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研究生:管子媛
研究生(外文):Tzu-YuanKuan
論文名稱:網頁圖像完整性與包裝軟硬材質對購買意願的影響
論文名稱(外文):The Impact of Webpage Image Ambiguity and Packaging Materials on Purchasing Intention
指導教授:江明憲江明憲引用關係
指導教授(外文):Min-Hsien Chiang
學位類別:碩士
校院名稱:國立成功大學
系所名稱:國際企業研究所
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:2019
畢業學年度:105
語文別:中文
論文頁數:52
中文關鍵詞:圖像完整性包裝材質購買意願產品態度/評價中度不一致效果
外文關鍵詞:Image ambiguityPackaging materialsPurchasing intentionProduct attitudeModerate incongruity effect
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近年來因低溫物流技術進步,農業電商成為關注焦點。本文旨在探討農產品網頁上的產品圖片搭配包裝應以何種呈現方式才能提高消費者的購買意願及產品態度。本研究以2(圖像完整性:完整與不完整)×3(包裝材質:軟性、半軟性、硬性)的實驗設計進行假設檢定,六種情況可分為「完整+軟性」、「完整+半軟性」、「完整+硬性」、「不完整+軟性」、「不完整+半軟性」、「完整+硬性」。
研究結果顯示,圖像完整性與包裝材質對產品態度有顯著的影響:在圖像不完整時,半軟性的效果最佳,軟性與硬性材質無明顯差異;在圖像完整下,軟性及硬性材質效果優於半軟性。而圖像完整性與包裝材質的交互作用對購買意願無顯著的影響,但其形態(pattern)與產品態度一致。
As the growing of technology of low-temperature logistics, fresh produce e-commerce rise. This present study was designed to demonstrate how product image and its packaging influence consumers’ purchasing intention and their product attitude. This study conducted a 2(image ambiguity vs. image unambiguity) x 3(packaging materials: rigid vs. semi-flexible vs. flexible) experiment to test hypothesis.
The results showed that ANOVA on the seven scales of product attitude discovered statistically significant effect. When the product image is ambiguity, packaging with semi-flexible material performs better than flexible and rigid materials, and there is no difference between them. In another case, flexible and rigid materials were more favorable when the product image is unambiguity. However, the experiment yielded no significant effects, but this followed the same pattern as that depicted for product attitude above.
目錄
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第二章 文獻回顧 3
第一節 圖像完整性 3
第二節 包裝 4
第三章 研究方法 10
第一節 研究架構與假設 10
第二節 研究設計 12
第三節 研究變數 13
第四節 前測 14
第五節 實驗刺激物與實驗流程 17
第六節 資料處理與分析方法 21
第四章 實驗結果與分析 22
第一節 樣本分布 22
第二節 信度分析 24
第三節 操弄檢定 25
第四節 假說檢定 27
第五節 其他發現 31

第五章 結論與建議 35
第一節 研究結論 35
第二節 學術意涵 38
第三節 管理意涵 39
第四節 研究限制 39
第五節 未來研究建議 40
參考文獻 41
附錄一 前測問卷 41
附錄二 正式問卷 48
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「八大電商破天荒聯手,為小農開拓新希望」 何秀玲/報導2016/ 05/ 03 19:55
https://video.udn.com/news/483727

「臺灣農產品電子商務發展現況及施政展望」105年1月(第283期)
文‧圖 / 行政院農委會國際處劉婉君
http://www.coa.gov.tw/ws.php?id=2504086
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