臺灣博碩士論文加值系統

隨著運動休閒風潮逐日提升，一般民眾穿戴運動用品逐漸蔚為潮流。此外，有鑑於網際網路已成為人們搜尋資訊的有效工具，因此，消費者憑侍網路進行運動用品資訊搜尋的境況，已有增多的現象。換言之，運動用品網站如何規劃良好的網站內容，遂成為網站業者重視的重要課是之一。
規劃網站內容應先瞭解消費者對於網站內容的感受，以及其感受所引發的決策制訂行為過程。因此，本研究主要著重於探討消費者對運動用品以及運動用品網站所產生的消費決策制定行為過程。並假該行為決策過程，推展與驗證本研究之「消費心理認知決策制定行為過程模式」，該模式包括消費者對不同運動用品品牌所建構的品牌聯想與認知，並連結消費者心理知覺感受，進而產生對特定運動用品網站的信任度，以及影響消費者的行為意圖。
本研究利用焦點群體法、內容分析法以及參考相關變數量表，作為本研究變數來源依據，透過問卷訪查，總計共回收有效問卷294份。經由「方法目的鏈階梯法」的連結分析，發現多數受訪者重視網站「圖片」、「產品目錄」及「優惠折扣」屬性所帶來之「方便感」、「實用感」之之結果感受及「安全感」之價值滿足。透過結構方程模式，進行驗證消費者決策制定行為過程模式之配適性，結果顯示，消費者確實存在著本研究所主張的「品牌權益」引發「消費者方法目的鏈」、達成「網站信任」與衍生「行為意圖」等一連串的消費決策制定行為過程模式。
此外，本研究依照分析結果亦提出「廣告呈現」、「市場區隔」及「銷售促進」等三方面策略建議。最後，期望藉由品牌權益所引申消費知覺之決策途徑模型，進而引發更多的不同產業研究驗證，藉以提供更為有效且具體的研究結果供實務界參考。

People persuading the sports and leisure trend are accustomed to wear sport and leisure goods. Meanwhile, the frequency that consumers use worldwide web as a tool to search sport and leisure related information has increased. Hence, how to design the website content of the sports and leisure activities becomes an important issue for the website owners.
The priority of designing the website content is to understand consumer’s feelings toward the information provided by the website, and further to comprehend how their consuming decision process was affected by such feelings. This research, hence, emphasized how searching on the webs influences consumers’ consuming decision process of sport and leisure goods. Such a decision process can be used to implement and verify the model of “decision-making-behavior process of consuming psychological cognition (DPCPC)”. In this model, consumers’ brand association and cognitions of different sporting goods linked consumers’ psychological perceptions, leading to the trust toward a particular website of sporting goods and affecting consumers’ behavior intention.
In this research, focus group, content analysis and related measurements were used to obtain the research variables. Through a questionnaire survey, a total of 294 valid questionnaires were received. Utilizing the “means-end chains laddering”, the researcher found that most of respondents thought the attributes regarding “picture”, “product catalogs” and “discount” are important to them. Since these attributes formed “convenient” and “practical” consequences, leading to “safety” value satisfaction. Through the analysis method of structural equation modeling (SEM) to verify the test fitness of the DPCPC model in this research, the results indicated that brand equity caused consumer’s means-end hierarchies and such hierarchies generated “trust toward website” and “behavior intention”.
Moreover, the study based on the analyzing results provided three underlying suggestions, including advertisement presentation, market segmentation and sales promotion, for developing marketing strategies. Ultimately, the decision path model of consumer cognition derived from brand equity needs to be further verified by other industries in order to provide more effective and concrete results for practical use.

