(3.238.235.155) 您好!臺灣時間:2021/05/16 17:41
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果

詳目顯示:::

我願授權國圖
: 
twitterline
研究生:陳瑋嘉
研究生(外文):Wei-Jia Chen
論文名稱:以類神經網路探討影響台灣年輕族群運動商品購買意願之因素研究
論文名稱(外文):The Study of Neural Network Model to Analyze Factors of Purchase Intentions for Sport Products among Taiwanese youth
指導教授:徐怡徐怡引用關係
學位類別:碩士
校院名稱:國立虎尾科技大學
系所名稱:經營管理研究所
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:105
中文關鍵詞:運動商品購買意願國家文化來源國形象品牌形象知覺品質知覺價值贊助
外文關鍵詞:Sport ProductsPurchase intentionNational CultureImpacts of countryBrand imageperceived qualityPerceived valueSponsorship
相關次數:
  • 被引用被引用:1
  • 點閱點閱:423
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:0
本研究目的是以探討影響台灣年輕族群消費者運動商品購買意願之因素,並以國家文化、來源國形象、品牌形象、知覺品質、知覺價值、贊助等特質分析是否影響運動商品之購買意願。並透過發放問卷方式進行調查,問卷題目總計87題,共計發放300份問卷,實際回收271份,扣除無效問卷總計為240份,有效回收率為89%。本研究利用類神經網路模型中的多層感知模型 (Multi-Layer Perceptron, MLP) 作為本研究架構之模型及方法。根據研究結果發現,其十四項自變數與運動商品購買意願這應變數皆有顯著影響。其中國家文化中的權力距離、集體主義、避免不確定性、長期導向、與來源國形象對於運動商品購買意願呈現負向影響。而國家文化中的男性主義、品牌形象中功能性、象徵性、經驗性、知覺品質的產品績效、服務性、聲望、知覺價值及贊助呈現正向影響,最後則提出本研究之貢獻與限制。

This study aims at investigating the purchase intentions of Taiwan young people for sport products by taking advantages of such factors as culture, impacts of country, brand image, perceived quality, perceived value and sponsorship. A survey questionnaire consisting of 87 questions was conducted among a sample of 300 respondents. From the total of 271 replied answers, only 240 answers (accounting for 89%) were valid to be used for the analysis stage. The study utilized the Multi-Layer Perceptron (MLP) model to evaluate the impacts of above factors on the purchase intentions of customers for sport products. The results show that 14 independent variables have significant influence on the customer’s purchase intention for sport products. Five sub-factors of national culture including power distance, collectivism, long-term orientation, and uncertainty avoidance, and the impact of country have negative impacts on the purchase intention for sport products of Taiwanese young people. In the mean time, the sponsorship, masculinity under national culture factor, brand image including functionality, experiential and symbolic, perceived quality including performance, serviceability, and prestige show positive impacts on the dependent variable. Finally, this study provided remarkable contributions and some remained limitations.

