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研究生:鄭凱達
研究生(外文):Kai-da Cheng
論文名稱:後場資訊在服務廣告中對消費者服務無形性與知覺風險的影響
論文名稱(外文):The effect of back stage information in services advertisements on consumers'' services intangibility and perceived risk
指導教授:周逸衡周逸衡引用關係
指導教授(外文):Jacob Y. H. Jou
學位類別:碩士
校院名稱:國立中山大學
系所名稱:企業管理學系研究所
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:114
中文關鍵詞:無形性知覺風險服務類型服務屬性後場
外文關鍵詞:types of servicesperceived riskback stageintangibilityattributes of services
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  • 被引用被引用:9
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  • 下載下載:121
  • 收藏至我的研究室書目清單書目收藏:1
本研究以實驗設計法檢視於廣告中「提供後場資訊」對服務的無形性以及消費者對服務的知覺風險是否會有顯著的影響,並進一步檢驗無形性在「提供後場資訊—知覺風險」關係中之中介效果。本研究選擇以平面廣告做為呈現後場資訊的工具,將呈現後場資訊的方式(圖文並呈或單獨使用文字)、服務類型(享樂型或實用型)以及服務屬性(經驗屬性或信任屬性)皆納入研究設計,探討其在「後場資訊—無形性—知覺風險」關係中之效果。

研究結果顯示消費者觀看「有提供後場資訊」之廣告後,相較於「無提供後場資訊」之廣告顯著較低之無形性與知覺風險;而無形性在「提供後場資訊—知覺風險」關係中具有部分中介效果。在後場資訊的呈現方式上,「圖文並呈」的效果雖有略優於「單獨使用文字」之趨勢,但在統計上並無顯著差異。而服務類型與服務屬性分別於「提供後場資訊—知覺風險」與「無形性—知覺風險」的關係中,皆不存在調節作用。
This study examines whether back stage information in services advertisements would significantly influence intangibility of services and consumers’ perceived risk by experimental design, and whether “back stage information-perceived risk” relation would mediated by intangibility. The researcher provides back stage information by print advertisements. The presentation of back stage information, the types of services, and the attributes of services are considered and included in research design to explore their roles in “back stage information-intangibility-perceived risk” relation.

The result shows that intangibility of services and consumers’ perceived risk are significantly lower after consumers reading advertisements with back stage information contrast with those without back stage information. Intangibility has partial mediating effect on “back stage information-perceived risk” relation. Though, presenting back stage information simultaneously by picture and text has a slightly better effect than by text alone, however, the difference is not significant. The type and attribute of services have no moderation on “back stage information-perceived risk” and “intangibility-perceived risk” relations respectively.
致謝辭 一
中文摘要 三
Abstract 四

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程 5

第二章 文獻探討 6
第一節 服務與無形性 6
第二節 知覺風險 15
第三節 劇場理論 22
第四節 服務廣告的策略與效果 26
第五節 小結 33

第三章 研究方法 34
第一節 研究架構與假說 34
第二節 研究設計 39
第三節 問卷設計與前測 46
第四節 抽樣設計與資料分析方法 49

第四章 研究結果 52
第一節 無形性與知覺風險之相關係數與特徵變項之敘述性統計 52
第二節 實驗情境操弄確認 54
第三節 因素分析與信度分析 56
第四節 「提供後場資訊」對服務「無形性」與「知覺風險」之影響 59
第五節 「整體無形性」之中介效果 66
第六節 「服務類型」與「服務屬性」之調節效果 70
第七節 「消費者特徵變項」間之差異 73
第八節 小結 76

第五章 討論與建議 78
第一節 研究發現與討論 78
第二節 研究貢獻 82
第三節 研究限制 86
第四節 研究展望 87

參考文獻 89
附錄 101
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1. 廣告資訊型態、希望與知覺風險對消費者行為的影響
2. 知覺風險與產品涉入對滿意度和網路口碑傳播之干擾研究
3. 網路推薦訊息類型對消費者信任、知覺風險、知覺品質以及對購買意願之影響
4. 彩妝品品牌形象、品牌知名度對女性消費者購買決策之影響—以知覺風險為中介效果之驗證
5. 探討服務品質、商店形象、信任、知覺風險與顧客忠誠度之關係-以電子商店為例
6. 搜尋產品類型、認知需求與知覺風險對關鍵字廣告效果之影響
7. 人格特質與人口統計變數對網路購物知覺風險、降低知覺風險策略之影響
8. 線上合購知覺風險與對發起人之信任的前置因素與結果-買方與發起人之關係和產品涉入的干擾作用
9. 品牌聯盟對遊客知覺風險與購買意願之影響─以婚紗旅遊為例
10. 知覺風險與人口統計特性對行為意向與服務品質期望之探討-以陸客來台醫療觀光為例
11. 汽車品牌形象與中古車之知覺風險、知覺品質及知覺價值對購買意願關係之探討
12. 觀賞魚虛擬社群瀏覽者產品涉入、知覺風險與網路購買意願影響之研究
13. 女性網路使用者的網路購物知覺風險與降低風險策略之研究-以化妝、保養品為例
14. 個人財產信託信任傾向、信任、知覺風險與信託意願關係之研究以南部中小企業主及高階主管為研究對象
15. 中古車原廠保證等外部線索對消費者知覺風險的影響