臺灣博碩士論文加值系統

Gutman(1982)所提出之方法目的鏈理論模式，迄今雖已發展十分成熟，然而相關實證研究卻尚待補充，為驗證方法目的鏈理論是否也適用於「網路虛擬產品」，本研究特以目前發展迅速的個人網路媒體－「部落格」為研究對象，並將「產品涉入度」與「科技消費者類型」兩個變數納入分析，探討不同的消費者特性與群體，在三個層級所重視的變數，是否有所差異。基於上述之研究目的，在回顧相關文獻後，根據上述各變數建立九個假設。
為驗證假設，研究者將研究分為兩階段：質化研究階段利用「軟式階梯法」，以立意、雪球抽樣的方式選定受訪者進行個人深度訪談，挖掘部落格使用者在各個層級所重視的要素，再利用內容分析法萃取發展問卷所需之變數。量化研究則利用質化研究所得之變數，再與衡量「產品涉入度」與「科技消費類型」等構面之題項，合併為正式問卷，並藉由網路問卷，以立意抽樣的方式蒐集資料，最後利用因素分析、路徑分析以及區別分析等統計方法對資料進行後續分析，本研究主要成果與結論歸納如下：

一、「產品屬性」、「消費結果」以及「個人價值」三個層級之間，存在因果連結
關係，研究結果顯示：方法目的鏈的理論模式也適用於「網路虛擬產品」。

二、產品涉入度高低不同的部落格使用者，在「產品屬性」、「消費結果」以及「個
人價值」三個層級所重視的變數確實有所差異，其中差異最大的變數分別為
「基本操作弁遄v、「了解自我與他人」以及「自我實現價值」。

三、屬於不同科技消費者類型的部落格使用者，在「產品屬性」、「消費結果」以
及「個人價值」三個層級所重視的變數確實有所差異，其中差異最大的變數
分別為「隱私維護弁遄v、「方便資訊與知識的流通」以及「自我實現價值」。

The MEC theory proposed by Gutman (1982) has been well-developed up to now.
The relevant empirical researches, however, are still needed to further support the theory. In order to examine if MEC is also applicable to “virtual product”, we chose the fast-growing personal internet product－“blog” as our research subject. Besides,we also included two variables－“product involvement” and “techo-consumer type”to examine if different consumer traits and types would have impact on the perception of the importance put on different variables across the three layers of MEC. Based on the research goals mentioned above, after reviewing the relevant literature, researcher drew nine hypotheses accordingly.
To examine these hypotheses, researcher separated the study into two stages:
qualitative stage and quantitative stage. In the first stage, researcher utilized purposive and snowball sampling to pick up qualified interviewees and then digged out the elements across the three layers which bloggers think highly of through soft-laddering technique. Finally, researcher applied content analysis to get the relevant variables for the questionnaire in the next stage.In the quantitative stage, researcher made use of the variables drawn in the last stage. Then, combined with the questions designed to measure the two dimentions:“ product involvement” and “techo-consumer type”, researcher completed the formal questionnaire. With purposive sampling, researcher collected the needed data via internet and analyzed these data through certain statistical methods, including factor analysis, path analysis, and discriminant analysis. The main research results and conclusions are described as following:
1. The cause-and-effect relationships do exist across the three layers: “product attributes”, “consumption results”, and “personal value”, which prove that MEC theory is also applicable to “virtual product”.

2. Bloggers belonging to different levels of product involvement do show difference in terms of the variables they think highly of across the three layers. Among these variables, “Basic operation function”, “understand others and myself”, and“self-fulfillment value” display the greatest discriminant power.

3. Bloggers belonging to different techo-consumer types do show difference in termsof the variables they think highly of across the three layers. Among these variables,“privacy-maintaining function”, “convenient for the circulation of information and knowledge”, and “self-fulfillment value” display the greatest discriminant power.

