臺灣博碩士論文加值系統

「稟賦效應」是指當一個人持有某品項時，會對該品項的「知覺所有權」和「價格評估」會比未持有時大大增加，而消費者心中所產生的「知覺所有權」及「價格評估」的高低（價格評估高低是伴隨知覺所有權而來的）正是影響其購買決策的重要因素。本研究透過「觸摸」/「品牌知名度」/「性別」等實驗變項操作，測量其何者才是稟賦效應作用於服飾產品時，企業及品牌所該重視要素。過去的研究著重在「觸摸」因素的探討，但在現今電子商務爭霸的時代，眾多網路服飾品牌已成功搶奪實體市場贏得消費者的青睞，加上透過文獻探討，本研究認為「品牌知名度」比起「觸摸」（消費者在電子商務購物是無法觸摸商品的）更能引發稟賦效應，故設計實驗一為2（觸摸：觸摸、不觸摸）× 2（知名度：高知名度品牌、低知名度品牌）。另外為考量不同性別擁有不同的思考模式，因此將「性別」納入研究中討論，並設計實驗二為2（觸摸：觸摸∕不觸摸）× 2（知名度：高知名度品牌/低知名度品牌）× 2（性別：男性∕女性）之實驗設計。本研究結果除了再次驗證過去文獻所提之「引發稟賦效應的主因是知覺所有權」的論點之外，也進一步證明本研究所提「品牌知名度」比「觸摸」更能產生稟賦效應之研究假設，但關於「觸摸/品牌知名度的交互作用」及「性別」的結果還有待未來更深入研究探討。

When one holds certain items, the items will greatly increase the “perceived ownership” and "price evaluation"in one’s mind. This phenomenon called the “endowment effect” which is an important theory about consumer decision making. The variables “Touch”, ”Brand Awareness”, and “Gender” are operated in this study. The purpose is to measure which is the most important factors in consumer decision-making. Past research has focused on the “Touch” factor, but consumer behavior is different from previous now, more and more consumers are prefer shopping on-line than retailers.
Review of the literature, this study suggests that ”Brand Awareness” is more suited to lead the endowment effect than “Touch”. For this reason, the experiment 1 in this study was designed to 2 (Touch: Touch, do not touch) × 2 (Brand Awareness: high brand awareness, low brand awareness). In addition to considering the different sexes have different thinking patterns, the study also included discussion of “Gender”. In view of this reason, the experiment 2 in this study was designed to 2 (Touch: Touch, do not touch) × 2 (Brand Awareness: high brand awareness, low brand awareness) × 2 (Gender: male / female).
The results of this study once again prove the conclusions of the past theory (“Endowment effect” is caused from perceived ownership), and also demonstrated ”Brand Awareness” is more important than “Touch” in consumer decision-making. But the results of the interaction and gender are not proved in this study, this part must be studied more in-depth in the future.

目錄
表目錄 vii
圖目錄 ix
附錄 x
第一章 緒論 11
第一節 研究動機 11
第二節 研究目的 12
第三節 研究流程 13
第二章 相關理論與研究假設發展 14
第一節 稟賦效應 14
第二節 觸碰與知覺所有權 16
第三節 品牌知名度 18
第四節 性別 21
第三章 研究方法 23
第一節 各構念操作性定義與衡量 23
第二節 實驗一 26
一、實驗一研究架構 26
二、實驗一前測 27
三、實驗一正式實驗 28
四、實驗一結果分析 30
五、實驗一假說檢定結果 37
第三節 實驗二 39
一、實驗二研究架構 39
二、實驗二前測 40
三、實驗二正式實驗 44
四、實驗二結果分析 47
五、實驗二假說檢定結果 56
第四章 結論與建議 59
第一節 研究結論 59
第二節 管理意涵 64
第三節 研究限制 67
第四節 後續研究建議 68
參考文獻 69

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