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研究生:廖進成
研究生(外文):Chin-Cheng Liao
論文名稱:數位相機顧客價值之研究-「方法-目的鏈結」模式之應用
論文名稱(外文):The analysis of customers perceived value from digital still camera by the Means-End chains
指導教授:何雍慶何雍慶引用關係
指導教授(外文):Ph.D. Yung-Ching Ho
學位類別:碩士
校院名稱:國立中正大學
系所名稱:企業管理所
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:2006
畢業學年度:94
語文別:中文
論文頁數:118
中文關鍵詞:「方法-目的鏈結」顧客價值數位相機
外文關鍵詞:Digital still cameraCustomer valueMeans-End Chain
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最近二十幾年以來,早期被應用在科學、軍事的科技,已隨著應用科學的快速發展,逐漸被發展為一般消費性電子產品,如個人電腦、手機,到無遠弗屆的無線通訊與寬頻網路技術,這都使得電腦(Computer)、通訊 (Communication)與消費性電子(Consumer Electronics)等3C產品的整合應用,愈來愈普及。而數位相機的發明,結合了數位、光電與影像技術,正扮演著關鍵的促進弁遄C
近年來數位相機隨著高畫素影像技術的提昇,畫質已可媲美傳統單眼反射式相機,數位相機具有隨拍即看、不需底片與相片沖洗費用;多種拍攝模式與情境選擇弁遄A可提供攝影愛好者絕佳的創作練習;攝取影像不需要透過專業設備或技術人員,即可透過電腦來進行編輯,其數位化的影像儲存、檢索容易,又可透過無遠弗屆的網際網路與親友即時分享樂趣;弁鉬竷膃酗芚膠a操作介面、時尚的超薄機身與輕巧容易隨身攜帶等優點,產品弁鉬P特性,既可提升工作效率,又可增加生活樂趣,使得數位相機產品魅力始終無法擋。
數位相機主要業者為了突破產品弁遄A無不竭盡所能地創新科技,如影像防手震技術、高解析度變焦鏡頭、特殊拍攝模式、多張連拍與情境選擇設計弁鈳]計,所應用的技術複雜度高且進展快速,因此產品不斷推陳出新、漸趨多奶S複雜,產品沒有特色,就被淘汰,產品生命週期快速縮短。而面對消費者的消費趨勢不確定性也日益增加。因此業者除了必須積極從事研發以提升技術能力之外,更需致力於行銷,以祈增加企業的競爭能力。
然而對數位相機的購買者而言,一項科技產品的成央A往往來自於因技術的突破而發展出全新的產品,帶來前所未見的弁鉬P利益,這種創新也需要時間來瞭解與接受,再則數位相機的價位也還不是平民化,因此消費者在購買數位相機時,面對業者綿密的機海戰術,其消費行為理應與一般消費商品有所不同。
「方法-目的鏈結」模式之應用,就是藉由瞭解消費者具體的產品屬性弁鄋漸~在選擇行為,探討消費者抽象的內在價值取向。本研究根據學者Shimp(1997)所概念性架構,顯示「方法-目的鏈結」模式,從行銷者與消費者不同觀點出發,會得到不同的聯結順序。本研究係將消費者依據Bass (1969)、Moore(1995)及Rogers(2003)的創新擴散模型,以事後分群的方式,探究數位相機消費群體所重視的產品屬性弁遄B消費結果與個人價值的聯結關係,希冀研究發現,能提供實務界在數位相機行銷管理上的幾點啟發。
研究結果顯示:(一)數位相機主要品牌提供的產品屬性、消費者消費結果與其所重視的個人價值之間呈現正相關。(二)已經擁有與尚未擁有數位相機的消費者群體所重視的產品屬性、消費結果與個人價值,存有差異。(三)擁有領導與追隨品牌的數位相機消費者群體,所重視的消費結果,存有差異。
ince the last decade of the 20th century, the high technologies early used in science and war industry were applied to the consumers electronic products such as personal computer, mobile phone, wireless communications and Internet broadband network. All those kind of hi-technologies also make the integration of computer, communications and consumers electronic products become easier and popular. Especially, the invention of digital still camera (DSC) which integrats the digitization, optoelectronics and raster image processor (RIP) is playing the role of key promoter.
With high number of image sensor pixels that realizes the picture quality of DSC to be comparable to that of the traditional Single Lens Reflex (SLR) camera. Besides, the benefits and advantages of quick snapshots, instant gratification for you see your picture as soon as you’ve captured it, instant photography without the film costs and paying for development, the specialized shooting and exposure controls modes for people whom want to stretch the shooting technique to capture the creative or artistic photos, digital photographs are already in a digital format once the images captured that makes them incredibly easy to distribute and use via the internet, the hi-speed and easy-to-use interface is ready for faster downloads, file transfers, or quick hookup to PC or TV, operation menu is all-inclusive and user friendly, and so on are great for point-and-shoot photographers who want to immortalize life’s surprises. These performance features also makes the amazing DSCs are tempting indeed.
For most of the major DSC manufacturers, They all try to combine top specifications with innovative technology to transport product features to an exciting new level such as- image stabilizer technology, an exceptionally long and superbly engineered zoom, specialized shooting modes, sophisticated movie capabilities and exciting array of shooting options. But the development at the cutting edge of technology is always a very costly affair and the rate of development is so intense as to quickly outdate them. So they must do what they can in marketing to deal with the uncertainties of consumers’buying decision and trend change.
