臺灣博碩士論文加值系統

本研究目的在於衡量大型連鎖量販店DM的訊息效果，並在考慮文化差異的情形下探討台北市及上海市兩地消費者的訊息搜尋行為及訊息搜尋模式對消費決策之影響。本研究將量販店的DM所涵蓋的產品類別分為食品類、日常用品類、家電用品類、以及服飾類，而訊息型態則分成產品、價格、品牌、以及促銷四種型態以衡量消費者對不同產品類別的訊息型態之訊息搜尋程度，進而衡量訊息搜尋對消費決策的影響。

本研究於台北市以及上海市進行消費者問卷調查，依兩地普查人口的各年齡層分佈比例進行抽樣，樣本涵蓋20至59歲之消費者。有效樣本共計550份，台北市有效樣本為283份，上海市有效樣本為267份。

本研究採用Chinese Value Survey衡量台北市和上海市兩地受訪者的文化價值觀。上海市的受訪者相對較重視道德價值觀，而台北市的受訪者則較為著重自我控制、個人發展、以及良好品行等文化價值觀。本研究分別將台北市及上海市兩地受訪者的文化價值觀萃取出四個文化構面。台北市受訪者的四個文化構面依序命名為自我發展(self-enhancement)，傳統(tradition)，正直(integrity)，及尊崇長者(respect for elders)。上海市受訪者的四個文化構面則命名為謹慎/信任(conscientious/trustfulness)，傳統(tradition)，正直(integrity)，以及自我發展(self-enhancement)。

在DM訊息的搜尋方面，本研究結果顯示台北市以及上海市皆有近75%的受訪者會注意DM的訊息內容。搜尋的程度較高之受訪者，對DM訊息亦較為重視。受訪者對訊息的重視程度對決策有正向顯著之影響。在不同訊息型態中，促銷訊息內容會對台北市以及上海市兩地受訪者的消費決策影響最大。

考慮文化價值差異下，本研究依不同的訊息搜尋程度將受訪者區分為三群，分別為DM訊息尋求者(DM information seekers)， DM訊息瀏覽者(DM information browsers)以及DM訊息忽略者(DM information neglectors)。本研究結果顯示DM訊息尋求者(DM information seekers)相對較為重視文化價值觀。

整體而言，大型連鎖量販店的DM能提供有利於消費者進行購買決策的訊息。家計單位人口數較多、年長、以及相對較低教育水準的受訪者會有較高的文化價值觀並且對DM訊息重視程度較高。

The study examines effectiveness of information marketing using DM of large chain hypermarts as objects to reveal whether consumer decisions are affected by DM information evaluations and whether evaluations are related to DM information search in addition to cultural value considerations in Taipei and in Shanghai. DM information is classified into four types, product-, price-, brand-, and promotion-related, of four product categories, food, household sanitary products, domestic appliances, and clothing, in the study to reveal whether consumers really pay attention to DM information and how they utilize searched information in decisions. In addition to evaluating information effectiveness, whether consumers in different subcultures have distinct reactions to marketing information are considered in this study.

A survey was administered in Taipei, Taiwan, and in Shanghai, China, in 2005. Stratified sampling was applied following the gender and age distributions of the population between the ages of 20 to 59, as published in the latest censuses in these two cities. The total valid samples were 550, of 267 samples from Shanghai and 283 samples from Taipei, out of 600 interviewed respondents, 300 respondents from each city.

Results of Chinese cultural value measurements reveal that respondents in Shanghai show a relatively high standard in moral-related cultural statements, while respondents in Taipei emphasize self-control, personal development, and good manners. Four factors of the Chinese cultural values of respondents in Taipei are extracted and termed as self-enhancement, tradition, integrity, and respect for elders.
For respondents in Shanghai, different terms are used to describe four cultural dimensions, conscientious/trustfulness, tradition, integrity, and self-enhancement.

For information search and evaluations, the results of information effectiveness for respondents in Taipei and in Shanghai indicate that nearly three-fourths of consumers who receive hypermart DM read certain information from them. For the information searched from DM, it is evaluated for its relative importance. Information evaluations positive influence decisions, especially promotion-related information.

For cultural value differences on information search and evaluations, three different information search segments are classified, DM information seekers, DM information browsers, and DM information neglectors, at distinctive search extent of DM information. Chinese cultural values are emphasized for those respondents classified as DM information seekers in Taipei and in Shanghai. For the dataset of Taipei, DM information neglectors and browsers do not value Chinese cultural dimensions as importantly as DM information seekers do. For Shanghai respondents, Chinese cultural values like tradition and integrity are less emphasized by DM information neglectors.

DM of large chain hypermarts provides useful information to consumers. In general, consumers who live in larger households and are older with lower educational levels are those who have stronger beliefs in Chinese cultural values and pay more attention to DM information. Cultural aspects are factors not of definite influences, but are beliefs deeply rooted in people and should not be neglected in marketing.

TABLE OF CONTENTS

LIST OF TABLES------iii
LIST OF FIGURES-------v

CHAPTER 1 INTRODUTION 1

1.1 Research Background 1
1.2 Research Objectives 7

CHAPTER 2 LITERATURE REVIEW 10

2.1 Consumer Decision Process 10
2.1.1 Determinants in the Decision Process 11
2.1.2 Search Behavior 11
2.1.3 Determinants of Search 14
2.1.4 Information Processing 16
2.1.5 Effectiveness of Information Marketing 17
2.2 Cultural Considerations 19
2.2.1 Definition 19
2.2.2 Cultural Dimensions 19
2.2.3 Culture and Information Search 21
2.2.4 Culture and Information Processing 23

CHAPTER 3 RESEARCH METHODOLOGY 25

3.1 Research Designs 25
3.1.1 Object Considered in the Study 25
3.1.2 Measurements 25
3.2 Data Collection 29
3.3 Research Methods 30
3.3.1 Descriptive Statistics 30
3.3.2 Factor Analysis 30
3.3.3 Reliability 31
3.3.4 Regression Analysis 31

CHAPTER 4 EMPIRICAL RESULTS 33

4.1 Demographics 33
4.2 Purchasing Patterns at Hypermarts 36
4.3 Cultural Values 39
4.3.1 Dimensions of Chinese Cultural Values 43
4.4 Correlations of Information Search and Evaluations 48
4.5 Effectiveness of DM Information 50
4.6 Cultural Value Differences on Information Search and Evaluations 58

CHAPTER 5 CONCLUSION 73

5.1 Conclusion 73
5.2 Marketing Implications 77
5.3 Limitations and Further Research 78

REFERENCE 80
APPENDIX 87

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