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研究生:宣翔
研究生(外文):Hsiang (Charles) Hsuan
論文名稱:華人文化的咖啡消費之深層心靈隱喻
論文名稱(外文):Deep psychological metaphors of coffee among consumers in a Chinese cultural setting
指導教授:渥頓渥頓引用關係
指導教授(外文):Clyde A. Warden
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:英文
論文頁數:67
中文關鍵詞:想樂主義基礎理論譬喻質化研究咖啡Xsight software
外文關鍵詞:Hedonic consumptionGrounded TheoryMetaphorQualitative researchCoffeeXsight softwareZaltman Metaphor Elicitation Technique (ZMET)
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  • 被引用被引用:3
  • 點閱點閱:899
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  • 收藏至我的研究室書目清單書目收藏:4
Interviews using the Zaltman Metaphor Technique (ZMET) were conducted on the view of coffee consumption in Taiwan. Qualitative research methods and Xsight software were used to organize the data and field observations to form a grounded theory. I find that coffee is used as a medium for mental escape from the stress and pressure from work and society, the seek relaxation and feeling renewed in the world of nature. Photo documentation show respondents’ mental desire, natural and commercial factors that is important to them. The study concludes with a discussion of the phenomenon and makes suggestions for marketers to best serve these consumers.
TABLE OF CONTENTS i
LISTS OF TABLES iii
LIST OF FIGURES iv
CHAPTER ONE INTRODUCTION 1
1.1. Research background 1
1.2. Purpose of the study 2
1.3. Research gap 2
1.4. Methodology 3
CHAPTER TWO LITERATURE REVIEW 6
2.1. Introduction 6
2.2. Hedonic consumption 7
2.3. Communication via metaphors 8
2.4. Coffee in a tea culture 9
CHAPTER THREE METHODOLOGY 11
3.1. Introduction 11
3.2. Qualitative research 12
3.2.1. Grounded Theory 13
3.2.2. Open Coding 13
3.2.3. Axial Coding 14
3.2.4. Selective Coding 14
3.2.5. Xsight Software 14
3.3. Respondent selection 15
3.4. Respondent Instructions 15
3.5. Data collection using ZMET 18
CHAPTER FOUR RESEARCH FINDINGS 23
4.1. Introduction 23
4.2. Respondent demographics 23
4.3. Interview transcript 24
4.4. Findings 26
4.4.1 Most representative photo 26
4.4.2 Top level concepts 32
4.5.2.Summary Image 52
4.5. Consensus map 58
CHAPTER FIVE CONCLUSION 61
5.1. Discussion/Implications 61
5.5.1 Coffee Hedonism 61
5.2. Business Implications 62
5.3. Limitations and Recommendations for Future Research 63
REFERENCES 64
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