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研究生:柯智騰
研究生(外文):Ke, Zhi Teng
論文名稱:卡通贈品屬性對知覺價值及購買意願之探討 -以便利超商集點贈品為例
論文名稱(外文):A Study of Cartoon Gift Attributes on Perceived Value and Purchase Intention:Take Collecting Points by Gift of Convenience Store Chains as an Example
指導教授:陳世良陳世良引用關係
指導教授(外文):Chen, Shieh Liang
口試委員:陳世良王智弘林呈昱
口試委員(外文):Chen, Shieh LiangWang, Chih HungLin, Chen Yu
口試日期:2014-07-10
學位類別:碩士
校院名稱:亞洲大學
系所名稱:經營管理學系
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:78
中文關鍵詞:實用性娛樂性收藏性知覺價值
外文關鍵詞:UtilitarianHedonicCollectablePerceived value
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近幾年來臺灣便利超商為了提高銷售,紛紛舉辦各種促銷活動,其中利用滿額集點送贈品的方式,來刺激顧客消費,如今已成為連鎖便利超商常見的促銷手法。因此,本研究目的試圖從消費者的觀點出發,希望了解卡通贈品屬性(實用性、娛樂性、收藏性),是如何透過知覺價值中的四個構面(功能價值、新奇價值、情感價值、社會價值),進而影響到消費者最終之購買意願。本研究彙整變數之相關文獻並做關聯性探討,針對台灣中部地區的超商消費者,以紙本問卷方式,共回收246份有效問卷,並以結構方程模式(SEM)等統計方法進行數據分析。研究結果顯示:
1.實用性對功能價值具有顯著正向影響。
2.娛樂性對新奇價值具有顯著正向影響。
3.收藏性對情感價值及社會價值具有顯著正向影響。
4.知覺價值中的新奇價值、情感價值及社會價值對購買意願具有顯著正向影響。

In recent years, Taiwan's convenience stores in order to improve sales, to hold different types of sales promotions. Today has become a common marketing practices of convenience store chains, in order to stimulate consumer spending that the way to use collecting points from purchase of a target amount to redeem gift. Therefore, the purpose of the present study attempts to depart from the consumer's point of view, and want to know the cartoon gift attributes (utilitarian, hedonic, collectable ), that how does the perceived value through the four dimensions (functional value, epistemic value, emotional value, social value), thereby affecting the consumers's purchase intention. This study compiled variables of the relevant literature and make a discussion, and for consumers from convenience stores in central Taiwan. With paper questionnaires, 246 valid questionnaires were collected, that use SEM and other statistical methods to conduct data analysis. The results showed:
(1) The utilitarian has a significant positive impact on the functional value.
(2) The hedonic has a significant positive impact on the epistemic value.
(3) The collectable has a significant positive impact on the emotional value and social value.
(4) The perceived value dimensions of the epistemic value, emotional value and social value has a significant positive impact on the purchase intention.

謝誌…......................................I
中文摘要...................................II
英文摘要..................................III
目錄.......................................V
表目次....................................VII
圖目次...................................VIII
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
第三節 研究流程...............................4
第二章 文獻探討...............................5
第一節 贈品促銷...............................5
第二節 卡通贈品..............................10
第三節 產品屬性..............................15
第四節 實用性與娛樂性.........................23
第五節 收藏性…...............................25
第六節 知覺價值...............................32
第七節 購買意願...............................36
第三章 研究方法...............................39
第一節 研究架構...........................39
第二節 研究假設...........................40
第三節 變數操作型定義與衡量問項..............42
第四節 資料蒐集與抽樣方法...................45
第五節 資料分析方法........................46
第四章 實證分析與結果..........................48
第一節 研究樣本結構分析.........................48
第二節 信度分析...........................49
第三節 效度分析...........................51
第四節 結構方程模式分析.....................54
第五章 結論與建議..............................59
第一節 研究結論................................59
第二節 管理意涵............................61
第三節 研究限制............................61
第四節 建議及後續研究方向....................62
參考文獻......................................63
附錄:問卷....................................76
表2-1 卡通代言人相關研究........................13
表2-2 產品屬性分類彙整..........................22
表2-3 知覺價值的衡量彙整........................35
表3-1 實用性操作型定義與衡量問項..................42
表3-2 娛樂性操作型定義與衡量問項..................43
表3-3 收藏性操作型定義與衡量問項..................43
表3-4 知覺價值操作型定義與衡量問項................44
表3-5 購買意願操作型定義與衡量題項................45
表3-6 問卷發放回收數量統計表.....................45
表3-7 問卷調查選項計分標準......................46
表4-1 樣本結構分析表...........................48
表4-2 整體結構模式之測量模式分析..................53
表4-3 各構面之平均變異抽取量及相關係數平方表........54
表4-4 整體模式配適度指標........................55
表4-5 衡量模式配適指標結果......................55
表4-6 理論結構模式與假設驗證....................58
圖1-1 研究流程圖...............................4
圖2-1 產品屬性之構面...........................19
圖2-2 消費者決策模式...........................37
圖3-1 研究架構................................39
圖4-1本研究結構方程模式路徑圖....................56

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