臺灣博碩士論文加值系統

本研究主要探討單身消費者整體購物的歷程，以Kotler (2003)的反應層級模式(Response Hierarchy Models)概念作為基礎，分別在認知、情感與行為層面上討論構面間交互關係。本研究提出競爭模型並和假說模型進行比較與討論。本研究結果證實：(1)實用性對情感基礎慣性具有最顯著的正向影響；(2)節省時間對認知基礎慣性具有最顯著正向影響；(3)品牌意識可分別對情感基礎慣性與認知基礎慣性具有顯著正向影響；(4)情感基礎慣性對情感價值具有顯著正向影響；(5)認知基礎慣性對社會價值具有顯著正向影響；(6)情感價值為影響顧客公民行為的關鍵。

This study investigates the interrelationships among cognition, affect, and
behavior based on the theory of Response Hierarchy Models proposed by Kotler
(2003) to focus on the process of individuals’ shopping. This study proposes a rival
model to compare with the hypothesized model. The results of this study confirm the
followings. (1) Practicality has the most significant and positive effect on
affective-based inertia. (2) Time saving has the most significant and positive effect on
cognitive-based inertia. (3) Brand awareness has significant and positive effects on
both affective-based inertia and cognitive-based inertia. (4) Affective-based inertia
has a significant and positive effect on emotional value. (5) Cognitive-based inertia
has a significant and positive effect on social value. (6) Emotional value is the key
factor of customer citizenship behavior.

致謝 i
中文摘要 ii
Abstract iii
目錄 iv
圖目錄 vii
表目錄 viii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 4
第三節 研究問題與研究目的 6
第四節 研究重要性與貢獻 7
第五節 研究範圍與對象 8
第六節 研究流程 9
第二章 文獻探討 11
第一節 單身消費者 11
第二節 個人家電 12
第三節 反應層級模式 13
第四節 品牌意識 14
第五節 時尚生活方式 15
第六節 消費者認同 15
第七節 購物樂趣 17
第八節 創新性服務 18
第九節 功利購物導向 19
第十節 資訊共享 21 
頁次
第十一節 慣性與現狀偏見理論 22
第十二節 價值 28
第十三節 顧客公民行為 33
第三章 研究方法 37
第一節 研究架構與研究假說 37
第二節 研究變數操作性定義與衡量 40
第三節 問卷設計 57
第四節 資料蒐集方法 59
第五節 資料分析方法 60
第六節 共同方法變異問題之處理與檢測 63
第七節 問卷前測結果分析 65
第四章 資料分析 77
第一節 正式問卷發放 77
第二節 敘述性統計分析 79
第三節 共同方法變異檢測 95
第四節 信度與效度分析 101
第五節 模型檢測─結構模式 116
第六節 競爭模型分析比較 124
第七節 中介效果分析 128
第八節 討論 132
第五章 結論與建議 143
第一節 結論 143
第二節 管理意涵與貢獻 146
第三節 研究限制與後續研究建議 151
參考文獻 154 
頁次
附錄一、前測問卷 189
附錄二、英文原始量表 193
附錄三、前測共同方法變異檢測─探索性因素分析 198
附錄四、前測共同方法變異檢測─驗證性因素分析 199
附錄五、前測模型配適度檢測 203
附錄六、前測各構面量表收斂效度分析 204
附錄七、前測區別效度分析暨變數相關係數 210
附錄八、前測各構面信度分析 211
附錄九、正式問卷 216 

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