臺灣博碩士論文加值系統

消費者知識對購買決策之間接影響分析
-以光電顯示器為例-

摘　　　　　要
顯示器自19 世紀末陰極射線管顯示器（CRT）發明以來，20 世紀電視、電腦等多媒體的登場，整個產業界汲汲不斷地往多功能、速度快發展。液晶顯示器（LCD）自個人電腦上市後，筆記型電腦市場為中心迅速地發展，並且在現在化的個人資訊社會中竄出一片新天地。另外一方面，像電漿顯示器(PDP)、投影顯示器(P D)，相關之新技術（方式）也不斷萌芽，並且向廣泛的新多媒體市場擴展。數位電視議題隨著眾面板廠商的加入而引爆，以目前各式各樣的電視機產品而言，到底誰會在數位電視時代勝出呢？

本研究擬探討國內光電顯示器市場，進一步找出可能影響消費者選擇不同顯示器之因素，並與先前學者之研究結論做一驗證。具體研究目的如下:
一、 分析不同光電顯示器消費者之人口特徵與消費特性。
二、 探討消費者產品知識對於不同光電顯示器選擇之影響。
三、 探討消費價值觀對於不同光電顯示器選擇之影響。
四、 探討消費者產品知識、消費價值觀，及人口變項三個變項間之因果關係及其對選擇不同光電顯示器之影響。
五、 綜合以上四點進而分析消費者在進行光電顯示器選擇時所重視的面向，以建議業者經營的發展方向。

本研究方法採網路問卷調查法，透過不同的統計分析方法來探究各變數之間的關聯性與研究假設。研究結果顯示，在光電顯示器商品選擇決策上，受到主觀產品知識、客觀產品知識、以及消費價值觀三者之影響，其中，產品知識除了對於選擇決策有直接影響外，對於消費價值觀進而影響選擇決策亦有不同之調節效果。
關鍵詞：主觀產品知識、客觀產品知識、消費價值、光電顯示器、購買決策

Analysis of the Indirect Impact of Consumer Knowledge on Purchase Decision-Making: Taking Optoelectric Display Device as an Example

The entire display device industry, since the invention of the Cathode Ray Tube (CRT) in the late nineteenth century and the emergence of the twentieth-century televisions, computers, and other multi-media instruments, has aggressively continued the direction of developments towards multiple functions and fast speed. The exponential developments of the Liquid Crystal Displays (LCD), since the launch of the personal computers, were the results of positioning the notebook computers as the major role in the market; A new arena has also been created in the modernized personal information society. On the other hand, the display device technologies are no longer simply the CRT and LCD technologies, such as the Plasma Display device (PDP) and Project Display (projection display), and the relevant new technologies (approaches) are also continuously being developed and expanding into the broad, new multi-media market. Digital television issues have emerged with an exponential rate, as caused by the increasing participation from display device manufacturers. With regards to various types of television products on the current market, who will emerge as the winner in the digital television era?
this research is planning to investigate Taiwan’s optoelectric display device market in order to further unearth the prospective factors that may influence the consumers on selecting different display device and to validate with the study conclusions previously proposed by other scholars.this research study’s concrete research objectives are as the followings:
一、 To analyze the population characteristics and consumption nature of the consumers using different optoelectric display devices.
二、 To investigate the impact of a consumer’s product knowledge on the selection of different optoelectric display devices.
三、 To investigate the impact of the consumption values on the selection of different optoelectric display device.
四、 To investigate the cause-and-effect relationship between a consumer’s product knowledge, consumption values, and population variables and the selection of different optoelectric display devices.
五、 To generalize the above four points to further analyze the dimensions highly considered by the consumers when conducting the selection of the optoelectric display devices in order to propose the development directions for business management.
The online questionnaire survey and different statistical analysis methods were adopted to investigate the correlation between each variable and the research hypothesis. This research indicated that in the aspect of decision-making concerning the optoelectric display device commodities, it is influenced by the subjective product knowledge, objective product knowledge, and consumption values. To be noted, product knowledge, in addition to its direct influence on the selection decision-making, also exhibits different modulation effects on the consumption values, as a way to further influence purchase decision-making.

Key word: Subjective Product Knowledge, Objective Product Knowledge, Consumption Value, Optoelectrical Display Device, Digital Television, Purchase Decision Making.

