臺灣博碩士論文加值系統

過去行銷研究者對於「追隨購買」這種從眾式的消費者行為並未特別研究，基於此缺口，本研究旨在建構一個完整的追隨購買研究架構，包括追隨購買之因素( 包含追隨者特性、被追隨者特性、購買情境及產品因素等四大類)、導致追隨購買的中介心理變數(追隨者對被追隨者的信任及認知追隨價值)、以及結果變數 (追隨購買程度及追隨購買意願)，並以實證方式檢測此架購的有效性。
本研究的實證部分是以問卷作為調查工具，採人員訪問方式調查一般消費者。受測對象有385位，完成有效問卷 203份。統計分析結果顯示: (1)在追隨者特性中「被追隨者的信賴度」對於「追隨者對被追隨者的信任」是最重要因素。(2)在產品因素中「產品的認知品牌價值」對於「認知追隨價值」是最重要因素。(3) 「追隨者對被追隨者的信任」及「認知追隨價值」顯著影響「追隨購買意願」。
本研究的結果能釐清形成追隨購買的重要因素及其相對重要性，並有助於了解形成購買意願的心理過程，應有助於企業在運用「追隨購買」作為其行銷手段時，能依據本研究的的結果將行銷資源做適當的配置，以擬定有效的「追隨購買」行銷方案。對於消費者而言，本研究能使消費者認知為何會有不自覺的「追隨購買」行為，以避免不切實際或浪費的「追隨購買」。本研究除了討論行銷意涵及研究限制，並對學術界及企業界提供若干建議與未來研究方向。

Purchase behavior has been studied and analyzed extensively for decades. “Following Purchase” is not fully categorized in the consumer behavior. There are few studies specifically focusing on this particular subject. This study attempts to explore antecedents that form or cause “following purchase”, and show under what conditions and why people have following purchase behavior.
You buy and then I buy. It happens to almost everyone with purchasing experience. Following behavior is seen as a kind of conformity. However, Following Purchase is more than conformity. This study proposes an integrated framework that includes more essential factors than traditional studies of conformity purchase.
The purposes of this study are to explore the essential forming factors of four categories: (1) Follower’s characteristics: similarity, open to experience, self-monitoring, and risk avoidance. (2) Role model’s characteristics: credibility and attractiveness. (3) Purchase conditions: number of followers、time pressure, and “public or private use.” (4) Product factors: “luxuries or necessities” and “perceived brand value.” With Trust and “Perceived value of following purchase” as mediators, we evaluate the impact on the “Spending of following purchase” and the “Intention of Following Purchase” in the proposed framework.
This study investigated general consumers by means of personal interview with questionnaires and generated 203 valid responses. Results of the study reveal that perceived brand value, credibility, and attractiveness are most influential to the intention of following purchase. Furthermore, both credibility and attractiveness are found to be strongly related to the spending of following purchase. Implications of these findings and directions for future research have been presented.

中文摘要.........................................................................................................................Ⅰ
英文摘要.........................................................................................................................Ⅱ
誌謝……........................................................................................................................Ⅲ
目錄................................................................................................................................Ⅳ
表目錄............................................................................................................................Ⅴ
圖目錄 ..........................................................................................................................Ⅵ
第壹章 緒論...................................................................................................................1
第一節 研究背景與動機.....................................................................................1
第二節 研究目的與研究問題.............................................................................2
第三節 本研究的重要性.....................................................................................3
第貳章 文獻探討...........................................................................................................4
第一節 「追隨購買」概述.................................................................................4
第二節 追隨者對被追隨者的信任.....................................................................5
第三節 認知追隨價值.........................................................................................6
第四節 追隨者特性.............................................................................................6
第五節 被追隨者的特性.....................................................................................8
第六節 購買情境.................................................................................................10
第七節 產品因素.................................................................................................12
第八節 追隨購買程度.........................................................................................12
第九節 追隨購買意願.........................................................................................13
第參章 研究方法...........................................................................................................14
第一節 研究架構.................................................................................................14
第二節 研究假設.................................................................................................16
第三節 研究變數的操作性定義與衡量.............................................................17
第四節 前測問卷設計與信度分析...................................................................24
第五節 正式調查...............................................................................................27
第肆章 資料分析與討論.............................................................................................28
第一節 樣本描述...............................................................................................28
第二節 信度與效度分析...................................................................................31
第三節 假設檢定...............................................................................................33
第四節 變數的相對重要性分析.......................................................................40
第五節 中介變數檢測.......................................................................................40
第伍章 結論與建議.....................................................................................................48
1. 研究發現...............................................................................................48
2. 行銷意涵...............................................................................................54
3. 研究限制與未來研究方向...................................................................56
參考文獻.......................................................................................................................57
附錄一 問項內容與來源表……………………………………………………………60
附錄二 正式問卷………………………………………………………………………64

表 目 錄
表 3-1 信度標準摘要表 24
表 3-2 前測信度分析結果彙總表 25
表 4-1 人口統計變數之樣本描述 30
表 4-2 實測信度分析結果彙總表 31
表 4-3 Pearson相關係數表 34
表 4-4 7種變數與信任複迴歸分析結果 35
表 4-5 7種變數與認知追隨價值複迴歸分析結果 37
表 4-6 信任及認知追隨價值對追隨購買程度複迴歸分析結果 38
表 4-7 信任及認知追隨價值對追隨購買意願複迴歸分析結果 39
表 4-8 中介效果檢定 42
表 4-9 中介效果檢定 43
表 4-10 中介效果檢定 43
表 4-11 中介效果檢定 43
表 4-12 中介效果檢定 44
表 4-13 中介效果檢定 44
表 4-14 中介效果檢定 45
表 4-15 中介效果檢定 45
表 4-16 中介效果檢定 45
表 4-17 中介效果檢定 46
表 4-18 中介效果檢定 46
表 4-19 加入中介變數之多元迴歸分析 47
表 4-20 加入中介變數之多元迴歸分析 47
表 5-1 假設檢定結果彙總表 48
圖 目 錄
圖 3-1本研究之概念性架構 15
圖 5-1相關重要性係數 49

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