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研究生:林心綸
研究生(外文):LIN,HSIN-LUN
論文名稱:知覺價格、知覺價值、從眾行為對消費者購買意願之研究-以價格敏感度為干擾變數
論文名稱(外文):Perceptual Price, Perceptual Value, and Herd Behavior to Consumers' purchase intention- Using Price Sensitivity as Interference Variables
指導教授:蕭大正蕭大正引用關係
指導教授(外文):HSIAO,TA-CHENG
口試委員:蕭大正黃國良林曉君
口試委員(外文):HSIAO,TA-CHENGHUANG,GOW-LIANGLIN,HSIAO-CHUN
口試日期:2019-06-20
學位類別:碩士
校院名稱:國立高雄科技大學
系所名稱:財富與稅務管理系
學門:商業及管理學門
學類:財政學類
論文種類:學術論文
論文出版年:2019
畢業學年度:107
語文別:中文
論文頁數:82
中文關鍵詞:知覺價值知覺價格從眾行為購買意願價格敏感度
外文關鍵詞:Perceived ValuePerceived PriceHerd behaviorPurchase IntentionPrice sensitivity
相關次數:
  • 被引用被引用:33
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知覺價格、知覺價值、從眾行為對消費者購買意願之研究-以價格敏感度為干擾變數
研究生:林心綸 指導教授:蕭大正 博士
國立高雄科技大學財富與稅務管理研究所
摘要
近年來法式甜點產業蓬勃發展,傳統的法式甜點是甜點界的柏拉圖,帶著法式宮廷的貴族氣質和姍姍來遲的風格,但在現在這個快速消費的時代,消費者的苛求越來越高,從選擇食材到加工,每一步都有著近乎完美的苛求,除了追求物質層面,也開始追求精神與美食上的需求,於是西洋的甜點漸漸代替中式點心,成為國人零食的選項之一,甚至愈來愈多的甜點在網站上成為排隊美食,造成消費者瘋狂採購,這股消費的新趨勢,也促使更多年輕人投入這行業,注入更多創新元素,是以法式甜點的烘焙產業展店數目有增加的趨勢。本研究將透過網路社群,探討不同背景之消費者購買法式甜點的動機及吸引人的所在之處是什麼,而這些因素是否會因為從眾心理,或是價格敏感進而改變消費者對於甜點的態度以及購買意願。
本研究使用網路問卷調查進行資料蒐集,再以SPSS 22.0進行資料分析,以獲取消費者對法式甜點之知覺價值、知覺價格、從眾行為與購買意願等,驗證彼此間的關係,其中加入價格敏感度為干擾變數來了解是否為影響期間關係。
研究結果發現:(1)消費者知覺價格、從眾行為對其知覺價值皆具有正向的影響;(2)當消費者的知覺價值越高時,其與購買意願之間的正向關係會越強;(3)在法式甜點產業中,消費者的價格敏感度不干擾知覺價值與購買意願之關係。

關鍵字:知覺價值、知覺價格、從眾行為、購買意願、價格敏感度

Perceptual Price, Perceptual Value, and Herd Behavior to Consumers' purchase intention- Using Price Sensitivity as Interference Variables
Graduate:Hsin-Lun Lin Advisor:Dr. Ta-Cheng Hsiao
Department of Wealth and Taxation Management National Kaohsiung University of Science and Technology
Abstract
In recent years, the French dessert industry has flourished. The traditional French dessert is Plato in the dessert industry. With the aristocratic temperament of the French court and the the late style, but in this fast consumption era, the demand of consumers is getting higher and higher. From choosing food materials to processing, every step has almost perfect demanding. Besides pursuing material level, it also begins to pursue spiritual and food needs. Therefore, Western desserts gradually replace Chinese desserts and become one of the choices for Chinese snacks, Even more and more desserts are lined up on websites, causing consumers to madly purchases, this new trend of consumption has also prompted more young people to enter in this industry, add more innovative elements, It is the trend that the number of bakery shops in French desserts industry is increasing. This study will use the online community to explore the motivations and attractiveness of consumers who buy French desserts from different backgrounds, Whether these factors will change consumers' desserts because of herd mentality or price sensitivity. Attitude and willingness to buy.
This research we use Internet survey to collect data, and then use SPSS 22.0 to analyze data, in order to obtain consumers' Perceived Value, Perceived Price, Herd behavior , and purchase intention of French dessert, and to verify the relationship between them. Price sensitivity is added as a disturbance variable to understand whether it is an influence period relationship.
The results show that: (1) consumers perceive price and herd behavior have positive effects on their perceived value; (2) when the perceived value of consumers is higher, the positive relationship between them and the willingness to purchase will be more Strong; (3) in the French dessert industry, consumers' price sensitivity does not interfere with the relationship between perceived value and purchase intention.
Keywords: Perceived Value, Perceived Price, Herd behavior, Purchase Intention Price sensitivity

摘要 i
Abstract ii
致謝 iv
目錄 v
表目錄 vi
圖目錄 vii
第一章 緒論 1
第一節 研究背景及動機 1
第二節 研究目的與問題 4
第三節 研究流程 6
第二章 文獻探討 7
第一節 知覺價值 7
第二節 知覺價格 13
第三節 價格敏感度 16
第三節 從眾行為 20
第四節 購買意願 26
第三章 研究設計 30
第一節 研究架構 30
第二節 研究假設 30
第三節 各構面操作性定義與衡量問項 33
第四節 研究範圍與抽樣方法 37
第五節 資料分析方法 39
第四章 實證結果分析 43
第一節 人口統計分析 43
第二節 多變量變異數分析 46
第三節 信度分析 47
第四節 探索性因素分析 48
第五節 整體模式各構面間相關分析 53
第六節 各構面間迴歸分析 55
第五章 結論與建議 65
第一節 研究發現與結論貢獻 65
第二節 研究限制與建議 69
參考文獻……………………………………………………………………………..70
中文部分 70
英文部分 72
附錄 78




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