第一章 緒論----------------------------------------------------------
1
第一節 研究背景與動機--------------------------------------------------------
1
第二節 研究目的----------------------------------------------------------------
3
第三節 研究流程----------------------------------------------------------------
3
第四節 研究範圍與限制-------------------------------------------------------
6
第五節 名詞解釋----------------------------------------------------------------
7
第二章 文獻探討--------------------------------------------------------
14
第一節 消費者行為------------------------------------------------------------- 14
第二節 消費者產品知識------------------------------------------------------- 15
第三節 消費價值觀------------------------------------------------------------- 19
第三章 研究設計與實施-----------------------------------------------
29
第一節 研究架構---------------------------------------------------------------- 29
第二節 研究假設---------------------------------------------------------------- 29
第三節 變數之操作性定義與衡量------------------------------------------- 31
第四節 研究對象---------------------------------------------------------------- 36
第五節 研究工具---------------------------------------------------------------- 37
第六節 調查實施---------------------------------------------------------------- 37
第七節 資料處理---------------------------------------------------------------- 38
第四章 資料分析--------------------------------------------------------
45
第一節 問卷回收與樣本結構------------------------------------------------- 45
第二節 購買決策之差異分析------------------------------------------------- 46
第三節 選擇意願之路徑分析-------------------------------------------------- 51
第五章 結論與建議-----------------------------------------------------
64
第一節 結論---------------------------------------------------------------------- 64
第二節 管理與實務之意涵---------------------------------------------------- 67
第三節 後續研究方向---------------------------------------------------------- 68
參考文獻--------------------------------------------------------------------

