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研究生:李淑玉
研究生(外文):LI,SHU-YU
論文名稱:以網絡後設分析探討個人主義與消費者決策型態關係之研究
論文名稱(外文):A Network Meta-Analysis of the Relationship between Individualism and Consumer Decision-Making Style
指導教授:周建亨周建亨引用關係
指導教授(外文):CHOU, CHIEN-HENG
口試委員:林彩梅任立中林淑珍駱少康
口試委員(外文):LIN, TSAI-MEIJEN, LI-CHUNGLIN, SHU-CHENLO,SHAO-KANG
口試日期:2020-05-08
學位類別:博士
校院名稱:中國文化大學
系所名稱:國際企業管理學系
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:2020
畢業學年度:108
語文別:中文
論文頁數:111
中文關鍵詞:個人主義消費者決策型態網絡後設分析
外文關鍵詞:IndividualismConsumer Decision-Making StyleNetwork Meta-Analysis
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文化差異是導致跨文化管理與全球化行銷成敗的主要因素之一,在既有文獻,多以特定國家文化之個人主義探討消費者決策型態上的差異,但這些差異是否具有全球普遍性,在此方面,還欠缺著文化維度與消費者決策型態間的清晰理解,以作為全球化管理者擬定市場區隔,進而拓展行銷策略之整體價值。因此,本研究以實證研究釐清國家文化之個人主義與消費者決策型態之間的關係。
本研究採用系統性文獻回顧與網絡後設分析,透過文獻檢索,根據Zangaro and Socken研究品質評定標準,每篇評分結果符合中高品質的文獻才納入後設分析。研究結果顯示SUCRA累積概率排序在完美高品質意識型、品牌意識價格等於品質型與新奇流行意識型較為普遍存在各個國家,而關鍵決策為品牌意識價格等於品質型,此研究結果得以增進跨文化管理對於消費者決策型態關係之文獻,最後,針對研究結果討論理論與管理意涵,並且提出建議與未來研究方向。

Cultural differences are a key factor that decides the results of cross-cultural management and global marketing. Previous scholars have most explored differences in consumer decision-making styles in the cultural context of a specific country from the perspective of individualism. Whether such differences can be generalized to countries worldwide remains to be clarified regarding the relationship between cultural dimensions and consumer decision-making styles. Supplementing this research gap helps global marketing managers determine market segmentation and increase the overall value of marketing strategies. Therefore, we perform an empirical study to explore the relationship between individualism and consumer decision-making styles under the cultural context of a country.
A systematic literature review and network meta-analysis are conducted. The re-search quality evaluation standard proposed by Zangaro and Socken is used to identify moderate and high-quality research papers for the meta-analysis. The surface under the cumulative ranking curve determined in this study indicates that the following three consumer decision-making styles are prevalent in country worldwide: perfectionistic and high-quality conscious, brand conscious and price equals-quality, and novelty and fashion conscious. Of these decision-making styles, brand conscious and price equals-quality is the key factor affecting consumer decisions. The results of this study provide a further insight into the relationship between cross-cultural management and consumer decision-making styles. Finally, suggestions and subsequent research directions are proposed according to the result discussion and management implications of this study.

中文摘要 ...................... iii
英文摘要 ...................... iv
誌謝辭  ...................... vi
內容目錄 ...................... viii
表目錄  ...................... x
圖目錄  ...................... xi
第一章  緒論.................... 1
  第一節  研究背景與動機............. 1
  第二節  研究問題與目的............. 4
  第三節  研究架構................ 6
  第四節  研究限制................ 7
第二章  文獻探討.................. 9
  第一節  消費者決策型態............. 9
  第二節  國家文化之個人主義........... 14
  第三節  研究假設................ 21
第三章  研究設計與方法............... 26
  第一節  資料來源與收集方法........... 26
  第二節  變數操作性定義與衡量.......... 30
  第三節  資料分析方法.............. 33
第四章  研究結果.................. 39
  第一節  樣本結構與敘述統計........... 39
  第二節  網絡後設分析模型擬合.......... 41
  第三節  出版偏誤與敏感度分析.......... 56
第五章  研究結論與建議............... 59
  第一節  研究結論................ 59
  第二節  理論意涵................ 61
  第三節  管理意涵................ 63
  第四節  未來研究建議.............. 66
參考文獻 ...................... 69
附錄A  消費者決策型態國家差異(美國)......... 97
附錄B  消費者決策型態國家差異(歐洲)......... 98
附錄C  消費者決策型態國家差異(亞洲)......... 99
附錄D  消費者決策型態國家差異(跨文化)........ 100
附錄E  消費者決策型態相關係數整理.......... 101
附錄F  消費者決策型態文獻統整............ 102

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