中文摘要 i
英文摘要 ii
誌謝 iv
目錄 v
表目錄 vii
圖目錄 viii
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 3
第二章 文獻探討 5
2.1 消費者決策制定行為 5
2.2 名詞定義與內涵 7
2.3 品牌權益與方法目的鏈之關係意涵 15
2.4 方法目的鏈與網站信任之關係意涵 19
2.5 文獻小結 25
第三章 研究方法 27
3.1 研究架構 27
3.2 樣本來源與抽樣方法 28
3.3 變數來源 29
3.4 問卷設計過程 34
3.5 分析方法 37
第四章 結果與分析 39
4.1 樣本特性 39
4.2 變數評價 43
4.3 架構知覺建構與檢定 49
4.4 樣本區隔比較 55
4.5 族群區隔差異比較 65
第五章 結論與建議 68
5.1 結論 68
5.2 管理意涵與建議 72
5.3 研究限制與未來建議 75
參考文獻 77
附錄一　變數來源原文 84
附錄二　運動用品網站圖片(NIKE、Adidas) 85
附錄三　問卷填答範例(一) 89
附錄四　搜尋引擎清單 91
附錄五　焦點群體法之應用問卷 92
附錄六　運動用品網站清單 93
附錄七　運動用品網站內容檢索表 95
附錄八　前測問卷 96
附錄九　前測問卷集群分析 103
附錄十　正式問卷 106
附錄十一　人口特性交叉表 109
附錄十二　品牌權益、網站信任及行為意圖變數代號彙整表 113
附錄十三　方法目的鏈變數代號彙整表 114

1. 王怡舜，湯宗益，湯宗泰，2002，“電子商務之服務品質衡量模式－以數位行銷為例”，中華管理學報，三卷，三期，頁75~94。
2. 中華民國紡織業拓展會，2001，流行快訊九十年度叢書系列：認識運動時尚品牌，臺北市：中華民國紡織業拓展會設計研發中心。
3. 台灣搜尋引擎大集合，2006/03，http://www.tgsc.com.tw/taiwan-all-search/。
4. 台灣網路資訊中心，2005，”九十四年度台灣寬頻網路使用調查”, http://www.twnic.net.tw/。
5. 行政院體育委員會，2003，http://www.ncpfs.gov.tw/aboutus/aboutus1-2.aspx。
6. 吳良榮，2002，證券金融業電子化顧客關係管理策略之研究，台北科技大學商業自動化與管理研究所. 碩士論文。
7. 吳萬益，林清河，2002，行銷研究，台南：華泰圖書出版公司。
8. 呂謙，許成源，2002，”運動網站上網行為之研究”，91年度體育學術研討會，中華民國大專院校體育總會。
9. 宋明潔，2001，上網人口特質、上網行為、網站內容偏好以及影響每日網站瀏覽之研究—以台灣入口網站為例，國立中央大學，碩士論文。
10. 林勤豐，葉明義，邱兆民，1999，”探討消費者「屬性－結果－價值鏈」之建構性”，輔仁管理評論。
11. 邱皓政，2003，結構方程模式：LISREL的理論、技術與應用，台北：雙葉書廊有限公司。
12. 張紹勳，2004，研究方法，台中：滄海書局。
13. 陳正昌，程炳林，陳新豐，劉子鍵，2003，多變量分析方法統計軟體應用，台北：五南圖書出版股份有限公司。
14. 陳秀珠，1999，品牌運動鞋在台灣競爭策略之研究，國立台灣大學商學研究所，碩士論文。
15. 陳順宇，2005，多變量分析，台北：華泰書局。
16. 曾雍欽，2003，網路品牌聯盟對網路購物意願與品牌權益影響之研究，實踐大學企業管理研究所，碩士論文。
17. 黃俊英，2002，多變量分析，第七版，中國經濟企業研究所出版，台北：華泰文化事業公司。
18. 黃厚銘，蘇峰山，陳佳靖，廖思逸，歐亞菁，2003，“信任與網路交易中的風險(1/2)”， 行政院國家科學委員會專題研究計畫成果報告，國立政治大學，7月7日。
19. 黃啟鈞，2004，跨國運動商品企業網站傳播策略之內容分析－美國、中國與台灣之比較，國立政治大學，碩士論文。
20. 葉日武，1999，行銷學：理論與實務，台北：前程企業管理有限公司。
21. 葉明義、呂金龍，1998，”大學生價值觀與對從事直銷之認知態度及行為之關聯”，第三屆直銷學術研討會論文集。
22. 資訊市場情報中心， 2005，”台灣網友娛樂行為分析”，mic.iii.org.tw。
23. 資策會，2004/04，”兩岸三地個人上網現況分析”， http://www.find.org.tw/0105/focus/0105_focus_disp.asp?focus_id=246。
24. 資策會ACI-IDEA-FIND／經濟部技術處，2005/06， “創新資訊應用研究計畫”，http://www.find.org.tw/0105/howmany/howmany_disp.asp?id=118。
25. 資策會ECRC-FIND／經濟部技術處，2002/11，“Internet應用研究科專計畫”， http://www.find.org.tw/0105/howmany/howmany_disp.asp?id=46。
