1990). Utilizing Consumer Involvement to Market Services. Review of
Business, 20(1), 63-70.
Green, P. E., and Wind, Y.(1973). Models for Multiattribute Decision Making, in
Multiattribute Decisions in Marketing: A Measurement Approach, Hinsdale, Ill.:
Dryden Press.
Heiner, R. A.(1983). The Origin of Predictable Behavior. American Economic Review,
73, 560-595.
Heischmidt, K. A. and Coscarelli, W. C.(1995). Consumer Attitudes Important in
Choosing Lawyers and Accountants According to Decision-Making Style.
Journal of Professional Services Marketing, 12(2), 49-67.
Hill, C. J., and Motes, W. H.(1995). Professional versus Generic Retail Services: New
Insights, Journal of Services Marketing, 9(2), 22-35.
Houston, M. J., and Rothschild, M. L.(1977). A Paradigm for Research on Consumer
Involvement. University of Wisconsin, Madsion,WI, Working Paper 11-77.
Houston, M. J., and Rothschild, M. L.(1978). Conceptual and Methodological
Perspectives in Involvement. in Research Frontiers in Marketing: Dialogues
and Directions, Chicago: American Marketing Association, 184-187.
Howard, J.(1989). Consumer Behavior in Marketing Strategy, Prentice-Hall Inc.
Huber, J., and Klein, N. M.(1991). Adapting Cutoffs to the Choice Environment: The
Effects of Attribute Correlation and Reliability. Journal of Consumer Research,
18(3), 346-357.
Huffman, C., and Houston, M. J.(1993). Goal-oriented Experiences and the
Development of Knowledge. Journal of Consumer research, 20, 190-207.
Hupfer, N., and Gardner, D.(1971). Differential Involvement with Products and Issues:
An Exploratory Study. Proceedings: Association for Consumer Research, MD:
Association for Consumer Research, 262-269.
Jacoby, J., Troutman, T., Kuss, A., and Mazursky, D.(1986). Experience and Expertise
in Complex Decision Making. in Advances in Consumer Research, 13, 469-475.
101
Johnson, B. T., and Eagly, A. H.(1989). Effects of Involvement on Persuasion:
AMeta-Analysis. Psychological Bulletin, 106, 290-314.
Johnson, E. J., and Meyer, R. J.(1984). Compensatory Choice Models of
Noncompensatory Processes: The Effect of Varying Context. Journal of
Consumer Research, 11, 528-541.
Johnson, E. J., and Payne, J. W.(1985). Effort and Accuracy in Choice. Management
Science, 31, 394-414.
Kapferer, J., and Laurent, G.(1993). Further Evidence on the Consumer Involvement
Profile: Five Antecedents of Involvement. Psychology and Marketing, 10,
347-355.
Kassarjian, H. H.(1978). Anthropomorphism and Parsimony. Advances in Consumer
Research, Ann Arbor, MI: Association for Consumer Research, 12-14.
Keller, K. L., and Staelin, R.(1987). Effect of Quality and Quantity of Information on
Decision and Effectiveness. Journal of Consumer Research, 14, 200-213.
Klein, N. M., and Yadav, M. S.(1989). Context Effects On Effort And Accuracy In
Choice: An Enquir. Journal of Consumer Research, 15(4), 411-421.
Krugman, H. E.(1965). The Impact of Television Advertising Learning Without
Involvement. Public Opinion Quarterly, 29, 349-356.
Laczniak, Muehling and Grossbart(1989).Manipulating message involvement in
advertising research. Journal of Advertising, 18(2), 28-38.
Lastovicka, J. L.(1979). Questioning the Concept of Involvement Defined Product
Classes. Advances in Consumer Research, 6, 174-179.
Lastovicka, J. L., and Gardner, D. M.(1978). Components of Involvement. Attitude
Research Plays for High Stakes, 53-73.
Laurent, G., and Kapferer, J.(1985). Measuring Consumer Involvement Profiles.
Journal of Marketing Research, 22, 41-53.
Leigh, J. H., and Menon, A.(1987). Audience Involvement Effects on the Information
Processing of Umbrella Print Advertisements. Journal of Advertising, 16(3),
3-12.
Litten, L. H.(1980). Marketing Higher Education. Journal of Marketing for Higher
Education, 51(1), 40-58.
102
Long, P.,Tricker, T., Rangecroft, M., and Gilroy, P.(1999). Measuring the satisfaction
gap: Education in the market-place. Total Quality Management, 10, 772-779.
Mazursky, D., and Ganzach, Y.(1998). Does Involvement Moderate Time-Dependent
Biases in Consumer Multiattribute Judgment? Journal of Business Research, 41,
95-103.
McCall, M., Trombetta, J., Nattrass, K.(2002). Limiting Underage Alcohol Purchases:
An Application of the Consumer Decision Model. Journal of Business and
Psychology, 17(1), 19-29.
