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研究生:蘇淑玲
研究生(外文):SU, SHU-LING
論文名稱:從體驗觀點探討消費者對精油的行為意圖
論文名稱(外文):Exploring Consumer Behavioral Intentions towards Essential Oils from an Experiential Perspective
指導教授:李延熹李延熹引用關係陳文國陳文國引用關係
指導教授(外文):LEE, YEN-HSICHEN, WEN-KUO
口試委員:陳建文林清同
口試委員(外文):CHEN, CHIEN-WENLIN, CHING-TUNG
口試日期:2023-06-29
學位類別:碩士
校院名稱:朝陽科技大學
系所名稱:應用英語系
學門:人文學門
學類:外國語文學類
論文種類:學術論文
論文出版年:2023
畢業學年度:111
語文別:英文
論文頁數:94
中文關鍵詞:感官享樂價值功利價值消費者決策型態回購意願推薦
外文關鍵詞:SensoryHedonic ValueUtilitarian ValueConsumer Decision-Making StylesRepurchase IntentionRecommendation
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日常生活中,充滿了成千上萬種的氣味,無論是甜美的花果香,亦或是清新的植物香味,或有如走入森林的木質香氣。隨著精油市場的快速增長和個人精油的廣泛使用,精油受到愈來愈多人們的青睞、經濟效益逐漸攀升也創造出更多產品行銷模式。本研究整合Krishna (2012)提出的「感官營銷」和Babin et al. (1994)所提出的兩項價值─「享樂價值」及「功利價值」的觀點,來探討消費者對精油的推薦及回購意願。此外,加入八個消費者決策型態使研究更加完整。以台灣有使用過精油的民眾為問卷調查的主要對象,刪除32分無效問卷,共蒐集到223份有效問卷,並以SEM作為研究方法進行樣本分析。
Our daily lives are filled with thousands of different scents, whether they are sweet floral and fruity scents, fresh plant scents, or woody scents that create an atmosphere of walking in a forest. With the rapid growth of the essential oil market and the widespread use of personal essential oils, essential oils are favored by many people, the economic benefits are gradually rising, and more product marketing models have been created. This study integrated the theory of "sensory marketing," (Krishna, 2012), "hedonic value" and "utilitarian value," (Babin et al., 1994), to explore consumers' purchasing behavior regarding essential oils, specifically with regards to whether or not they will repurchase and recommend the products. In addition, incorporating eight consumer decision-making styles enhances the comprehensiveness of the study. The main target of the questionnaire survey was Taiwanese individuals who have used essential oils. After removing 32 invalid questionnaires, a total of 223 valid questionnaires were collected for sample analysis using SEM as the research method. SEM was used as the research method for sample analysis.
Table of Contents
摘要 I
Abstract II
Acknowledgments III
List of Tables IX
List of Figures XI
Chapter 1: Introduction 1
Background of the Study 1
Motivation of the Study 3
Research Purposes 5
Chapter 2: Literature Review 6
The Current Situation of Essential Oils 6
Sensory Experience 6
Value Perspective 8
Consumer Decision-Making Styles 9
Consumer Behavior 12
Chapter 3: Methodology 14
Research Framework 14
Research Hypothesis 15
Research Variables 23
Research Design 35
Data Analysis 35
Chapter 4: Result and Discussion 36
Demographics Analysis 36
Participants Usage Characteristics 38
Measurement Model 40
Structural Model 48
Moderation Analysis 51
Chapter 5: Conclusion 62
Theoretical Implication 63
Practical Implication 66
Limitations and Suggestions 69
References 71
參考文獻 79
Appendix A: Questionnaire 80
Appendix B: 研究問卷調查表 87

List of Tables
Table 1.Characteristics of Eight Consumer Decision-Making Styles 9
Table 2.Measurement Questions of Sensory Experience 24
Table 3.Measurement Questions of Hedonic Value and Utilitarian Value 26
Table 4.Measurement Questions of Perfectionist or High-Quality Consciousness 27
Table 5.Measurement Questions of Brand Consciousness 28
Table 6.Measurement Questions of Novelty-and-Fashion Consciousness 29
Table 7.Measurement Questions of Recreational and Hedonistic Consciousness 30
Table 8.Measurement Questions of Price and Value Consciousness 31
Table 9.Measurement Questions of Impulsive and Careless 31
Table 10.Measurement Questions of Confused by Overchoice 32
Table 11.Measurement Questions of Habitual and Brand-Loyal 33
Table 12.Measurement Questions of Repurchase Intention 34
Table 13.Measurement Questions of Recommendation 34
Table 14.Demographics Analysis 37
Table 15.Participants Using Characteristics 39
Table 16.Factor Loading 41
Table 17.Reliability, Validity, and Correlation Matrix 45
Table 18.Cross Loading 46
Table 19.Test of Hypothesized Relationships 58

List of Figures
Figure 1. Research Framework 14
Figure 2. Results of the Structural Model 61
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