跳到主要內容

臺灣博碩士論文加值系統

(44.200.77.92) 您好!臺灣時間:2024/02/27 04:24
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果 :::

詳目顯示

: 
twitterline
研究生:陳怡臻
研究生(外文):Chen I-Chen
論文名稱:廠商採感性行銷、理性行銷考量因素之研究-以時尚精品為例
論文名稱(外文):The determinants of choosing rational marketing or emotional marketing -An example of fashionable luxury-brand
指導教授:廖明坤廖明坤引用關係
指導教授(外文):Liao Ming Kung
學位類別:碩士
校院名稱:實踐大學
系所名稱: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:2006
畢業學年度:95
語文別:中文
論文頁數:111
中文關鍵詞:感性行銷理性行銷時尚精品品牌形象知覺風險
外文關鍵詞:rational marketingemotional marketingfashionable luxury-brandperceived riskbrand image
相關次數:
  • 被引用被引用:22
  • 點閱點閱:3015
  • 評分評分:
  • 下載下載:994
  • 收藏至我的研究室書目清單書目收藏:17
本研究主要探討精品業者應採感性行銷、理性行銷考量因素之研究。研究將從消費者特性、產品特性與廠商特性等三個構面,來探討感性行銷、理性行銷與這些變數的關係。本研究的主要目的,為找出過去研究未曾提出的重要影響變數,提供一個整體性架構;並提供精品業者在行銷策略上的建議。經由問卷調查,以迴歸分析及一般線性模式分析288份回收問卷,實證結果發現:當消費者的購物動機為理性型動機、知覺風險的類型為績效風險與財務風險、對品牌形象的感受為功能性的品牌形象時,精品業者宜採理性行銷;而當消費的購物動機為感性動機、知覺風險的類型為心理風險時、對品牌形象的感受為象徵性與經驗性的品牌形象時,廠商宜採感性行銷;本研究也發現精品的流行週期會對消費者偏好感性行銷有負向影響;但在知覺價格與品牌知名度對消費者偏好感性行銷、理性行銷的影響方面,本研究中並未發現一致的影響方向。
This research particularly emphasizes on the issue of choosing emotional marketing or rational marketing while buying luxury- brand products. The hypotheses are raised from the following three dimensions: the concept of consumers, the concept of products, and the concept of firms. This research is aiming at brining up some important factors that never mentioned in the past research and some suggestions for the luxury-brand firms. By adopting the research of Regression Analysis and General Linear Modeling, we analyzed 288 samples and got the following conclusions.
While shopping, if the consumers with higher rational motives, they prefer rational marketing. As the customers perceived higher performance risk, financial risk, and better functional brand image, they prefer rational marketing. On the other hand, during shopping, as the consumers with higher emotional motives, they prefer emotional marketing. As the customers perceived higher psychological risk and better symbolic and experiential brand image, they prefer emotional marketing. As the fashion life cycle of the product will affect the consumer choosing emotional marketing or rational marketing. But there is no sufficient effect among perceived price, brand awareness and rational marketing or emotional marketing.
