臺灣博碩士論文加值系統

近年來，隨著人們生活水準的提升和網路資訊業的快速普及發展，被列為標準周邊配備之噴墨印表機隨著電腦已融入個人或每個家庭生活成為必需品之一， 但在原廠墨水匣的價格居高不下的狀況下（買兩顆原廠墨水匣的價錢可買一台新的噴墨印表機），近年在台灣上百億元的噴墨影像市場，於是在高獲利、門檻低、及提倡環保的情況下副廠墨水匣進入這個市場。但在原廠噴墨印表機廠商擁有全系列的墨水匣的供應優勢及廣告優勢之下，目前副廠墨水匣的市場佔有率偏低。
在如此龐大的市場與商機下，進而引發探討副廠耗材採購行為之影響因素為本研究的目標，在本研究中，我們以涉入理論為基礎，探討涉入量表應用在噴墨印表機墨水匣產品選擇、比較及檢測購買原廠及副廠墨水匣的消費者與涉入程度、個人因素、產品因素及情境因素等是否相關，並採用相關矩陣分析、羅吉斯迴歸模型（Logistic Regression Model）及逐步迴歸分析做為本研究之統計方法來分析問卷之結果。
本研究依據Zaichkowsky的涉入程度分類標準，問卷分析結果顯示購買墨水匣之消費者為高涉入群組，購買副廠墨水匣比購買原廠墨水匣涉入程度較為高，顯示兩個消費族群對墨水匣的關注不同，本研究除了在涉入程度及噴墨印表機墨水匣消費行為研究之實證探討外，根據資料分析結果，本研究進一步歸納出兩個消費族群的消費特質與消費者決策行為，進而對噴墨印表機墨水匣廠商提供可能行銷策略與建議，以供行銷制定之參考。

Lately, the increase of living standard has popularized the adoption of internet and communication products consequently the inkjet printers and personal computers become necessities in most families. Nevertheless, the high price of the original brand ink cartridge (a new inkjet printer is priced almost equal to two new ink cartridges) results in more than ten billion Taiwan dollars inkjet market. This high profit and low entry barriers market segment as a result attracts the third-party cartridge manufacturers. Due to the original brands that own the complete products lines and dominant brand image, so far the third party manufacturers hold a pretty small market share.
Motivated with this huge market potential, the present study is interested in the determinants affecting purchase of the third party inkjet cartridges instead of the original brand of the printers. To this end the Involvement theory is adopted to study consumers’ choices of inkjet cartridges. We investigate the choices whether or not attribute to consumers’ involvement degree, involvement causes, involvement effect and marketing situations. The correlation analysis, Logistic regression analysis and stepwise Logistic regression analysis are utilized to analysis our data.
According to Zaichkowsky’s involvement measurement, the results show that the third-party inkjet cartridges are consumed more often than the original brand cartridges for high involvement consumers. In addition to the involvement concern, the results also conclude two groups of consumer’s characteristics and the implications of their consumption behavior. Finally, practical implications for the inkjet cartridges suppliers and the marketing strategies are proposed for the findings.

書名頁 ……………………………………………………………… i
論文口試委員審定書……………………………………………… ii
授權書 ……………………………………………………………… iii
中文摘要 …………………………………………………………… v
英文摘要 ……………………………………………………………… vi
誌謝 …………………………………………………………………… viii
目錄 …………………………………………………………………… ix
表目錄 ………………………………………………………………… xi
圖目錄 ………………………………………………………………… xii
第一章 緒 論………………………………………………………… 1
第一節 研究背景與動機……………………………………………… 1
第二節 研究目的 …………………………………………………… 3
第三節 研究範圍 …………………………………………………… 4
第四節 研究流程 …………………………………………………… 4
第二章 文獻探討 …………………………………………………… 8
第一節 噴墨印表機產業範圍 ……………………………………… 9
第二節 涉入的定義及分類 …………………………………………… 20
第三節 涉入的理論架構 …………………………………………… 32
第四節 涉入的衡量 ………………………………………………… 38
第五節 產品屬性相關理論…………………………………………… 44
第三章 研究方法 …………………………………………………… 50
第一節 研究架構與研究假…………………………………………… 50
第二節 測量工具……………………………………………………… 55
第三節 抽樣設計 …………………………………………………… 61
第四節 資料處理與研究方法…………………………………………… 62
第四章 資料分析結果………………………………………………… 66
第一節 敘述性統計分析……………………………………………… 66
第二節 涉入理論模型 ………………………………………………… 73
第三節 原廠與副廠墨水匣消費者分析………………………………… 81
第五章 結論與建議 …………………………………………………… 87
第一節 結論……………………………………………………………… 87
第二節 管理意涵………………………………………………………… 93
第三節 研究限制與建議………………………………………………… 96
參考文獻………………………………………………………………… 99
一、中文部份………………………………………………………… 99
二、英文部份………………………………………………………… 100
附錄一：問卷 ………………………………………………………… 105

一、中文部份
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9.蔣宗男（1998），「情境因素、消費者購買涉入與創新接受態度影響網路競標意願之研究」，國立政治大學廣告學系。
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二、英文部份
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