臺灣博碩士論文加值系統

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

參考文獻
中文部份：
1.朱榮坤(1998)，「手段-目標鏈模式實證研究：以信用卡市場為例」，國立中正大學企業管理研究所碩士論文。
2.何雍慶、張永富、蘇子炘（2005），「數位產品之顧客價值量表建構」，第三屆全國當代行銷學術研討會，嘉義：中正大學。
3.吳明隆（2005），SPSS統計應用學習實務：問卷分析與應用統計，知城數位科技。
4.吳玲嬋 (2001)，「『手段-目的鏈』模式之應用研究- 以高涉入住宅產品為例 」，淡江大學商管學院高階主管管理碩士學程碩士論文。
5.吳基輔（2004），「以Kano的二維品質模式探討數位相機使用者滿意度之研究」，國立東華大學企業管理學系研究所碩士論文。
6.李梅菲(2002)，「行動電話購買行為研究─方法目的鏈之應用」，南華大學傳播管理研究所碩士論文 。
7.林亮德（2000），「消費者創新產品之採用行為與產品屬性評估之研究－以數位影音光碟機（DVD）為例」，國立中央大學資訊管理學系碩士論文。
8.林俊宏（2002），「消費者特性、新產品屬性及環境變數對創新購買意願之影響」，國立成奶j學企業管理學系碩博士班碩士論文。
9.賴吉欽、施威銘研究室編著（2005），「DSLR數位相機聖經」，旗標出版有限公司。
10.徐愛婷譯（2005），派翠西亞．奧伯汀（Patricia Aburdene, 2005），「2010大趨勢」，智庫文化。
11.陳正平編譯（1999），Geoffery A. Moore 原著，「龍捲風暴」，臉譜文化出版社。
12.陳正平編譯（2000），Geoffery A. Moore 原著，「跨越鴻溝」，臉譜文化出版社。
13.陳冠維（2001），「數位相機弁鉬搢D之研究」，輔仁大學應用統計學研究所碩士論文。
14.陳順宇（1998），多變量分析，華泰書局，台北。
15.游政達(2003)，「應用焦點團體探討使用者需求脈絡之研究」，國立台北科技大學創新設計研究所碩士論文。
16.黃盈裕(2001)，「顧客價值的方法目標鏈結模式之研究--以童裝之消費經驗為例」，國立中山大學企業管理研究所博士論文。
17.黃青嵐譯(2005)，Mark Fischetti原著，「數位相機的結構與攝影原理」，科學人4月號。
18.黃耀鋒( 2002 )，「技術創新型產品之市場區隔研究--以數位相機為例」，國立臺灣大學國際企業學研究所，碩士論文。
19.榮泰生(1997)，「策略管理學」，華泰書局。
20.劉恆(2002)，「台灣數位相機市場消費者行為之研究 」，大葉大學事業經營研究所碩士論文。
21.鄭福家(2002)，「有界理性下的消費決策:探討價值偏好與實用偏好對消費行為的影響」，國立高雄第一科技大學行銷與流通管理所碩士論文。
22.黎曉旭譯(2006)，Albrecht Rothacher 原著，「品牌背後的故事」，久石文化。
23.盧靜琦 (2004)，「創新擴散效應之研究：消費者採用程序觀點」，大葉大學事業經營研究所碩士論文。
24.蘇子炘(2001)，「模糊理論應用於顧客價值定位之研究」，國立高雄第一科技大學行銷與流通管理所碩士論文。
25.數位相機的起源，http://www.digicamhistory.com/.
26.數位相機消費及使用行為大調查結果報告：http://news.pchome.com.tw/market/p1_01.html.

