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研究生:彭崑展
研究生(外文):Kun-Chan Peng
論文名稱:台灣與北美消費者專業化程度對產品購買意願之影響
論文名稱(外文):The effect of specialization on consumer’s purchase intention: A Study on Taiwan and North America
指導教授:蘇奉信蘇奉信引用關係
指導教授(外文):Feng-Hsin Su
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:2007
畢業學年度:95
語文別:中文
論文頁數:65
中文關鍵詞:專業化登山文化裝備購買意願
外文關鍵詞:specializationmountaineeringcultureequipmentpurchase intention
相關次數:
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本研究問題是探討消費者專業化(specialization)對相關裝備購買意願之影響。作者認為專業化程度,會正向影響消費者對活動相關裝備的購買意願,而文化上的差異則會干擾這個關係。進一步驗證這個關係,將有助於瞭解休閒活動參與者的消費者行為。本研究採用問卷調查法,針對台灣集美國地區過去一年曾參與登山活動者進行資料蒐集,並採用Scott and Shafer 於2001年提出的專業化模型,來衡量消費者的專業化程度。驗證性因素分析結果顯示,專業化模型具有一定的信度及建構效度。在假說檢定方面,則採用迴歸分析及雙因子變異數分析。研究結果證實,消費者專業化程度對於相關裝備購買意願有正向影響,而文化的干擾效果則不顯著。
This study empirically examines the effect of specialization on consumer’s pur-chase intention of equipment. The author suggests the level of specialization may posi-tively effect consumer's purchase intention of equipment, and the difference of culture would moderating this relationship. Examining this relationship may help researchers to better understand the recreationist’s consumer behavior. Questionnaire was used to col-lect data from people who had gone mountaineering in the last year in Taiwan and North America. The three-dimensional model of recreational specialization developed by Scott and Shafer in 2001 was adapted. The reliability and structure validity were confirmed by confirmatory factor analysis. The hypothesis was tested by regression and two-way ANOVA. The results confirm the positive effect of specialization on con-sumer’s purchase intention of equipment, but the moderating effect of cultural diversity is not supported.
中文摘要 ..................... iii
英文摘要 ..................... iv
誌謝辭  ..................... v
內容目錄 ..................... vi
表目錄  ..................... viii
圖目錄  ..................... ixi
第一章  緒論................... 1
  第一節  研究背景............... 1
  第二節  研究問題與目的............ 3
第二章  文獻回顧................. 5
  第一節  購買意願............... 5
  第二節  專業化理論.............. 6
  第三節 專業化與購買意願........... 10
第四節 文化與專業化及購買意願之關係..... 11
第五節 小結................. 12
第三章  研究方法................. 13
  第一節  研究架構............... 13
  第二節  研究假設............... 14
第三節 研究變數與操作型定義......... 15
第四節 樣本描述及抽樣............ 16
第五節 分析方法............... 17
第四章 資料分析與結果.............. 21
第一節 敘述性統計.............. 21
第二節 驗證性因素分析............ 23
第三節 迴歸分析............... 29
第四節 集群分析............... 31
第五節 ANOVA分析.............. 33
第六節 假設檢定結果............. 36
第五章 結論................... 37
第一節 研究結論............... 37
第二節 管理意涵............... 39
第三節 實務意涵............... 39
  第四節  研究限制及建議............ 39
參考文獻...................... 41
附錄A  中文問卷................. 52
附錄B 英文問卷................. 55
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