目錄
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與問題 2
壹、研究目的 2
貳、研究問題 3
第三節 研究範圍與研究限制 3
壹、研究範圍及研究對象 3
貳、研究限制 3
第四節 研究流程 4
第二章 文獻探討 6
第一節 時尚精品 6
壹、何謂時尚精品 6
貳、精品品牌及產品特性 7
第二節 消費者構面 11
壹、購物動機 11
貳、知覺風險 14
第三節 產品構面 17
壹、知覺價格 18
貳、流行的週期 19
第四節 廠商構面 21
壹、品牌知名度 21
貳、品牌形象 23
第五節 感性行銷與理性行銷 29
壹、感性行銷 29
貳、理性行銷 33
第三章 研究方法 35
第一節 研究架構 35
第二節 研究假設 36
壹、消費者構面與感性行銷、理性行銷的關係 36
貳、產品構面與感性行銷、理性行銷的關係 38
參、廠商構面與感性行銷、理性行銷的關係 39
第三節 研究樣本與資料蒐集 41
壹、研究對象 41
貳、資料蒐集程序 41
第四節 變數的操作型定義與衡量 41
壹、應變數 41
貳、自變數 43
第五節 分析方法 47
壹、敘述性統計 48
貳、信度分析 48
參、效度分析 48
肆、線性迴歸分析 49
伍、一般線性模式分析 49
第四章 實證分析結果 51
第一節 樣本描述 51
壹、問卷發放與回收情形 51
貳、敘述性統計的人口統計變數 51
第二節 問卷之信度與效度分析 56
壹、效度分析 56
貳、信度分析 59
第三節 自變數共線性之檢驗 60
壹、變數複共線性的衡量指標 60
第四節 廠商採感性行銷或理性行銷考量因素之實證分析 63
壹、線性迴歸 63
貳、一般線性模式 74
第五章 結論與建議 82
第一節 研究結論 82
壹、消費者特性方面 84
貳、產品特性方面 85
參、廠商特性方面 85
第二節 理論與實務之涵義 86
壹、理論貢獻 86
貳、實務涵意 87
第三節 後續研究之建議 89
壹、將研究對象擴及至金字塔頂端的消費者 89
貳、比較其他產品(產業)對廠商採行理性行銷或感性行銷的差異 89
參、探討其他影響廠商採行理性行銷或感性行銷的變數 90
肆、比較顧客觀點與廠商觀點的差異 90
參考文獻 91
附錄一 99
(一)英文部份
1.Aaker, David A. (1991), "Managing Brand Equity: Capitalizing on the Value of a Brand Name", New York: A Division of Macmillan, Inc.
2.Alba, J. W. and J. W. Hutchinson (1987), "Dimensions of Consumer Expertise, " Journal of Consumer Research, 13(March), pp.411-454.
3.Ameican Marketing Association,1960
4.Assael, H.(1998), "Consumer Behavior and Marketing Action", 6th, South-Western College Publishing.
5.Baird, Inga Skromme, and Howard Thomas (1985), "Toward A Contingency Model of Strategic Risk Taking, " The Academy of Management Review, Vol.10,No.2, pp.230-243.
6.Bauer, R. A.(1960), "Consumer Behavior as Risk Taking, " In R. S. Hancock(Ed.), Dynamic Marketing for a Changing World, Chicago: American Marketing Association.
7.Bearden, W. O. & T. A. Shimp(1982), "The Use of Extrinsic Cues to Facilitate Product Adoption,"Journal of Marketing Research, pp.229-239.
8.Bhat, S. & Reddy, S. (1998), "Symbolic and functional Positioning of brands, " Journal of Consumer Marketing, Vol. 15(1), pp.32-44.
9.Biel, A. (1992), “How brand image drives brand equity,” Journal of Advertising Research, Vol. 32, p.6-12.
10.Bullmore, J. (1984), "The brand and its image revisited,"International Journal of Advertising, Vol. 3, pp.235-238.
11.Burstiner,I.(1991),Basic Retailing,2nd ed.Irwin.
12.Buttle, Francis (1992), " Shopping Motives Constructionist Perspective, " Service Industries Journal, Jul92, Vol. 12 Issue 3, p349.
13.Chernatony, L. De. and G. Mc William (1989), "Branding terminology the real debate, " Marketing Intelligence and Planning, Vol.10, pp.29-32.
14.Cox, Donald F. (1967), "Risk Handling in Consumer Behavior—an Intensive Study of Two Cases, "In: Cox, Donald F. (Ed.), Risk Taking and Information Handling in Consumer Behavior, Harvard Business Press, Boston, MA, pp.1-19.pp.34-81.
15.Churchill, G. A. (1979), “A paradigm for developing better measures of marketing constructs,” Journal of Marketing Research, 16(1), pp. 64-73.
16.Cunningham, Scott M. (1967), "The Major Dimensions of Perceived Risk, " in Cox, Risk-Taking and Information-Handling in Consumer Behavior, Boston: Harvard University Press, pp.82-108.
