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研究生:羅子評
研究生(外文):Lo, Zue-Ping
論文名稱:DIY商品之消費者購物價值對行為意向的影響
論文名稱(外文):The Effect of Consumer Shopping Value on Behavior Intention: DIY product
指導教授:陳世晉陳世晉引用關係
指導教授(外文):Prof. Chen, Shih-chin
學位類別:碩士
校院名稱:中國文化大學
系所名稱:國際企業管理研究所
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:120
中文關鍵詞:DIY(do it yourself)商品購物價值(shopping value)行為意向(behavior intention)
外文關鍵詞:DIY productsconsumer shopping valuebehavior intention
相關次數:
  • 被引用被引用:13
  • 點閱點閱:987
  • 評分評分:
  • 下載下載:311
  • 收藏至我的研究室書目清單書目收藏:4
  本研究主要針對DIY(do it yourself)商品,探討消費者購物價值對行為意向之影響,由於從理論及實務二方面發現,生產與作業管理或消費者成本面,與DIY商品消費者行為間,有著需進一步釐清才能解釋理論與事實矛盾的現象,因此形成本研究之研究問題及目的。
  本研究採用六種不同的問卷設計進行問卷發放,問卷總共發放540份,回收問卷385份,有效問卷率達85%。經由分析結果發現消費者面對DIY商品時,其購物價值對行為意向沒有顯著影響關係,但是當引進產品涉入作為干擾變數時,其交互作用項對於行為意向構面中的商店忠誠度具有顯著效果。
  此外經由結果分析發現,消費者面對DIY商品時,消費者參與程度與行為意向構面中的願意支付更多有顯著的正向關係,而非DIY商品時則無。
  最後則將實證分析結果,分別對於未來研究以及管理實務方面作進一步說明。
This study explores the effect of consumer shopping value on behavior intention, and use DIY products to be the main product. The research problem of this paper is found in self-contradictory of literature deduction and empirical phenomenon.
This study uses six questionnaire design and collects 385 questionnaires. From the result of the survey, there is an indirect relationship between consumer shopping value and behavior intention on DIY products. The Hierarchical Regression found a signifi-cant in loyalty of behavior intention when product involvement as a moderating vari-able.
Besides, the result of study has found a strong relationship in consumer participate and pay more of behavior intention on DIY products. According to the result, the study of future and management practice would be recommended.
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 ....................... x
第一章 緒論..................... 1
第一節 研究背景與動機.............. 1
第二節 研究問題與目的.............. 3
第三節 研究範圍................. 6
第二章 文獻探討................... 8
第一節 消費者購物價值理論及其影響........ 8
第二節 行為意向................. 14
第三節 購物價值與行為意向的關係......... 19
第四節 消費者參與、產品屬性與產品價格...... 24
第五節 產品涉入................. 33
第六節 DIY相關文獻............... 37
第三章 研究方法................... 43
第一節 研究架構................. 43
第二節 各變數操作性定義與衡量.......... 44
第三節 研究假設................. 51
第四節 研究設計................. 56
第五節 資料分析方法............... 61
第六節 問卷預試................. 62
第四章 研究結果................... 63
第一節 樣本敘述統計............... 63
第二節 購物價值對行為意向之相關分析....... 64
第三節 購物價值及交互作用項對行為意向之影響... 68
第四節 享樂價值對實用價值之影響......... 75
第五章 結論與建議.................. 78
第一節 研究結論................. 78
第二節 研究建議................. 80
參考文獻 ....................... 82
附錄A D I Y與非DIY 商品之調查與比較........ 106
附錄B 第一次前測問卷................ 109
附錄C 第二次前測問卷................ 110
附錄D 正式問卷................... 111
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