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研究生:劉冠吟
研究生(外文):Liu Kuan-Yin
論文名稱:同伴依附程度與互動方式對消費者結伴購物決策行為的影響-比較家人與朋友同行的差異
論文名稱(外文):The Ways of Attachment and Interaction with Shopping Partners on Consuming Behavior-A Comparison between Friend and Family Companions.
指導教授:田祖武田祖武引用關係馬宗洸馬宗洸引用關係
指導教授(外文):Tien Tsu-WuMa Tsung-Kuang
口試委員:譚大純楊東震田祖武馬宗洸
口試委員(外文):Tan Ta-TsunYang Tung-ChenTien Tsu-WuMa Tsung-Kuang
口試日期:2013-06-07
學位類別:碩士
校院名稱:義守大學
系所名稱:管理學院管理碩博士班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2013
畢業學年度:101
語文別:中文
論文頁數:77
中文關鍵詞:同伴依附程度互動方式同伴類型購物行為購物信心順從意願
外文關鍵詞:AttachmentInteractionCompanionPurchasing behaviorsFriends knowCompliance
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本研究主要探消費者與同伴購物時,對同伴的依附程度是否會影響消費者購物決策行為,其中,依附程度包括焦慮依附與逃避依附,而購物決策行為則為購物金額、購物時間、購物信心以及順從意願;其次,同伴間互動方式是否會影響消費者購物金額;此外,同伴類型是否會對同伴依附程度、互動方式與購物行為產生調節作用。
本研究根據文獻探討結果,提出五項研究假說,並採用實驗設計,其中實驗設計分為兩個研究,以驗證實驗假說是否成立,研究對象針對南部某大學同質性高的樣本以驗證前述假說,問卷分為家人與朋友兩組發放。總計發放519份問卷,有效問卷500份,以蒐集各研究變數資料,並檢定實驗變數操弄是否成功。
研究結果發現,焦慮依附之消費者購物時會迎合同伴的建議因而購物金額較高,而且本身較無自信,所以會認為同伴比自身了解產品。逃避依附之消費者自身較有想法,有自信和主觀意識較強,在購物前已經有確切的目標,購物思想上較獨立,因此較不會被同伴影響,但由於與家人的關係較為親密,因此比朋友同伴更能夠影響其消費者。
消費者與同伴間的互動方式之中,同伴之言語鼓勵為較確切且效果最佳的方式,而同伴之購物模仿與肢體碰觸的方法無法判斷是否有影響。

This study investigates whether shoppers’ attachment relationship and interaction with companions influence purchasing decision behavior when shopping with friends. The attachment relationship with companions was measured by two dimensions, anxiety and avoidance, and purchasing decision behavior was measured by shopping cost and time, friends know, and compliance. How ways of interaction with companions affects shopping cost and moderating effect of companion types on the relationship between companion attachment, interaction ways, and purchasing decision behavior were examined as well.
Two experiments were manipulated to test five hypotheses and questionnaires were sent to two sample groups, one for family, another for friends, as shopping companions for each experiment. The analysis of valid testing responses of a sample containing 500 students from a university in southern Taiwan showed interesting results. Shoppers with high anxiety attachment led higher shopping cost because of less self-confidence and a perception that friends know more knowledge about the products. Hence they are easily catering to companions’ suggestions. On the other hand, shoppers with high avoidance attachment were more difficult being influenced by friends owing to explicit ideas and definite targets, strong subjective consciousness, and independent considerations about the products before shopping. However, they usually maintained closer relationship with family rather than friends and could be persuaded about the purchasing decision behavior.
In regard to the interaction between shoppers and their companions, word-of-mouth is a practical and effective way to influence shoppers’ purchasing decision behavior while imitative buying and touch had no significant impact.

第一章 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 研究重要性3
第四節 研究流程4
第二章 文獻探討6
第一節 依附程度對消費行為的影響6
第二節 同伴間互動方式對購物行為的影響 12
第三節 同伴類型的調節效果15
第三章 研究方法18
第一節 研究架構與假說18
第二節 研究變項操作型定義與衡量20
第三節 研究設計22
第四章 研究結果與討論26
第一節 樣本基本資料分析26
第二節 信效度分析31
第三節 假說檢定與驗證38
第五章 結論與建議48
第一節 研究結論48
第二節 研究貢獻48
第三節 研究限制與後續研究建議49

參考文獻
中文部分51
英文部分52

附錄
附錄A 消費者依附問卷59
附錄B 互動方式64
附錄C 情境影片65

表 次
表2–1 非語言行為的功能12
表4–1 有效問卷之樣本資料統計表27
表4–2 基本資料與依附程度之個數、平均數與標準差29
表4–3 各構面之信度分析31
表4–4 焦慮依附之KMO與Bartlett檢定32
表4–5 逃避依附之KMO與Bartlett檢定32
表4–6 購物信心之KMO與Bartlett檢定33
表4–7 順從意願之KMO與Bartlett檢定33
表4–8 焦慮依附量表各題項之因素分析34
表4–9 逃避量表各題項之因素分析35
表4–10 購物信心量表各題項之因素分析36
表4–11 順從意願量表各題項之因素分析36
表4–12 解說總變異量37
表4–13 研究變項的平均數、標準差、變項間之相關係數38
表4–14 依附程度對消費行為之迴歸分析41
表4–15 不同同伴類型的互動方式之消費金額個數、平均數與標準差43
表4–16 不同同伴類型的互動方式之消費金額Two-way ANOVA分析43
表4–17 不同互動方式之多重比較檢定44
表4–18 不同同伴類型對消費者依附與消費者行為迴歸分析之比較表45
表4–19 假說驗證結果整理表46

圖 次
圖1–1 研究流程5
圖3–1 研究架構18


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