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研究生:林庭禾
研究生(外文):Ting-Ho Lin
論文名稱:認知價值、創新特質與創新接受度對於消費者態度的影響-以線上購物平台為例
論文名稱(外文):The Impact of Perceived Value, Innovation Traits and Personal Innovativeness on Consumer Attitude-The Example of Online Shopping
指導教授:邱彥婷邱彥婷引用關係
指導教授(外文):Yen-Ting Chiu
學位類別:碩士
校院名稱:國立高雄第一科技大學
系所名稱:行銷與流通管理研究所
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
論文出版年:2014
畢業學年度:102
語文別:中文
論文頁數:73
中文關鍵詞:消費者態度創新價值藍海策略
外文關鍵詞:Blue Ocean Strategyconsumer attitudesinnovationvalue
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  藍海策略是近年來廣受討論的議題,有助於企業對於發展顧客感興趣的產品或服務。然而,許多研究或討論均是以企業的角度為出發,真正從消費者論點探究的不多,因此,本研究旨在依據消費者的網路購物經驗,尋找其心中真正想要的藍海焦點。
  本研究以問卷作為實證調查工具,實體問卷共發放150份,實際回收有效實體問卷為91份;網路問卷回收111份,實際回收有效網路問卷84份,共計175份,並以SPSS 18.0中文版軟體進行資料分析。結果發現:(1)顧客價值對於消費者態度是有顯著影響的,其中以成本中的品質價值、及嘗鮮價值、情感價值、情境價值為主要影響變數。(2)產品創新對於消費者態度也是有顯著影響的,尤其是產品的相對優勢。(3)創新接受度在顧客價值與產品創新對於消費者態度間的關係沒有干擾效果。
  本研究的結果可提供企業對於創新產品及服務時,可以優先思考的重點方向,以節省成本及明確命中市場為考量。研究最後討論的研究限制與未來方向,則可供學術界及企業界繼續探究。
Blue Ocean Strategy is a widely discussed topic in recent years. It helps the enterprises to develop products or services which their customers are interested in. However, instead of researching on the customers’ view, many studies or discussions focus on the enterprises’. Therefore, this study aims to search for customers’ Blue Ocean focal points by their online shopping experiences, to find what they really want.
This study surveyed by 91 valid responses from 150 paper questionnaires and 84 valid responses from 175 E-questionnaires, and use SPSS 18.0 to analyze the data. The results show that: (1) customer value significantly influences consumers’ attitudes, especially the value of quality cost, early adopters value, emotional value, and situational value. (2) product innovation is also has significant impact on consumers'' attitudes, especially the relative advantages of the product. (3) innovation acceptance on customer value and product innovation on consumer attitudes consumer attitudes do not have interfere correlations does not interfere with the effect of the relationship between consumer attitudes.
The results of this study provide the enterprises a priority consideration on innovation of product and services to save the costs and clearly hit the market. And finally, limitations and future directions of this study provide ideas for academical and industrial further explores.
 
Keywords: Blue Ocean Strategy, value, innovation, consumer attitudes
摘要 …………………………………………………………………………………Ⅰ
Abstract …………………………………………………………………………… Ⅱ
誌謝 …………………………………………………………………………………Ⅲ
目錄 …………………………………………………………………………………Ⅳ
表目錄 ……………………………………………………………………………Ⅵ
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…………………………………………………………………4
 第三節 研究目的與研究問題……………………………………………………6
第貳章 文獻探討………………………………………………………………...7
 第一節 藍海策略…………………………………………………………………7
 第二節 顧客認知價值…………………………………………………………..12
 第三節 產品與服務的創新……………………………………………………..14
 第四節 消費者態度……………………………………………………………..17
 第五節 創新接受度……………………………………………………………..22
 第六節 服務創新案例探討─馬雲與阿里巴巴………………………………..26
第參章 研究方法………………………………………………………………28
 第一節 研究架構…………………………………………………………………28
 第二節 研究假設…………………………………………………………………29
 第三節 研究變數的操作性定義與衡量…………………………………………31
 第四節 問卷設計…………………………………………………………………34
 第五節 抽樣方法與樣本分析……………………………………………………39
 第六節 資料分析方法……………………………………………………………40
第肆章 資料分析………………………………………………………………44
 第一節 樣本描述…………………………………………………………………44
 第二節 信度與效度分析…………………………………………………………48
 第三節 顧客價值,創新,創新接受度與消費者態度間的影響……………….55
 第四節 研究假設實證結果彙整…………………………………………………59
第伍章 結論與建議……………………………………………………………60
 第一節 研究結果…………………………………………………………………60
 第二節 研究限制…………………………………………………………………62
 第三節 後續研究方向與建議……………………………………………………63
參考文獻……………………………………………………………………………64
 中文參考文獻……………………………………………………………………...64
 英文參考文獻……………………………………………………………………...65
附錄…………………………………………………………………………………..71
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