臺灣博碩士論文加值系統

汽車為一種高價值的耐久財，在消費市場中屬於高涉入產品，與一般的消費行為不同。台灣平均每三個人就擁有一輛汽車，自從2002年加入WTO後，基於市場開放原則，進口車商進入搶佔市場。此篇針對出生於1951年到1970年區間，50歲以上，卻又剛進入聯合國定義的老人年齡65歲，定義為熟齡族群 (Mature Age)。
本研究以EKB消費者行為模式為出發，當中決策行為以實用價值與享樂價值為探討，研究熟齡族群消費者對於進口汽車的購買意願，加入從眾行為為干擾變數，探討其資訊從眾行為和規範從眾行為將對購買決策的干擾效果。本研究共收集308份問卷，有效問卷為308分，並以SPSS統計分析軟體進行資料統計與假設驗證。
目前鮮少針對此族群消費研究，面對消費結構改變，他們已成為高單價市場的消費主力。所以熟齡族群已不是各產業「是否要投入」的選項，而是必須正視的消費族群。
實證結果發現：
1. 實用價值與享樂價值皆對購買意願有正向顯著影響。
2. 規範從眾行為對實用價值與享樂價值皆有負向顯著干擾效果。
3. 資訊從眾行為對實用價值與享樂價值皆有負向干擾效果，但不顯著。
最後，研究結果可以提供給各種想要推廣熟齡市場的產業，來加強或是改善行銷方式，吸引消費者，提升企業最大利益。

第一章 緒論 1
1.1 研究背景 1
1.1.2 熟齡族群 2
1.1.3 台灣汽車市場 3
1.2 研究動機 5
1.3 研究目的 6
第二章 文獻探討 7
2.1 消費者行為 7
2.1.1 消費者行為定義 7
2.1.2 消費者行為模型 8
2.2 知覺價值 10
2.2.1 知覺價值 10
2.2.2 知覺價值的構面 11
2.2.3 實用價值與享樂價值 13
2.3 從眾行為 14
2.3.1 從眾行為定義 14
2.3.2 從眾行為的理論 14
2.3.3 從眾行為之分類 18
2.3.4 從眾行為模型 20
2.4 購買意願 22
第三章 研究方法 24
3.1 研究架構 24
3.2 假設推論 25
3.2.1 實用價值、享樂價值與購買意願之關係 25
3.2.2 從眾行為干擾知覺價值對於購買意願的影響 26
3.3 衡量方式 28
3.4 研究對象及資料蒐集方式 30
3.4.1 前測 30
3.4.2 研究範圍及對象 30
3.4.3 資料統計方法 31
第四章 研究結果 32
4.1 樣本分析 32
4.2 研究構面題項分析 35
4.3 信效度分析 37
4.3.1 信度分析 37
4.3.2 效度分析 38
4.3.2.1 內容效度 38
4.3.2.2 建構效度 39
4.3.3 因素萃取與因素轉軸法 40
4.3.3.1 知覺價值構面因素分析 40
4.3.3.3 規範從眾行為之因素分析 42
4.3.3.4 資訊從眾行為之因素分析 42
4.3.3.5 購買意願之因素分析 43
4.4 相關分析 43
4.5 迴歸分析 44
4.5.1 知覺價值與購買意願之迴歸分析結果 45
4.5.3 規範從眾行為干擾知覺實用價值對於購買意願之階層迴歸分析 46
4.5.4 資訊從眾行為干擾知覺實用價值對於購買意願之階層迴歸分析 46
4.5.5 規範從眾行為干擾知覺享樂價值對於購買意願之階層迴歸分析 47
4.5.6 資訊從眾行為干擾知覺享樂價值對於購買意願之階層迴歸分析 47
第五章 結論與建議 49
5.1 研究結果 49
5.1.1 消費者之知覺價值對購買意願的影響 49
5.1.2 規範從眾行為的干擾效果 50
5.1.3 資訊從眾行為的干擾效果 51
5.2 研究結果推論 52
5.3 管理意涵與未來建議 53
5.3.1 熟齡族群市場行銷推廣 53
5.3.2 未來研究建議 54
參考文獻 55

一、 中文文獻
田治平（2006）。角色代言人在推敲可能性模式的影響途徑。中央大學企業管理研究所碩士論文。
宋東（2011年4月19日）。嬰兒潮世代成新金主。天下雜誌，第325期。
李正文、陳煜霖 (2005)。服務品質, 顧客知覺與忠誠度間關係之研究-以行動通訊系統業為例。顧客滿意學刊 第一卷 第一期。
李麗珍 (2007)。國小退休女教師生活適應之探討-以戰後嬰兒潮世代之女性為例。靜宜大學青少年兒童福利中心，台中市。
林建煌 (2006)。消費者行為(121-158頁)。台北：華泰文化。
許士軍 (1987) 。〈管理學〉，台北：東華書局。
張炯明 (1996)。臺灣地區網際網路 (INTERNET) 消費者之購買行為研究。臺中，臺灣：國立中興大學企業管理學系碩士論文。
潘豐泉、徐茂洲、陳盈伸 (2009)。熟齡族群對溫泉消費價值與知覺價值之研究。休閒暨觀光產業研究，1(4)，26-39。
賴作松、王秀娟、王義基、王富仙、徐綺櫻、戚培芳 (2012)。政府施政因應高齡化問題作法探討－養生照護產業之創新服務模式。T&D 飛訊，151，1-17。
賴寧寧 （2015年9月17日）。50到64歲，史上最敢花錢世代！商業周刊，第1453期。
謝安田 (2009)。消費者個人特質及從眾消費傾向間關係之研究. 稻江學報;204-222
內政部(2018)。國家發展委員會－人口推估(1975-2018)。取自：https://www.ndc.gov.tw/Content_List.aspx?n=84223C65B6F94D72
內政部(2018)。家庭收支調查。取自：https://www.dgbas.gov.tw/ct.asp?xItem=1667&ctNode=3240&mp=1
交通部觀光局(2016) 。中華民國104年國人旅遊狀況調查。
二、 英文文獻
Abelson, R. P., & Prentice, D. A. (1989). Beliefs as possessions: A functional perspective. In A. R. Pratkanis, S. J. Breckler, & A. G. Greenwald (Eds.). Attitude structure and function (pp. 361-381). Hillsdale, NJ, US: Lawrence Erlbaum As-sociates, Inc.