誌謝辭............................................................................................................................ I
摘要...............................................................................................................................II
ABSTRACT............................................................................................................... III
目錄...............................................................................................................................V
圖目錄...................................................................................... VII
表目錄...................................................................................... VIII
第一章 緒論........................................................................................................... - 1 -
第一節 研究背景與動機....................................................................................- 1 -
第二節 研究目的................................................................................................- 3 -
第二章 文獻探討................................................................................................... - 4 -
第一節 顧客價值................................................................................................- 4 -
第二節 方法-目的鏈理論模式.........................................................................- 14 -
第三節 科技消費者類型..................................................................................- 18 -
第四節 產品涉入度..........................................................................................- 22 -
第三章 研究設計................................................................................................. - 27 -
第一節 研究架構..............................................................................................- 27 -
第二節 研究假設..............................................................................................- 27 -
第三節 研究方法..............................................................................................- 30 -
第四節 質化研究階段......................................................................................- 32 -
第五節 量化研究階段......................................................................................- 46 -
第四章 研究結果與討論..................................................................................... - 51 -
第一節 問卷回收與資料處理..........................................................................- 51 -
第二節 構面之因素分析結果與命名..............................................................- 54 -
第三節 產品屬性、消費結果與個人價值之方法目的鏈結模式..................- 61 -
第四節 產品涉入度於顧客價值認知架構之差異..............................................75
VI
第五節 科技消費者類型於顧客價值認知架構之差異......................................81
第五章 結論與建議..................................................................................................90
第一節 研究發現與結論......................................................................................90
第二節 理論上之貢獻..........................................................................................91
第三節 實務上之貢獻..........................................................................................92
第四節 研究限制與未來研究建議......................................................................93
參考文獻......................................................................................................................95
附錄一：訪談方式說明..............................................................................................99
附錄二：訪談題綱....................................................................................................103
附錄三：原始訪談摘要............................................................................................105
附錄四：正式問卷....................................................................................................121
圖目錄
圖2-1 KANO 顧客知覺要素模式.......................................................................... - 6 -
圖2-2 效用或利益/成本比率模式......................................................................... - 7 -
圖2-3 消費價值理論模式.................................................................................... - 11 -
圖2-4 方法目的鏈連結模型................................................................................ - 16 -
圖2-5 顧客價值的階層模式................................................................................ - 17 -
圖2-7 涉入度分類架構圖.................................................................................... - 25 -
圖3-1 研究架構圖................................................................................................ - 27 -
圖3-2 階梯方法示意圖........................................................................................ - 32 -
圖3-3 訪談步驟圖................................................................................................ - 34 -
圖3-4 訪談流程圖................................................................................................ - 36 -
圖3-5 內容分析流程............................................................................................ - 38 -
圖 4-1 部落格之顧客價值認知架構.........................................................................74
表目錄
表2-1 個人價值分類表.......................................................................................... - 9 -
表2-2 八類顧客價值表........................................................................................ - 13 -
表2-3 科技消費者構面與分類表........................................................................ - 19 -
表2-4 科技消費者類型表.................................................................................... - 20 -
表2-5 涉入度定義彙總表.................................................................................... - 22 -
表3-1 假設一至三................................................................................................ - 28 -
表3-2 假設四至六................................................................................................ - 28 -
表3-3 假設七至九................................................................................................ - 29 -
表3-4 研究方法比較表........................................................................................ - 30 -
表3-5 訪談樣本結構表........................................................................................ - 37 -
表3-6 產品屬性要素表........................................................................................ - 40 -
表3-7 消費結果要素表........................................................................................ - 42 -
表3-8 個人價值要素表........................................................................................ - 44 -
表3-9 信度分析表................................................................................................ - 45 -
表3-10 產品屬性構面.......................................................................................... - 47 -
表3-11 消費結果構面.......................................................................................... - 47 -
表3-12 個人價值構面.......................................................................................... - 47 -
表3-13 產品涉入度構面...................................................................................... - 48 -
表3-14 分析方法彙總表...................................................................................... - 49 -
表4-1 構面信度分析表........................................................................................ - 51 -
表4-2 樣本結構分析表........................................................................................ - 52 -
表4-3 KMO 與BARTLETT 球形檢定結果........................................................ - 54 -
IX
表4-4 樣本數與負荷量關係表............................................................................ - 55 -
表4-5 產品屬性構面之因素分析........................................................................ - 55 -
表4-6 消費結果構面之因素分析........................................................................ - 56 -
表4-7 個人價值構面之因素分析........................................................................ - 57 -
表4-8 構面因素命名表........................................................................................ - 60 -
表4-9 產品屬性與消費結果相關係數表............................................................ - 61 -
表4-10 消費結果與個人價值相關係數表.......................................................... - 62 -
表4-11 產品屬性與個人價值相關係數表.......................................................... - 62 -
表4-12 消費結果：「了解自我與他人」路徑係數檢定表.............................. - 63 -
表4-13 消費結果：「方便資訊與知識的流通」路徑係數檢定表.................. - 64 -
表4-14 消費結果：「盡情紀錄與品嚐回憶」路徑係數檢定表...................... - 65 -
表4-15 消費結果：「提升BLOG 的曝光度與形象」路徑係數檢定表......... - 66 -
表4-16 消費結果：「了解讀者的數目與身份」路徑係數檢定表.................. - 67 -
表4-17 消費結果：「過濾讀者、避免衝突」路徑係數檢定表...................... - 67 -
表4-18 個人價值：「社會人際價值」路徑係數檢定表.................................. - 68 -
表4-19 個人價值：「自我實現價值」路徑係數檢定表.................................. - 70 -
表4-20 個人價值：「開放心胸價值」路徑係數檢定表.................................. - 71 -
表4-21 個人價值：「虛榮感價值」路徑係數檢定表...................................... - 72 -
表4-22 方法目的鏈模式之假設驗證彙整表...................................................... - 73 -
表4-23 區別函數統計指標表...................................................................................75
表4-24 判別函數係數與結構矩陣彙總表...............................................................76
表4-25 判別結果分析表...........................................................................................77
表4-26 區別函數統計指標表...................................................................................77
表4-27 判別函數係數與結構矩陣彙總表...............................................................78
X
表4-28 判別結果分析表...........................................................................................78
表4-29 區別函數統計指標表...................................................................................79
表4-30 判別函數係數與結構矩陣彙總表...............................................................80
表4-31 判別結果分析表...........................................................................................80
表4-32 產品涉入度假設驗證彙整表.......................................................................81
表4-33 區別函數統計指標表...................................................................................81
表4-34 判別函數係數與結構矩陣彙總表...............................................................83
表4-35 類組中心值表...............................................................................................83
表4-36 判別結果分析表...........................................................................................83
表4-37 區別函數統計指標表...................................................................................84
表4-38 判別函數係數與結構矩陣彙總表...............................................................85
表4-39 類組中心值表...............................................................................................85
表4-40 判別結果分析表...........................................................................................86
表4-41 區別函數統計指標表...................................................................................86
表4-42 判別函數係數與結構矩陣彙總表...............................................................87
表4-43 類組中心值表...............................................................................................88
表4-44 判別結果分析表...........................................................................................88
表4-45 科技消費者類型假設驗證彙整表...............................................................89

