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研究生:蔡詩傑
研究生(外文):Tsai, Shih-Chieh
論文名稱:國人對進口葡萄酒及國產葡萄酒之消費者行為研究
論文名稱(外文):A Comparative Study of the Differences of Consumer Behavior between Imported and Domestic Wine in Taiwan
指導教授:劉家駒劉家駒引用關係
指導教授(外文):Liu, Jia-Ju
學位類別:碩士
校院名稱:大葉大學
系所名稱:國際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:2006
畢業學年度:94
語文別:中文
論文頁數:81
中文關鍵詞:消費者行為消費者口碑知覺品質購買意願
外文關鍵詞:Consumer Behaviorpublic praisePerceived QualityPurchase Intentions
相關次數:
  • 被引用被引用:6
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  • 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:5
一般社會大眾通常會參考對標的物所知覺的口碑來評價此標的物。換言之,商品如果擁有優良的口碑,將具有很大的競爭優勢。因為優良的口碑代表一種品質的保證,消費者通常具有較高的意願購買具有良好口碑之產品。在行銷領域中對於口碑的研究並不多見,尤其在今天,消費者同時面對眾多進口產品與國產品牌間做選擇時,口碑是否會影響消費者的購買決策,更是一個值得關心的議題。因此,本研究選擇「消費者口碑」、「知覺品質」與「購買意願」等作為研究變數,並以國產葡萄酒與進口葡萄酒之消費者為研究對象。研究中採用結構方程式模式(SEM)來驗證所提理論架構的合理性以及變項間之因果關係。
研究結果發現,消費者面對同樣商品時,商品的類型(進口或國產),會對其消費者口碑與知覺品質具有顯著差異。且就台灣的葡萄酒市場而言,口碑對購買意願不具有顯著的直接影響,其會透過知覺品質對購買意願產生間接的正向影響。
People usually appraise a subject by its public praise. In other words, if a brand has high public praise means that it will have a competitive advantage over others. A higher public praise represents an assurance of quality, so consumers usually have a higher intention to purchase them. There are a few researches about the public praise effect in marketing field, and most of them focused on the effect of firms’ reputation instead of brands’ reputation. Today, there are various global and local goods available to the consumers at the same time, public praise will have influence on its reputation, hence change its possibility of being purchased will be a issue worth to be given more concern about. This study tried to delineate the relationship between the “public praise”, “perceived quality” and “purchase intentions”, and test the proposed framework by the industry of wine in Taiwan. Structural Equation Models were applied to test the proposed hypotheses.
According to the data analysis, this study finds that there is no direct influence of the public praise on the consumers’ purchase intention, and the perceived quality will play an intermediate role between them. Additionally, may be specifically to the industry of wine in Taiwan.
1. 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 3
1.3 研究步驟 3
2. 文獻探討 5
2.1 消費者行為 5
2.2 消費者口碑 10
2.3 知覺品質 16
2.4 購買意願 25
2.5 消費者口碑、知覺品質與購買意願之關聯 29
3. 研究方法 32
3.1 研究架構 32
3.2 研究假說 33
3.3 變數操作性定義與問卷設計 35
3.4 抽樣對象 37
3.5 資料分析方法 38
4. 資料分析與實證結果 43
4.1 樣本結構描述 43
4.2 問卷量表信度檢測 44
4.3 變異數分析 47
4.4 線性結構模式分析 48
4.5 個人背景變項之檢定 55
4.6 假說驗證 57
5. 結論與建議 59
5.1 研究結論 59
5.2 研究貢獻 61
5.3 後續研究建議 62
5.4 研究限制 63
參考文獻 66
附件 問卷 79
中文部分
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