Agarwal, S., Teas, R.K. (2002). Cross-national applicability of a perceived quality model. Journal of Product and Brand Management, 11(4), 213–236.
Asch, S. E. (1951). Effects of group pressure upon the modification and distortion of judgments. In H. Guetzkow (Ed.), Groups, leadership and men; research in hu-man relations (pp. 177-190). Oxford, England: Carnegie Press.
Allen, V. L. (1965). Situational factors in conformity. In L. Berkowitz (Ed.), Ad-vances in experimental social psychology , 2, 133–175. New York: Academic Press.
Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: Measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20, 644-656.
Bagozzi, R. P., & Burnkrant, R. E. (1979). Attitude Organization and the Attitude-Behavior Relationship. Journal of Personality & Social Psychology, 37(6), 913-929.
Baron, R. A. & Byrne, D. (1997). Social Psychology, Englewood Cliffs, N.J.：
Prentice-Hall.
Batra, R., & Ahtola, O. T. (1991). Measuring the hedonic and utilitarian sources of consumer attitudes. Marketing Letters, 2, 159-170.
Beckett, A. , Hewer, P. & Howcroft, B. (2000). An Exposition of Consumer Behavior in the Financial Services Industry. International Journal of Bank Marketing, 18(1), 15-26.
Blackwell, R. D., Miniard, P. W., & Engel, J. F. (2001). Consumer behavior (10th eds.) New York：The Dryden Press.
Bloch, P. H., & Bruce, G. D. (1984). The leisure experience and consumer products: An investigation of underlying satisfactions. Journal of Leisure Research, 16(1), 74-88.
Bolton, R.N. & Drew, J.H. (1991). A multistage model of customers' assessments of service quality and value. Journal of Consumer Research, 17, 375-384.
Bridges, E. ve Florsheim, R. (2008). Hedonic and Utilitarian Shopping Goals: The Online Experience. Journal of Business Research, 61, 309-314.
Brown, J., Broderick, A.J. & Lee, N. (2007) Word of mouth communication within
online communities: conceptualizing the online social network. Journal of In-teractive Marketing, 21(3), pp. 2–20
Burnkrant, R. E., & Cousineau, A. (1975). Informational and normative social influence in buyer behavior. Journal of Consumer Research, 2(December), 206-214.
Chaiken, S., Liberman, A., & Eagly, A.H. (1989). Heuristic and systematic pro-cessing within and beyond the persuasion context. In J.S. Uleman & J.A. Bargh (Eds.), Unintended Thought (pp. 212-252). New York: Guilford.
Chatterjee, P. (2001). Online reviews: Do consumers use them? In M. C. Gilly, & J. Myers-Levy (Eds.), Advances in consumer research (pp. 129-134). Provo, UT: Association for Consumer Research.
