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研究生:蔡適營
研究生(外文):Shih Ying Tsai
論文名稱:消費者價值觀,價格知覺以及外部資訊搜尋行為之研究-以粉餅消費者為例
論文名稱(外文):The Relationships among Consumer Values, Price Perceptions and External Search Behavior – An Empirical Study of Foundation Consumers
指導教授:何京勝何京勝引用關係
學位類別:碩士
校院名稱:國立中興大學
系所名稱:行銷學系所
學門:商業及管理學門
學類:行銷與流通學類
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:72
中文關鍵詞:物質主義個人主義享樂主義價格知覺持久性涉入情境涉入外部資訊搜尋行為
外文關鍵詞:MaterialismIndividualismHedonismPrice perceptionsSituational involvementEnduring involvementExternal search behavior
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本研究目的為瞭解化妝品市場的消費者行為,由於粉餅幾乎為所有會化妝品消費者所必備之品項,因此粉餅消費者即成為本研究之研究對象,而由於粉餅市場所存在的廣大價格區間現象,本研究決定以價格知覺作為研究主軸,實際驗證物質主義、個人主義、享樂主義等三種價值觀對價格知覺的影響,以及各個價格知覺構念透過持久性涉入、情境涉入對外部資訊搜尋行為的影響。

加總上述構念之間的因果關係即成為本研究之理論模型,本研究亦決定以線性方程模式作為驗證研究假說之分析工具,根據實際驗證的結果,本研究發現物質主義會對聲望敏感度、價值意識造成正向影響;個人主義分別會對價值意識、聲望敏感度造成正向、負向的影響;享樂主義則會對價格意識、促銷傾向、價格專業主義造成正向的影響;聲望敏感度、價格專業主義皆對持久性涉入有正向的影響;價值意識、價格意識以及促銷傾向則會對情境涉入有正向的影響;而持久性涉入、情境涉入以及價格專業主義皆會對搜尋資訊所願付出的心力有正向的影響,此外,持久性涉入與情境涉入也會分別會對中立資訊來源、媒體資訊來源有正向的影響。

根據上述實證結果,本研究證實不同的價值觀的確會驅使消費者持有不同的態度(針對價格),而當消費者對價格的態度有所不同時,其態度也會造成消費者採取不同的外部資訊搜尋行為,因此廠商若欲制定出較合適的產品價格或是行銷溝通訊息時,勢必要在定價策略和整合行銷溝通策略的規劃上將目標顧客群的價值觀納入考量,此外,若廠商想要增加行銷活動的執行效果,也必須在傳遞行銷溝通訊息媒介的選擇上將目標顧客群對價格的態度納入考量。
The goal of this study is to understand the consumer behavior in cosmetic field, thus, foundation, one of the most popular item of cosmetic was chosen as study taget. Due to the phenomenon of extensive price range of foundation product, price perceptions have became the main theme of this study, as trying to empirically examine the influence of materialism, individualism, hedonism on price perceptions; Furthermore, the influence of price perceptions on external search behavior via situation involvement and enduring involvement was examined empirically as well.

Summing up all the casual relationships of constructs above, the theory model of this study was formed, then, structural equation modeling was adopted for hypotheses testing. According to the results, materialism will positively influence prestige sensitivity and value consciousness; Individualism will positively influence value consciousness and negatively influence prestige sensitivity; Hedonism will positively influence sale proneness, price mavenism and price consciousness. In addition, both prestige sensitivity and price mavenism will positively influence enduring involvement; Sale proneness, price consciousness and value consciousness will all positively influence situational involvement. Furthermore, enduring involvement, situational involvement and price mavenism will all positively influence search effort; Enduring involvement will positively influence search of neutral source; Situational involvement will positively influence search of media source; Enduring involvement will positively influence situational involvement.

