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研究生:莊豐任
論文名稱:體驗型產品和物質型產品對消費者快樂程度之影響
論文名稱(外文):The Effects of Purchasing Experience Products and Material Products on Consumers’ Happiness.
指導教授:凌儀玲凌儀玲引用關係
學位類別:碩士
校院名稱:國立嘉義大學
系所名稱:行銷與運籌學系研究所
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
畢業學年度:102
語文別:中文
中文關鍵詞:快樂物質主義時間聚焦享樂跑步機
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當消費者購買產品時均希望從中獲得快樂和滿足。然而快樂為抽象的概念,定義因人而異,也因個人的偏好與價值觀不同,也造成對產品的選擇結果大不相同。且快樂會隨著時間推移而漸漸減少,此乃享樂跑步機的機制,使人漸漸適應。因此,本研究目的為探討影響購買物質型產品和體驗型產品所得之快樂在程度上的差異,以及何者較能抵抗適應?並加入兩個干擾因素:時間聚焦以及物質主義,藉以分析是否會對「快樂」產生干擾效果。
本研究以實驗室實驗法進行三個實驗。首先以問卷調查法進行前測,區分體驗型產品和物質型產品的差別。實驗一探討購買體驗型產品的快樂程度是否大於購買物質型產品,以及享樂跑步機機制兩者所獲得的快樂程度之影響。實驗二探討物質主義對購買物質型產品和體驗型產品所獲得快樂之干擾影響。實驗三則分析時間聚焦對購買物質型產品和體驗型產品所獲得快樂之干擾影響。
研究結果發現,購買體驗型產品所獲得的快樂確實大於購買物質型產品,且享樂跑步機的機制使購買前者所獲得的快樂程度下降的速度小於後者。時間聚焦對於購買物質型和體驗型產品所獲得的快樂沒有產生干擾效果;物質主義傾向則有產生干擾效果。上述研究發現將有助於企業決定其產品特性,進而增加收益。

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
第二章 文獻探討 4
第一節 消費與快樂 4
第二節 物質主義 9
第三節 時間聚焦 13
第三章 研究方法 17
第一節 研究架構 17
第二節 變數之操作型定義 18
第四章 研究結果 26
第五章 結論與建議 44
第一節 研究發現 44
第二節 實務意涵 46
第三節 研究限制及未來建議 47
參考文獻 49
第一節 一、英文部分 49
第二節 二、中文部分 52
附錄 53

參考文獻
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中文部分
文崇一 (民82)。 道德與富貴:中國人的價值衝突。 中國人的價值觀:社會科學觀點,247-272。
江昱仁、蔡進發、沈易儒、張翔 (民97)。 激流泛舟遊客刺激尋求、休閒效益與幸福感之研究-以荖濃溪為例。 生物與休閒事業研究, 6(2), 33-56。
林耀南與徐達光 (民97)。 物質主義知本土性概念之初探。 商管科技季刊,9, 1-29。
林耀南 (民101)。 台灣物質主義測量暨信效度評估。 測驗學刊, 59(1), 103-129。
張威龍 (民88)。 青少年家庭溝通型態對物質主義和強迫性購買之影響研究. 管理評論,18(2),87-117。
張威龍 (民93)。 台灣區大專學生虛榮特性,物質主義及價格知覺關係之研究。管理學報, 21(5),629-651。
黃佑安、陳有川、程永佳、曾淑婉 (民95)。 物質主義、金錢態度、虛榮特性、消費者我族主義與產品購買意願關係之研究:以學生與家長為例。
劉翠溶(民82)。中國人的財富觀念。載於楊國樞(編),中國人的價值觀:社會科學觀點,219-246。

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