26. 蔡東峻，吳萬益，李奇勳，2004，”價格、保證及來源國形象對產品評價與購買意願的影響”，管理學報，21卷，1期，頁21~46。
27. 劉碧雯、汪家夷，2002，“國內休閒運動發展現況分析”，體育．健康與休閒發展趨勢研討會，頁385-402。
28. 鄭志富，2002，“二十一世紀台灣運動產業之發展與挑戰”，第二屆運動與休閒國際研討會，5月23日。
29. 鍾隆津，1982，商業心理學，台北：海島出版社。
30. Aaker, D. A., 1991, Managing Brand Equity, New York: The Free Press.
31. Aaker, D. A., 1996, “Measuring Brand Equity Across Products and Markets”, California Management Review, Vol. 38, Spr, No. 3, pp. 102-120.
32. Assael, H., 1987, Consumer Behavior and Marketing Action, Kent: Publishing Co.
33. Bhattacharya, R., Devinney T. M., and Madan M. P., 1998, “A Formal Model of Trust Based on Ouctome”, Academy of Management Review, Vol. 23, pp. 457-472. (引自王又鵬，陳怡如，曾雍欽，2003，“信任量表發展之研究”，行政院國家科學委員會專題研究計畫成果報告，實踐大學，7月31日。)
34. Butler, P. and Peppard, J., 1998, “Consumer Purchasing on the Internet”, European Management Journal, Vol. 16, Oct, No. 5, pp. 600-610.
35. Chang, M. K., Cheung, W. and Lai, V. S., 2005, “Literature Derived Reference Models for the Adoption of Online Shopping”, Information and Management, Vol. 24, pp. 543-559.
36. Cho, J., 2006, “The Mechanism of Trust and Distrust Formation and Their Relational Outcomes”, Journal of Retailing, Vol. 28, pp. 25-35.
37. Cox, D. F. and Rich, S. U., 1964, “Perceived Risk and Consumer Decision Making-the Case of Telephone Shopping”, Journal of Marketing Research, Vol. 1, No. 4, pp. 32-39.
38. Doney, P. M. and Cannon, J. P., 1997, “An Examination of the Nature of Trust in Buyer-Seller Relationships”, Journal of Marketing, Vol. 61, pp. 35-51.
39. Doolin, B.; Dillon S.; Thompson, F. and Corner, J. L., 2005, “Perceived Risk, the Internet Shopping Experience and Online Purchasing Behavior: A New Zealand Perspective”, Journal of Global Information Managemen, Vol. 13, No. 2, pp. 66-88.
40. Dowling, G. R., 1986, “Perceived Risk: The Concept and Its Measurement”, Psychology and Marketing, Vol. 3, pp. 193-210.
41. Doyle, P., 2001, “Building Value-Based Branding Strategies”, Journal of Strategic Marketing, Vol. 4, pp. 255-268. (引自Mortanges, Charles Pahud De and Riel, Allard Van, 2003, “ Brand Equity and Shareholder Value”, European Management Journal , Vol. 21, Aug, No. 4, pp. 521-527.)
42. Engel, J. F.; Blackwell, R. D. and Miniard, P., W., 1995, Consumer Behavior, Eighth Edition; 王志剛、謝文維編譯，1995，消費者行為，初版，華泰書局。
43. Farquhar, P. H., 1989, “Managing Brand Equity”, Marketing Research, Vol. 1, Sep, pp.24-33. (引自Park, Chan Su, Srinivasan, V., 1994, “A Survey-Based Method for Measuring and Understanding Brand Equity and Its Extendibility”, Journal of Marketing Research, Vol. 31, May, No. 2, pp. 271-288.)
44. Forsythe, S. M., Shi, B., 2003, “Consumer Patronage and Risk Perceptions in Internet Shopping”, Journal of Business Research, Vol. 56, pp. 867-875.
45. Gelb, B. D. and Sundaram, S., 2002, “Adapting to Word of Mouse”, Business Horizons, Vol. 45, Issue 4, pp. 21-25.
46. Gutman, J., 1982, “A Means-end Chain Model Based on Consumer Categorization Processes”, Journal of Marketing, Vol. 46, pp.60-72.
