臺灣博碩士論文加值系統

中、東歐十國加入歐盟後，發展引起世界關注，而擁有最多人口的波蘭更是備受矚目；近年來波蘭中產階級增加，消費力提高，令研究者興起瞭解波蘭消費者的念頭。消費者的價值觀與生活型態會影響消費行為，對研究消費者行為是十分重要的主題。然而過去與消費者價值觀與生活型態相關的研究大多以單一國家之消費者為主，跨文化比較以歐美研究為多，故研究者利用到波蘭交換的機會，進行消費者生活型態與消費價值觀之調查研究，以取得第一手資料，然後與台灣消費者作比較。
本研究以滾雪球法進行抽樣，深度訪談15位波蘭消費者與19位台灣消費者。訪談內容涵蓋生活型態與消費價值觀各面向，經過分析後發現兩地消費者於金錢配置、儲蓄理財觀、信用卡使用習慣、價格取向、他人導向、品牌觀、服飾消費模式、婚姻觀、家庭觀、工作觀、宗教觀、環保觀、助人觀等方面的差異，並推導出相關命題，如：台灣消費者的價格敏感度和他人導向程度較波蘭消費者高；台灣人和波蘭人相比，與原生家庭的關係較為密切、對婚姻關係也有較高的期待，並且更具環保概念等。
除此之外，本研究也探究消費價值觀、生活型態及消費行為間的關係。本研究發現價格敏感度高的消費者傾向選擇於較便宜的通路，以及在特價的時候購物，消費次數較一般人來得少，也少有衝動性消費與犒賞自己的行為產生，而且消費時不太在意品牌，通常是購買平價的品牌；然而注重價格之餘，這些消費者也會注意商品的質感，不希望別人發現該商品很廉價。另外，具環保觀念的人，傾向有需要才購物；在衣著方面，購買次數不多，且重視品質、材質與持久性，不願買路邊攤，但也不會買很貴品牌的服飾，也不會跟隨潮流；而這些具環保理念的人與其他人相比，較注重健康或養生。
本研究結果在學術上有助於拓展國內碩士論文的跨文化研究領域，以及建立跨文化消費價值觀與生活型態之訪談大綱；在實務方面，能夠提供欲進入兩地市場的廠商一些開發市場與行銷策略的建議。

Central and Eastern European countries have attracted worldwide attention since 10 Central and Eastern European countries joined the European Union. Among these countries, Poland, the country with the largest population among these nations, gains the most attention. In recent years, the middle class in Poland has increased, and consumer purchasing power has enhanced. These have raised more and more researchers’ interests to investigate Poland consumer’s bevaviors.
Values and lifestyles affect consumer behavior. Therefore, Values and lifestyles are important subjects in consumer behavior research. However, past studies concerning values and lifestyles mostly focused on consumers in a single country. Furthermore, the literature about cross-cultural comparative analysis emphasizes on comparing more than two markets in American as well as those in Europe. Thus, this study aims to compare the lifestyles and consumption values between Taiwanese and Polish consumers.
This study uses snow ball method to find appropriate samples. 15 Polish respondents and 19 Taiwanese respondents were interviewed in this study. The interview covers various aspects with regards to lifestyles and consumption values. The results showed that there are differences between Polish and Taiwanese consumers in money arrangement, credit card usage, clothing consumption patterns, brand perception and so on. Besides, some propositions that are derived from content analysis include: Taiwanese consumers are more price sensitive and other-oriented, and have higher expectations about marriage, closer relationships with their family of origin, and are more conscious about environmental protection than Polish consumers.
This study also discusses the relationship among consumption values, lifestyles and consumer behavior. It reveals that consumers with higher price sensitivity prefer to make purchases in places that sell cheaper things, and in stores with discounts. They expend less frequently than most people, and seldom have impulsive consumption behaviors or reward themselves. They do not really care about brands and usually buy cheap brands. Furthermore, people who are environmentally friendly tend to go shopping only when they have actual needs. In clothing aspect, they do not buy frequently, and put emphasis on quality, material and persistence. They are not willing to buy clothes from street vendors, but they also do not buy from expensive brands. Moreover, they do not follow the trend. Compared with others, they pay more attention to keep their health well.
This study helps to expand the domain of cross-cultural research and develops an interview outline for cross-cultural consumer values and lifestyles. More importantly, this study provides some suggestion to those who are willing to enter Taiwanese or Polish markets.