But for the DSC product buyers, the best selling hi-tech products always because of technology innovation and the brand-new benefits perceived. But it takes time for the lips of the early adopter to disperse. Even nowadays the price of digital cameras is still hard to say friendly yet and the rate of new product on shelves so intense as to quickly outdate them, it would be also difficult to tell in what way are they so different to their analogue siblings and how do they compare. Beneath those sleek exteriors are features and capabilities which features are most important or truly essential to them and which are just hype before they step foot in the store. With so many choices on the shelves, how do you choose the right replacement?
Understanding of customers' needs is the core of marketing strategies. However, what are the customers' needs? and why? The “Means-End Chain” (MEC) model considers that consumers hold three types of product knowledge, the knowledge of product attributes, the positive consequences or benefits of consuming the product and the personal values satisfied. Attributes are means for achieving benefits and benefits are means for achieving personal values. Abstract personal value is the driver of specific product attributes indeed. The conceptual framework for this research was based on Shimp’s (1997) conceptual framework of MEC model that will hopefully capture the difference between the marketers and consumers for the linkage of product attributes, consequences and values. Models and concepts developed by Bass (1969), Moore (1995) and Rogers (2003) were adopted to form the consumers into groups.
This research was designed as an approach to interprets the interesting of the DSC buyers in product attributes, consequence and personal value. Then it attempts to give the manufacturers some of implication in product development and their marketing activities.
Results conformed that the attribute-consequences-value association in the DSC products, first. Second, it there have had different emphasis on attributes, consequences and personal values were found between the Non-DSC holder’s group and DSC holder’s group. Also, It there has had different emphasis on consequences was found between the leading-brand DSC holder’s group and following-brand DSC holder’s group.
【論文目次】
封面內頁
簽名頁
授權書
中文摘要 ………………………………………………………… i
英文摘要 ………………………………………………………… iii
論文目次 ………………………………………………………………………… v
圖目錄 …………………………………………………………………………… vii
表目錄 …………………………………………………………………………… viii
附表目錄 ………………………………………………………………………… x
第一章 緒論 ………………………………………………………………… 1
第一節 研究背景與動機 ………………………………………………… 1
第二節 研究問題與目的 ………………………………………………… 3
第二章 文獻探討 …………………………………………………………… 6
第一節 數位相機產品弁鈺敦Q ………………………………………… 6
一. 數位相機的起源 ………………………………………………… 6
二. 數位相機與傳統相機之比較 …………………………………… 7
三. 數位相機的弁鉬P發展 ………………………………………… 9
四. 數位相機的未來發展趨勢 ……………………………………… 13
第二節 顧客價值 ………………………………………………………… 15
一. 顧客價值之理性觀點與經驗觀點 ……………………………… 16
二. 顧客價值之內涵及相關研究……………………………………… 17
第三節 方法-目的鏈結模式 …………………………………………… 24
一. 方法-目的鏈結模式 ……………………………………………… 24
二. 產品屬性之相關理論 …………………………………………… 25
三. 消費結果 ………………………………………………………… 26
四. 消費價值之相關理論 …………………………………………… 27
五. 延伸的方法-目的鏈結模式 ……………………………………… 30
第四節 市場區隔變數 ………………………………………………… 32
一. 消費者行為模式 ……………………………………………… 32

二. 品牌 …………………………………………………………… 35
三. 技術採用生命週期 …………………………………………… 37
第三章 研究設計………………………………………………………… 43
第一節 研究架構 ……………………………………………………… 43
第二節 研究假設 ……………………………………………………… 45
第三節 研究方法 ……………………………………………………… 46
一. 質性資料訪談-階梯法 ……………………………………… 46
二. 內容分析-要素的編碼與歸類 ……………………………… 48
三. 層級聯結 ……………………………………………………… 55
四. 問卷設計 ……………………………………………………… 56
第四章 研究結果分析與討論 ………………………………………… 65
第一節 樣本分析 ……………………………………………………… 65
第二節 因素分析 ……………………………………………………… 69
一 產品屬性因素分析、信度與效度分析 ……………………… 69
二 產品消費的正面結果因素分析、信度與效度分析 ………… 72
三 帶給顧客的價值感受因素分析、信度與效度分析…………… 76
第三節 假設驗證 ……………………………………………………… 78
一. 數位相機主要品牌提供的產品屬性、消費者消費結果與其所重視的個人價值之間呈現正相關 …………………………… 78
二. 假設二、三、四驗證 …………………………………………… 81
三. 假設五、六、七驗證 …………………………………………… 88
第五章 結論與建議 …………………………………………………… 94
第一節 研究結論 ……………………………………………………… 94
第二節 研究貢獻 ……………………………………………………… 97
第三節 後續研究建議 ………………………………………………… 100
參考文獻:
中文部份 ………………………………………………………………… 101
英文部分 ………………………………………………………………… 103
附錄:
附錄一:本研究預試問卷 ……………………………………………… 106
附錄二:本研究正式問卷 ……………………………………………… 111
附錄三:組別統計量 …………………………………………………… 116
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