跳到主要內容

臺灣博碩士論文加值系統

(3.236.84.188) 您好!臺灣時間:2021/08/02 20:06
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果 :::

詳目顯示

我願授權國圖
: 
twitterline
研究生:余秉霖
研究生(外文):Bing-Lin Yu
論文名稱:產品種類與產品價格對購買意願之影響-以自我建構、衝動性人格特質為干擾變數
論文名稱(外文):THE EFFECT OF PRODUCT CATEGORY AND PRODUCT PRICE ON PURCHASE INTENTION-TAKING SELF-CONSTRUAL AND IMPULSIVE PERSONALITY 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:2015-06-24
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:123
中文關鍵詞:購買意願衝動性人格特質自我建構產品價格產品種類
外文關鍵詞:Impulsive PersonalitySelf-ConstrualProduct PriceProduct CategoryPurchase Intention
相關次數:
  • 被引用被引用:1
  • 點閱點閱:100
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:0
近年來消費者意識抬頭,廠商之間的競爭也越來越激烈,要吸引消費者購買產品,企業必須深入解消費者需要的是甚麼。此外,消費者在做購買決策時,受到眾多因素的影響,產品種類、產品價格、消費者衝動性人格特質與自我建構傾向會影響他們的購買意願,因此本研究以此為基礎來探討這些因素的影響。
本研究以大同大學的學生作為研究對象,主要探討產品種類與價格對消費者購買意願的影響,並以消費者衝動性人格特質與自我建構傾向來做為干擾變數進行研究,實驗一採用3(產品種類:搜尋品,經驗品與信任品)x2(產品價格:高價與低價)x2(自我建構:獨立型與相依型);實驗二採用3(產品種類:搜尋品,經驗品與信任品)x2(產品價格:高價與低價)x2(人格特質:衝動性與非衝動性)的組間實驗設計方式。
研究結果發現,產品種類與產品價格確實會影響到消費者的購買意願,而消費者自我建構的傾向會干擾產品價格對消費者購買意願的影響。消費者自我建構的傾向亦會干擾產品種類對消費者購買意願的影響,消費者衝動性人格特質會干擾產品價格對購買意願的影響,但是不會干擾產品種類對購買意願的影響。
Consumer Consciousness has risen recently, the competition among firms has become Intensive. In order to attract customers to purchase, company most know what customers really want. Besides, there are many elements that may affect customers’ decision-making. Product category, product price, customer’s Impulsive personality and self-construal may affect their purchase intention, so, we conduct this study to discuss all of the elements.
We selected students in Tatung University to be our experiment objects, we mainly discuss the effect of product category on purchase intention, and we also take customers’ impulsive personality and self-construal as moderators, the experiment 1 adopted 3 (product category: search goods / experience goods / credence goods) x2 (product price: high price / low price) x2 (self-construal: independent construal/ interdependent construal) between-subject factorial design. The experiment 2 adopted 3 (product category: search goods / experience goods / credence goods) x2 (product price: high price / low price) x2 (impulsive personality: impulsive/non-impulsive) between-subject factorial design.
The study showed that product category can truly affect purchase intention, and self-construal will moderate the effect of product price on purchase intention. Self-construal can also moderate the effect of product category on purchase intention. Customers’ impulsive personality will moderate the effect of product price on purchase intention, but won’t moderate the effect of product category 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 2
第三節 研究流程 3
第貳章 文獻探討 5
第一節 產品種類 5
第二節 產品價格 7
第三節 自我建構 8
第四節 衝動性購買人格特質 11
第五節 購買意願 12
第六節 自我建構對消費行為的影響 13
第參章 研究方法 15
第一節 研究架構 15
第二節 變數的操作性定義 17
第三節 變數的衡量問項 18
第四節 前測 20
第五節 正式實驗 21
第肆章 研究結果與分析 24
第一節 樣本結構分析 24
第二節 信度分析 27
第三節 敘述性統計分析 28
第四節 變異數分析 30
第伍章 結論與建議 36
第一節 結論 36
第二節 管理意涵 37
第三節 研究限制與建議 38
參考文獻 40
附錄-「消費者購買意願」的調查情境1/12 45
Belch, G. E. and M. A. Belch, (1999), “Advertising and Promotion: An Integrated Marketing Communications Perspective”, NY:McGraw-Hill Companies, 1-12.
Brush, T. H. and K. W. Artz, (1999), “Toward a Contingent Resource-Based Theory: The Impact of Information Asymmetry on the Value of Capabilities in Veterinary Medicine”, Strategic Management Journal, 20(3), 223-250.
Cobb, C. J. and W. D. Hoyer, (1986), “Planned Versus Impulse Purchase Behavior”, Journal of retailing.
Darby, M. R. and E. Karni, (1973), “Free Competition and the Optimal Amount of Fraud”, Journal of Law and Economics, 16, 67-86.
