臺灣博碩士論文加值系統

在現今的社會裡廠商競爭非常的激烈，過去單以產品為主的行銷手法已經不適用，轉變成要了解顧客和知道顧客需求，然而涉入是了解顧客重要的方法之一。
就涉入來說，涉入分成很多種，在過去的研究裡，很少一次把各種涉入纳入研究裡，因為消費者的想法多元化且細微，所以運用模糊理論來探討消費者的心理，並建構各種涉入模糊推論的規則庫，而本研究將整合產品涉入、廣告涉入、購買涉入、情境涉入和持久涉入，運用模糊推論的方式建構整合性涉入模型，而這個整合性涉入模型在各種涉入的前因、涉入的種類和涉入的後果之間的推論準確度可接受的，證明整合性涉入模型建構是成功的。
由於收集先前學者的文獻，並歸納涉入的前因、涉入的種類和涉入的後果，整理出之間的關係，並利用相關分析和先前學者研究比對，發現其大部分是相符合的，證明在手機產品領域是適用的，而有差異的部分，說明並探討其原因。

In the current society, many factories are facing very severe competition. Right now, it is not a good efficient way to use product orientation marketing method in any places. Many factories must change their marketing plan to understand consumers and know them what to need. However, the involvement is one of the most important methods to realize consumers.
All told the involvement, the involvement is divided into several kinds. It is rarely involved all kinds in the one research. Owing to consumers have many opinions and imperceptible ideas in their head. So we use fuzzy set to treat about consumer’s psychology. And we use fuzzy inference to construct the rule of the involvement in many kinds. Our research would integrate product involvement, advertising involvement, purchase involvement, situational involvement and enduring involvement to the fuzzy inference rule base. And also we use fuzzy inference rule base and fuzzy inference method to construct integrated involvement model. The integrated involvement model is acceptive in the several kinds of the involvement antecedents, involvement type and involvement consequences by using inference. It proves the integrated involvement model is successful.
The research is collected by previous scholars’ researches and generalize involvement antecedents, involvement type and involvement consequences relationship. Contrasting to correlation analysis and previous scholars’ researches to detect the most section is the same. It proves previous scholars’ researches is applicably in cellular phones. According to the different sections, we also explain and treat about the reasons.

第一章 緒論 1
1.1研究背景與動機 1
1.2研究的方法及目的 3
1.3研究的範圍及限制 3
1.4研究流程與步驟 4
第二章 文獻探討 6
2.1涉入的緣由 6
2.2涉入的定義 6
2.3涉入的分類 9
2.4產品涉入 10
2.5廣告涉入 24
2.6購買涉入 28
2.7情境涉入 34
2.8持久涉入 38
2.9涉入的衡量 40
第三章 研究方法 44
3.1模糊理論與應用 44
3.2模糊命題推論 46
3.3CANFIS模型 53
第四章 研究設計 59
4.1問卷設計 59
4.2涉入的衡量 70
4.3定義和衡量的後果 77
4.4量表的發展 85
4.5田野調查法 87
4.6電視的商業廣告 88
4.7資料收集的程序 89
第五章 研究結果與分析 92
5.1敘述統計和信度分析 92
5.2相關分析 95
5.3模糊集合的問卷資料整理 109
5.4整合性涉入模型的資料分析 109
第六章 結論與建議 137
6.1研究結論 137
中文文獻 140
英文文獻 144
附錄A 156
附錄B 165
附錄C 196

中文文獻
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