17.Davis, S. M.(2000), "The Power of the Brand, "Strategy&Leadership,28(4),pp.4-11
18.Dobni, D. (1990), "In search of brand image: A foundation analysis, " Advances in Consumer Research, Vol. 17, pp.110-119.
19.Dodds,Monroe,and Grewal(1991),"Effects of price , brand, and store information on buyers’ product evaluation,"Journal of Marketing Research,Vol 28(1),pp.307-319
20.DonaLd R Cooper And PameLas. SchindLer(2003), "Business Research Methods ,"McGraw-HiLL Education WiLey&Sons.INC
21.Dowling, Grahame R. (1986), "Perceived Risk: The Concept and Its Measurement, " Psychology and Marketing, pp.193-210
22.Doyle, P. (1990), "Building Successful Brand: The Strategic Options, "Journal of Consumer Marketing, Vol.7 (2), pp.5-20.
23.Farquhar, P. H. (1989), "Managing Brand Equity, " Marketing Research, Vol.1, pp.24-33.
24.Hair, Anderson, Tatham, and Black.(1998), "Multivariate Data Analysis with Readings, " New York: Maxwell MacMillan International
25.Hanna, N., & Wozniak, R. (2001), "Consumer behavior: An applied approach, (1st ed.),"Englewood Cliffs, NJ: Prentice-Hall.
26.Hawkins, D. I., R. J. Best and K. A. Coney(2001), "Consumer Behavior -Building Marketing Strategy", 8th, The McGraw-Hill Companies, Inc.
27.Hawkins, D.I., R.J. Best and K. A. Coney (1983), "Consumer Behavior Implication for Marketing, " Strategy Revised ed. Business Publication Inc. Plano, Texas, p.448
28.Herzog, H.(1963), "Behavioral Science Concepts for Analyzing the Consumer, " in Marketing and the Behavior Sciences, Perry Bless, ed., Boston:Allyn and Bacon Inc., 1963.
29.Holbrook, & Elizabeth C. Hirschman (1982), " The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun, " Journal of Consumer Research, 9(September),pp.132-40.
30.Holman,R.H.(1981),"Products as Communication :A Fresh Appraisal of a Venerable Topic". In Rrview of Marketing,ed.,Ben M. Enis and Kenneth J. Roering,Chicago:American Marketing Association. pp.106-119.
31.Jacoby, J. and Olsen J. C. (1977) ,"Consumer Response to Price: An Attitudinal Information Processing Perspective, " in Moving Ahead in Attitude Research, Yoram Wind and Marshall Greenbery, eds Chicago, IL: American Marketing Association, 1977, pp.73-86.
32.Jacoby, J., and L. Kaplan(1972), "The Components of Perceived Risk", in M. Venkatesan(Ed.), Proceeding 3rd Annual Conference, Chicago: Association for Consumer Research, pp.382-393.
33.Kapferer, Jean (1992), Strategic Brand Management. New York:The Free Press.
34.Kaplan, L. B., Szybillo, G. J., & Jacoby, J. (1974), "Components of Perceived Risk in Product Purchase: A Cross-Validation, " Journal of Applied Psychology, 59, pp.287-291.
35.Kashyap, R. and Bojanic, D. C., (2000), "Astructural Analysis of Value, Quality and Price Perceptions of Business and leisure Travelers, " Journal of Travel Research, Vol.39, 2000, pp.45-51.
36.Keller, Kevin Lane (1993), "Conceptualizing, measuring, and managing customer-based brand equity, " Journal of Marketing, Vol. 57(January), pp1-22.
37.Kirmani, A., and Zeighaml V. (1993), "Advertising, Perceived Quality, and Brand Image, " In Brand Equity & Advertising, Erlbaum Associates, Inc., , pp.143-161.
38.Kolter, P. (1991), "Marketing Management:Analysis, Planning, Implementation, and Control, "7th ed., N J:Prentice-Hill Inc.
39.Lanza del Rio (2001), "The effects of brand associations on consumer response, "Journal of Consumer Marketing, Vol. 18, No.5, pp. 410-425.