Davis, S., J. J. Inman, and L. McAslister, (1992), “Promotion has a Negative Effect on Brand Evaluations: Or does it? Additional Disconfirming Evidence”, Journal of Marketing Research, 143-148.
Dodds, W. B., K. B. Monroe, and D. Grewal, (1991), “The Effects of Price, Brand and Store Information on Buyers’ Product Evaluations”, Journal of Marketing Research, 28(3), 307-319.
Ellis, J. B. and G. M. Wittenbaum, (2000), “Relationships Between Self-Construal and Verbal Promotion”, Communication Research, 27(6), 704-722.
Escalas, J. E. and J. R. Bettman, (2005), “Self-Construal, Reference Group, and Brand Meaning”, Journal of Consumer Research, 2, 378-389.
Gudykunst, W. B. and C. M. Lee, (2003), “Assessing the Validity of Self-Construal Scales: A Response to Levine et al.”, Human Communication Research, 29(2), 253-274.
Guiltinan, J. P., (1987), “The Price Bundling of Services: A Normative Framework”, Journal of Marketing, 51(2), 74-85.
Harb, C. and P. B. Smith, (2008), “Self-Construals Across Cultures: Beyond Independence-Interdependence”, Journal of Cross-Cultural Psychology, 39, 178-197.
Hawkins, D. I., R. J. Best, and K. A. Coney, (2001), Consumer Behavior: Building Marketing Strategy, N Y: McGraw-Hill, 31-54.
Hsieh, Y. C. and S. T. Hiang, (2004), “A Study of the Impacts of Service Quality on Relationship Quality in Search-Experience-Credence Services”, Total Quality Management and Business Excellence Journal, 15(1), 43-58.
Klein, L. R., (1998), “Evaluating the Potential of Interactive Media through a New Lens: Search verse Experience Goods”, Journal of Business Research, 41(3), 195-203.
Kotler, P., (2003), Marketing Management, 11th ed., NJ: Prentice Hall, 323-326.
Lebra, T. S., (1992), Culture, Self, and Communication, Ann Arbor: University of Michigan Press.
Lim, A. C. and S. H. Ang, (2008), “Hedonic Versus Utilitarian Consumption: A Cross-Cultural Perspective Based on Cultural Conditioning”, Journal of Business Research, 61, 225-232.
Lovelock, C. H., (2001), Services Marketing: People, Technology,Strategy, 4th ed., Upper Saddle River, NJ: Prentice Hall, 23-56.
Markus, H. R. and S. Kitayama, (1991), “Implications for Cognition, Emotion, and Motivation”, Psychological Review, 98, 224-253.
McCarthy, E. J. and W. D. Perreault, (1984), Basic Marketing, Homewood, Irwin. Inc, IL: Richard D.
Mitchell, V. W., (1994), “Problems and Risks in the Purchasing of Consultancy Services”, The Service Industries Journal, 14(3), 315-339.
Moschis, G. P. and D. Cox, (1987), “Deviant Consumer Behavior”, Association in Consumer Research, Advances in T. K. Srull ed., 16, 732-737.
Nelson, P., (1970), “Information and Consumer Behavior”, Journal of Political Economy, 78(2), 311-329.
Nisbett, R. E., K. P. Peng, I. Choi, and A. Norenzayan, (2001), “Cultuure and Systems of Though: Holistic Versus Analytic Congnition”, Psychological Review, 108(2), 291-310.
Nunnally, J. C. and I. Bernstein, (1978), Psychometry Theory, 3rd ed., NY: McGraw-Hill, 33-37.
O’Keefe, R. M. and T. McEachern, (1998), “Web-Based Customer Decision Support Systems”, CACM, 41(3).
Omar, O. and A. Kent, (2001), “International Airport Influences on Impulsive Shopping: Traitand Normative Approach”, International Journal of Retail and Distribution Management, 29(5), 226-235.
Ostrom, A. and D. Iacobucci, (1995), “Consumer Trade-Offs and the Evaluation of Services”, Journal of Marketing, 59(1), 17-28.
Peter, J. P. and J. C. Olson, (1990), ConsumerBehavior and Marketing Strategy, 2nd ed., IL: Irwin, Homewood.
Peterson, R. A., S. Balasubramanian, and B. J. Bronnenberg, (1997), “Exploring the Implications of the Internet for Consumer”, Journal of the Academy of Marketing Science, 25(4), 329-346.
Phau, I. and S. M. Poon, (2000), “Factors Influencing the Types of Products and Services Purchased over the Internet”, Internet Research, 10(2), 102-113.