摘要 -----i
Abstract-----ii
致謝-----iii
表目錄-----vii
圖目錄-----viii
第一章 緒論-----1
1.1 研究背景與動機-----1
1.2 研究目的-----4
1.3 研究流程-----5
第二章 文獻探討與研究假說-----7
2.1 運動商品之相關文獻-----7
2.2.1 消費者行為模式-----9
2.3 運動商品購買意願投入之因素-----13
2.4 國家文化之相關文獻-----13
2.4.1 權力距離-----14
2.4.2 集體主義-----15
2.4.3 避免不確定性-----16
2.4.4 男性主義-----17
2.4.5 長期導向-----18
2.5 來源國形象之相關文獻-----19
2.6 品牌形象之相關文獻-----20
2.6.1 功能性-----29
2.6.2 象徵性-----29
2.6.3 經驗性-----30
2.7 知覺品質之相關文獻-----30
2.7.1 產品績效-----39
2.7.2 服務性-----39
2.7.3 聲望-----39
2.8 知覺價值之相關文獻-----40
2.8.1 交易效用理論 (Transaction Utility Theory)-----41
2.9 贊助之相關文獻-----43
2.9.1 運動贊助-----44
2.10 研究假說彙整-----45
第三章 研究設計與方法-----46
3.1 研究架構-----46
3.2 研究對象與調查-----48
3.3 研究設計-----49
3.3.1 問卷設計-----49
3.4 研究工具-----53
3.4.1 類神經網路簡介-----53
3.4.2 多層感知模型-----57
第四章 實證結果與分析-----61
4.1 類神經之多層感知模型分析-----61
4.2 類神經網路之相關性分析-----62
4.2.1 國家文化與運動商品購買意願相關性分析-----62
4.2.2 來源國形象與運動商品購買意願相關性分析-----68
4.2.3 品牌形象與運動商品購買意願相關性分析-----69
4.2.4 知覺品質與運動商品購買意願之相關性分析-----72
4.2.5 知覺價質與運動商品購買意願之相關性分析-----75
4.2.6 運動贊助與運動商品購買意願之相關性分析-----76
第五章 結論與建議-----77
5.1 研究結果與分析-----78
5.1.1 國家文化對運動商品購買意願之影響-----78
5.1.2 品牌形象對運動商品購買意願之影響-----80
5.1.3 知覺價值、知覺品質、運動贊助對運動商品購買意願之影響-----80
5.2 研究建議-----81
5.3 未來研究建議-----82
參考文獻-----83
附錄一、問卷內容-----94
Extended Abstract-----100
Chapter 1 Introduction-----101
Chapter 2 Research Design-----101
Chapter 3 Results-----102
Chapter 4 Conclusions-----104
簡歷-----105


[1] Maheswaran, D and Shavitt S., 2000, “Issues and New Directions in Cultural Psychology,” Journal of Consumer Psychology, 9 (2), pp.54-69.
[2] Grewal, D., Krishnan, R. and Monroe, K.B., 1998, “The Effects of Price-comparison Advertising on Buyers, ” Perceptions of Acquisition Value, Transaction Value, and Behavioral Intentions”, Journal of Marketing, Vol.62, 1998, pp.46-59.
[3] Monroe, K. B., and Krishnan, R., 1985, “The effect of price on subjective product,”evaluations. In Jacoby, J., & Olson, J. (Eds.), “The Perception of Merchandise and Store Quality”. Lexington, MA: Lexington Books, pp209-232.
[4] 解名禮,1992,“個人特質與消費者對不同品牌來源國與製造地產品態度之關係”,國立政治大學企業管理研究碩士論文。
[5] Mullin, B. J., Hardy, S., and Sutton, W. A., 1993, Sport Marketing. Illinois: Human Kinetics.
[6] Kotler, P. and Armstrong, G., 1997 Principles of marketing, 7th ed.”, Prentice Hall, New Jersey.
[7] 余朝權,1991,現代行銷管理,五南出版社,台北市。
[8] 鄭志富,2000,運動行銷學,華泰文化,台北。
[9] Dodds, W. B., K. B. Monroe, and D. Grewal., 1991, “Effects of Price, Brand,and Store Information on Buyers'' Product Evaluations,” Journal of Marketing Research, Vol.28, pp.307-319.
[10] Zeithaml, V. A., 1988, “Consumer Perception of Price, Quality and Value: A Means-End Model and Synthesis of Evidence”, Journal of Marketing, Vol.52, July 1988, pp.2-22.
[11] Grewal, Dhruv, R. Krishnan, Julie Baker, and Norm Borin., 1998, “The Effect of Store Name, Brand Name and Price Discounts on Consumers,”Evaluations and Purchase Intentions. Journal of Retailing, Vol.74, pp.331-352.
[12] Engel, J. F., R.D. Blackwell and P.W. Miniard., 1990, Consumer Behavior. The Dryden Press.
[13] Engel, J.F., R.D. Blackwell and P.W. Miniard., 1984, Consumer Behavior, 6th Ed.
[14] Howard J. and J.N. Sheth., 1969, the Theory of Buyer Behavior. Wiley.
[15] Howard, J.A., 1989, Consumer Behavior in Marketing Strategy. Prentice-Hall, Englewood Cliffs, NY.
[16] Fishbein M. and I. Ajzen, 1975, Belief, Attitude, Intention, and Behavior:An Introduction to Theory and Research, Reading, Mass:Addison-Wesley.
[17] Hofstede, G., 1990, “Measuring organization cultures: A qualitative and quantitative study across twenty cases”, Administrative Science Quarterly, 35(2), pp.286-316.
[18] Clark, T., 1990, “International marketing and national character: A culture-free dimensions of culture”, Journal of Cross-Cultural.
[19] Hofstede, G.and Bond, M. H., 1988, “The Confucius connection: From cultural roots to economic growth”, Organizational Dynamics, 16(4), pp.4-21.
[20] Hofsted, G., 1983, “National Cultures in Four Dimensions:A Research-Based Theory of Cultural Differences Among Nations”, International Studies of Management & Organization, pp.46-75.


