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研究生:林瀚文
研究生(外文):Han-wen Lin
論文名稱:原真性與知覺風險的關連性之研究-以快速消費性商品為例
論文名稱(外文):The study of the relationship between Authenticity and Perceived Risk – A case study of Fast Moving Consumer Goods
指導教授:賴志松賴志松引用關係
指導教授(外文):Chih-Sung Lai
學位類別:碩士
校院名稱:朝陽科技大學
系所名稱:企業管理系碩士班
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:2008
畢業學年度:96
語文別:中文
論文頁數:112
中文關鍵詞:結構方程模式知覺風險顧客滿意品牌權益原真性衝動性購買
外文關鍵詞:Brand EquityAuthenticityStructure Equation ModelingImpulse PurchasePerceived RiskCustomer Satisfaction
相關次數:
  • 被引用被引用:8
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  • 下載下載:128
  • 收藏至我的研究室書目清單書目收藏:3
  整合行銷傳播讓消費市場多采多姿,由概念、影像、文案等等,操弄消費大眾。隨著資訊傳遞管道繁生,行銷溝通的難度降低,行銷上的人為影響是相當可觀的。然而,在這樣的消費環境中,卻存在著隱憂。消費者在購買決策歷程中所獲得的資訊,究竟可信度有多少?消費者購買到的商品,是否符合他們心裡所預期的?行銷者欲藉由行銷組合的操作,創造更多的銷售與業績。但是這樣的行銷思維,真能帶來買賣兩方的雙贏嗎?
  本研究針對特定消費性食品,試圖建立商品「原真性」與「衝動性購買」、「品牌權益」、「顧客滿意」和「知覺風險」的關係架構;此外,本研究將透過實證分析,瞭解不同「人口統計條件」與「通路選擇購買行為」下,在上述五個構念的具體表現上是否具有差異。
  實證結果顯示,商品「原真性」對「衝動性購買」、「品牌權益」與「顧客滿意」有顯著正向的影響,對「知覺風險」有顯著負向的影響。換言之,在行銷操作以外,商品的「原真性」對消費者來說是一項重要的感受,產生心理影響,改變購買決策歷程。另一方面,實證分析結果也說明,人口統計變數與通路選擇購買行為造成五個議題上表現的差異。
  最後本研究結論如下:一、應重視市場區隔,作為行銷策略擬定之依據。在有限的行銷資源下,應建立精準分眾行銷的觀念,同時搭配最後一哩(the Last Mile)促動策略,讓商品在快速消費的競爭市場中,更容易獲得消費者的青睞。二、重視商品的原真性,讓消費者獲得最真的感動。即使在市場上有許許多多的行銷操作,但背後真正能夠打動消費者的重要因素,絕對是商品本身原有的價值與感動。企業應該秉持真誠的態度,無論是商品或服務,提供消費者最深入人心的體驗。
  Integrated Marketing Communication (IMC) makes the market blooming. Consumers have been deeply influenced by ideas, images and copies. With various information channels, the cost of Marketing Communication is decreasing, and the man-made effects are larger! But in this circumstance, we have concerns. What is reliable in the journey of purchase decision made by consumers? Are the commodities they really want? Marketers make more sales and performances by marketing mix, but is there any Win-Win in this thought?
  We focus on particular consumer food, and try to figure out the relationship between "Authenticity", "Impulse Purchase", "Brand Equity", "Customer Satisfaction" and "Perceived Risk." Besides, we want to examine the variation of actual behavior on this five constructs, while the respondents have different demographics, channel choices and purchase behavior.
  Our findings indicate that Authenticity of commodities has a significant positive effect on Impulse Purchase, Brand Equity and Customer Satisfaction, a significant negative effect on Perceived Risk. In other words, beyond the marketing campaigns, Authenticity is a very important reception to consumers. It will make influences mentally, and change the journey of purchase decision. In the other side, the analysis shows that demographics, channel choices and purchase behavior will make the behavior on the five issues different!
  The final conclusions are exposed as following: 1.Market Segmentation should be considerable, and be the foundation of marketing strategies. Marketers must hold the concept of "Segment Marketing", handle the promotion campaigns of the last mile to consumers and get their favor, since the marketing resources are limited. 2. Authenticity of commodities should be valued, and consumers would be much moved. Although there are too many marketing operations, the most important factor that really impacts consumers is the original value and pleasure of commodities. Any enterprise should be sincere to provide goods or services, and the experiences to consumers in depth.
中文摘要………………………………………………………………I
英文摘要………………………………………………………………II
誌謝……………………………………………………………………III
目錄……………………………………………………………………IV
表目錄…………………………………………………………………VI
圖目錄…………………………………………………………………VIII

第一章 緒論…………………………………………………………1
 第一節 研究背景與動機…………………………………………1
 第二節 研究目的…………………………………………………2
 第三節 研究流程…………………………………………………3
 第四節 章節架構…………………………………………………3
第二章 文獻探討……………………………………………………5
 第一節 原真性對品牌以及行銷的影響…………………………5
 第二節 衝動性購物行為相關研究………………………………12
 第三節 品牌權益相關研究………………………………………21
 第四節 顧客滿意相關研究………………………………………29
 第五節 知覺風險相關研究………………………………………33
第三章 研究設計……………………………………………………36
 第一節 研究架構…………………………………………………36
 第二節 研究假說…………………………………………………39
 第三節 研究變數定義與衡量……………………………………45
 第四節 資料蒐集方法……………………………………………50
 第五節 資料分析方法……………………………………………51
第四章 實證分析……………………………………………………53
 第一節 樣本分析…………………………………………………53
 第二節 量表信度與效度…………………………………………61
 第三節 變異數分析………………………………………………75
 第四節 結構方程模式……………………………………………85
第五章 結論與建議…………………………………………………95
 第一節 研究結論…………………………………………………95
 第二節 管理涵義…………………………………………………97
 第三節 研究限制…………………………………………………98
 第四節 後續研究建議……………………………………………99
參考文獻………………………………………………………………100
附錄-問卷……………………………………………………………108