Puri, R., (1996), “Measuring and Modifying Consumer Impulsiveness: A Cost-Benefit Accessibility Framework”, Journal of Consumer Psychology, 5(2), 87-113.
Ramanathan, S. and G. Menon, (2006), “Time-Varying Effects of Chronic Hedonic Goals on Impulsive Behavior”, Journal of Marketing Research, 43(11), 628-641.
Ratchford, B. T., (1987), “New Insights About the FCB Grid”, Journal of Advertising Research, 27, 24-38.
Robert, E., (2000), The Cell. Sunderland: Sinauer Associates, Hausman.
Robertson, T. S. (1984). Marketing's Potential Contribution to Consumer Behavior Research: The Case of Diffusion Theory.Advances in Consumer Research,11(1).
Rook, D. W. and R. J. Fisher, (1995), “Normative Influences on Impulsive Buying Behavior”, Journal of Consumer Research, 22(12), 305-313.
Rook, D., (1987), “The Buying Impulse”, Journal of Consumer Research, 14(2), 189-199.
Schiffman, L. G. and L. Kanuk, (2000), Consumer Behavior, 7th ed., Prentice Hall, 120-121.
Schwartz, S. H., (1990), “Individualism-Collectivism: Critique and Proposed Refinements”, Journal of Cross-Cultural Psychology, 21, 139-157.
Seibert, L. J., (1997), “What Consumers Think About Bonus Pack Sales Promotion”, Marketin News, 31(4), 9.
Shiv, B. and A. Fedorikhin, (1999), “Heart and Mind in Conflict: The Interplay of Affect and Cognition in Consumer Decision Making”, Journal of Consumer Research, 26 (12), 78-92.
Singelis, T. M., (1994), “The Measurement of Independent and Interdependent Self-Construals”, Personality and Social Psychology Bulletin, 20(5), 580-591.
Smith, P. B. and S. H. Schwartz, (1997), Handbook of cross-cultural psychology, 2nd ed., Boston: Allyn and Bacon, 77-118.
Torelli, C. J., (2006), “Individuality or Conformity? The Effect of Independent and Interdependent Self-Concepts on Public Judgments”, Journal of Consumer Psychology, 16(3), 240-248.
Trafimow, D., E. S. Silverman, R. M. T. Fan, and J. S. Law, (1997), “The Effects of Language and Priming on the Relative Accessibility of the Private Self and the Collective Self”, Journal of Cross-Cultural Psychology, 28, 107-123.
Trafimow, D., H. C. Triandis, and S. G. Goto, (1991), “Some Tests of the Distinction Between the Private Self and the Collective Self”, Journal of Personality and Social Psychology, 60(5), 649-655.
Valence, G., A. D’Astous, and L. Fortier, (1998), “Compulsive Buying: Concept and Measuremen”, Journal of Consumer Policy, 11, 419-433.
Weinberg, P. and W. Gottwald, (1982), “Impulsive Consumer Buying as a Result of Emotions”, Journal of Business Research, 10(1), 43-57.
Wood, M., (1998), “Socio-Economic Status, Delay of Gratification, and Impulse Buying”, Journal of Economic Psychology, 19(3), 295-320.
Zhang, Y. and L. J. Shrum, (2009), “The Influence of Self‐Construal on Impulsive Consumption”, Journal of Consumer Research, 35(5), 838-850.
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
1. 李俞麟、呂芳陽、倪兆良(2010)。中華職棒20年現場觀眾參與行為與觀賞滿意度之研究-以新莊棒球場為例。輔仁大學體育學刊。9,142-162。
2. 林隆儀、陳彥芳(2005)。價格促銷、認知價值與商店形象對購買意願影響之研究-以大台北地區 3C 連鎖家電為例。管理與資訊學報,10,51-85。
3. 周靈山(2009)。大學生觀賞電視轉播運動賽會行為研究-以2009 年高雄世界運動會為例。吳鳳學報。18,581-592
4. 吳思華、楊晉山(1992)。資訊不對稱與企業策略。國立政治大學學報。65,269-303。
5. 田雅涵、劉駿耀、陳金盈(2010)。世界運動會巧固球邀請賽現場觀眾觀賞行為之研究。運動知識學報,7,175-183。
6. 逄海東、齊璘(2010)。美國職籃NBA黑哨事件的道德心理剖析。淡江體育。13,49-52。
7. 洪煌佳(2013)。臺灣運動產業發展趨勢的貫時性分析。運動研究。22(1),14-26。
8. 洪庭煒、盧瑞山、陳宏達、張家銘(2012)。大學運動員之運動道德與運動表現研究。運動休閒管理學報。9(2),246-263。
9. 陳成業(2012)。中華職棒賽會現場觀賞之阻礙因素。大專體育學刊,14(3),275-287。
10. 陳毅、張騰、何方(2013)。大學生對於社群類App購買意願以及忠誠度之研究-以Line 為例。圖文傳播藝術學報,106-110。
11. 陳文長、張耿介(2004)。大學通識教育「運動欣賞與人生哲學」之課程介紹。大專體育,71,18-23。
12. 黃美珍(2008)。淺談提升桌球運動觀賞之策略。大專體育,96,51-54。
13. 黃啟明、劉志華(2005)。職業棒球球迷觀賞體驗之探討。大專體育,84,106-112。
14. 溫良財(2007)。運動規則演變對運動技術發展之影響。學校體育,17(4),74-79。
15. 楊仁山、李晶(2012)。籃球記錄台微型應用程式(App)功能之研究-以FIBA國際籃球規則為例之研究。交大體育學刊,4,94-103。
 
無相關點閱論文