Cheung, C. M. K., Lee, M. K. O., & Thadani, D. R. (2008). The impact of positive electronic word-of-mouth: The adoption of online opinions in online customer communities. Internet Research, 18(3), 229-247
Chitturi, R., Raghunathan, R., & Mahajan, V. (2008). Delight by design: The role of hedonic versus utilitarian benefits. Journal of Marketing, 72, 48-63.
Cohen, J. B., & Golden, E. (1972). Informational social influence and product evaluation. Journal of Applied Psychology, 56(1), 54-59.
Deci, E. L., Schwartz, A. J., Sheinman, L., & Ryan, R. M. (1981). An instrument to assess adults' orientations toward control versus autonomy with children: Re-flections on intrinsic motivation and perceived competence. Journal of Educa-tional Psychology, 73(5), 642-650.
Delener, N. (2000), International counterfeit marketing: success without risk, Review of Business, Vol. 21, No. 1, 16-20.
Dhar, R. and Wertenbroch K. (2000). Consumer choice between hedonic and utilitarian goods. Journal of Marketing Research, 37, 60-71.
Dodds, B.W., Monroe, K., and Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of Marketing Research, 28, 307-319.
Engel, J. F.,Kollat, D.,Blackwell, R. D.(1973).Consumer Behavior.Rinehart and Winston Inc.
Eagly, A. H. (1978). Sex differences in influenceability. Psychological Bulletin, 85(1), 86-116.
Engel, J. F., R.D. Blackwell, & P.W. Miniard (1984). Consumer Behavior, 6th ed, HwaTai Bookstore.
Engel J. F., Blackwell R. D., & Miniard P. W. (1995). Consumer Behavior. 8th, Forth Worth, Dryden Press, Texas.
Festinger, L. (1957). A Theory of Cognitive Dissonance, CA：Standford University Press, 13.
Fishbein, M. & I. Ajzen. (1975). Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research. Addison-Wesley Boston, MA.
Gelb, B. D., & Sundaram, S. (2002). Adapting to word of mouth. Business Horizons, 45(4), 21-25.
Heider, F. (1958). The psychology of interpersonal relations. New York：Wiley.
Hennig-Thurau, T., & Walsh, G. (2003). Electronic word-of-mouth: Motives for and consequences of reading customer articulations on the internet. International Journal of Electronic Commerce, 8(2), 51-74.
Hirschman, E. C. and M. B. Holbrook (1982). Hedonic consumption: Emerging concepts, methods and propositions. Journal of Marketing, 46(3), 92-101.
Huang, C. Y., Chou, C. J., & Lin, P. C. (2010). Involvement theory in constructing bloggers’ intention to purchase travel products. Tourism Management, 31(4), 513-526.
Jahoda, M. (1959). Conformity and independence. Human Relations, 12, 99-120.
Kalwani, M. U., & Yim, C. K. (1992). The effect of promotion on consumption：Buying more and consuming it faster. Journal of Marketing Research, 35(3),390-398.
Kang, U. R. & Park, C. (2009). Acceptance Factors of Social Shopping. International Conference on Advanced Communication Technology, 3,2511-2159
Kelman, H. C. (1961). Processes of Opinion Change. Public Opinion Quarterly,25(1),57-78.
Kotler, P. (1994). Marketing Management：Analysis, planning, implementation and control,8th ed, N.J, Prentice-Hall Press.
Kotler, P. (1999). Marketing Management, Singapore: Prentice Hall, 185.
Kumar, A., Lee, H. J., & Kim, Y. K. (2009). Indian Consumers’ Purchase Intention toward a United States versus Local Brand. Journal of Business Research, 62, 521-527.
Lai, A.W. (1995). Consumer values, product benefits and customer value：A con-sumption behavior approach. In na- advances in Consumer Research Volume 22, eds. Frank R. Kardes and Mita Sujan, Provo, UT : Association for Consumer Research, 381-388.
Lalwani, A.K., Shrum, L.J. & Chiu, C.Y. (2009). Motivated Response Styles: The Role of Cultural Values, Regulatory Focus, and Self-Consciousness in Socially De-sirable Responding,” Journal of Personality and Social Psychology, forthcom-ing.
Lascu, D. & Zinkhan, G. M. (1999). Consumer Conformity: Review and Applications for Marketing Theory and Practice. Journal of Marketing Theory and Practice, 7(3), 1-12.
Law, M. and Ng ,M. (2016). Age and gender differences: Understanding mature online users with the online purchase intention model. Journal of Global Scholars of Marketing Science, 26(3), pp.279-285.
Lippa, R. A. (1990). Introduction to Social Psychology, California：Wadsworth, Inc., 521-545.
Macinnis, H. (1997). Consumer behavior. New York: Houghton Mifflin Company,
393-394.
Mandel, N. (2003). Shifting Selves and Decision Making: The Effects of Self-Construal Priming on Consumer Risk-Taking. Journal of Consumer Research, 30(1), 30-40.