第一章 研究動機與目的 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 消費價值觀 4
第二節 生活型態 17
第三節 價值觀與生活型態關聯 29
第四節 兩地文化差異 34
第三章 研究設計 37
第一節 研究方法 37
第二節 研究對象選取 40
第三節 訪談大綱之擬訂與訪談流程 44
第四節 研究分析流程 48
第四章 研究結果 49
第一節 兩地消費者消費價值觀比較 49
第二節 兩地消費者生活型態比較 68
第三節 台灣消費者的消費價值觀與生活型態 84
第五章 結論與建議 86
第一節 結論 86
第二節 建議與貢獻 91
第三節 研究限制與後續研究方向 93
參考文獻 95
附錄 101
附錄一、中文訪談同意書 101
附錄二、英文訪談同意書 103
附錄三、中文訪談大綱 105
附錄四、英文訪談大綱 111
附錄五、中文受訪者基本資料表 117
附錄六、英文受訪者基本資料表 120
附錄七、台灣受訪者金錢配置與儲蓄理財觀一覽表 123
附錄八、波蘭受訪者金錢配置與儲蓄理財觀一覽表 135
附錄九、兩地受訪者服飾購買地點一覽表 140
附錄十、台灣受訪者婚姻觀一覽表 142
附錄十一、波蘭受訪者婚姻觀一覽表 146
附錄十二、兩地受訪者選擇工作條件一覽表 150
附錄十三、台灣受訪者創業觀一覽表 164
附錄十四、波蘭受訪者創業觀一覽表 170
附錄十五、台灣曾/欲出國工作/唸書受訪者一覽表 172
附錄十六、波蘭想出國工作/唸書受訪者一覽表 174
附錄十七、台灣受訪者宗教觀一覽表 177
附錄十八、波蘭受訪者宗教觀一覽表 180
附錄十九、台灣受訪者助人觀一覽表 186
附錄二十、波蘭受訪者助人觀一覽表 192
附錄二十一、台灣受訪者價格敏感度與消費行為一覽表 (1/3) 196
附錄二十一、台灣受訪者價格敏感度與消費行為一覽表 (2/3) 200
附錄二十一、台灣受訪者價格敏感度與消費行為一覽表 (3/3) 204
附錄二十二、台灣受訪者環保理念與消費行為一覽表 209

一、中文部分
文崇一 (民78)，中國人的價值觀，台北市：東大。
江明修 (民98)，研究方法論，台北市：智勝文化。
李元墩、李坤崇 (民86)，台灣、香港與大陸大學生價值觀及其相關因素之比較硏究，行政院國家科學委員會補助專題硏究報告，台北市：行政院國科會科資中心。
洪茂雄 (民99)，波蘭史，台北市：三民書局。
楊國樞 (民82)，「傳統價值觀與現代價值觀能否同時並存？」，中國人的價值觀：社會科學觀點，楊國樞主編，台北市：桂冠。
經濟部投資業務處 (民99)，波蘭投資環境簡介，台北市：經濟部。
熊仁義 (民88)，現代人的價值觀，台北市：青年日報社。
劉必權 (民99)，波蘭，台北縣中和市：川流。

