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研究生:陳彥君
研究生(外文):Yen-Chun Chen
論文名稱:智慧型手機價值定位之量表發展
論文名稱(外文):Scales Development:Perceived Value of Smartphone
指導教授:賴明政賴明政引用關係
指導教授(外文):Ming-Cheng Lai
學位類別:碩士
校院名稱:國立臺北商業技術學院
系所名稱:商學研究所
學門:商業及管理學門
學類:一般商業學類
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:83
中文關鍵詞:智慧型手機價值定位量表發展從眾
外文關鍵詞:Scales DevelopmentSmartphonePerceived ValueConformity
相關次數:
  • 被引用被引用:9
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隨著科技的進步,各式各樣的消費電子產品不斷推陳出新,如今已成為人們生活中重要的一部份。如何能有效的了解這類產品在消費者心中的價值定位成為一項重要的課題。故本研究因應現今市場之需求,以智慧型手機為對象,進行價值定位之量表發展,做為後續消費電子產品研究的基礎。另一方面,本研究亦可做為協助管理者擬定行銷策略之依據。
本論文內容共分為五個研究,研究一先藉由深度訪談法來產生所有題項,接著於研究二至研究四以問卷調查及召開專家學者會議方式,將各題項進行篩選、刪減並驗證,以發展出本研究之智慧型手機價值定位量表。最後,本研究之研究五利用此量表再次驗證量表之可行性,並探討消費者對智慧型手機價值定位與從眾行為之間的關聯性。本研究最終發展出一套智慧型手機價值定位量表,其中具五個價值構面與二個成本構面,共計21個題項。並於研究五發現從眾之社會影響確實與消費者知覺智慧型手機價值定位有所關連。

With the proliferation of the Information and Communication Technology, mobile phone and the mobile network are becoming popular. This trend makes mobile application development gradually forward toward the design and development pattern of computers. Thus, with the launch of the smartphone, the way to live has changed and became a new style for consumers.
The purpose of the studies is to construct a Measuring Scale of Perceived Value of Smartphone for the consumers. Exploratory factor analysis (EFA) and Confirmation Factor Analysis (CFA) were employed to analyze the scales. Finally, a revision containing 21 items for measuring perceived value of smartphone. And in study 5 we also found the significant relationship between social influences of conformity and perceived value of smartphone.

摘 要 i
ABSTRACT ii
誌謝 iii
目 錄 iv
表目錄 vi
圖目錄 viii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機與目的 2
第三節 研究流程 3
第二章 文獻探討 5
第一節 知覺價值(Perceived Value) 5
第二節 消費價值模型 8
第三節 知覺價值相關研究 15
第四節 消費者從眾行為 17
第三章 研究設計與研究方法 20
第一節 量表發展與驗證方法 20
第二節 研究對象與樣本蒐集方法 22
第三節 統計方法 22
第四章 研究結果與討論 25
第一節 研究一:訪談─智慧型手機價值定位探索 26
第二節 研究二:專家會議─初步問項發展 27
第三節 研究三:智慧型手機價值定位題項縮節 28
第四節 研究四:確立智慧型手機價值定位 33
第五節 研究五:智慧型手機價值定位與從眾行為 46
第五章 研究結論與建議 61
第一節 研究結論 61
第二節 管理意涵 63
第三節 研究限制 64
第四節 後續研究建議 65
參考文獻 67
附 錄 71
附錄A 研究一之問卷 71
附錄B 研究一之100個智慧型手機價值陳述題項 72
附錄C 研究二之9構面54題項陳述 73
附錄D 研究三之問卷 75
附錄E 研究三之9構面27題項陳述 77
附錄F 研究四之問卷 78
附錄G 研究四之7構面21題項陳述 80
附錄H 研究五之問卷 81

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