Mano, H. & Oliver, R. L. (1993). Assessing the dimensionality and structure of the consumption experience: Evaluation, feeling, and satisfaction. Journal of Consumer Research, 20, 451-465.
Mathwick, C., Malhotra, N., & Rigdon, E. (2001). Experiential value: conceptualiza-tion,measurement and application in the catalog and Internet shopping environment. Journal of retailing, 77(1), 39-56.
Mayoor Mohan, Kevin E. Voss, Fernando R. Jiménez, Bashar S. Gammoh. (2016).
"Corporate brands as brand allies", Journal of Product & Brand Management, Vol. 27 Issue: 1, pp.41-56
Monroe, K. B., & Krishnan, R. (1985). The effect of price on subjective product evaluations. In Jacoby, J., & Olson, J. (Eds.). The Perception of Merchandise and Store Quality (pp.209-232). Lexington, MA: Lexington Books.
Mowen, J.C. and Minor, M. (1998). Consumer Behavior. Prentice-Hall, Inc., Upper Saddle River.
O’Brien,H.L. (2010). The influence of hedonic and utilitarian motivations on user engagement: The case of online shopping experiences. Interacting with Computers22 (2010) 344–352
Petty, R. E., & Cacioppo, J. T. (1981). Attitudes and persuasion: Classic and contemporary approaches. Dubuque, Iowa: Wm. C. Brown.
Pratt, W. R. (1974). Measuring purchase behavior, Handbook of Marketing, New York：McGraw-Hill Co.
Rao, A.R. & Monroe, K.B. (1989). The effect of price, brand name, and store name on buyers' perceptions of product quality：An integrated Review. Journal of Mar-keting Research 26 (August) , 351-357.
Reysen, M. B. (2003). The effects of social pressure on group recall. Memory & Cognition, 31(8), 1163-1168.
Roy, D. P., & Cornwell, T. B. (2003). Brand Equity’s Influence on Responses to Event Sponsorships. The Journal of Product & Br& Management, 12(6), 377-393.
Schiffman, L .G. & Kanuk, L.L. (2000). Consumer Behavior, Upper Saddle River, N.J： Prentice Hall.
Shen, J., & Eder, L. (2009). Exploring intentions to use virtual worlds for business. Journal of Electronic Commerce Research 10(2):94-103.
Sheth, J. N., Newman, B. I. & Gross B. L. (1991). Why we buy what we buy：A the-ory of consumption value. Journal of Business Research, 22(1), 159-170.
Sherif, M. (1936). The psychology of social norms. Oxford, England: Harper.
Spears, N. and Singh, S. N., (2004). Measuring attitude toward the brand and purchase intentions. Journal of Current Issues and Research in Advertising, 26(2), 53-66.
Strahilevitz, M., & Myers, J. G. (1998). Donations to charity as purchase incentives：How well they work may depend on what you are trying to sell. Journal of Con-sumer Research, 24(4), 434-446.
Sweeney, C. J. & Soutar, G.N. (2001). Consumer Perceived Value：The Develop-ment of Multiple Item Scale. Journal of Retailing. 77(2). 203-221
Teresa A. Summers, Bonnie D. Belleau, Yingjiao Xu. (2006) "Predicting purchase intention of a controversial luxury apparel product", Journal of Fashion Market-ing and Management: An International Journal, Vol. 10 Issue: 4, pp.405-419,
Triandis, H. C. (1977). Interpersonal Behavior. Monterey.
Wang, J.C., & Chang, C.H. (2013). How online social ties and productrelated risks influence purchase intentions: A Facebook experiment. Electronic Commerce Re-search and Applications, 12(5), 337-346
Wilkie, W.L. (1994). Consumer behavior. 3th ed. New York: Wiley.
Wilson, Jonathan, Eckhardt, Giana and Belk, Russell (2015) Luxury branding below the radar. Harvard Business Review. pp. 26-27.
Wolfinbarger, M. & Gilly, M. (2001). Shopping online for freedom, control, and fun. California Management Review, 43(2), 34-56.
Wright, D. B., London, K., & Waechter, M. (2010). Social anxiety moderates memory conformity in adolescents. Applied Cognitive Psychology, 24(7), 1034-1045.
Ye, L., Bose, M. and Pelton, L. E. (2017). How Gender Identity Affects Consumer Behavior: Overview and Historical Analysis. The Journal of Business Diversity,17(4),pp.9-24.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value： A meansend model and synthesis of evidence. Journal of Marketing, 52(July), 2-22.
Zimbardo, P. (2007). The Lucifer effect: Understanding how good people turn evil.New York, NY, US: Random House.