McColl-Kennedy, J. R., and Richard, E. F., Jr.(1999). Consumer Involvement
Differences between Professional Services and Non-Professional Services,
Journal of Professional Services Marketing, 19(2), 93-106.
McQuarrie, E. F., andMunson, J. M.(1992). A Revised Product Involvement
Inventory: Improved Usability and Validity. Advances in Consumer Research,
19, 108-115.
Mitchell, A. A.(1980). The Use of an Information Processing Approach to Understand
Advertising Effects. Advances in Consumer Research VII, Ann Arbor, MI:
Association for Consumer Research, 145-150.
Mitchell, A., and Dacin, P.(1996). The Assessment of Alternative Measures of
Consumer Expertise. Journal of Consumer Research, 23, 219-239.
Mitra, K., Reiss, M. C., and Capella, L. M.(1999). An Examination of Perceived Risk,
Information Search and Behavioral Intentions in Search, Experience and
Credence Services, Journal of Services Marketing, 13(3), 208-228.
Mittal, B.(1989). A Theoretical Analysis of Two Recent Measures of Involvement.
Advance in Consumer Research, 6, 679-702.
Mittal, B., and Lee, M.(1989). A Causal Model of Consumer Involvement. Journal of
Economic Psychology, 10(3), 363-390.
Murray K. B., and Schlacter, J. L.(1990). The Impact of Service versus Goods on
Consumers’ Assessment of Perceived Risk and Variability. Journal of the
Academy of Marketing Science, 18(1), 10-25.
Murry, K.(1991). A Test of Services Marketing Theory: Consumer Information
Acquisition Activities. Journal of Marketing, 55, 10-25.
Newman, J. R.(1977). Differential Weighting in Multiattribute Utility Measurement:
103
Where it Should and Where it Does Make a Difference. Organizational Behavior
and Human Performance, 20, 312-325.
Newman, J. W., and Staelin, R.(1972). Prepurchase Information Seeking for New
Cars and Major Household Appiances, Journal of Marketing Research, 9(3),
249-257.
Olshavsky, R. W.(1979). Task Complexity and Contingent Processing in Decision
Making: A Replication and Extension. Organizational Behavior and Human
Performance, 24, 300-316.
Olshavsky, R. W., and Granbois, D. H.(1979). Consumer Decision Making—Fact or
Fiction? Journal of Consumer Research, 6, 93-100.
Panitz, E.(1995). Part-time MBA Students’ Expectations of Their Academic
Experience. Journal of Marketing for Higher Education, 6(1), 87-95.
Parasuraman, A., Zeithaml, V. A., and Berry, L. L.(1985). A Conceptual Model of
Service Quality and its Implications for Future Research. Journal of Marketing,
49(6), 47-58.
Park, C. W.(1976). The Effect of Individual and Situation-Related Factors on
Consumer Selection of Judgmental Models, Journal of Marketing Research, 13,
144-151.
Park, C. W., and Young, S. M.(1986). Consumer Response to Television Commercials:
The Impact of Involvement and Background Music on Brand Attitude Formation.
Journal of Marketing Research, 23, 11-24.
Park, C. W., Feick, L., and Mothersbaugh, D. L.(1992). Consumer Knowledge
Assessment--How Product Experience and Knowledge of Brands, Attributes and
Features Affects What We Think We Know. Advances in Consumer Research,
19(3), 193-198.
Park, C. W., Mothersbaugh, D. L.,and Feick, L.(1994). Consumer Knowledge
Assessment. Journal of Consumer Research, 21, 71-82.
Park, C.W., and Lessig, V. P.(1981). Familiarity and its Impacts on Consumer
Decision Biases and Heuristics. Journal of Consumer Research, 8, 223-230.
Payne, J. W.(1976). Task Complexity and Contingent Processing in Decision Making:
An Information Search and Protocol Analysis. Organizational Behavior and
Human Performance, 16, 366-387.
104
Payne, J. W.(1982). Contingent Decision Making. Psychological Bulletin, 92,
382-402.
Payne, J. W., Bettman, J. R. and Johnson, E. J.(1993). The Adaptive Decision Maker.
New York: Cambridge Univ. Press.
Payne, J. W., Bettman, J. R., and Johnson, E. J.(1988). Adaptive Strategy Selection in
Decision Making. Journal of Experimental Psychology: Learning, Memory, and
Cognition, 14, 534-552.
Payne, J. W., Bettman, J. R., and Johnson, E. J.(1992). Behavioral Decision Research:
A Constructive Processing Perspective. Annual Review of Psychology, 43,
87-131.
Petty, R. E., and Cacioppo, J. T.(1986). Communication and Persuasion: Central and
Peripheral Routes to Attitude Change, New York: Springer-Verlag.