70
附錄一 論文問卷設計---------------------------------------------------79
78

(一)中文部份
1.黃俊英著(1997)，SAS 精析與實例，華泰書局，台北。
2.謝文雀著（2001），《消費者行為》。台北：華泰文化。
3.楊正瑀(2002)，不同程度產品知識及多重外在提示對網路購物意願之影響，國立交通大學，管理科學系，碩士論文。
4.趙敏秀(2002)，情緒性消費和實用性消費的衡量與比較，國立高雄第一科技大學，行銷與流通管理系，碩士論文。
5.王文妤(2002)，來源國效應、國族主義與產品知識差異對購買意願的影響之比較研究─以兩岸大學生評價行動電話為例，朝陽科技大學，企業管理系，碩士論文。
6.程新雨(2001)，產品屬性、產品知識、認知需求對消費者反遞移律決策行為之影響國立台灣大學，商學研究所，碩士論文。
7.王聖博（2004），影響消費者購買決策因素之探討-以茶飲料消費者為例，國立成功大學管理學院高階經營管理碩士在職專班(EMBA)，碩士論文。
8.程新雨（2001），《產品屬性、產品知識、認知需求對消費者反遞移律決策行為之影響，國立台灣大學商學研究所碩士論文。
9.林育則（2001），《廣告效果測試之研究》，國立政治大學企業管理學系碩士論文。
10.劉水深（1981），產品規劃與策略運用，台北市。
11.星野克美著，黃恆正譯(1991)，『符號社會的消費』, 遠流.
12.古田隆彥, 陳寶蓮譯(1990), 生活市場最尖端:觀察成熟消費社會的九個角度,
臺北市,遠流。
13.江郁芳(1998),兩極化與多元性購物決策之研究，元智大學管理研究所。
14.許家銘（1998），大學生消費決策型態與價值觀之相關研究，成功大學工業管理研究所。
15.梁維國（2000），網路電子新聞報導之可性度研究，銘傳大學資訊管理研究所，碩士論文。
16.周信宏（1998），「WWW 網路問卷與傳統郵寄之績效比較研究－以台灣地區產業實施電子商務之研究為例」，87 年全國管理碩士論文獎暨研討會。
17.吳明隆(2005) ，涂金堂著，SPSS與統計應用分析，五南圖書，台北。
18.葛樹人（1996），心理測驗學，桂冠出版社，3版。
19.郭生玉（1997），心理與教育測驗，精華書局，11版。
20.汪志堅（2001）,黃營杉「消費者產品知識對網際網路上商品資訊搜尋量之影響」，企業管理學報第51期頁109-138。
21.郭良文（1998）, 商品化社會的廣告認同, 新聞學研究57 期。
22.曾信陵(2006)，情境因素對購買決策之調節效果分析－以數位音樂商品為例，玄奘大學，企業管理學系，碩士論文。
(二)英文部分:
1 .Alba, Joseph W. and J. Wesley Hutchinson (1987), “Dimensions of Consumer Expertise,” Journal of Consumer Research, 13(March), pp.411-454.
2.Anderson, Ronald D., Jack L. Engledow, and Helmut Becker (1979), “Evaluating the Relationships Among Attitude Toward Business Product
3.Anderson, Rolph E. and Marvin A. Jolson (1980), “Technical Wording in
Advertising: Implications for Market Segmentation,” Journal of Marketing, Vol.44 (Winter), pp.57-66
4.. Aaker, Jennifer L(1997), “Dimension of Brand Personality” Journal of Marketing
Research,Aug
5. Biehal, Gabriel J. and Dipankar Chakravarti (1983),“Information Accessibility as a Moderator of Consumer Choice,”Journal of Consumer Research, 10 (June),pp.1-14.
6. Brucks, Merrie (1985),“ The Effects of Product Class Knowledge on Information Search Behavior,”Journal of ConsumerResearch, 12(June), pp.1-16.
7. Beatty, S. and S. M. Smith, “External Search Effort: An Investigation Across
Several Product Categories,” Journal of Consumer Research, Vol. 14, June 1987,
pp. 83-95.
8 Biswas, A., and Sherrell, D. L. (1993),“ The Influence of Product knowledge and Brand Name on Internal Price Standards and Confidence,” Psychology and Marketing 10 (January/February), pp.31-46.
9.Bettman, James R. and C. Whan Park (1980),“Effects of Prior Knowledge, Exposure, and Phase of the Choice Process on Consumer Decision Processes: A Protocol Analysis, ”Journal of Consumer Research, 7 (December), pp.234-248.
10. Boote ,Alfred S (1984), “Market Segmentation by Personal Value and Salient Product Arttributes, in Ian Fenwick, John A. Quelch.edited, Consumer Behavior for Marketing Managers.
11.Burgess ,Steven M.(1992) , “ Personal Values and Consumer Rresearch : An Historical Persective” , Research in marketing, v11
12. Babin, Barry J., William R. Darden and Mitch Griffin(1994), ”Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Valye,” Journal of Consumer Research, 20(March), 644-656.
13..Baudrillard.J (1988),selected writings ,stanford, Calif. :Stanford University Press, Berry, Leonard L. (1988) , “Service Marketing is Different” , in Marketing Management and Strategy , edited by Philip Kotler&Keith K.Cox,4 edition,Prentice-Hall International Editions.
14.Bagozzi,Richard P ,Mahesh Gopinath and Nyer,Prashanth U(1999), “The Role of
Emotions in Marketing”, Journal of Academy of Marketing Science.; Greenvale;
Spring 1999;
15. Batt,Carl e and Katz,James e “Consumer Spending Behavior and Telecommunications Servicesa Multi-Method Inquiry” Telecommunications policy,v22 no1 1998
16. Belk,R.W. (1975),”Situational Variables and Consumer Behavior”,Journal of Consumer Research, 2(December).
17.Becker,Boris W. and Patrick e. Conner(1981), “Personal Values of Heavey User of Mass Media” Journal of Advertising Research,21(October).
18.Beatty,Sharon E.,Lynn,Pamela M.Homer,and S.Misra(1985), “Alternative
Measurement Approaches to Consumer Values:The List of Values and the Rokeach Value Survey” Psychology and Marketing,3.
19.C. Whan park, David L. Mothersbaugh and Lawrence Feick(1994),“Consumer Knowledge Assessment,” Journal of consumer research, Vol.21 ,pp.71-81
20.Coleman ,Richard P.(1983), “The Countinuing Significance of Social Class to
Marketing” Journal of Consumer Research V10,Dec.
