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研究生:胡家鳳
研究生(外文):Chia-Feng Hu
論文名稱:卡通代言人對消費者購買意願之影響
論文名稱(外文):The Communicative Power of Spokes-character in Consumers'' Purchase Decisions
指導教授:李元恕李元恕引用關係
學位類別:碩士
校院名稱:逢甲大學
系所名稱:國際貿易所
學門:商業及管理學門
學類:貿易學類
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:103
中文關鍵詞:情緒知覺品質價格接受度關聯性卡通代言人
外文關鍵詞:emotionspokes-characterrelevanceperceived qualityprice acceptability
相關次數:
  • 被引用被引用:48
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觀察近年台灣的消費市場,以卡通為主題包裝的產品隨處可見,卡通儼然已成為行銷利器,任何產品只要有卡通的光環加持,似乎都能炒熱話題,創造不斷的收益。另外,國內罐裝咖啡市場規模一年約55到60億元,根據7-Eleven的銷售情報顯示,咖啡市場每年成長超過15%。本研究結合熱門的卡通行銷與後勢看漲的罐裝咖啡市場,將一個全新品牌的罐裝咖啡上設計成不同類型的卡通人物圖片包裝來進行實驗,經由變異數分析(one-way ANOVA)結果發現與產品關聯性不同的卡通代言人對知覺品質、價格接受度與情緒的影響是有顯著差異的;且有卡通代言人的影響力會大過沒有卡通代言人的。另外, AMOS線性結構模式評估結果,得知知覺品質與知覺功利價值、價格接受度與知覺功利價值、情緒與知覺享樂價值、知覺功利價值與品牌態度、知覺享樂價值與品牌態度、品牌態度與購買意願皆存在正向的關係。
 In recent years, there are more and more cartoon-products in the market and they bring huge profit to the companies. Besides, according to the 7-Eleven sales report, the coffee sales growing rate is over 15% in Taiwan. Base on these results, we present the different relevance spokes-character on the coffee jars to exam the communicative power of spokes-character in consumers’ purchase intentions. The results of ANOVA show that present the spokes-character on the products have more effects on perceived quality、price acceptability and emotions. The results of AMOS show the perceived quality is positively relative to the perceived utilitarian value、the price acceptability is positively relative to the perceived utilitarian value、emotions are positively relative to the perceived hedonic value、perceived utilitarian value is positively relative to the brand attitude、perceived hedonic value is positively relative to the brand attitude、brand attitude is positively relative to the purchase intentions.
目錄
誌謝………………………………………………………………………………Ⅰ
中文摘要………………………………………………………………………Ⅱ
英文摘要………………………………………………………………………Ⅲ
圖目錄………………………………………………………………………………Ⅵ
表目錄………………………………………………………………………………Ⅶ
1 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 5
1.3 研究流程 7
2 文獻探討 8
2.1 卡通代言人 8
2.1.1 代言人的影響方式 10
2.2 知覺品質 13
2.2.1 知覺品質的定義 13
2.2.2 知覺品質組成的要素 13
2.3 價格接受度 17
2.3.1 價格對消費者的影響 17
2.4 情緒 18
2.4.1 情緒的定義 18
2.4.2 情緒的形態 18
2.5 知覺價值 21
2.5.1 知覺價值定義 21
2.5.2 價值的相關模式 23
2.6 品牌態度與購買意願 25
2.6.1 態度的意義 25
2.6.2 品牌態度 26
3 研究架構、設計與方法 30
3.1 研究架構 30
3.2 研究設計 31
3.2.1前測階段 31
3.2.2正式問卷形成 40
3.3 資料統計與分析 46
4資料分析與討論 48
4.1 樣本基本資料分析 48
4.2 假設模型之信度與效度分析 49
4.2.1 信度衡量 49
4.2.2 效度衡量 50
4.3 假設檢定 56
4.3.1 變異數分析結果 56
4.3.2 線性結構模式評估 61
5 研究結論、限制與建議 74
5.1 研究結論 74
5.2 管理意涵 75
5.3研究限制與建議 77
5.3.1研究限制 77
5.3.2 研究建議 78
參考文獻 79
附錄一
附錄二
附錄三
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