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研究生:蘇相穎
研究生(外文):Su, Cathy
論文名稱:產品類型與新奇屬性類型之產品不一致性對產品再認和態度的影響-以消費者創新性為調節變項
論文名稱(外文):The effects of incongruity of product type and novel attributes type on product recognition and product attitude: Using consumer innovativeness as a moderator
指導教授:張卿卿張卿卿引用關係
學位類別:碩士
校院名稱:國立政治大學
系所名稱:廣告研究所
學門:傳播學門
學類:廣告學類
論文種類:學術論文
論文出版年:2007
畢業學年度:96
語文別:中文
論文頁數:78
中文關鍵詞:新奇屬性產品不一致性消費者創新性
外文關鍵詞:novel attributesproduct incongruityconsumer innovativeness
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市場上新奇的產品層出不窮,廠商想盡辦法要對產品添加新奇的屬性來達到差異化,但是真正能夠藉由添加新奇屬性在市場上找到利基的廠商卻是少之又少。問題是否出在消費者在面對與既有基模不一致的新產品時,無法理解和吸收資訊?上述現象引發了研究者的興趣。本研究藉由操弄不同類型的產品和新奇屬性,觀察其所產生的產品不一致性對於消費者的產品再認和產品態度有何影響;同時也探討消費者本身的人格特質-消費者創新性,會不會影響消費者對產品的態度。

以往研究均認為增加產品不一致性可以提高消費者對於產品的回憶和再認,但本研究卻發現,提高產品的不一致性並無法讓人留下較為深刻的印象,因此產品不一致性與再認之間的關係可能仍有待後續研究做進一步的釐清。另外,雖然產品類型和新奇屬性類型無法產生交互作用,並藉由提升產品不一致性來影響產品態度,但是「產品類型」在影響產品不一致性且進而提升產品態度上的確是扮演著重要的角色。其中「功能性商品」不管是搭配上何種類型的新奇屬性,產品態度都顯著高於「享樂性商品」與新奇屬性的搭配。由此可知,如果廠商想要在市場上推出新奇的產品,選擇功能性的商品來切入可能比較有利,而且在操弄產品不一致性時也必須要格外小心,雖然新奇的屬性可以提升消費者對產品的評價,但是新奇性同時也會增加產品的不一致性,一旦產品不一致性過高,反而會造成消費者對於產品的負面觀感。
There are numerous novel products in the market; consequently marketers have been fighting their way to achieve product differentiation by adding novel attributes to the products, yet it is still rare to see marketers that can actually discover niche by adding novel attributes to products. Does the problem lies in how consumers percept and absorb the information of advertisements? The phenomenon above arouses my curiosity to delve into the relation between product incongruity and consumer evaluations. This study examines what influences product incongruity has on product recognition and product attitude by manipulating different types of products and novel attributes, and the moderating role of consumers’ personality is also examined to see whether consumer innovativeness have effects on product attitude or not.

The past researches tend to believe that raising product incongruity is beneficial to enhancing product recall and product recognition. However, the result shows that raising product incongruity is of no help to leave deep impression in the products. Thus the relation between product incongruity and product recognition needs to be further clarified by future researches. Additionally, although product types and novel attributes do not interact to have effects on product incongruity and further boost product attitude, ‘product type’ indeed plays a crucial role on boosting product incongruity and enhancing product attitude. Not only product type leads to positive effects on the products, but consumers are apt to give more positive evaluations to utilitarian product than hedonic product, regardless of what novel attributes the products have. In that case, it seems to be more profitable to choose utilitarian products if marketers want to launch novel merchandise. In spite of the fact that adding novel attributes leads to positive product attitude, novelty also leads to more product incongruity that may undermine consumers’ attitude toward the product. The result seems to suggest that marketers have to be extraordinarily cautious when manipulating product incongruity.
目錄
第一章 緒論.............................................1
第一節 研究動機與目的.....................................................1
第二章 文獻探討.....................................................3
第一節 新奇屬性(novel attributes)...........................................3
第二節 產品類型(product type) ................................................6
第三節 產品不一致性(product incongruity) ..........................................8
第四節 消費者創新性(consumer innovativeness) ......................................14
第三章 研究架構與假設.....................................................19
第一節 研究架構.....................................................19
第二節 研究假設.....................................................20
第四章 研究方法......................................................23
第一節 研究方法的選擇.......................................................23
第二節 實驗設計和實驗商品選擇.......................................................25
表4.2.1:實驗分組表.......................................................25
第三節 研究對象.......................................................27
第四節 實驗內容設計........................................................28
第五節 前測........................................................29
第六節 變項的定義與測量........................................................35
第七節 實驗流程........................................................37
第五章 研究結果........................................................39
第一節 樣本數量與描述性統計........................................................39
第二節 量表信度檢測........................................................41
第三節 變項操弄檢定........................................................42
第四節 假設驗證........................................................44
第五節 小結.......................................................52
第六章 結論.......................................................53
第一節 發現與討論.......................................................53
第二節 實務建議與未來研究.....................................................56
第三節 研究限制....................................................59
參考文獻......................................................60
附件一:前測問卷..................................................66
附件二:實驗流程網頁.....................................................71
附件三:量表..................................................76
附件四:相關數據與圖表..................................................78

圖目錄
圖2.3.1:基模不一致程度圖.....................................................................................11
圖2.3.2:一致性和不一致性在情感價值和強度上所造成的可能差異.................13
圖2.4.1:創新性的新模型.........................................................................................15
圖2.4.2:精簡後的消費者創新性模型.....................................................................16
圖3.1.1:實驗研究架構圖.........................................................................................19
圖4.7.1:實驗流程圖.................................................................................................37
圖5.4.1:中介模式四步驟回歸檢定流程.................................................................47


表目錄
表4.2.1:實驗分組表.................................................................................................25
表4.5.1:產品類型和新奇屬性類型組合.................................................................30
表4.5.2:前測實驗分組設計表.................................................................................31
表4.5.3:商品的功能/享樂性敘述統計資料...........................................................33
表4.5.4:商品搭配上新奇屬性後的功能/享樂性統計資料...................................33
表5.1.1:樣本回收數量統計表.................................................................................39
表5.1.2:實驗設計樣本人數分佈表.........................................................................40
表5.3.1:產品類型功能和享樂得分t 檢定.............................................................42
表5.3.2:新奇屬性類型功能和享樂得分t 檢定.....................................................43
表5.4.1:單變量變異數分析結果.............................................................................44
表5.4.2:各組合的產品不一致性效果.....................................................................46
表5.4.3:產品不一致性中介產品再認之檢定結果.................................................48
表5.4.4:產品不一致性中介產品態度之檢定結果.................................................49
表5.4.5:「消費者創新性」對原先設定產品組合之「產品態度」的主效果.......49
表5.4.6:「消費者創新性」對對事後認定產品組合之「產品態度」的主效果...50
表5.4.7:各組合的產品態度.....................................................................................51
表5.4.8:「新奇性」對依變項之迴歸結果...............................................................51
表5.5.1:假設驗證結果整理.....................................................................................52
表4.2.2:男女網友最常購買之網拍商品.................................................................78
表4.4.1:網友最喜歡的「購物/拍賣」網站排行...................................................78
表4.4.2:迷你音響功能敘述.....................................................................................79
表4.4.3:隨身硬碟功能敘述.....................................................................................79
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