[21] Hofstede, G., 2001, “Culture''s consequences: Comparing values, behaviors, institutions, and organizations across nations (2nd ed.)”, Thousand Oaks, CA: Sage.
[22] Aberle, D. F., Cohen, A. K., Davis, A. K., Levy, M. J., 1950, “The Functional Prerequisites of a Society”.
[23] Schwartz, S. H., 1994, “Beyond Individualism/Collectivism: New Cultural Dimensions of Values”, In U. Kim, H. C. Triandis, C. Kagitcibasi, S. Choi, and G. Yoon, Individualism and Collectivism: Theory, Method, and Applications, pp.85-119, Thousand Oaks: Sage.
[24] Hofstede, G., 1984, “Culture''s Consequences”: International Differences in Work-Related Values, Newbury Park, CA: Sage.
[25] Hofstede, G., 1993, “Cultural constraints in management theories”, Academy of Management Executive, Vol.7, pp.81-94.
[26] Thai, S. H., and Chan, R. Y., 2001, “Cross-cultural Studies on the Information Content of Service Advertising”, The Journal of Services Marketing, 15(7), pp. 547-564.
[27] Soares, A. M., Farhangmehr, M., and Shoham, A., 2007, “Hofstede’s Dimensions of Culture in International Marketing Studies”, Journal of Business Research, 60, 2007, pp.277-284.
[28] Tellis G J, Stremersch S, Yin E., 2003, “The international takeoff of new products,”The role of economics, culture, and country innovativeness, Mark. Science, 22(2), pp. 188-208.
[29] Bilkey, Warren J. and E. Nes., 1982, “Country-of-origin effects on product evaluations”, Journal of International Business Studies, Vol.13 (Spring/Summer), 1982, pp.89-99.
[30] Hooley, Graham J. and Shipley, David. 1988, “A method for modelling consumer perceptions of country of origin”, International Marketing Review, pp.67-75.
[31] Watson Dunn, S., 1976, “Effect of national identity on multinational promotional strategy in Europe”, Journal of Marketing, No.4, Oct pp.50-57.
[32] Kleppe, Ingeborg Astrid, Iversen, Nina M. and Stensaker, Inger, G., 2002, “Country images in marketing strategies: Conceptual issues and an empirical Asian illustration”, Journal of Brand Management, 10(1), pp.61-74.
[33] Farquhar, Peter H., 1989, “Managing Brand Equity”, Marketing Research, 1, September, pp.24-33.
[34] Richardson, P.S., Alan S. D. and Jain, A. K., 1994, “Extrinsic and Intrinsic Cue Effects on Perceptions of Store Brand Quality”. Journal of Marketing Research, 58, pp.28-36.
[35] Aaker, D. A., 1996, Building Strong Brand, New York, NY:The Free Press.
[36] Park, C. W., Jaworski, B. J., and Maclnnis, D. J.,1986, “Strategic brand concept-image management”, Journal of Marketing, 50 , pp.135-145.
[37] Park, C. W., Jaworski, B. J., and Macinnis, D. J., 1986, “Strategic Brand Concept-Image Management ” ,Journal of Marketing, 50, pp.62-78
[38] Dobni, D. amd Zinkhan, G.M., 1990, “In Search Of Brand Image: A Foundation Analysis,” Advances in Consumer Research, pp.110-119.
[39] Aaker, D. A. 1991. Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: The Free Press.
[40] Keller, K.L., 1993, “Conceptualizing measuring, and managing customer based brand equity,” Journal of Marketing, Vol.57, pp.1-22.
[41] Keegan, Warren, Moriarty, Sandra and Duncan.,1995, Marketing. Prentice Hall: Englewood Cliffs.

