臺灣博碩士論文加值系統

酷的概念在1920年代便已開始萌芽，經過期間的發展，酷的應用也越來越廣泛，企業經常運用酷做為傳遞自身產品的價值至消費者的方式，尤其針對現代年輕的消費者族群而言來說更是如此。因此本研究以蘋果公司推出的iPhone系列手機作為本研究的產品，探討在近幾年間皆相當受到消費者歡迎的原因，除了蘋果公司品牌本身的影響力之外，本研究希望能以其他方向探討這一議題，因此採用酷的角度做為本研究的主要切入點。
根據過去的文獻整理出其中四項會影響酷的前因做為此次的研究變數，分別為：個人化、獨一性、美感、意義性，希望藉由此次研究得知何者的影響程度最大，並以此結果再推導至消費者的品牌偏好與購買意願是否也有正向的影響關係。
因此本研究以SEM分析做為主要研究方法，運用問卷詢問受測者對於酷的想法，並再將問卷結果分群為現在持有手機為iPhone系列手機者以及非iPhone系列手機持有者加以比較，分析其影響結果是否會所不同讓研究結果更加完整。
在本研究結果中發現，酷的四項前因皆會正向的影響到整體性的酷，其中以個人化的影響程度最高、獨一性次之。且當消費者認為該產品越酷的時候，他們越容易被產品吸引進而提高品牌偏好以及購買意願。
因此根據本研究之結果，發展出實務建議如
(一) 產品與消費者的人格特質相符且具有獨特性會更增進產品酷的程度，並確實能提升品牌偏好與購買意願。
(二) 可針對iPhone系列手機設計不同外觀造型變化以吸引現非為Apple手機持有者的購買。
(三) 產品除個人化、獨一性、美感外，功能與品質仍是相當重要的。

The concept of coolness began to grow in the 1920s, through the time goes by, the application of coolness become prosperous. Some companies used it as the way to deliver the value of the products to customers, especially for the young people. By the viewpoint of the coolness, we use iPhones as the products to discuss the reasons why iPhones are so popular. In addition to the influences of the brand, the study wanted to find another points to discuss this issue. Therefore, this study used the concept of coolness as the main variable.
Based on the literature review, we sorted out the influential factors of coolness: personalization, singular, aesthetic and meaningful. By this study, we wanted to know whether the factors have the influence on products and increase consumers' brand preference and purchase intention.
Therefore, this study use SEM analysis as the main research method, we sent out the online questionnaire to find out consumers' thoughts, moreover, this study classified the subjects as iPhone users and non-iPhone users, and tried to apply the classified data to compare the results.
From the results, all the factors have positive influence on coolness and the personalization was at the highest level. When consumers believe that the product is cooler than other products, than they are more likely to be attracted and increase their brand preference and purchase intention.
From the result, the suggestions are following:
1. The consumer’s personality is similar to product’s traits will enhance the brand preference and purchase intention.
2. We can design variety of iPhones which are emphasized on appearance to attract non-iPhone users.
3. In addition to the factors of personalization, singular and aesthetic, functions and qualities of the products are important factors too.

第一章緒論 1
第一節 研究背景 1
第二節 研究動機 4
第三節 研究目的 5
第四節 研究流程 6
第二章 文獻回顧 7
第一節 酷(coolness)的意涵 7
第二節 酷於市場行銷中的應用 11
第三節 酷的前因對整體的酷之影響 15
第四節 整體的酷對於品牌偏好以及購買意願之影響 20
第三章研究方法 23
第一節 研究架構與假設 23
第二節 研究對象與研究範圍 24
第三節 問卷設計 25
第四節 資料分析方法 32
第五節 問卷前測結果 34
第四章 研究結果分析與討論 37
第一節 受測者基本資料與敘述性統計 37
第二節 研究變數之敘述性統計 44
第三節 統計分析結果 49
第四節 小結 66
第五章 結論與建議 68
第一節 研究結論 68
第二節 實務上的建議 72
第三節 研究限制及未來研究建議 73
參考文獻 75
附錄　正式問卷 79

網路文獻
Apple官方網站新聞稿 (2014) iPhone 6 與 iPhone 6 Plus 將於本月在其他 36個國家及地區發售http://www.apple.com/tw/pr/library/2014/10/13iPhone-6-iPhone-6-Plus-Arrive-in-36-More-Countries-and-Territories-This-Month.html
TrendForce (2014) Adreaction Marketing in a multiscreen world.
https://www.millwardbrown.com/adreaction/2014/#/
商業週刊1400期(2014) 就是他做出iPhone6
http://bw.businessweekly.com.tw/mag/cover.php?id=2168
PCWorld (2011) What Android Fans Think of iPhone Users
http://www.pcworld.com/article/243291/what_android_fans_think_of_iphone_users.html

中文文獻
李茂能(2007)。結構方程模式軟體Amos之簡介及其在測驗編製上之應用，初 版，台北:心理出版社
吳明隆、張毓仁(2010)。結構方程模式-實務應用秘笈，初版，台北:五南圖書出版公司
吳萬益、林清河(1991)。企業研究方法，初版，台北：華泰書局
陳順宇（2009）。迴歸分析，第三版，台北：華泰文化
榮泰生(2009)。Amos與研究方法，第三版，台北: 五南圖書出版公司

