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研究生:邱貞妮
研究生(外文):Jhen-Ni Chiu
論文名稱:順序體驗產品的感官(非)相似性對購買意圖之影響-心情促發與多樣搜尋特質調節效果的探討
論文名稱(外文):The Study of Sensory (Dis) similarity When Sequentially Sampling Products on Purchase Intention: The Moderating Effects of Variety-Seeking and Mood Priming
指導教授:關復勇關復勇引用關係
指導教授(外文):Kuan, Fu-Yung
口試委員:徐村和林育珊關復勇
口試委員(外文):Hsu, Tsuen-HoLin, Yu-ShanKuan, Fu-Yung
口試日期:2016-06-09
學位類別:碩士
校院名稱:國立高雄第一科技大學
系所名稱:行銷與流通管理系碩士班
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2017
畢業學年度:105
語文別:中文
論文頁數:91
中文關鍵詞:感官相似性順序效應多樣搜尋特質心情促發購買意圖
外文關鍵詞:sensory similarityorder effectvariety-seekingmood primingpurchase intention
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當前銷售樣態下,為有效掌握消費者的心思意念,業者往往會讓顧客有機會先試用產品,以透過感官來豐富其體驗,進而有助做出購買決定。而Biswas et al.,(2014)研究指出,如此的產品試用機會,其中可能涉及產品體驗先後順序的問題,尤其是考量到試用品的感官線索(如香、味、色、聲),若為相似的感官線索,消費者喜歡順序第一的產品,即「初始效應」;當試用品具有不相似的感官線索時,消費者更喜歡順序最後一位的產品,即「近時效應」。
值得一提的是,針對該研究結果,為更周延檢視,吾人有必要進一步想想置身於購物現場的消費者,若在「多樣搜尋特質」上有所高低,以及若在前來購物現場前,適巧心情就被撥弄而有正負浮動,則會如何影響既有的研究結果呢?據此,本研究以巧克力作為產品標的,採2(感官線索:相似、不相似)*2(多樣搜尋特質:多變型、穩定型)*2心情促發(正面、負面)三因子受試者間實驗情境設計,共6組實驗情境,每一情境至少30位受試者,合計為212名。在實驗一採2(感官線索:相似、不相似)*2(多樣搜尋特質:高、低)進行,之後在實驗二納入心情促發變數(正面、負面)進行對購買偏好與意願影響程度上的探討。
結果顯示,實驗一中感官線索與多樣化搜尋特質有顯著差異,於感官相似時,多樣化搜尋特質高將打破初始效應影響其購買意圖,使得購買第二顆巧克力意圖較高,雖不顯著,但與本假設方向相符。而在不相似時,對於多樣化搜尋特質低者則遵循順序效果,即近時效應,對於購買第二顆巧克力意圖較高,並非研究預測之因不追求新刺激而保持原先第一顆巧克力的購買意圖,雖不支持此研究假設,但對原先順序效應顯著影響,正可呼應「特質高,經驗追求」。因交互作用顯著,但個別探究單純主效果卻發現不顯著,因此本研究想繼續延伸探討設想可能會有其他的影響變數。
實驗二於心情促發下,皆會影響購買順序上的意圖且影響甚具,正面心情下,不論感官相似與否,多樣搜尋特質高者皆會對於第一顆巧克力購買意圖較大,證明心情好時消費者會為了維持此心情而購買原先的試用品,雖不顯著,但支持本研究假設方向。在負面心情下,不論感官相似時與否且多樣搜尋特質高低者皆在購買第二顆時顯著高於購買第一顆巧克力,可見在負面心情促發下,不論感官相似與不相似,原先應對第一顆巧克力購買意圖較高的多樣搜尋特質低者因為心情影響,為了彌補此刻的壞心情而進行新刺激的尋求,因而對順序第二顆的巧克力意圖較高,支持本研究假設方向,亦呼應「心情壞壞,修復情緒;心情好好,樂抱前瞻」。
據此,本研究建議業者應有效掌握消費者當下之心情感受,並藉由欲使消費者購買之產品進而透過其他因素(如人員、服務、環境)改變消費者心情進而購買業者推薦產品,且可事後追蹤消費者使用產品後之心得,進而了解消費者人格特質,做出日後維繫顧客關係上的依據,促使再回購體驗擁有較佳的購物決策。

In current sale state, in order to effectively understand the minds of consumers, the marketers often give customers opportunities to try out the products first to enrich the experience which will help them to make a purchase decision. Previous studies Dipayan Biswas et al., (2014)have shown that the order in which consumers sample products and the level of (dis)similarity between the sensory cues of the products influence choices. When sampling a sequence of products (e.g., fragrances, chocolates, music) with similar sensory cues (e.g., smell, taste, color, sound), consumers prefer the first product in the sequence, is called” primacy effects”. However, when sampling a sequence of products with dissimilar sensory cues, consumers prefer the last product, is called” recency effect”.
It is worth mentioning that, it’s necessary to further think about exposure to the shopping scene of consumers for more comprehensive review in connection with the research results, how will the existing research results be affected if customers have a “variety-seeking “ on high and low and come to the shopping scene before the mood was positive and negative floating? This research focuses on chocolate as a product subject and randomly assigns respondents to a 2(sensory similarity: similarity vs. dissimilarity) by 2(variety-seeking: High vs. low) design in study 1. Study 2 adds mood priming (positive vs. negative) to examine the un-investigated moderating effect on purchase preferences and intention.
According to the results, the experimental one in the sensory similarity, the variety-seeking higher will break the primacy effect of the impact of their purchase intent, making the purchase of the second chocolate intention is higher. Experiment 2 in the mood priming will also affect the order of purchase intention. Especially in the negative mood, regardless of the sensory similarity, the purchase intention of the first chocolate is higher for steady type in order to make up for the bad mood and seek new stimuli, making the last one of the chocolate purchase intention higher
Accordingly, we suggest a brand should have the feelings of consumers in hand, through other factors (such as people, services, the environment) to change the mood of consumers and then buy the recommended products, and can be followed by consumer experience after using the product, understand the characteristics personality of consumer, maintain customer relations on the basis of the re-buy experience to have a better shopping decision on future.

摘要 I
ABSTRACT III
致謝 V
目錄 VI
表目錄 VII
圖目錄 VIII
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 7
第三節 研究流程 8
第貳章 文獻探討 9
第一節 感官線索 9
第二節 順序效應 13
第三節 心情促發 18
第四節 多樣化搜尋 22
第五節 購買意圖 26
第參章 研究方法 30
第一節 研究架構 30
第二節 研究假說 31
第三節 操作型定義 34
第四節 實驗設計 40
第肆章 研究結果與假設驗證 51
第一節 實驗一:感官相似性與多樣搜尋特質對購買意圖之兩因子交互作用 51
第二節 實驗二:加入心情促發對購買意圖之三因子交互作用 58
第伍章 結論與建議 68
第一節 研究結果彙整 68
第二節 研究貢獻與管理意涵 72
第三節 研究限制與未來研究 75
參考文獻 76
附錄 81
畢業論文口試委員意見修改 90


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