47. Hair, JR. J. F., Anderson, R. E.; Tatham, R. L. and Black, W. C., 1998, Multivariate Data Analysis, 5th, New Jersey: Prentice-Hall.
48. Herrmann, A., Huber, F. and Braunstein, C., 2000, “Market-Driven Product and Service Design: Bridging the Gap Between Customer Needs, Quality Management, and Customer Satisfaction,” International Journal of Production Economics, Vol. 66, Issue: 1, pp. 77-96.
49. Horward, J. A., 1994, Buyer Behavior in Marketing Strategy, New Jersey: Prentice Hall.
50. Howard, J. A., and Sheth, J. N., 1969, The Theory of Buyer Behavior, New York: John Wiley & Sons Inc. (引自辛岳峰，2001，購物環境、產品屬性、知覺風險與購物行為之研究，淡江大學，碩士論文。)
51. Kahle, L. R., 1986, “The Nine Nations of North America and the Value Basis of Geographic Segmentation”, Journal of Marketing, Vol. 50, pp. 37-47.
52. Keller, K. L., 1993, “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity”, Journal of Marketing, Vol. 57, pp. 1-22
53. Keller, K. L., 1993, “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity”, Journal of Marketing, Vol. 57, No. 1, pp. pp. 1-22, January.
54. Kim, W. G. and Kim, H. B., 2004, “Measuring Customer-Based Restaurant Brand Equity”, Cornell Hotel and Restaurant Administration Quarterly, Vol. 45, May, No. 2, pp.115-131.
55. Kotler, P., 2003, Marketing management, 11th eds, Prentice-Hall Inc.
56. Krishnan, H.S., 1996, “Characteristics of Memory Associations: A Consumer-based Brand Equity Perspective”, Journal of Research in Marketing, Vol. 13, pp. 389-405.
57. Lassar, W.; Mittal, B. and Sharma, A., 1995, “Measuring Customer-Based brand Equity”, The Journal of Consumer Marketing, Vol. 12, No. 4, pp. 11-19.
58. Lim, N., 2003, “Consumers’ Perceived Risk: Sources versus Consequences”, Electronic Commerce Research and Applications, Vol. 2, pp. 216-228.
59. Lin, C. F. and Yeh, M. Y., 2000, “Means-end Chains and Cluster Analysis: An Integrated Approach to Improving Marketing Strategy”, Journal of Targeting, Measurement, and Analysis for Marketing, Vol. 9, No. 1, pp.20-35.
60. Liu, C., Marchewka, J. T., Lu, J. and Yu, C. S., 2004, “Beyond Concern: A Privacy-trust-behavioral Intention Model of Electronic Commerce”, Information and Management, Vol. 42, pp. 127-142.
61. Maslow, A., 1954, Motivation and Personality, New York: Harper.
62. McKnight, D. H., Choudhury, V., Kacmar, C., 2002-a, “The Impact of Initial Consumer Trust on Intentions to Transact with a Web Site: A Trust Building Model”, Journal of Strategic Information System, Vol. 11, pp. 279-323.
63. Mcknight, D. H., Choudhury, V., Kacmar, C., 2002-b, “Development and Validating Trust Measures for E-Commerce: An Integrative Typology”, Information Systems Research, Vol. 13, No. 3, pp. 334-359.
64. Mortanges, C. P. D. and Riel, A. V., 2003, “Brand Equity and Shareholder Value”, European Management Journal, Vol. 21, Aug, No. 44, pp. 521-527.
65. Murphy, G. B., Blessinger, A. A., 2003, “Perceptions of No-Name Recognition Business to Consumer E-Commerce Trustworthiness: The Effectiveness of Potential Influence Tactics”, Journal of High Technology Management Research, Vol. 14, pp. 71-92.
66. Murphy, G. B., Smart, D., 2000, “New and Small E-Commerce Ventures: The Importance of legitimacy and Trust”, New England Journal of Entrepreneurship, Vol. 3, No. 1, pp. 33-45.
67. Nielsen, 2005, http://www.nielsen-netratings.com/.(引自SearchEngineWatch， 2006/01/24，http://searchenginewatch.com/reports/article.php/2156451,)
68. Olson, J. and Reynolds, T. J., 1983, “Understanding consumers cognitive structures: Implications for advertising strategy”, in Advertising and Consumer Psychology, Larry Percy and Arch Woodside, eds. Lexington, MA: Lexington Books.。
69. Pavlou, P. A., 2002, “Institution-based Trust in Interorganizational Exchange Relationships: the Role of Online B2B Marketplaces on Trust Formation”, Journal of Strategic Information Systems, Vol. 11, pp. 215-243.
