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研究生:歐俊男
研究生(外文):Chun-NanOu
論文名稱:從消費者特性與產品屬性討論日本福島核災事故消費者對從日本進口產品購買意願之影響
論文名稱(外文):The Effects of Fukushima Nuclear Disaster on the Taiwanese Purchase Intension for the Imported Products from Japan
指導教授:康信鴻康信鴻引用關係
指導教授(外文):Hsin-Hong Kang
學位類別:碩士
校院名稱:國立成功大學
系所名稱:高階管理碩士在職專班(EMBA)
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:中文
論文頁數:62
中文關鍵詞:福島核災事件購買意願知覺風險產品屬性
外文關鍵詞:Fukushima Daiichi nuclear disasterpurchase intentionconsciousness riskproduct attributes
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本研究的目的在探討日本311地震所引起的福島核災事件對台灣消費者對於從日本進口的產品在購買意願上面是否會因為福島核災事件而有所影響,是否根據不同的產品屬性在購買意願上會有不同程度的影響;隨著時間與事件的淡化,消費者在對從日本進口產品的購買意願上是否有程度上的變化。在研究架構上福島核災幅射事件為本文主要的研究變數,消費者在福島核災事件發生後,對於不同產品屬性之產品的購買意願有著不同程度的影響,故產品屬性為調節變數;而消費者特性大概分為知覺風險、哈日程度、產品知識等為控制變數。
研究範圍對象包括有消費能力之一般消費者,本研究問卷分為問卷甲與問卷乙,問卷甲發放時間為自2011年9月12日至2011年9月22日,問卷甲發出270份,實際回收問卷253份,回收率為93.70%;問卷乙發放時間為自2011年12月18日至12月30日,問卷乙發出253份,實際回收問卷211份,回收率為83.40%。
本研究方法採問卷調查法,依照研究動機與目的擬定研究架構與研究假設,進而設計研究內容。透過計量經濟學的之多元迴歸模型與相關檢定方法達成研究之目標。
台灣地區消費者對於從日本進口的產品在購買意願方面,的確有受到福島核災幅射事件的影響而呈現顯著性的下滑;而消費者在福島核災幅射事件發生後的6個月與9個月在購買意願上做一比較,在購買意願上面則呈現顯著性的回升,亦即在消費者對從日本進口的產品在購買意願上,此事件在影響上已隨著時間而呈現淡化現象;而在不同產品的屬性方面,消費者對水、農產加工品在購買意願上受到福島核災幅射事件的影響相較於民生用品及工業型用品來看,較具顯著性的負向影響。
The purpose of this research is to discuss whether Fukushima Daiichi nuclear disaster affects the purchase intention of Taiwanese consumers , and if so, whether the degree differ according to the nature of products or whether the Taiwanese consumers have forgotten the impact of the disaster and have changed their attitude over time. Fukushima Daiichi nuclear disaster is the major variable of the research and the nature of the product is the moderator variable. Consumers’ characteristics such as perceived risk, Japanification, product-related experience are the controlling variables.
The subjects of this research are the consumers of Japanese products. There are two questionnaires. The first one is conducted from Sep. 12 to 22, 2011. There are 270 questionnaires distributed. 253 valid samples are collected, and the respond rate is 93.70%. The second one is conducted from Dec. 18 to 30, 2011. 253 questionnaires are distributed, among which 211 valid samples are collected, and the respond rate is 83.40%.
This research adopts the approach of questionnaire survey. The framework and hypothesis are based on the motivations and purposes of the research and then the content is settled. The goal is achieved through Multiple Regression Model and related approaches .
Taiwanese consumers’ purchase intention has apparently declined after the disaster. When we compare the purchase intention six months later and nine months later,the result shows that Taiwanese customers’ purchase intention grows higher because the impact of the incident has become weaker over time. Besides,compared with average products such as daily necessity and industrial applications,the influences on products such as seafood and produce are greater .
中文摘要…………………………………………………………………Ⅰ
英文摘要…………………………………………………………………Ⅱ
誌謝………………………………………………………………………Ⅲ
目錄………………………………………………………………………Ⅳ
圖目錄 …………………………………………………………………Ⅴ
表目錄 …………………………………………………………………Ⅴ
第壹章 緒論 ……………………………………………………………1
第一節 研究背景與動機 ……………………………………………1
第二節 研究目的 …………………………………………………3
第三節 研究內容 …………………………………………………4
第貳章 文獻探討與回顧 ………………………………………………5
第一節 文獻與理論 …………………………………………………5
第二節 本文努力之方向……………………………………………18
第参章 研究方法 …………………………………………………20
第一節 研究架構 ………………………………………………20
第二節 研究假說 …………………………………………………22
第三節 變數之操作性定義與衡量…………………………………23
第四節 問卷資料分析方法…………………………………………27
第五節 研究方法及實證結果分析…………………………………30
第肆章 結論與建議 ………………………………………………48
第一節 研究結論與建議……………………………………………48
第二節 研究貢獻……………………………………………………52
第三節 本文之實務心得……………………………………………53
參考文獻…………………………………………………………………56
一、中文文獻……………………………………………………………56
二、英文文獻……………………………………………………………58
附錄 ………………………………………………………………62

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