英文部分：
1.Doney, Patricia M. and Joseph P. Cannon, (1997), “An Examination of the Nature of Trust in Buyer-Seller Relationships,” Journal of Marketing, 61 (April), pp. 33-51.
2.Doyle, P., (1989), "Building successful brands: the strategic objectives," Journal of Marketing Management, Vol. 5, No. 1, pp. 77-95.
3.Duman, T., (2002), “A Model of Perceived Value for Leisure Travel Product, The Pennsylvania State University,” Unpublished Doctorate Dissertation.
4.Grunert, K.G. and S.C. Grunert, (1995), “Measuring Subjective Meaning Structures by the Laddering Method: Theoretical Considerations and Methodological Problems,” International Journal of Research in Marketing, Vol. 12, pp. 209-225.
5.Gutman, J., (1982), “A Means-End Chain Model Based on Consumer Categorization Processes,” Journal of Marketing, Spring, pp. 60-72.
6.______, (1991), “Exploring the nature of linkages between consequences and values,” Journal of Business Research, 22, pp.143-148.
7.Kano, N., N. Ser, F.Takahashi, and S. Tsui, (1984), “Attractive quality and must-be quality,” Hinshitsu: The Journal of Japanese Society for Quality Control, 14, pp. 39-48.
8.Khalifa, A.S., (2004), “Customer value: a review of recent literature and an integrative configuration,” Management Decision, London, Vol. 42, Iss. 5/6; pp. 645.
9.Kotler, P., (1997), ”Method for the Millennium,” Marketing Business, vol. February, pp. 26-27.
10.______, (2002), Marketing Management, eleventh edition, NJ: Prentice Hall Inc.
11.Levitt, Theodore, (1960), “Marketing Myopia,” Harvard Business Review, 38(7-8), pp. 24-47.
12.Mahajan, Vijay, E. Muller, and R.K. Srivastava, (1990), “Determination of adopter categories by using innovation diffusion models,“ Journal of marketing research, Vol. XXVⅡ, pp. 37-50.
13.Moorman, C., G. Zaltman, and R. Deshpande, (1992), “Relationships Between Providers and Users of Market Research: The Dynamics of Trust Within and Between Organizations,” Journal of Marketing Research, 29 (August), pp. 314-28.
14.Olson, J.C. and T.J. Reynolds, (1983), “Understanding Consumers’ Cognitive Structures: Implications for Marketing Strategy,” Advertising and Consumer Psychology, Lexington: Lexington Books, pp. 77-90.
15.Park, C., J. Jaworski, and J. Macinnis, (1986), “Strategic Brand Concept-Image Management,” Journal of Marketing, Vol. 50, Iss. 4, pp. 135-146.
16.Parasuraman, A., Valarie A. Zeithaml, and Leonard L. Berry, (1988), “SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality,” Journal of Retailing, Vol. 64, No. 1, Spring, pp. 12-40.
17.______, (1997), “Reflections on Gaining Competitive Advantage through Customer Value,” Journal of the Academy of Marketing Science, 25(2), pp. 154-16l.
18.______, (2000), “The Impact of Technology on the Quality-value-loyalty Chain: a Research Agenda,” Journal of the Academy of Marketing Science, 28(l), pp. 156-174.
19.Piercy, N.F. and N.A. Morgan, (1997), "The impact of lean thinking and the lean enterprise on marketing: threat or synergy?" Journal of Marketing Management, Vol. 13, pp. 679-93.
20.Reynolds, T. J. and J. Gutman, (1988), “Laddering Theory, Method, Analysis, and Interpretation,” Journal of Advertising Research, February/March, pp. 11-31.
21.Richardson, P.S., A.S. Dick, and A.K. Jain, (1994), “Extrinsic and Intrinsic Cue Effects on Perceptions of Store Brand Quality,” Journal of Marketing, Vol. 58, pp. 28-36.
22.Sheth J.N., B.I. Newman, and B.L. Gross, (1991), ”Why We Buy What We Bay: A Theory of Consumption Values,” Journal of Business Research, 22, pp.159-170.
23.Shimp, Terence A., (1997), “Advertising, Promotion, and Supplemental Aspects of Integrated Marketing communications,” Fort Worth, London: Dryden Press.
24.Skytte, H. and Karsten Bove, (2004), ”The Concept of Retailer Value: A Means-End Chain Analysis,” Agribusiness. Hoboken: Summer.Vol.20, Iss.3; pp. 323.
25.Valette-Florence, P. and B. Rapacchi, (1991), “Improvements in Means-End Chain Analysis: Using Graph Theory and Correspondence Analysis,” Journal of Advertising Research, Vol. 31, pp. 30-45.
26.Vinson, D.E., J.E. Scott, and Lawrence M. Lamont, (1977), “The Roles of Personal Values in Marketing and Consumer Behavior,” Journal of Marketing, pp. 44-50.
27.Woodruff, Robert B., Ernest R. Cadotte, and Roger L. Jenkins., (1983), "Modeling Consumer Satisfaction Processes Using Experience-Based Norms," Journal of Marketing Research, Auguest, pp.296-304.
28.______, (1997), “Customer Value: The Next Source for Competitive Advantage,” Journal of the Academy of Marketing Science, Vol. 25, No. 2, pp. 139-153.
29.Young, S. and B. Feigin, (1975), “Using the Benefit Chain for Improved Strategy Formulation,” Journal of Marketing, Vol. 39, pp. 72-74.
30.Zeithaml, V.A., (1988), “Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence,” Journal of Marketing, 52(3), pp. 2-22.