表目錄
表2.1-1 連續改善與敏感度…………………………………………6
表2.1-2 原真性的10個元素方程式…………………………………7
表2.3-1 品牌權益七構面……………………………………………26
表2.3-2 Aaker 財務評估法 …………………………………………27
表2.3-3 Kim 行銷觀點衡量方式……………………………………27
表2.3-4 Keller 行銷觀點衡量方式 …………………………………27
表2.4-1 顧客滿意度之衡量尺度類型………………………………31
表2.5-1 知覺風險衡量構面…………………………………………33
表2.5-2 知覺風險型態………………………………………………33
表3.2-1 研究假說彙整表……………………………………………43
表3.3-1 原真性構面之操作型定義與衡量問項……………………44
表3.3-2 衝動性購買之操作型定義與衡量問項……………………45
表3.3-3 品牌權益構面之操作型定義與衡量問項…………………46
表3.3-4 顧客滿意之操作型定義與衡量問項………………………46
表3.3-3 知覺風險構面之操作型定義與衡量問項…………………47
表4.1-1 購買通路型態分佈…………………………………………52
表4.1-2 通路光臨次數分佈…………………………………………53
表4.1-3 最近一次購買零食種類分佈(複選)……………………54
表4.1-4 受訪者每月對消費性食品(零食)花費…………………54
表4.1-5 受訪者性別比例……………………………………………54
表4.1-6 受訪者婚姻狀況……………………………………………55
表4.1-7 受訪者年齡分佈……………………………………………55
表4.1-8 受訪者教育程度分佈………………………………………56
表4.1-9 受訪者職業分佈……………………………………………56
表4.1-10 原真性具體表現分數敘述統計 ……………………………57
表4.1-11 衝動性購買具體表現分數敘述統計 ………………………58
表4.1-12 品牌權益具體表現分數敘述統計 …………………………58
表4.1-13 顧客滿意具體表現分數敘述統計 …………………………59
表4.1-14 知覺風險具體表現分數敘述統計 …………………………59
表4.2-1 性別對各個構念之變異數分析……………………………61
表4.2-2 男女性別差異比較…………………………………………62
表4.2-3 婚姻狀況對各個構念之變異數分析………………………63
表4.2-4 婚姻狀況對各構念之LSD 事後多重比較…………………64
表4.2-5 年齡對各個構念之變異數分析……………………………65
表4.2-6 年齡對各構念之LSD 事後多重比較………………………67
表4.2-7 教育程度對各個構念之變異數分析………………………68
表4.2-8 教育程度對各構念之LSD 事後多重比較…………………69
表4.2-9 職業對各個構念之變異數分析……………………………70
表4.2-10 職業對各構念之LSD 事後多重比較 ………………………71
表4.2-11 每月花費對各個構念之變異數分析 ………………………72
表4.2-12 每月花費對各構念之LSD 事後多重比較 …………………72
表4.2-13 通路選擇對各個構念之變異數分析 ………………………73
表4.2-14 研究假說實證支持一覽表 …………………………………74
表4.2-15 知覺風險驗證性因素分析模式配適度指標 ………………75
表4.3-1 原真性衡量量表信度分析…………………………………76
表4.3-2 衝動性購買衡量量表信度分析……………………………76
表4.3-3 品牌權益衡量量表信度分析………………………………77
表4.3-4 顧客滿意衡量量表信度分析………………………………78
表4.3-5 知覺風險衡量量表信度分析………………………………79
表4.3-6 原真性量表之二階驗證性因素分析………………………80
表4.3-7 原真性驗證性因素分析模式配適度指標…………………81
表4.3-8 衝動性購買量表之驗證性因素分析………………………82
表4.3-9 衝動性購買驗證性因素分析模式配適度指標……………83
表4.3-10 品牌權益量表之二階驗證性因素分析 ……………………84
表4.3-11 品牌權益驗證性因素分析模式配適度指標 ………………85
表4.3-12 顧客滿意量表之驗證性因素分析 …………………………86
表4.3-13 顧客滿意驗證性因素分析模式配適度指標 ………………87
表4.3-14 知覺風險量表之二階驗證性因素分析 ……………………88
表4.4-1 本研究模式參數定義………………………………………90
表4.4-2 各構面衡量變數Pearson相關係數矩陣……………………91
表4.4-3 整體衡量模式分析…………………………………………93
表4.4-4 整體衡量模式配適度指標…………………………………94
表4.4-5 理論結構模式之路徑係數與假說驗證……………………97
表4.4-6 本研究整體模式潛在構念(變項)影響效果……………97
表5.1-1 整體結構模式假說檢定結果………………………………99

圖目錄
圖1.3-1 本研究流程…………………………………………………3
圖2.1-1 經濟價值演進過程…………………………………………6
圖2.1-2 建立場域組合………………………………………………8
圖2.1-3 閔可夫斯基空間中的移動…………………………………9
圖2.3-1 品牌權益關係圖……………………………………………23
圖2.4-1 顧客滿意構面關係圖………………………………………30
圖3.1-1 研究架構……………………………………………………37
圖4.4-1 本研究理論模式與參數結構………………………………89
圖4.4-2 本研究整體模式與參數……………………………………96
中文部分
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3.周文賢(2002),多變量統計分析,台北:智勝文化事業有限公司。
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