二、英文部分
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Clawson, C. Joseph & Vinson, Donald E. (1978). “Human Values: An Historical and Interdisciplinary Analysis,” Advances in Consumer Research, 5, 396-402.
Crowe, Ellen & Higgins, Tory E. (1997). “Regulatory Focus and Strategic Inclinations: Promotion and Prevention in Decision-Making,” Organizational Behavior and Human Decision Processes, 69 (2), 117-132.
Eisenhardt, Kathleen M. (1989). “Building Theories from Case Study Research,” The Academy of Management Review, 14 (4), 532-550.
Feather, Norman T. (1975). Values in Education and Society, New York: The Free Press.
Gutman, Jonathan (1982). “A Means-End Chain Model Based on Consumer Categorization Processes,” Journal of Marketing, 46 (2), 60-72.
Hawkins, Del I., Best Roger J., & Coney Kenneth A. (2001). Consumer Behavior: Building Marketing Strategy, 8th ed. New York: McGraw-Hill, 435-436.
Higgins, E. Tory, Shah, James, & Friedman, Ronald (1997). “Emotional Responses to Goal Attainment: Strength of Regulatory Focus as Moderator,” Journal of Personality and Social Psychology, 72 (3), 515-525.
Hofstede, Geert (1997). Cultures and Organizations: Software of the Mind, New York: McGraw-Hill, 23-173.
Holbrook, Morris B. (1996). “Customer Value—A Framework for Analysis and Research,” Advances in Consumer Research, 23, 138-142.
Holbrook, Morris B. (1999). Consumer Value: A Framework for Analysis and Research, New York: Rouledge, 9-24.
Holbrook, Morris B. (2005). “Customer Value and Autoethnography: Subjective Personal Introspection and the Meanings of a Photograph Collection,” Journal of Business Research. 58, 45-61.
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Kahle, Lynn R. (1983). Social Values and Social Change: Adaptation to Life in America, New York: Praeger.
Kahle, Lynn R., Beatty, S. E., & Homer, P. (1986). “Alternative Measurement Approaches to Consumer Values: The List of Values (VOL) and Values and Lifestyles (VALS),” Journal of Consumer Research, 13, 405-409.
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Lai, Albert Wenben (1995). “Consumer Values, Product Benefits and Customer Value: A Consumption Behavior Approach,” Advances in Consumer Research, 22, 381-388.
Marieke de Mooij & Hofstede, Geert (2002). “Convergence and Divergence in Consumer Behavior: Implications for International Retailing,” Journal of Retailing, 78 (1), 61-69.
Marieke de Mooij & Hofstede, Geert (2010). “The Hofstede Model Applications to Global Branding and Advertising Strategy and Research,” International Journal of Advertising, 29 (1), 85-110.
Moore, Marguerite, Karen McGowan Kennedy, & Fairhurst, Ann, (2003) "Cross-cultural Equivalence of Price Perceptions between US and Polish Consumers," International Journal of Retail & Distribution Management, 31 (5), 268-279.
Plummer, Joseph T. (1974). “The Concept and Application of Life Style Segmentation,” Journal of Marketing, 38, 33-37.
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Sanchez-Fernandez, Raquel & Iniesta-Bonillo, M. Angeles (2006). “Consumer Perception of Value: Literature Review and A New Conceptual Framework,” Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 19, 40-58.
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Schwartz, Shalom H. & Bilsky, W. (1990). “Toward a Theory of the Universal Content and Structure of Values: Extensions and Cross-Culture Replications,” Journal of Marketing, Journal of Personality and Social Psychology, 58 (5), 878-891.
Schwartz, Shalom H. (1992). “Universals in the Content and Structure of Values: Theoretical Advances and Empirical Tests in 20 Countries,” Advances in Experimental Social Psychology, 25, 1-65.
Schwartz, Shalom H. (1994). “Are There Universal Aspects in the Structure and Contents of Human Values?” Journal of Social Issues, 50 (4), 19-45.
Sheth, Jagdish N., Bruce I. Newman, & Barbara L. Gross (1991). “Why We Buy What We Buy: A Theory of Consumption Value,” Journal of Business Research, 22, 159-170.
Sobel, Michael E. (1981). Lifestyle and Social Structure: Concept, Definitions, Analyses, New York: Academic Press Inc.
Sobel, Michel E. (1983), “The American Behavior Scientist: Lifestyle Expenditures in Contemporary American Relations Between Stratification,” The American Behavioral Scientist, 26 (4), 521-533.
Vinson, Donald E., Scott, Jerome E., & Lamont, Lawrence M. (1977). “The Role of Personal Values in Marketing and Consumer Behavior,” Journal of Marketing, 41 (2), 44-50.
Wills, William D. (1974). “Life Style and Psychographics: Definitions, Uses and Problem,” Life Style and Psychographics, Wells, William D., ed. Chicago: AMA, 317-363.
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三、網路資料
行政院主計處
http://www.dgbas.gov.tw/mp.asp?mp=1，擷取日期：2011/11/20
東方線上 E-ICP 東方消費者行銷資料庫
http://www.isurvey.com.tw/index.aspx，擷取日期：2011/11/05
波蘭統計局
http://www.stat.gov.pl/gus/index_ENG_HTML.htm，擷取日期：2011/11/20
歐盟官方網站
http://europa.eu/documentation/index_en.htm，擷取日期：2011/11/20
學者Geert Hofstede的網站
http://www.geert-hofstede.com/，擷取日期：2011/10/30
SBI (Strategic Business Insights) 網站http://www.strategicbusinessinsights.com/vals/presurvey.shtml，擷取日期：2011/11/05
Young & Rubicam 網站
http://www.4cs.yr.com/global/，擷取日期：2011/11/05