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研究生:陳順騰
研究生(外文):Chen Shuenn Teng
論文名稱: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
論文名稱(外文):Analysis of the Indirect Impact of Consumer Knowledge on Purchase Decision-Making: Taking Optoelectric Display Device as an Example
指導教授:曾光榮曾光榮引用關係
指導教授(外文):Zeng Guang Rong
學位類別:碩士
校院名稱:玄奘大學
系所名稱:國際企業學系碩士班
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
中文關鍵詞: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
外文關鍵詞:Subjective Product KnowledgeObjective Product KnowledgeConsumption ValueOptoelectrical Display DeviceDigital TelevisionPurchase Decision Making
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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
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