70. Pew Internet&American Life Project，2005/12/28，”Women are Catching Up to Men in Most Measures of Online Life”，http://www.pewinternet.org/press_release.asp?r=119。
71. Pitts, B. G., Fielding, L. W., and Miller, L. K., 1994, “Industry Segmention Theory and the Sport Indusry: Developing a Sport Industry Segment Model”, Sport Marketing Quarterly, Vol. 3, No. 1, pp. 15-24. (引自陳鴻雁，行政院體育委員會，”運動產業與服務品質”， www.ncpfs.gov.tw/annualreport/Quarterly143/p2.htm。)
72. Reynolds, T. J. and Gutman, J., 1988, “Laddering Theory, Method, Analysis, and Interpretation”, Journal of Advertising Research, Vol. 28, pp. 11-29.
73. Reynolds, T. J. and Whitlark, D. B., 1995, “Applying Laddering Data to Communications Strategy and Advertising Practice”, Journal of Advertising Research, Vol. 35, pp.9-17.
74. Rokeach, M. J., 1968, Beliefs, Attitudes and Values, San Francisco: Jossey Bass”.
75. Rokeach, M. J., 1973, The Nature of Human Value, New York: The Free Press”.
76. Russell, C. G., Flight, P. I., Leppard, J. A., Pabst, van L. van, Syrette, J. A. and Cox, D. C., 2004, “A Comparison of Paper-and-pencil and Computerized Methods of Hard Laddering”, Food Quality and Preference, Vol. 15, pp. 279-291.
77. SearchEngineWatch, 2005/04/05, http://searchenginewatch.com/searchday/article.php/3334881。
78. Tan S.J., 1999, “Strategies for reducing consumers’ risk aversion in Internet shopping”, Journal of Consumer Marketing, Vol. 16, No. 2, pp. 163-180.
79. ter Hofstede, Frenkel, A. A., Jan-Benedict, E. M. S. and Michel, W., 1998, “An Investigation into the Association Pattern Technique as a Quantitative Approach to Measuring Means-end Chains”, International Journal of Research in Marketing, Vol. 15, pp.37-50.
80. Tolman, E. C. & Honzik, C. H., 1930, “Introduction and Removal of Reward, and Maze Peformance in Rats”, University of California Publications in Psychology, Vol. 4, pp. 257-275. (引自Herrmann, A., Huber, F. and Braunstein, C., 2000, “Market-Driven Product and Service Design: Bridging the Gap between Customer Needs, Quality Management, and Customer Satisfaction,” International Journal of Production Economics, Vol. 66, Issue: 1, pp. 77-96.)
81. Valette-Florence, P., 1998, “A Causal Analysis of Means-end Hierarchies in a Cross-Cultural Context: Methodological Refinements”, Journal of Business Research, Vol. 42, pp. 161-166.
82. Valette-Florende, P. and Rapacchi, B., 1991, “Improvements in Means-End Chain Analysis”, Journal of Advertising Research, Vol. 31, pp. 30-45.
83. Vriens, M., and Hofstede, F., 2000, “Linking Attributes, Benefits, and Consumer Values”, Marketing Research, Vol. 12, No.3, pp.5-10.
84. Walker, B. A., Celsi, R., Olson, J, C., 1991, “Exploring the structural characteristics of consumers’ knowledge”, Advances in Consumer Research, Vol. 14, pp.17-21.
85. Walker, B. and Olson, J. C., 1991, “Means-end chains: Connecting products with self”, Journal of Business Research, Vol. 22, No. 2, pp.111-118.
86. Wansink, B., 2003, “Using Laddering to Understand and Leverage a Brand’s Equity”, Qualitative Market Research: An International Journal, Vol. 6, No. 2, pp. 111-119.
87. Wells, B. and Prensky, D., 1996, Consumer Beahvior, John Wiley and Sons Inc.王森平譯，1997，消費者行為，台灣西書出版社。
88. Yoo, B. and Donthu, N., 2001, “Developing and Validating a Multidimensional Consumer-based Brand Equity Scale”, Journal of Business Research, Vol. 52, pp. 1-14.