Petty, R. E., Cacioppo, J. T., and Schumann, D.(1983). Central and Peripheral Routes
to Advertising Effectiveness: The Moderating Role of Involvement. Journal of
Consumer Research, 10(3), 135-146.
Rao, A. R. and Sieben, W. A.(1992). The Effect of Prior Knowledge on Price
Acceptability and the Type of Information Examined. Journal of Consumer
Research, 19, 256-270.
Richins, M. L., and Bloch, P. H.(1991) Post-Purchase Product Satisfaction:
Incorporating the Effects of Involvement and Time. Journal of Business
Research, 23, 145-158.
Rosen, D. E., Curren, J. M., and Greenlee, T. B.(1998). College Choice in a Brand
Elimination Framwork: The Administrator’s Perspective. Journal of Marketing
for Higher Education, 8(4), 61-81.
Rothschild, M. L.(1979). Advertising Strategies for High and Low Involvement
Situations. Attitude Research Plays for High Stakes, Chicago: American
Marketing Association, 74-93.
Rothschild, M. L.(1984). Perspectives on Involvement: Current Problems and Future
Directions. Advances in Consumer Research XI, Prove, UT: Association for
Consumer Research, 216-217.
Russo, J. E., and Dosher, B. A.(1983). Strategies for Multiattribute Binary Choice.
Journal of Experimental Psychology: Learning, Memory, and Cognition, 9,
676-696.
105
Schmidt, J. B., and Spreng, R. A.(1996). A Proposed Model of External Consumer
Information Search. Journal of the Academy of Marketing Science, 24(3),
246-256.
Schrum, L.(2000). Online Professional Education: A Case Study of an MBA Program
Through its Transition to an Online Model. The Journal of Asynchronous
Learning, Networks, 4(1), 52-61.
Shaffer, T. R., and Sherrell, D. L.(1997). Consumer Satisfaction with Health-Care
Service:The Influence of Involvement. Psychology and Marketing, 14, 261-285.
Sherif and Hovland, C. I.(1961). Social Judgment. New Haven, Ct: Yale University
Press.
Sherif, C., Sherif, M., and Nebergall, R.(1965). Attitude and Attitude Change.
Philadelphia: Saunders.
Sherif, M., and Cantril H.(1947). The Psychology of Ego-Involvement. NY: John
Wiley and Sons.
Simon, H. A.(1955). A Behavior Model of Rational Choice. Quarterly Journal of
Economics, 69, 99-118.
Simonson, I., and Tversky, A.(1992). Choice in Context: Tradeoff Contrast and
Extremeness Aversion. Journal of Marketing Research, 29, 281-295.
Slack, J.(1999). The Value of an MBA for Engineers. Engineering Management
Journal, 9(5), 231-234.
Slama, M. E., and Tashchian, A. (1985). Selected Socioeconomic and Demographic
Characteristics Associated with Purchasing Involvement, Journal of Marketing,
49, 77-82.
Smith, L. K., and Cavusgil, S. T.(1984). Marketing Planning for College and
Universities. International Journal of Strategic and Long Range Planning, 17,
104-117.
Svenson, O., and Edland, A.(1987). Change of Preferences under Time Pressure:
Choices and Judgments. Scandinavaian Journal of Psychology, 28(4), 322-330.
Svenson, O., Edland, A., and Slovic, P.(1990). Choices and Judgments of
Incompletely Decribed Decision Alternatives under Time Pressure. Acta
Psychologica, 75, 153-169.
Thakor, M. V. and Kumar, A. (2000). What is a Professional Service? A Conceptual
Review and Bi-national Investigation. Journal of Services Marketing, 14(1),
63-82.
Tversky, A.(1972). Elimination by Aspects: A Theory of Choice. Psychological
Review, 79, 281-299.
Tversky, A., and Shafir, E.(1992). Choice under Conflict: The Dynamics of Deferred
Decision. Psychological Science, 3, 358-361.
Van Raaij, W. F.(1976). Consumer Choice Behavior: An Information Processing
Approach, Voorschoten, Netherlands: VAM.
Webster, C.(1988). The Importance Consumers Place on Professional Services,
Journal of Services Marketing, 2(1), 59-70.
Wright, P.(1973). Cognitive Processes Mediating Acceptance of Advertising, Journal
of Marketing Research, 10, 53-62.
Zaichkowsky, J. L.(1985). Measuring the Involvement Construct. Journal of
Consumer Research, 12, 341-352.
Zaichkowsky, J. L.(1986). Conceptualizing Involvement. Journal of Advertising,
15(2), 4-14.
Zeithaml, V. A.(1981). How Consumers’ Evaluation Process Differ Between Goods
and Services. Marketing of Service, Chicago, American Management
Association, 186-190.
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top