【中文文獻部份】
王石番 (1990)，「傳播內容分析法-理論與實證」，幼獅文化事業公司。
王紫炘 (2004)，「消費者選擇實體與虛擬通路之價值認知結構研究」，國立成奶j學企業管理研究所碩士論文。
王鼎銘、莊立民合譯(2005)，Robert Y Cavana, Brian L Delahaye and Uma Sekaan原著，「企業研究方法-質化與量化方法之應用」，雙葉書廊有限公司。
邱俊龍 (2003)，「消費者類型與產品涉入度對手機構買決策時理性思考、情感歷程及態度的影響」，私立東吳大學心理研究所碩士論文。
邱皓政 (2006)，「量化研究與統計分析-SPSS 中文視窗版資料分析範例解析」，五南圖書出版有限公司。
林震岩 (2006)，「多變量分析-SPSS 的操作與應用」，智勝文化事業有限公司。
黃俊英 (1990)，「涉入的理論發展與實務應用」，管理科學學報，第一期，頁15-29。
黃盈裕 (2001)，「顧客價值的方法目的鏈結模式之研究-以童裝消費者為例」，國立中山大學企業管理研究所博士論文。
陳曉萍 (2004)，「品牌名稱頻率與涉入度對再認記億之影響」，私立東吳大學心理研究所碩士論文。
廖進成 (2005)，「數位相機顧客價值之研究」，國立中正大學企業管理研究所碩士論文。
鄭鈺如 (2006)，「消費者選擇數位學習之價值認知結構」，國立成奶j學企業管理研究所碩士論文。
蔡季綾 (2004) 「產品置入型態與置入效果、品牌態度間關係之研究」，國立成奶j學國際企業研究所碩士論文。
賴怡君 (2004)，「網路商店屬性對顧客價值與忠誠度之影響」，國立中興大學行銷管理研究所碩士論文。
蘇主櫻譯(2000)，Mary Modahl 原著，「刻不容緩」，經典傳訊。

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