[42] Aaker, D. A., 1996, “Measuring Brand Equity across Products and Markets,” California Management Review,Vol.38 (3), pp.102-120.
[43] Biel, Alexander L., 1992, “How Brand Image Drives Brand Equity” Journal of Advertising Research, Vol.32 (6), pp.6-12.
[44] Kirmani, A. and Zeithaml, V., 1993, “Advertising, perceived quality and brand image,” In Aaker, D. A. and Biel, A. (Eds), Brand equity and advertising, Hillsdale, NJ: Lawrence Erlbaum Associates, pp.143-161.
[45] Peter, J.P. & Olson, J.C., 1993, Consumer behavior and Marketing strategy 3rd ed., Chicago: American Marketing Association.
[46] Kotler, P., 2000, Marketing Management: Analysis, Planning, Implementation and Control, 10th Ed. NJ: Prentice Hall.
[47] Randall, G., 1997, A Practical Guide to Branding, New York: The Free Press.
[48] 萬承岳,2006,“價格折扣與品牌形象對消費者知覺品質、知覺價值及購買意願的影響-以筆記型電腦為例”,銘傳大學國際企業學系碩士論文。
[49] 陳建翰,2003,“產品涉入程度、品牌形象、品牌權益與顧客回應間之關係探討”,國立東華大學企業管理學系碩士論文。
[50] 陳振燧,2000,產品概念策略、品牌命名策略與來源國效果影響品牌權益建立之研究,管理評論.,第十九卷,第二期,5月,頁35-56。
[51] Steenkamp, J. E. M., 1990, “Conceptual Model of the Quality Perception Process”, Journal of Business Research, Vol. 21 No. 4, pp.309-333.
[52] Holbrook, M.B. and K.P. Corfman., 1983, “Quality and Other Types of Value in the Consumption Experience: Paedrus Rides Again”, Columbia University, N.Y.
[53] Raghubir, P., 1998, “Coupon Value: A Signal for Price?” Journal of Marketing Research, 35, pp.316-324.
[54] Holbrook, M.B. and Corfman, K.P., 1985, “Quality and Value in the Consumption Experience: Phaedrus Rides Again.” In Perceived Quality: How Consumers View and Merchandise. Lexington Books.Jacoby, J. and Olson, J. ed., Lexington, MA, pp.31-57.
[55] Garvin, David A., 1983, “Quality on the line, Harvard Business Review,” September-October, pp.64.
[56] Young, S. and Feigin, B., 1975, “Using the Benefit Chain for Improved Strategy Formulation,” Journal of Marketing, 39, pp.72-74.
[57] Olson, J. C. and T. J. Reynolds., 1983, Understanding Consumers Cognitive Structures: Implications for Advertising Strategy. Advertising and Consumer Psychology, L. Percy and A. Woodside, eds. Lexington, MA: Lexington Books.
[58] Myers, J. H. and A. D. Shocker., 1981, “The Nature of Product-Related Attributes,” Research in Marketing, Vol.5, Greenwich, CT:JAI Press, Inc., pp.211-236.
[59] Olshavsky, R.W., 1985, “Perceived quality in consumer decision making: an Integrated theoretical perspective,” In Perceived Quality, Jacoby, J. and Olson, J Ed. Lexington, MA: Lexington Books.
[60] Lutz, R., 1986, “Quality Is as Quality Does:An Attitudinal Perspective on Consumer Quality Judgements,” Marketing Science Institute. Presentation to the Marketing Science Institute Trustees, Meeting, Cambridge, MA.
[61] Olson, Jerry C. and J. Jacoby., 1972, “ Cue Utilization in the Quality Perception Process,” In Proceeding of the Third Annual Conference of the Association For Consumer Research Association for Consumer Research, pp.167-179.


