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研究生:許淑惠
研究生(外文):Hsu Shu-hui
論文名稱:金融機構從業人員在制服上的不一致對消費者購買意願影響之研究—以商業銀行為例
論文名稱(外文):The Effect of Incongruent Financial Jobholders Uniform on Purchase intention Research:The Moderating Effect of Group Attachment and Product Involvement
指導教授:徐達光徐達光引用關係
指導教授(外文):Ta-Kuang Hsu
學位類別:碩士
校院名稱:輔仁大學
系所名稱:織品服裝學系
學門:民生學門
學類:服飾學類
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:109
中文關鍵詞:基模購買意願涉入程度
外文關鍵詞:Schema TheoryPurchase IntentionInvolvemet
相關次數:
  • 被引用被引用:2
  • 點閱點閱:348
  • 評分評分:
  • 下載下載:113
  • 收藏至我的研究室書目清單書目收藏:2
當顧客走到金融機構門口時,第一眼除了看到的是大廳的裝潢之外,接下來就是金融機構的從業人員。金融機構的從業人員他們的穿著一般都是很制式化的。為的是要讓客戶有「保守」、「可靠」、「專業」、「正直道德」的特質。所以大部分的銀行制服都是深色的套裝為主。但是在這個多元化的社會,消費者接觸的資訊已經越來越多,也越來越有創意,銀行的制服應該可以又更多元的變化,這也是本研究想探討且了解的。
服裝往往是表現對客戶重視程度的第一印象(primacy effect)(David J.Lieberman,Ph.D.,2001),而第一印象非常重要,畢竟金融業的工作是標準的服務業,經常需要與客戶作面對面的接觸,所以除了專業知識之外,儀表就是金融業篩選人員的重要指標。透過這次的研究,進而了解金融從業人員在與傳統制服一致程度高低不同的情況下及對產品涉入程度不同,銀行客戶在購買意願之影響。
本研究採用實驗法,透過虛擬情境的方式,模擬金融機構從業人員穿著不一樣制服的狀況,主要受測的對象為普羅大眾,並以隨機抽樣方式進行,研究結果顯示:
一、金融機構從業人員在穿著上與基模不一致時會造成消費者的混淆及不適應。
二、金融機構從業人員男性穿著制服與刻板印象基模不一致其購買意願會降低,反之亦然。
三、對消費者而言,涉入程度低的產品,希望金融機構從業人員在穿著能與刻板印象基模一致。
While clients step into banking institution, first glance is those decorations at lobby, next view coming into eyes is banking clerks who wear monotonous uniform. This is because of that banking institutions would like to show clients their positive images as well as the characters of “conservative”, “reliability”, “profession”, “integrity” and “moral fibre”, thus most of those banking uniforms are always by dark-color suits. Nowadays, the community we are living at is a diversified society. Consumers gradually have many chances to touch the more and more innovative information technology wildly. Banking uniforms therefore should need to be variegated too. That is also the purpose of what this research is going to probe into and to make understanding about.
Apparel always is the “primacy effect” (David J. Lieberman, Ph.D., 2001) whenever banking employee is to show whether they place importance on clients. “Primacy effect” is a very important factor. After all, “banking institution” is a standard service industry as it has to contact and communicate with clients face to face. So, other than professional knowledge, exteriority is the significant criteria for selecting banking employees.
Through this research, it is clearly to understand that banking clerks do affect client’s purchasing intention, in terms of under the conditions of wearing different traditional uniform as well as having differential knowledge of banking products.
In this research, it was going by an experimental method. Through the way of virtual reality, to imitate the influence on clients’ purchasing intention when banking clerks were with various uniforms. Testees were collected from the multitudes and the test was going by random sampling. The researching result appeared:
1.In terms of that banking clerks wear uniform, which is completely different with the basic mode of uniform, it led to consumers confusion and discomfort.
2.In terms of that male banking clerks wear the uniform of which does not conform to the monotonous and basic mode of uniform, consumers’ purchasing intention declined, contrariwise.
3.To those consumers who only need simplified banking products, it is expected that banking clerks can wear monotonous and basic uniform.
目錄
中文摘要 i
英文摘要 iii
誌謝 vi
目錄 vii
圖目錄 ix
表目錄 x
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第二章 文獻探討 2
第一節 第一印象及刻板印象 2
第二節 基模理論 2
第三節 性別刻板印象 2
第四節 消費者產品類別涉入程度高低對購買意願的效果影響 2
第三章 研究方法與研究架構 2
第一節 研究架構 2
第三節 變數的定義與衡量 2
第四節 實驗設計與流程 2
第五節 統計分析方法 2
第四章 研究結果與討論 2
第一節 樣本基本統計資料 2
第二節 信度檢定 2
第三節 假設檢定 2
第五節 結果彙整與分析 2
第五章 研究結論與建議 2
第一節 研究討論 2
第二節 研究貢獻與實務建議 2
第三節 研究限制 2
第四節 未來研究建議 2
參考文獻 2
附錄一 前測問卷 2
附錄二 正式問卷—男版 2
附錄三 正式問卷—女版 2
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