21.Chisnall, Peter M.(1997), Consumer Behavior, 3edition,McGraw-Hill Book
Company.
22.Denisi, A. S., and Shaw, J.B. (1977),“Investigation of the Use of Self-Reports of
Abilities,”Journal of Applied Psychology, pp.641-64
23.Durgee, Jeffrey F, Connor O, Gina Colarelli, Veryzer, Robert W(1996),
“ Observations: Translating values into product wants”, Journal of Advertising
Research , Nov/Dec.
24.Engel, James. F., Blackwell, Roger D. and Miniard, Paul W. (1993) ,Consumer
Behavior, 7th ed ,The Dryden Press, Chicago
25. Engel, J.F , Blackwell, R.D & Miniard,P.W(1990)，Consumer Behavior,6th
edition ,New York;The Dryden Press.
26.Erikson,Gray M.H and Johansson ,Johny K (1985), “The Role of Price in
Multi-Attribute Product Evalutions” , Journal of Consumer Research ,v12 Sep.
27.Feick, L., Park, C. W., and Mothersbaugh, D.L. (1992),“Knowledge and Knowledge of Knowledge,” in Advances in Consumer Research, Vol.19, pp.190.
28.Foxall ,Gordon R. & Greenley, Gordon E.(1999), “Consumer’ Emotional Responses to Service Enviroments” ,Journal of Business Research 46,1999.
29.Gardner, Meryl P. (1984),“Advertising Effects on Attributes Recalled and Criteria Used for Brand Evaluations,”Journal of Consumer Research, Vol.10 (Decemer), pp.310-318.
30..Grubband ,Edward L.and Grathwohl,Harrison L.(1967), “ Consumer
Self-Consept,Symbolism and Market Behavior:Atheoretical Approach” Journal of Marketing V31 Oct.
31Graeff,Timothy R(1996) “Using Promotion Messages to Manage the Effects of Brand and Self-Image on Brand Evaluations” , Journal of Consumer Marketing v13, no3.
32.Grewal,Dhruv & Bzker,Julie(1994), “Do Retail Enviroment Factors Affect
Consumers’ Price Acceptability? An Empirical Examination” , International Journal of Research In Marketing.22
33.Holbrook, Morris B and Hirschman Elizabeth C.(1982), “The Experiential Aspects of Consumption:Consumer Fantasies,Feelings,and Fun”, Journal of Consumer Research,v9,Sep.
34.Haim Mano & Richard L.Oliver “ Assessing the Dimensionality and Structure of the Consumer Experience:Evaluation ,Feeling,and Satisfaction” ,Journal of Consumer Research,V20,December 1993）。
35.Hirschman, Elizabeth C. & Holbrook ,Morris B.(1982)“Hedonic
Consumeption:Emerging Concepts,Methods and Propositions” , Journal of
Marketing ,V46,Summer.
36.Holbrook, K.B. (1996), “Customer Value-A Framework for Analysis and
Research,” Advance in Consumer Research, 23, 138-142
37.Howard, John A., Consumer Behavior: Application of Theory. New York: McGraw-Hill Book Company, 1977.
38.Harrel Giilbert D. (1986), ‘Consumer Behavior”, Harcourt Brace
Jovanovich,Publishers.
39.Johnson, Eric J. and Russo, J.N. (1984),“Product Familiarity and Learning New
Information, ”Journal of Consumer Research, 11(June), pp.542-550.
40.Jacoby, Tracy Troutman ,Alfred Kuss, and David Mazursky(1986),”Experience and Expertise in Complex Decision Making,” in Advances in Consumer
Research,Vol.13,ed. Richard J. Lutz, Provo, UT: Association for Consumer
Research,469-475
41Johnson, Eric J. and Russo, J.N. (1984),“Product Familiarity and Learning New Information, ”Journal of Consumer Research, 11(June), pp.542-550.
42.Kanwar, Rajesh, Jerry C. Olson, and Laura S. Sims (1981),“Towark Conceptualizing and Measuring Cognitive Structures,” in Advances in Consumer Research, Vol.7,ed. Kent Monroe, Ann Arbor, MI: Association for Consumer Research, pp.122-127.
43..Kahle,Lynn R.(1996), “Social Values and Consumer Behavior: Research from the List of Values” In Clive Seligman,James M.Olson, and Mark P.Zanna,Eds.The Psychology of Values: The Ontario s=Symposium,8,Hillsdale,NJ:Lawrence Erlbaum.
44.Keng,Kau Ah and Yang,Charles(1993), “ Personal Values,Demographics and
Consumption Behaviour:A Study of Taiwanese Consumers”, Journal of International Consumer Marketing, V6(1) .
45.Lynch, John G., Jr., Marmorstein, Howard and Weigold, Michael F. (1988),“Choices from Sets Including Remembered Brands; Use of Recall,”Journal of Consumer Research, Vol. 15(September), pp.169-184.
46.Leung,Louis(1998) “Lifestyle and the Use of New Media Technology in Urban
China”, Telecommunication Policy , V22. No9
47.Marks, Larry J. and Jerry C. Olson (1981),“Toward a Cognitive Structure Conceptualization of Product Familiarity,”in Advances in Consumer Research, Vol.8, ed.Kent Monroe, Ann Arbor, MI: Association for Consumer Research, pp.145-150.
54.Monroe, Kent B. (1976),“The Influence of Price Differences and Brand Familiarity on Brand Preferences,”Journal of Consumer Research, 3 (June), pp.42-49.
