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研究生:呂嬌容
研究生(外文):Chiao-Jung Lu
論文名稱:新奇屬性對產品評價之影響-以個人產品涉入與消費者創新性為干擾因素
論文名稱(外文):The Effect of Novel Attributes on Product Evaluation: The Moderating Effect of Personal Product Involvement and Consumer Innovativeness
指導教授:沈永正沈永正引用關係
指導教授(外文):Yung-Cheng Shen
學位類別:碩士
校院名稱:元智大學
系所名稱:企業管理學系
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:62
中文關鍵詞:新奇屬性產品評價個人產品涉入消費者創新性
外文關鍵詞:novel attributeproduct evaluationpersoal product involvementconsumer innovativeness
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行銷傳播資訊爆炸的今日,廠商不斷以新奇屬性來吸引消費者目光並改善產品評價,如行動通信i-mode系統或優酪乳的各種乳酸菌,這些運用創新技術的新奇屬性對消費者是不熟悉的,甚至不知其功能。過去研究顯示,對低複雜度的產品,廣告中增加新奇屬性,可以顯著改善產品評價。故本研究目的為探討個體差異變數,如個人產品涉入和消費者創新性,對新奇屬性與產品評價間的關係之影響。
研究結果顯示在低複雜度產品下,個人產品涉入會干擾新奇屬性與產品評價的關係,其中對於高個人產品涉入者,廣告增加新奇屬性會顯著改善產品評價;而對於低個人產品涉入者,則否。且在低複雜度產品下,消費者創新性會干擾新奇屬性與產品評價的關係,其中對於高消費者創新性者,廣告增加新奇屬性會顯著改善產品評價;對於低消費者創新性者,則否。
新奇屬性並非萬靈丹,唯有在消費者知覺到新奇屬性存在的情況下,才會改善產品評價,且推論過程中會產生學習成本,廠商應試著透過廣告降低學習成本。亦可配合市場區隔內消費者的個人產品涉入與消費者創新性之程度,進行新奇屬性的廣告策略應用。
The purpose of this research is to investigate how the individual differences affect the relationship between novel attributes and product evaluation. Many companies try to improve or differentiate their products by introducing new attributes. Theses additional attributes are technological innovations and novel or completely unknown to large number of consumers. Such as GPS in car or i-mode in cell phone are novel to consumers. Past researches suggest that the addition of novel attributes is likely to improve product evaluation since the products are of low-complexity.
Our results show that the personal product involvement moderates the relationship of novel attributes and product evaluation in the case of low-complexity products. For high personal product involvement consumers, the addition of novel attributes will improve product evaluation. Consumer innovativeness also moderates the relationship of novel attributes and product evaluation in the case of low-complexity products. For high consumer innovativeness subjects, the addition of novel attributes will improve product evaluation.
A key marketing implication of our finding is that advertising introduces novel attributes may cause learning cost. Firms need to decrease the learning cost by convenient and friendly interface. When firms use novel attributes in advertisement, individual differences could use to choose target market and segmentation
第一章 緒論........................1
1.1 研究動機與研究背景.............1
1.2 研究目的.......................2
1.3 研究流程.......................4
第二章 文獻探討....................5
2.1 新奇屬性和產品評價.............5
2.1.1 價值推論.....................7
2.1.2 學習成本推論.................7
2.2 個人產品涉入...................9
2.2.1 涉入的定義...................9
2.2.2 涉入的分類...................9
2.2.3 涉入的衡量..................10
2.2.4 小節........................13
2.3 消費者創新性..................15
2.3.1 消費者創新性的定義..........15
2.3.2 消費者創新性的衡量方式......15
2.3.3 小節........................17
第三章 研究方法...................18
3.1 研究架構.......................18
3.2 假設推論.......................19
3.3 變數的操作性定義...............21
3.4 實驗設計.......................24
3.4.1 實驗設計方式 .................24
3.4.2 實驗進行方式 .................25
3.4.2 實驗對象.....................25
3.4.3 研究材料的選擇與前測結果.....26
3.5 分析工具與方法 .................30
第四章 研究結果分析...............31
4.1 樣本結構.......................31
4.2 假設檢定.......................33
4.2.1 實驗一.......................33
4.2.2 實驗二.......................38
4.3 研究結果與討論.................45
第五章 結論與建議.................48
5.1 研究結論.......................48
5.2 研究貢獻.......................49
5.2.1 學術上的意涵................49
5.2.2 管理上的意涵................49
5.4 未來研究方向...................52
參考文獻...........................53
附錄...............................56
中文文獻
1.黃俊英與賴文彬(1990)。涉入的理論發展與實務應用。管理科學學報,第7卷,第1期 ,15-30頁。
2.黃俊英,多變量分析,第七版,華泰書局,台北,民國89年。
英文文獻
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21.Midgley, D. F. & Dowling, G. R. (1978), “Innovativeness: The Concept and it’s Measurement,” Journal of Consumer Research, 4(No.2), 229-242
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