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研究生:張淳婷
研究生(外文):Chun-Ting Chang
論文名稱:探討驚喜禮物購買意圖之影響因素:以情侶間送禮為例
論文名稱(外文):Exploring the antecedents of behavioral intention to purchase surprise gifts: An example of gifting between lovers.
指導教授:陳禹辰陳禹辰引用關係
指導教授(外文):Yu-Chen Chen
口試委員:尚榮安洪廣朋
口試委員(外文):Rong-An ShangKuang-Peng Hung
口試日期:2014-06-20
學位類別:碩士
校院名稱:東吳大學
系所名稱:企業管理學系
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:2014
畢業學年度:102
語文別:中文
論文頁數:93
中文關鍵詞:情侶送禮驚喜禮物購買意圖認知相似性認知不確定性
外文關鍵詞:Gifting between Loversthe Intention to Purchase Surprise GiftsPerceived SimilarityPerceived Uncertainty
相關次數:
  • 被引用被引用:7
  • 點閱點閱:641
  • 評分評分:
  • 下載下載:117
  • 收藏至我的研究室書目清單書目收藏:2
贈送禮物已成為社會常態現象,禮品市場的商機龐大,吸引許多廠商加入競逐。然而,業者要在市場中脫穎而出,就必須了解消費者對於禮品選購的影響因素。
過去有關送禮的研究大多關注在收禮者的知覺與反應,並且發現收禮者最珍視事先沒有預期到,卻令其驚喜的禮物。目前送禮者觀點出發的文獻相對有限,且甚少顧及驚喜禮物購買意圖的選購模式。據此,本研究將著重在送者如何判斷收禮者偏好以降低自身認知不確定性的相關因素,嘗試發展一個新的理論模式,希望能重新認識送禮者的決策行為。
本研究根據社會投射理論,將認知相似性視為是對收禮者偏好的理解,並探討此變數與送禮中的不確定性,及驚喜禮物購買意圖間的關係。另外,在對於收禮者的偏好理解活動中,納入情人間的戀愛關係、送禮者知覺收禮者對其自我揭露程度、以及共同購物的經驗。最後,則以個人因素中,送禮者認知送禮是件享樂、或責任,來做為認知不確定性與意圖之間的干擾。
經問卷調查蒐集411個樣本。本研究以SmartPLS分析資料的結果顯示:戀愛階段、知覺收禮者的自我揭露、共同購物經驗分別對於認知相似性有顯著影響;認知不確定性對認知相似性與驚喜禮物購買意圖間的關係存在部分中介效果;而享樂則會增強認知不確定性與驚喜禮物購買意圖之間的關係。
Gifting is a normal behavior in modern society. The gift industry offers more business opportunities, and attracts lots of enterprises to join in. In order to stand out from the gift industry, these manufacturers and retailers need to understand the factors that will influence gift selection and purchase processes.

In the past, most of gifting researches focused on the recipients’ perception or reaction, and found that the recipients take the surprise gift seriously. The extant gifting researches are limited in the explanation of giver’s point and the intention to purchase surprise gifts. For the reasons given above, this study focus on how the givers judge the recipients’ preference and decrease their perception of uncertainty. Our research attempt to develop a new theoretical models to understand the givers’ decision-making behavior.

Our study sees perceived similarity as the understanding of recipients’ preference on the basis of social projection theory. We discuss the relation among perceived similarity and perceived uncertainty, and the intention to purchase surprise gifts. Moreover, in the process of understanding the recipients’ preference, we include the variable of the level of closeness and intimacy, the givers’ perception of recipients’ self-disclosure, and the joint consumption. We also use the givers’ perception that purchasing gift is pleasure or obligation to be the mediating role between perceived uncertainty and purchase intention.

After collecting 411 samples and analyzing by Smart PLS, the result shows that the level of closeness and intimacy, self-disclosure and joint consumption have positive effects to perceived similarity. Perceived uncertainty has partial mediating effect on perceived similarity and the intention to purchase surprise gifts. And pleasure will increase the relation between perceived uncertainty and the intention to purchase surprise gifts.

目錄
第一章 緒論  1
1.1 研究背景  1
1.2 研究動機與問題  2
1.3 研究目的  4
第二章 文獻探討  5
2.1 禮物  5
2.2 送禮行為 (gift-giving)  8
2.2.1 送禮行為的特徵與過去研究  10
2.2.2 戀愛關係與送禮行為  13
2.2.3 過去送禮者的決策研究  15
2.3 驚喜禮物的送禮者決策模式  17
2.4 驚喜禮物與送禮情境中的不確定性  20
2.4.1 決策結果與認知偏好不確定性  20
2.4.2 不確定性帶來的享樂效果  22
2.5 偏好與決策:消費者個別與共同決策之差異  24
2.6 送禮者如何判斷收禮者的偏好?  28
2.6.1 社會投射理論:偏好的投射  28
2.6.2 相似吸引理論:認知相似性  29
2.7 情人間偏好資訊的蒐集  31
2.7.1 戀愛關係階段  31
2.7.2 自我揭露  32
2.7.3 共同購物經驗  33
2.8 個人因素:享樂與責任的知覺  35
第三章 研究方法  36
3.1 研究架構與假說  36
3.2 操作型定義與問卷設計  40
第四章 資料分析與研究結果  52
4.1 樣本資料分析  52
4.2 信度分析  56
4.3 效度分析  56
4.3.1 探索性因素分析  56
4.3.2 收斂效度與區別效度  60
4.4 假說驗證  63
第五章 研究結論與建議  65
5.1 研究結論  65
5.2 學術與管理意涵  68
5.3 研究限制與未來研究建議  69
附錄  70
附錄1. 試測問卷  70
附錄2. 試測樣本建議  72
附錄3. 前測問卷  74
附錄4. 正式問卷  76
附錄5. 正式問卷第一次EFA分析  81
參考文獻  83
1. 中文部份  83
2. 英文部份  84

圖目錄
圖 1 消費者行為模式  12
圖 2 對偶模式圖  25
圖 3 研究架構圖  36
圖 4 假說檢定結果圖  64

表目錄
表 1 變數定義表  40
表 2 共同購物變數量表設計  41
表 3 認知不確定性變數量表設計-1  42
表 4 認知不確定性變數量表設計-2  43
表 5 認知不確定性變數量表設計彙整  44
表 6 試測問卷修改  46
表 7 前測問卷量表之構面信度  48
表 8 前測KMO與Bartlett結果  49
表 9 前測探索性因素分析結果  49
表 10 樣本結構  54
表 11 正式問卷量表之構面信度  56
表 12 PU變數共線性檢查結果  57
表 13 正式問卷KMO與Bartlett結果  57
表 14 正式問卷最終EFA分析  59
表 15 調整後正式問卷量表之構面信度  60
表 16  PLS 模型的構面因素負荷及權重分析  61
表 17 構面之AVE平方根與構面相關係數  62
表 18 架構模型與假說檢定結果  66

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