[62] Bonner, P.G. and Nelson, R., 1985, Product Attributes and Perceived Quality: Foods. In: Jacoby, J. and Olson, J. C., ed., Percieved Quality, Lexington Books.
[63] Valarie A. Zeithaml., 1988, “Consumer Perception of Price, Quality and Value: A Means-End Model and Synthesis of Evidence,” Journal of Marketing, Vol. 52, No. 3, p.7.
[64] Brucks, Merrie and Zeithaml, Valaries A., 1991, “Price and brand name as indicators of quality dimensions” Working Paper of Marketing Science Institute, Report Number., pp.91-130.
[65] Garvin, David A., 1984, “What Does Product Quality Really Mean,” Sloan Management Review, fall, pp.25-43.
[66] Thaler, R., 1985, “Mental Accounting and Consumer Choice”, Marketing Science, Vol.4, summer, pp.199-214.
[67] Bearden, W. O. and Lichtenstein D. R., 1989, “Contextual Influences on Merchant-Supplied Reference Prices”, Journal of Consumer Research, Vol.16, pp.55-66.
[68] 謝千之,2000,“產品資訊情境、參考價格與知覺品質對消費者購買行為之影響”,東吳大學企業管理學系碩士論文。
[69] Chapman, J. D. and Monroe, K. B .,1987, “Framing Effects on Buyers Subjective Product Evaluations”, Advances in Consumer Research , Melanie Wallendorf and Paul Anderson, “Association for Consumer Research”, Advances in Consumer Research, Vol.14, pp.193-197.
[70] Urbany, Joel E., Willian O. Bearden.,1989, “Reference Prices Effects on Perceptions of Perceived Offer Value, Normal Prices, and Transaction Utility”, in Enhancing Knowledge Development in Marketing, Paul Bloom et al., eds. Chicago: American Marketing Association, pp.45-49.

[71] Burton, S., Lichtenstein, D. R. and Netemeyer, R. G., 1990, “Distinguishing Coupon Proneness from Value Consciousness,”:An Acquisition-Transaction Utility Theory Perspective,” Journal of Marketing, Vol.54, pp.54-67.
[72] 李秉倫,2001,“折扣深度、產品屬性與促銷情境對品牌評價與購買意願影響之研究”,銘傳大學管理科學系碩士論文。
[73] 王蓉莉,2001,“消費者對組合產品的知覺評估-以產品知識、產品涉入為調節變數”,義守大學管理科學系碩士論文。
[74] Kalwani, M.U. and C.K. Yim., 1992, “Consumer price and promotion expectations: an experimental study,” Journal of Marketing Research, 29, pp.90-100.
[75] Kalyanarum, Gurumurthy and John D. C. Little., 1987, “A Pricing Model Based on Perception Theories and Its Testing on Scanner Panel Data,” working paper, Sloan School of Management, M.I.T., Cambridge, MA.
[76] Mayhew, Glen E. and Russell S. Winer., 1992, “An Empirical Analysis of Internal and External Reference Prices Using Scanner Data,” Journal of Consumer Research, 19 (June), pp.62-70.
[77] Meenaghan, Tony, 1983, “Commercial Sponsorship”, European Journal of Marketing, 17(7), pp.5-73.
[78] Otker, Ton, 1988, “Exploitation: The Key to Sponsorship Success”, European Research, Vol. 16, Iss.2, pp.77-85.
[79] Thomas, Chris and Richard,. 1999, “Advertising second edition,” pp.521-525.
[80] Gratton, Chris and Peter Taylor., 1985, “The Economics of Sport Sponsorship”, National Westminster Bank Quarterly Review, 1985, pp.53-68.