40.Mattila, A.S. and J.Wirtz (2002), "The Impact of Knowledge Type on the Consumer Search Service," International Journal of Service Industry Management, Vol.13, No.3, pp214-230.
41.Monroe, and R. Krishnan (1985), "The Effect of Price on Subjective Product"
42.Monroe, Kent B (1990), "Pricing: Marking Profitable Decisions, "New York: Mc Graw-Hill
43.Murray, Keith B. and John L. Schlacter (1990), "The Impact of Services versus Goods on Consumers: Assessment of Perceived risk and Variability, " Journal of the Academy of Marketing Science, Vol. 18, Winter, pp.51-65
44.Newman, JW(1957), "Marketing and the Behavioural sciences, " Perry Bliss, ed. Boston: Allyn and Bacon Inc, , pp.76-86.
45.Nunnally (1967),Psychometric Methods, McGraw-Hill Book Co
46.Park,C.W.,B.J.Jaworski and D.J.MacInnis,(1986), "Strategic Brand Concept-Image management", Journal of Marketing, Vol.50,Iss,Oct,1986,pp.133-145.
47.Peter, J. P., & Olson. P. (1994), "Understanding Consumer Behavior, "Burr Ridge, IL: Richard D. Irwin, Inc
48.Peter, J. Paul and Lawerence 5. Tarpey (1975), "A Comparative Analysis of Three Consumer Strategies, "Journal of Consumer Research, Vol.2, June, pp.29-37.
49.Ratchford, Brian T. (1987), "New Insights about the FCB Grid." Journal of Advertising Research, 27 (4), 24-38
50.Roselius T.(1971), "Consumer Ranking of Risk Reduction Methods, " Journal of Marketing, Vol. 35, Iss. 1, pp.56-61.
51.Ross, A. (1988), "Uses of camp. Yale Journal of Criticism, " 2, pp.1-24.
52.Sapir, E. (1931)., "Fashion. Encyclopedia of the Social Sciences, " vol. 6. New York: Philosophical Library.
53.Schiffman, Leon G. & Leslie Lazar Kanuk(2000), Consumer Behavior, 7th ed., NJ: Prentice Hall.
54.Shapiro, Carl(1983), " Premiums of High Quality Products as Returns to Reputations, " Quarterly Journal of Economics, Vol.98(November), pp.659-679
55.Sheth (1983), "Marketing Megatrends",Journal of Consumer Marketing, pp.5-13.
56.Solomon M. S. (1998), "Building Up and Breaking Down: The Impact of Culture Sorting Sympolic Consumption, " in Research in Consumer Behavior, ed., Greenwich, CT: JAI Press, pp.325-351.
57.Srinivasan, N. & B. T. Ratchford(1991), "An empirical test of a model of external search for automobiles", Journal of Consumer Research, Vol.18, pp.233-242.
58.Tauber, E. M. (1972), "Why do people shop? " ,Journal of Marketing,36(10),pp. 46-49.
59.Wall, M., Liefeld, J., and Heslop, L. A., (1991), "Impact of Country of Origin Cues on Consumer Judgments in Multi-Cue Situations: A Covariance Analysis, " Journal of the Academy of Science, 19 (2), pp.105 – 113.
60.Wilson, E. (1985)., "Adorned in dreams: Fashion and modernity, " London: Virago Press.
61.Woodside, A. G.(1976), "Interactions of Consumption Situations and Brand Attitudes", Journal of Applied Psychology, Vol.61, No.6, pp.764-769.