According to the empirical results, this study verified that different values will drive consumers’ attitude toward price into variety; Furthermore, different attitudes toward price will drive consumers to take distinct action on external search behavior as well. Thus, in order to establish an appropriate product price or marketing message, marketing managers should take the values of target customers into account on the process of planning pricing strategy or integrated marketing communication; Besides that, in order to increase the effectiveness of marketing campaign, marketing managers should adjust the channel of transmitting marketing message base on target customers’ attitude toward price.
目錄……………………………………………………………………………… i
表目錄…………………………………………………………………………… ii
圖目錄…………………………………………………………………………… iii

第一章 緒論…………………………………………………………………… 1
第一節 研究背景與動機…………………………………………………… 1
第二節 研究目的…………………………………………………………… 4
第三節 研究流程…………………………………………………………… 5
第二章 文獻探討……………………………………………………………… 6
第一節 消費者價值觀……………………………………………………… 6
第二節 價格知覺…………………………………………………………… 9
第三節 消費者涉入………………………………………………………… 13
第四節 外部資訊搜尋行為………………………………………………… 15
第三章 研究設計與研究方法………………………………………………… 19
第一節 理論架構…………………………………………………………… 19
第二節 研究假說…………………………………………………………… 20
第三節 變數之操作性定義及衡量………………………………………… 24
第四節 抽樣設計…………………………………………………………… 27
第五節 資料分析方法……………………………………………………… 28
第四章 資料分析與研究發現………………………………………………… 32
第一節 樣本結構分析……………………………………………………… 32
第二節 信度分析…………………………………………………………… 34
第三節 效度分析…………………………………………………………… 35
第四節 敘述性統計分析…………………………………………………… 38
第五節 單因子變異數分析………………………………………………… 40
第六節 結構方程模式分析………………………………………………… 43
第五章 結果與建議…………………………………………………………… 59
第一節 研究結論與說明…………………………………………………… 59
第二節 研究貢獻與實務建議……………………………………………… 61
第三節 研究限制…………………………………………………………… 65
第四節 未來研究之建議…………………………………………………… 66
參考文獻………………………………………………………………………… 68
一、中文部分………………………………………………………………… 68
二、西文部份………………………………………………………………… 68
附錄一 本研究問卷…………………………………………………………… 74

表2-1-1 物質主義者應付價格的策略…………………………………………… 7
表3-5-1 常見模型配適度指標標準與涵義……………………………………… 31
表4-1-1 受訪者基本資料分析…………………………………………………… 33
表4-2-1 各構念之信度分析結果………………………………………………… 34
表4-3-1 各構念之平均變異萃取………………………………………………… 36
表4-3-2 各構念之相關係數……………………………………………………… 37
表4-4-1 價格知覺各構面衡量問項之敘述性統計分析………………………… 39
表4-4-2 資訊來源衡量問項之敘述性統計……………………………………… 40
表4-4-3 單因子變異數分析……………………………………………………… 42
表4-5-1 本研究整體模型配適度結果…………………………………………… 44
表4-5-2 測量模型配適度總覽…………………………………………………… 45
表4-5-3 各觀測變項之實際問項內容…………………………………………… 46
表4-5-4 結構模型配適度………………………………………………………… 48
表4-5-5 潛在變項之間的相關係數矩陣………………………………………… 49
表4-5-6 研究假說之檢定結果…………………………………………………… 50
表4-5-7 本研究理論模型當中各個構念之間的間接、直接及整體效果……… 53
圖1-3-1 本研究之流程圖…………………………………………………… 5
圖2-4-1 影響資訊搜尋動機的因素………………………………………… 17
圖3-1-1 本研究之理論架構………………………………………………… 19
圖4-5-1 本研究之理論模型路徑圖………………………………………… 43
一、中文部分:

(一)圖書部分:
余民寧(民95),潛在變項模式:SIMPLIS的應用,台北,高等教育文化事業有限公司。

邱皓政(民92),結構方程模式-LISREL的理論技術與應用,台北,雙葉書廊。

陳正昌、程炳林、陳新豐、劉子鍵(民92),多變量分析方法:統計軟體應用,台北,五南圖書出版股份有限公司。

黃芳銘(民94),結構方程模式:理論與應用,台北,五南圖書出版股份有限公司。

蕭文龍(民96),多變量分析最佳入門實用書-SPSS+LISREL(SEM),台北,�眳p資訊,股份有限公司。

(二)網路資源:
化妝品製造業之現況與未來展望(2007年5月10日),台經院產經資料庫,
http://tie.tier.org.tw/tie/index.jsp

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