[81] Stotlar, D. K.,2004, “Sponsorship evaluation: Moving from theory to practice”, Sport Marketing Quarterly, 13, pp.61-64
[82] 周振雄,1997, “中華民國大專學校運動會運動贊助之研究”,未出版之碩士論文,國立台灣師範大學體育學系。
[83] Parameswaran, Ravi and A. Yaprak., 1987, “A Cross-National Comparison of Consumer Research Measures,” Journal of International Business Studies, 18, 2, pp.61-73.
[84] Lillis, C. M., Narrayana, C. L., 1974, “Analysis of "Made In" Product Images - An Exploratory Study,” Journal of International Business Studies, Spring, pp.119-127.
[85] Klein, J. G., Ettenson, R., & Morris, M. D., 1998, “The animosity model of foreign product purchase: An empirical test in the People''s Republic of China. ,” Journal of Marketing, 62(1), pp.89-100.
[86] 丁烜鳴,2005,“運動品牌形象與廣告效果對消費者購買行為之影響”,國立臺灣師範大學體育學系在職專班碩士論文。
[87] 沈孝思,2006,“品牌形象、知覺品質、知覺價值、顧客滿意與再購買意願之研究-以 保健食品為例”,國立成功大學高階管理在職專班碩士論文。
[88] 張智鈞,2007,“運動鞋消費者品牌形象對顧客忠誠度影響之研究-線性結 構方程模式之驗證” ,未出版之碩士論文,國立臺北市立教育大學體育研究所。
[89] 周宇貞,1999,“知覺品質與參考價格對消費者知覺價值與購買行為之影響”,東吳大學企業管理學系碩士論文。
[90] 王雲民,2000,“參考價格區間與知覺品質對知覺價值與購買意願之影響”,東吳大學企業管理學系碩士論文。

[91] 楊筑鈞,2003,“產品創新、品牌形象、價格對知覺價值影響之研究”,未出版碩士論文。輔仁大學織品服裝學系。
[92] 葉香麟,2002,“品牌形象、品牌關係與知覺品質關係之研究-以美白化妝品業為例”,銘傳大學管理科學研究所碩士論文。
[93] 戴玉棋,2006,“不同促銷類別對消費者知覺品質和知覺價值的影響”,國立交通大學管理科學系碩士論文。
[94] Geng, L., Burton, R., and Blakemore, C., 2002, “Sport Sponsorship in China: Transition and Evolution,” Sport Marketing Quarterly, 11(1), pp.20-32.
[95] 程紹同,1998,運動贊助策略學,漢文書店,台北市。
[96] 吳商平,2010,“品牌知名度、贊助配適度、贊助形式對運動行銷效果之研究”,東吳大學企業管理學系碩士論文。
[97] 林育賢,2007,“中華職棒大聯盟球迷球隊認同模式之研究-以La new 熊隊為例”,未發表碩士論文,國立臺北市立教育大學體育學系。
[98] 裴婉軒,2009,“消費者對運動商品品牌形象與購買意願模式之研究-線性結構方程模式之驗證”,臺北市教育大學體育學系碩士論文。
[99]Aleksander, I., Morton, H. B., and Myers, C. E., 1990, “ HCI: a cognitive neural net prospects” , Neural Nets in Human-Computer Intern, IEEE colloquium Published, pp.1-4.
[100]葉怡成,2003,類神經網路模式應用與實作,儒林圖書公司出版。
[101]陳緯達,2004,“類神經網路在手寫數字辨識之研究”,國立中央大學通訊工程研究所碩士論文。
[102]陳德,2001,“模糊類神經網路結合進化演算法運用在基頻通道等化器上”,國立中央大學電機工程研究所碩士論文。
[103]謝邦昌、邱志洲,2000,類神經網路分析,曉園出版社。
[104]Rosenblatt, F., 1958, “The Perceptron: A Probabilistic Model for Information Storage and Organization in the Brain”, Psychological Review, Vol. 65, No. 6, pp. 386-408.
[105]Rumelhart, D. E., Hinton, G. E., and Williams, R. J., 1986, “Learning internal representation by error propagation”, in Parallel Distributed processing, Vol.1, pp.318-362, Rumelhart, D. E. and McClelland, J. L., (Eds.), MIT Press, Cambridge, MA.
[106]Spears, R., Postmes, T., Lea, M., and Watt, S.E., 2001, “A SIDE view of social influence,” In J. Forgas and K. Williams (Eds.), “Social influence: Direct and indirect processes,” Philadelphia: Psychology Press, pp.331-350.
[107]Beatty, S. E. and Ferrell, M.E., 1998, Impulse Buying:“Modeling its Precursors,” Journal of Retailing, pp.169-191.
[108]Omart, O. and Kent, A., 2001, “International Airport Influences on Impulsive Shopping,”:Trait and Normative Approach, International Journal of Retail and Distribution Management, pp.266-235.
[109]Hausman, A., 2000, “A Multi-method Investigation of Consumer Motivations in Impulse purchasing Behavior,” Journal of Consumer Marketing, 17 (5).


QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top