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研究生:蘇莞筑
研究生(外文):Wan-chu Su
論文名稱:科技精品之構面探索性研究
論文名稱(外文):An Exploratory Study on the dimensions of Luxury High Tech Products
指導教授:郭庭魁郭庭魁引用關係
指導教授(外文):T.K. Kuo
口試委員:郭庭魁
口試日期:2012-07-16
學位類別:碩士
校院名稱:國立臺灣科技大學
系所名稱:科技管理所
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:64
中文關鍵詞:精品科技產品科技精品探索性因素分析
外文關鍵詞:LuxuryHigh tech productExploratory factors analysisPerceptions
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近年來,人們消費習慣逐漸改變,開始追求產品附加價值所帶來的快樂,而精品正是情感價值大於功能價值的最佳代表。邁入成熟期的科技產品,從追求技術的卓越,漸漸重視技術之外的價值,於是,科技精品的概念逐漸發酵。本研究透過相關文獻蒐集,並針對一般大眾發放科技精品量表,透過探索性因素分析探討消費者對科技精品的知覺價值,了解消費者對於科技精品與一般精品的認知是否有所不同,希望未來可以提供學術界與產業界做為參考。研究結果顯示科技精品知覺價值分為五個構面,分別為:1.知覺享樂性 2.知覺炫耀性 3.延伸自我 4.外觀價值 5.服務品質。其中,「外觀價值」與「服務品質」為本研究探索科技精品構面之新發現,屬科技性質構面;而「知覺享樂性」、「知覺炫耀性」與「延伸自我」三個構面,則屬精品性質構面。有鑑於此,本研究針對科技精品提出以下建議:
一、 科技性質構面:「外觀價值」表示科技精品的消費者更注重產品外觀設計所訴說之價值,產品設計與品牌風格是讓消費者感受該科技品牌價值的方式之一。「服務品質」顯示品牌的技術性與品質為科技精品消費者考量的指標,科技精品的高價格一部分是因為其獨家技術與卓越品質,因此良好的售後服務更能讓消費者感受其價值,並以擁有該產品感到驕傲。
二、 精品性質構面:消費者在購買科技精品時,與購買一般精品希望得到的自我價值滿足相同。因此科技精品應將品牌形象塑造為一個大眾認定有價值的品牌,維持合理卻不那麼平易近人的高價格,塑造夢想,讓人有慾望想努力擁有,並能凸顯身份或是展現個人品味的外在滿足,以及因購買而得到自我滿足愉悅的內在滿足。
In recent years, people’s consumption habits have changed gently. People have started to seek the happiness from added value of the goods. The luxury goods are the best deputation that the emotional value of products is more important than the functional value. Nowadays, the consumers of high tech products have required not only technical excellence but other value. Therefore, the concept of「luxury high tech products」 appeared. This study gathers relative papers and launches luxury high tech products questionnaires. By using exploratory factors analysis to find out what perceptions that luxury high tech goods have. The result in this study shows the luxury high tech products has five perceptions, they are 1.Perceived conspicuousness. 2. Perceived extended self. 3. Perceived hedonism. 4. Appearance value. 5. Service and Quality.
The dimensions 「appearance value 」and 「service and quality」, which are subordinate to high tech dimension, are the contribution of this study. The dimensions 「perceived conspicuousness」, 「perceived hedonism」and 「perceived extended self」 are classified into luxury dimension. According to this result, this study has two suggestions to luxury high tech products.
1. High tech dimension: Customers focus more on product design than before. The product design and brand styling make high tech products more valuable. Also the customers care more about services they got in purchasing processes and maintenance guarantee.
2. Luxury dimension: It means that customers buy luxury high tech products want to have the same satisfaction as buying traditional luxury products. So the luxury high tech products should maintain brand well and establish outstanding impression.
中文摘要 i
Abstract ii
謝誌 iii
目錄 v
表目錄 vii
圖目錄 viii
第壹章 緒論 1
第一節 研究背景 1
第二節 研究動機與目的 2
第貳章 文獻回顧與探討 4
第一節 精品產業 4
第二節 科技產品 19
第三節 結論 23
第叁章 研究方法 24
第一節 研究架構與流程 24
第二節 研究對象與抽樣方式 28
第三節 研究工具 28
第四節 研究調查實施 34
第五節 資料處理與分析 35
第肆章 分析與討論 37
第一節 科技精品之構面探索性研究樣本人口分析 37
第二節 項目分析 40
第三節 科技精品之構面因素分析探討 43
第四節 科技精品構面鑑定分析 50
第伍章 結論與建議 51
第一節 研究結論與貢獻 51
第二節 建議 52
第三節 研究限制與後續研究建議 53
參考文獻 54
附錄一:正式問卷 (實驗組科技品牌dyson ) 60
附錄二:正式問卷 (對照組精品品牌LV ) 64
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二、英文部分
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