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研究生:陳怡君
研究生(外文):Yi-Chun Chen
論文名稱:消費者體驗對知覺價值與行為意向之影響-以專櫃化妝品為例
論文名稱(外文):The influence of consumer's experience perceived value and intentions of behavior:an expirical analysis of cosmetics users at counters in department store
指導教授:廖明坤廖明坤引用關係
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:2007
畢業學年度:95
語文別:中文
論文頁數:123
中文關鍵詞:體驗知覺價值行為意向
外文關鍵詞:experienceperceive valueintentions of behavior
相關次數:
  • 被引用被引用:9
  • 點閱點閱:910
  • 評分評分:
  • 下載下載:346
  • 收藏至我的研究室書目清單書目收藏:1
隨著女性消費能力的增加,化妝品保養的風潮也逐漸增加,因此本研究希望探討消費者在購買化妝品時的體驗與知覺價值的關係,以及知覺價值對行為意向的影響,並在文獻的探討中,發現知覺風險可以作為消費者體驗與知覺價值的干擾變數,而轉換成本可以作為知覺價值與行為意向的干擾變數。本研究以問卷發放的形式,共計回收272份,其中網路問卷62份,而紙本問卷208份,紙本的有效回收率為94.55%,經過信度與效度的驗證,及各變數間之線性迴歸分析。研究發現:
(一)消費者體驗中除了感官體驗外,情感體驗、思考體驗、行動體驗和關聯體驗皆與知覺利益呈正相關且顯著。而消費者體驗各構面與知覺成本之關係則為不顯著。
(二)知覺利益與行為意向呈正相關。知覺成本越低與忠誠度越高之顯著負相關成立外,與再購意願和推薦效果的關係則不顯著。
(三)知覺風險會干擾消費者體驗與知覺價值之正向關係。
(四)轉換成本會干擾消費者知覺價值與行為意向之正向關係。
With the increasing of female consuming power, and the unrest that the cosmetics maintains also increases gradually. This research hope inquire into the relationship of experience and perceive value for consumer to purchase cosmetics, and the influence of perceive value and the intentions of behavior. From the reading of the reference, regarding perceive risk as a interference of experience and perceive value, and switching cost as a interference of perceive value and the intentions of behavior. starting at a number of 220 with effective return number of 208. The effective return rate is 94.55%. Statistics and analytical methods used in this study include factor analysis, reliability analysis and regression Analysis etc. Conclusions of the current study are listed as follows:
(1)Feel experience、think experience、act experience and relate experience had positive influence on perceive value, but sense experience didn’t have positive influence on perceive benefit.And those five experience didn’t influence on perceive cost.
(2) Perceive benefit had positive influence on intentions of behavior. Perceive cost had negative influence on loyalty, but didn’t influence on repurchase and recommendation behavior.
(3) Perceive risk have significant interference effects to experience and perceive value.
(4) switching cost have significant interference effects to perceive value and the intentions of behavior.
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 5
第三節 研究範圍與對象 7
第四節 研究流程 8
第二章 文獻回顧 8
第一節 消費者體驗 9
第二節 知覺價值(PERCEIVED VALUE) 14
第三節 行為意向 21
第四節 知覺風險 26
第五節 轉換成本 30
第六節 化妝品 35
第三章 研究方法 39
第一節 研究架構 39
第二節 研究假設 41
第三節 變數的操作性定義與衡量 48
第四節 研究對象與資料蒐集 56
第五節 資料分析方法 57
第四章 資料分析與實證結果 60
第一節 敘述性統計分析 60
第二節 信度與效度分析 69
第三節 PEARSON積差相關分析 76
第四節 消費者體驗之實證分析 78
第五章 結論與建議 85
第一節 研究結論 86
第二節 行銷上的貢獻與建議 93
第三節 研究限制與後續研究建議 98
參考文獻 100
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