62.Zeithaml, V. A., (1988) ,"Consumer Perceptions of Price, Quality and Value: A Mean-End Model and Synthesis of Evidence, "Journal of Marketing, Vo52, 1988, pp. 2-22
63.Zikmund, W., & Scott, J. (1973)., "A Factor Analysis of Multi- dimensional Nature of Perceived Risk, " Proceedings of Southern Marketing Association, Houston, Texas, 1036
(二)中文部份
1.〈2006年全球百大品牌調查報告〉,《美國商業周刊》, 2006年7月,pp.11-13
2.AC尼爾森全球消費者線上調查,〈媒體消費/生活型態調查〉,2006年3月
3.〈BRAND年度大調查 誰在買名牌?新精品族,崛起!〉,《BRAND名牌誌》,三釆文化出版事業有限公司,2006年3月
4.〈名牌,有什麼了不起〉,《BRAND名牌誌》,p.36,三釆文化出版事業有限公司,2006年11月
5.C. Frankfort-Nachmias&David Nachmias 著,潘明宏 陳志瑋譯《最新社會科學研究方法》,2003.02
6.Frank, Robert H. 著,《奢華狂潮:為何瘋狂消費買不到你的滿足?》,智庫,民89
7.Marc Gobe 著,藍美真 高仁君譯,《公民品牌 : 感性行銷》,天下雜誌出版,民93
8.Marc Gobe著,辛巴譯,《高感性品牌行銷》,藍鯨出版 ,城邦文化發行 初民90
9.Sam Hill著,《下一個社會的60種樣貌》,商周出版,民92
10.丘新華(2002),「廣告訴求及產品類型對廣告效果影響之研究」,義守大學管理科學研究所碩士論文
11.王文燦,〈台灣品牌在大陸明基篇(6) 打造企業中的星巴克〉,《經濟日報》,36版/副刊企管,2002-12-23
12.王文燦,〈台灣品牌在大陸明基篇(9) Q-desk強化品牌個性〉,《經濟日報》,40版/副刊企管,2002-12-24
13.王文璨、陳雅蘭,〈感性行銷 累積能量〉,《經濟日報》,16版/行銷英雄,2003-03-01
14.朱錦華,〈當買名牌已不能滿足有錢到不行的消費者…名牌體驗時代來臨!〉,《民生報》,A5版/品味生活家,2005-07-25
15.何凱凌(2004),「以名牌精品消費考察台灣消費社會(1970-2004)」,東吳大學 社會學系碩士論文
16.別蓮蒂、陳倩如、陳富寶等著,《女人錢最大—女性行銷五部曲》,商智文化出版,民94.09.08
17.吳文村(2001),「產品製造來源國之國家形象、價格折扣與品牌知名度對於消費者產品評價之影響」,成功大學國際企業研究所碩士論文
18.吳明隆著,《SPSS統計應用學習實務》,知城數位科技股份有限公司,台北,2003
19.吳思華著,《策略九說》,臉譜出版社,2000
20.吳婉愉,〈瞄準亞州新人種〉,《Cheers雜誌於》,2005年9月
21.呂玉華(1990)「產品特質、訊息類型、企業行銷策略關係之研究」政治大學企業管理研究所碩士論文
22.呂學進 (2001),「涉入程度、購買動機與品牌權益關係之研究」,中原大學企業管理學系碩士論文
23.李如環(2004),「精品代理商新產品引進決策流程之探討討」,國立台北大學企業管理研究所碩士論文
24.林秀貞(2004)「體驗行銷與顧客忠誠度之關係探討」,東吳大學企業管理學系碩士論文
25.林佳穎(2003)「國際時尚精品在台灣之品牌建構策略研究」,國立中山大學傳播管理研究所
26.邱俊龍(2004),「消費者類型與產品涉入度對手機購買決策時理性思考、情感歷程及態度的影響」,東吳大學心理系碩士班碩士論文
27.邱奕宏〈從集體行為觀點看 Fido Dido 服飾流行〉《勞工之友》,484期,22-25頁,1991