55.Moorthy, Sridhar, Brian T. Ratchford, and Debabrata Talukdar (1997),“Consumer Information Search Revisited: Theory and Empirical Analysis,”Journal of Consumer Research, 23 (March), pp.263-277.
56.Mitchell, Andrew and Peter Dacin (1996),“The Assessment of Alternative Measures of Consumer Expertise,”Journal of Consumer Research, 23(December), pp.219-239.
59.Myer,James H. , Stantonand ,Roger R and Haug, Arne F.(1971), “Correlates of
Buying Behavior: Social Class vs.Income , Journal of Marketing ,V35 Oct
60.Mackay,Huge(1997),Consumption and Everyday Life, London.
61.Philip Kolter & Armstrong,”Principles of Marketing”Fifth Edition.N.Y.,1991 P119.
62..Park, C. Whan and V. Parker Lessig (1981),“Familiarity and Its Impact on Consumer Decision Biases and Heuristics,”Journal of Consumer Research, 8 (September), pp.223-230.
63.Peter, J. Paul, and Olson, Jerry C. (1996), Consumer Behavior and Marketing Strategy, 4th ed.,Irwin, Chicago, pp.81-117.
64.Park, C. W., D. L. Mothersbaugh, and L. Feick, "Consumer Knowledge
Assessment," Journal of Consumer Research, Vol. 21, June 1994, pp. 71-82
65.Punj, G. N. and R. Staelin, “A Model of Consumer Information Search Behavior for
New Automobiles,” Journal of Consumer Research, March 1983, pp. 368-380.
66.Polly,Richard W. and Mittal Banaari (1993), “Here’s the Beef:Factor, Determinants,and Segments in Consumer Criticism of Advertising” ,Journal of Marketing, V57,July.
67.Rao, Akshay R., and Monroe, Kent B. (1988),“The Moderating Effect of Prior
Knowledge on Cue Utiliation in Product Evaluations,”Journal of Consumer
Research, 15 (September),pp.253-264.
68..Russo, J. Edward and Eric J. Johnson (1980),“What Do Consumers Know About Familiar Produces?”in Advances in Consumer Research, Vol.7, ed. Jerry C. Olson, Ann Arbor, MI: Association for Consumer Research, pp.417-423.
69.Rokeach.M(1968),Beliefs, attitudes, and values :A Theory of Organization and Change San Francisco, CA :Jossey-Bass Pub.
70.Rokeach, M.(1973), The Nature of Human Values, New York, Free Press.
71.Richins, M. L. (1994). Valuing things: The Ppublic and Private Meanings of Possessions. Journal of Consumer Research, 21, 504-521.
72.Richins,Marsha L.& Scott Dawson.A(1992), “Comnsumer Values Orientation for
Materialism and its Measurement : Scale Development and Validation”. Journnal of Consumer Research .V19,December.
73.Staelin, Richard (1978), “The Effects of Consumer Education on Consumer Product Safety Behavior,”Journal of Consumer Research, Vol.5(June), pp.30-40.
74.Scott, William A., D. Wayne Osgood, and Christopher Peterson (1979), Cognitive Structure: Theory and Measurement of Individual Differences, Washington, DC: Winston.
75.Sujan, Mita (1985), “Consumer Knowledge: Effects on Evaluation Strategies MediatingConsumer Judgement,” Journal of Consumer Research, Vol.12 (June), pp.203-224.
76..Schwartz, Shalom H & W. Bilsky (1987) "Toward a universal psychological structure of human values". Journal of Personality and Social Psychology, 53(3), pp550-562
85.Spranger, Eduard,(1928), Types of men; the psychology and ethics of personality,
Authorized translation of the fifth German edition by Paul J.W. Pigors, Halle (Saale), M. Niemeyer.
86.Sheth, J. N., B. I. Newman, and B. L. Gross, 1991, “Why We Buy What We
Buy: A Theory of Consumption Value”, Journal of Business Research, 22, 159-170.
87.Shoham ,Aviv & Florenthal ,Bella & Rose ,Gregory M. & Kropp ,Fredric
“Differences in Value Importance: The Impact of Age and Gender in the Israeli
Population”, Advances in Consumer Research V25,1998.
88.Sheth,Jagdish N. (1991),“Consumption Values and Market Choices:Theory and
Applications”,South-western,USA.
89.Shaw, Roy Thomas(1995), “ Core Concepts : Marketing ”, South-Western College Publishing.
90.Schiffman, Leon G.&Leslie Lazer Kanuk (1991),Consumer Behavior ,Prentice
Hall,New Jersey.
91.Solomon ,Michael R.(1992), Consumer behavior，Allyn and Bacon，USA
92.Smith, S.A., and Achabal, D.D. (1998), Clearance Pricing and Inventory Policies for Retail Chains, Management Science, Vol. 44, No. 3, 285-300.
93.Shoham ,Aviv & Florenthal ,Bella & Rose ,Gregory M. & Kropp ,Fredric(1998).
“Differences in Value Importance: The Impact of Age and Gender in the Israeli
Popelation”, Advances in Consumer Research V25,
94.Van Raaij, W. Fred (1976), Consumer Choice Behavior: An Information .Processing Approach, Voorschoten, Netherlands: VAM.