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研究生:陳姵儒
研究生(外文):Pei-ju Chen
論文名稱:製造來源國和自我構念對購買意願的影響-朋友與父母為調節變數
論文名稱(外文):The Effect of Country-of-Origin and Self-Construal on Purchase Intention-Friends and Parents as Moderators
指導教授:潘明全潘明全引用關係
指導教授(外文):Ming-chuan, Pan
口試委員:潘明全
口試委員(外文):Ming-chuan, Pan
口試日期:2015-07-03
學位類別:碩士
校院名稱:大同大學
系所名稱:事業經營學系(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:2015
畢業學年度:103
論文頁數:139
中文關鍵詞:父母製造來源國自我構念購買意願朋友
外文關鍵詞:Purchase IntentionFriendsParentsCountry-of-OriginSelf-Construal
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消費者行為的理論及研究屬於行銷學的範疇,而購買意願是行銷學的一個重要概念。如果公司能夠掌握到這個重點,去探討分析消費者的購買意願,將能得知市場未來方向及幫助公司獲利。過去的研究比較沒有把內部訊息和外部訊息同時討論。所謂「內部訊息」主要是購買者的個體;「外部訊息」主要是外在徵兆。如今已經脫離聽從父母的時代,若有了經濟能力便會自己做決策,而周遭朋友的意見我們認為還是有某種程度的影響力。本研究決定以自我構念(內部訊息)及製造來源國(外部訊息)探討購買意願的前因變數,同時加入父母和朋友這兩調節變數去深入探討。
本研究主要是以實驗法蒐集實證資料,其中包含兩次實驗:實驗一為3 (製造來源國:中國大陸、台灣或韓國) x 2 (自我構念:獨立型或相依型) x 2 (朋友:有購買或無購買),共回收337份有效問卷。實驗二為3 (製造來源國:中國大陸、台灣或韓國) x 2 (自我構念:獨立型或相依型) x 2 (父母:有購買或無購買),共回收319份有效問卷。
研究結果顯示製造來源國會影響購買意願、自我構念也會影響購買意願,其中獨立性自我構念消費者的購買意願顯著高於相依性自我構念消費者。此外,實驗一支持朋友調節製造來源國,而部分支持自我構念對購買意願的影響;實驗二也支持父母調節製造來源國,而部分支持自我構念對購買意願的影響。
Currently the consumer behavior theory and research belong to the scope of marketing, a purchase intention is an important concept in marketing science. If the company can grasp the purchase intention of consumer, they will know the future direction of the market and make profit. It is not discuss from internal message and external message in prior research. The so-called "internal message" is primarily individual buyers. "External message" is mainly external signs. It is a break away obeying parent’s generation. If the consumers’ economic capacity is enough, we will make decision by ourselves, but friends’ opinions still have a degree of influence. Therefore, the study decided to adopt self-construal (internal messages) and brand country-of-origin (external messages) as antecedent variables to explore purchase intention and simultaneously add parents and friends as moderators to discuss.
This study adopts two experimental methods to collect empirical data. Experiment 1 adopted a 3 (Country-of-Origin: China, Taiwan or Korea)  2 (Self-Construal: Independent self-construal or Interdependent self-construal)  2 (Friends: Yes or Not), totally 337 valid questionnaires. Experiment 2 adopted a 3 (Country-of-Origin: China, Taiwan or Korea)  2 (Self-Construal: Independent self-construal or Interdependent self-construal)  2 (Parents: Yes or Not), totally 337 valid questionnaires.
The results showed that country-of-origin and self-construal affect purchase intention; comparing to interdependent self-construal consumers, the consumers is higher. Moreover, experiment 1 supported that friends moderates the effect of country-of-origin. And partial supported that self-construal influence on purchase intention. Experiment 2 also supported that parents moderates the effect of country-of-origin. And partial supported that self-construal influence on purchase intention.
摘要 i
誌謝辭 iii
目錄 iv
表目錄 vi
圖目錄 vii
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程 5
第貳章 文獻探討 6
第一節 來源國 6
第二節 自我構念 10
第三節 朋友、父母與自我調整 14
第四節 購買意願 17
第參章 研究方法 19
第一節 研究架構 19
第二節 觀念架構 20
第三節 研究變數定義及衡量問題 21
第四節 研究對象與問卷收集 23
第肆章 研究結果與分析 27
第一節 信度分析 27
第二節 敘述性統計分析 28
第三節 變異數分析 32
第伍章 結論與建議 39
第一節 研究結果 39
第二節 管理意涵 41
第三節 研究限制與後續未來建議 42
參考文獻 43
附錄 50
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