28.金明吉(2001),「來源國效應、品牌形象認知對產品品質認知影響--以資訊科技產品為例」,輔仁大學管理學研究所碩士論文
29.星野克美等,黃恆正《符號社會的消費》,遠流,台北市,民89
30.洪順慶著,《打造卓越品牌》,天下雜誌,台北,2006年10月
31.徐木蘭著 ,《柔性行銷 : 由內而外的經營管理藝術》,聯經 ,民88
32.徐釗欽(2000),「Banner不只是Banner:WWW橫幅廣告訊息內容分析」,私立輔仁大學大眾傳播學研究碩士論文
33.祝鳳岡,〈廣告理性訴求策略」之策略分析〉,《廣告學研究》,民85.07
34.祝鳳岡,〈廣告感性訴求策略」之策略分析〉,《廣告學研究》,民84.01
35.郝靜宜(1998),「消費者對消費性產品品牌形象之研究」,中國文化大學/國際企業管理研究所碩士
36.張瓊云(2005),「廠商贊助活動屬性與品牌個性相關度對品牌權益影響之研究-以國內汽車產業為例」,世新大學傳播管理學系碩士論文
37.梁玉芳,〈名牌的價值=別人眼中的自己?!〉,《聯合報》,A3版/焦點,2005-01-23
38.莊立民、王鼎銘著,《企業研究方法:質化與量化方法之應用》,雙葉書廊有限公司,2004
39.許韶芹哈品牌 大陸男後來居上 (2005-01-18/聯合報/B2版/焦點)
40.郭品妤(2004),「地方文化產業行銷機制之研究─以消費者心理向度探討」,朝陽科技大學建築及都市設計研究所
41.郭黎憶(2004)「精品業經營策略之探討」,中正大學企業管理研究所碩士論文
42.陳一姍,〈產業篇--精品業如何締造傳奇?〉,《天下雜誌》,252期, 164-166頁,民91.05
43.陳怡君,〈阿瘦皮鞋 勇敢築夢王家英〉,《經濟日報》,A16版/副刊企管,2005-01-25
44.陳振遂(1996),「顧客基礎的品牌權益衡量與建立之研究」,國立政治大學企業管理研究所博士論文,未出版
45.曾昭茂(2002)「消費者對國際性品牌與國內製造商品牌偏好之研究-以童裝服飾為例」,國立成功大學高階管理碩士在職專班碩士論文
46.曾翔(2004),「消費者對精品服裝之仿冒品其購買意願之研究」,中興大學行銷管理研究所碩士論文。
47.游文憲(2004),「廣告訴求、產品涉入與品牌知名度對廣告效果的影響」,國立台北大學企業管理系
48.焦經隆(2003),「女性消費者產品涉入對知覺風險、資訊搜尋及散佈之影響-以『健康食品』為例」,國立成功大學企業管理學系(EMBA)專班
49.程國光(2003),「流行服飾代理品牌經營概念之探討」,輔仁大學織品服裝學系碩士論文
50.黃楷翔(2003),「產品品質類型與知覺風險、資訊搜尋、及價格敏感之度之關係」,台灣科技大學企業管理學系碩士論文
51.楊倩蓉、游常山,〈年輕就是一種時尚〉,《30雜誌》,民93.12
52.溫正忠(2003),「影響化妝品品牌權益因素之實證研究」,元智大學管理研究所碩士論文
53.電通行銷戰略研究會著,鄭秀美譯,《感性消費、理性消費》,業強出版社,台北,1989,
54.劉順仁,〈「美」出競爭力〉,《 工商時報》,經營知識/31版 ,2005-05-12
55.蔡益彬,〈LV依然耀眼動人〉,《經濟日報》,40版/副刊企管,2003-07-15
56.蔡翼擎,〈全國電子感性行銷攻克城鄉〉,《經濟日報》,A16版/副刊企管2005-07-19
57.蕭新永,〈台商開拓大陸市場的行銷策略與方向〉,2003
58.韓宇菁(2004),「知覺行銷組合與品牌權益對知覺風險影響之研究」,長榮大學經營管理研究所
59.羅啟華(2004),「知覺價格、知覺價格、 知覺品質對品牌權益之關聯性探討-以Polo Jeans Co.為例」,淡江大學國際貿易學系國際企業學碩士班論文
連結至畢業學校之論文網頁點我開啟連結
註: 此連結為研究生畢業學校所提供,不一定有電子全文可供下載,若連結有誤,請點選上方之〝勘誤回報〞功能,我們會盡快修正,謝謝!
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top