 
英文文獻
Beaudoin, P., Moore, M. A., ＆ Goldsmith, R. E. (1998), “Young Fashion Leaders' and Followers' Attitudes toward American and Imported Apparel, Journal of Product ＆ Brand Management, 7(3), 193-207.
Belk, R. (1988), Possessions and Self., John Wiley ＆ Sons, Ltd.
Bird, S., ＆ Tapp, A. (2008). “ Social Marketing and the Meaning of Cool, Social Marketing Quarterly, 14(1), 18-29.
Cockrill, A. (2012), “Does an iPod Make You Happy?An Exploration of the Effects of iPod Ownership on Life Satisfaction, Journal of Consumer Behaviour, 11(5), 406-414.
Coelho, D. C., Meneses, R. F. C., ＆ Moreira, M. R. (2013), “Factors Influencing Purchase Intention of Private Label Products: The Case of Smartphones, Exploring Services Science, 313-321, Springer Berlin Heidelberg.
Dar-Nimrod, I., Hansen, I. G., Proulx, T., Lehman, D. R., Chapman, B. P., ＆ Duberstein, P. R. (2012), “Coolness: An Empirical Investigation, Journal of Individual Differences, 33(3), 175.
Dodds, W. B., Monroe, K. B., ＆ Grewal, D. (1991), “Effects of Price, Brand, and Store Information on Buyers' Product Evaluations, Journal of Marketing Research, 28(3), 307-319.
Frank, T. (1999), “The Conquest of Cool, International Journal of Advertising, 18, 121-122.
Gutman, J., ＆ Mills, M. K. (1982), “Fashion, Life-Style, Self-Concept, Shopping Orientation, and Store Patonage-an Intergrative Analysis, Journal of Retailing, 58(2), 64-86.
Goldsmith, R. E., Moore, M. A., ＆ Beaudoin, P. (1999), “Fashion Innovativeness and Self-Concept: a Replication, Journal of Product ＆ Brand Management, 8(1), 7-18.
Holbrook, M.B. and Hirschman, E.C. (1982), “The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun, Journal of Consumer Research, 9(2), 132-140.

Im, S., Bhat, S., ＆ Lee, Y. (2015), “Consumer Perceptions of Product Creativity, Coolness, Value and Attitude, Journal of Business Research, 68(1), 166-172.
Johnson, L. (2006), “Mind Your X's and Y's: Satisfying the 10 Cravings of a New Generation of Consumers, Simon and Schuster.
Kerner, N., ＆ Pressman, G. (2007), “Chasing Cool: Standing out in Today's Cluttered Marketplace, Simon and Schuster.
Keller, M. and Kalmus, V. (2009), “What Makes Me Cool? Estonian Ttweens’ Interpretive Repertoires, Young Consumers, 10(4), 329-341
LeBoeuf, R. A., ＆ Simmons, J. P. (2010), “Branding Alters Attitude Functions and Reduces the Advantage of Function-Matching Persuasive Appeals, Journal of Marketing Research, 47(2), 348-360.
Male, B. (2010), “The Secrets to Marketing to Generation Y, available at: www.businessinsider.com/the-secrets-to-marketing-to-generation-y-2010-4 (accessed November 23, 2014).
Nancarrow, C., Nancarrow, P., ＆ Page, J. (2002), “An Analysis of the Concept of Cool and its Marketing Implications, Journal of Consumer Behaviour, 1(4), 311-322.
O’Donnell, K.A. and Wardlow, D.L. (2000), “A Theory on the Origin of Coolness, Advances in Consumer Research, 27(1), 13-18.
Pountain, D., ＆ Robins, D. (2000), Cool Rules: Anatomy of an Attitude, Reaktion books.
Reppel, A. E., Szmigin, I., ＆ Gruber, T. (2006), “The iPod Phenomenon: Identifying a Market Leader's Secrets through Qualitative Marketing Research, Journal of Product ＆ Brand Management, 15(4), 239-249.
Riecken, D. (2000), “Introduction: Personalized Views of Personalization, Communications of the ACM, 43(8), 26-28.
Runyan, R. C., Noh, M., ＆ Mosier, J. (2013), “What is Cool? Operationalizing the Construct in an Apparel Context, Journal of Fashion Marketing and Management, 17(3), 322-340.
Shapiro, H. (1999), Waiting for the Man, Helter Skelter, London

Sirgy, M.J. (1982), “Self-Concept in Consumer Behavior: a Critical Review, Journal of ConsumerResearch, 9(3), 287-300.
Southgate, N. (2003), “Coolhunting, Account Planning and the Ancient Cool of Aristotle, Marketing Intelligence ＆ Planning, 21(7), 453-461.
Sundar, S. S., Tamul, D. J., ＆ Wu, M. (2014), “Capturing “Cool: Measures for Assessing Coolness of Technological Products, International Journal of Human-Computer Studies, 72(2), 169-180.
Tian, K.T., Bearden, W.O. and Hunter, G.L. (2001), “Consumers’ Need for Uniqueness: Scale Development and Validation, Journal of Consumer Research, 28(1), 50-66.
Walker, C. (1996), Can TV Save the Planet? American Demographics, 18(5), 42-46.