淡江大學覺生紀念圖書館 (TKU Library)
進階搜尋


  查詢圖書館館藏目錄
系統識別號 U0002-0203200912093700
中文論文名稱 消費者對通路選擇之研究─以藝術畫作購買為例
英文論文名稱 A Study of Consumers’ Channel Decision: the Case of Artistic Paintings
校院名稱 淡江大學
系所名稱(中) 管理科學研究所企業經營碩士在職專班
系所名稱(英) Executive Master's Program of Business Administration in Management Sciences
學年度 97
學期 1
出版年 98
研究生中文姓名 蘇王佑
研究生英文姓名 Wang-Yu Su
學號 795620151
學位類別 碩士
語文別 中文
口試日期 2009-01-09
論文頁數 83頁
口試委員 指導教授-蘇王佑
委員-趙義隆
委員-婁國仁
中文關鍵字 藝術品  通路選擇  產品涉入  購買意願 
英文關鍵字 Art  Channel decision  Product involvement  Purchase intention 
學科別分類 學科別社會科學管理學
中文摘要 Hirschman(1983) 認為藝術品與一般性商品的差異在於藝術品具有較多的抽象性、主觀經驗、非功能性、獨特性和整體性,其中「獨特性」則是藝術品的一項重要價值所在,亦與行銷理念中的「差異性」有異曲同工之妙,因此藝術品的行銷通路應會有別於一般性商品。而本研究的目的在探討藝術畫作在不同的行銷通路-傳統的畫廊專門店與近年興起的現代綜合性商店,消費者的接受程度為何?並進一步探討是否對消費者的行為有顯著的影響?而本論文是以「涉入程度」、「信賴度」、「購買意願」、「再度購買意願」作研究探討之假設構面。

本論文的研究結果為:
1、偏好在畫廊專門店購買畫作的消費者,其對畫作的涉入程度會比在綜合性商店購買畫作的消費者高。
2、偏好在畫廊專門店購買畫作的消費者,其對畫廊專賣店所出售畫作的信賴度會比偏好在綜合性商店購買畫作的消費者高。
3、偏好在畫廊專門店購買畫作的消費者,其購買意願會比偏好在綜合性商店購買畫作的消費者高。
4、偏好在畫廊專門店購買畫作的消費者,其再度購買意願會比偏好在綜合性商店購買畫作的消費者高。

而本論文的研究結論發現,在現代綜合性商店展售藝術畫作,是可以被消費者接受的,因此建議藝術畫作之經營者應開拓多方位的新通路型態來提升銷售成果。此外,更提供給相關藝術產業的經營者另一種多元的行銷思维,即依據消費者的特性訂定不同的行銷策略,不僅能深耕掌握不同族群的客戶資源,更可創造出整個藝術產業最大的銷售經濟規模。
英文摘要 Hirschman (1983) is of the view that the difference between works of art and general commercial products is the abstraction-oriented, subjective experience, non-functionality, uniqueness and integration in works of art. Especially, the “uniqueness” is one of the most important value in art work, which is similar to the concept of “differentiation” in marketing so that the marketing channel of works of art should be different from those of general commercial products. The purpose of this study is to examine the degree of acceptance for the consumers on works of art under different marketing channels between traditional gallery and modern complex store arising in recent years. In addition, this study will investigate further if there is any obvious effect on consumer’s behaviors. This study uses the degree of involvement, reliability, purchase intention, re-purchase intention as its hypothetical criteria of research.

The conclusions of this study are listed below:
1.The degree of involvement in art works for consumers who purchase the paintings at galleries is higher than those who purchase them at modern complex stores.
2.The reliability on paintings sold in galleries is higher than that on those paintings sold in modern complex stores for consumers who prefer to purchase paintings in galleries.
3.The purchase intention of consumers who prefer to purchase paintings at galleries is higher than those who prefer to purchase it at modern complex stores.
4.The re-purchase intention of consumers who prefer to purchase paintings at galleries is higher than those who prefer to purchase it at modern complex stores.

We eventually found in this study that to display and sell the works of art at modern complex stores is acceptable for consumers. We may hereby recommend that the managers of works of art may explore other new and diversified channels to increase sales revenues. Furthermore, to provide kinds of diversified marketing ideas for related management of works of art, that is, to setup different marketing strategies in accordance with the characteristics of different consumers. By doing this, it will not only deeply seize the customers resources of different groups, but also create the optimal sales economic scales for the whole art industry.
論文目次 目錄
致謝辭 Ⅰ
中文摘要 Ⅲ
英文摘要 Ⅳ
表目錄 Ⅷ
圖目錄 Ⅸ
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 7
第二章 文獻探討 8
第一節 藝術產品與行銷工作 8
第二節 產品差異化行銷 10
第三節 高涉入產品行銷 15
第四節 傳統、現代綜合性行銷通路 19
第五節 信賴度 25
第六節 消費者購買意願 28
第七節 再度購買意願 32
第三章 研究方法 35
第一節 研究架構 35
第二節 研究假設 36
第三節 變數之操作性定義與衡量 37
第四節 問卷設計與預試 42
第五節 樣本結構 44
第四章 資料分析與研究結果 46
第一節 涉入程度之分析 47
第二節 信賴度之分析 49
第三節 購買意願之分析 51
第四節 再度購買意願之分析 53
第五章 結論與建議 55
第一節 研究結論 55
第二節 畫作藝術品經營上建議 61
第三節 研究限制論 65
第四節 後續研究建議 66
參考文獻 68
附錄一 前測問卷 76
附錄二 正式問卷 80

表目錄
表3-1 受訪者對產品通路偏好分配表 39
表3-2 受訪者選擇購買藝術畫作之通路分配表 45
表4-1 通路偏好對涉入程度之影響 48
表4-2 通路偏好分組對涉入程度之比較 48
表4-3 通路偏好分組對涉入程度之比較 48
表4-4 通路偏好對信賴度之影響 50
表4-5 通路偏好分組對信賴度之比較 50
表4-6 通路偏好分組對信賴度之比較 50
表4-7 通路偏好對購買意願之影響 52
表4-8 通路偏好分組對購買意願之比較 52
表4-9 通路偏好分組對購買意願之比較 52
表4-10 通路偏好對再度購買意願之影響 54
表4-11 通路偏好分組對再度購買意願之比較 54
表4-12 通路偏好分組對再度購買意願之比較 54
表5-1 研究結果彙整 55
圖目錄
圖3-1 研究架構 35
參考文獻 一、中文部分
1.方世榮 (譯)。行銷學原理。台北:東華書局。( Philip Kotler and Gary Armstrong, 1995 )
2.方嘉瑜 (2004)。產業競爭程度、產品差異化、企業資源能力與品牌及績效之關係。(碩士論文,東華大學)。全國博碩士論文資訊網。
3.白省三 (1996)。從本土出發-先紮根才可能開花結果。術貴族第,6,29-31。
4.李中柱 (1991)。我國自創品牌外銷產品國際行銷適地化策略與行銷績效之相關性研究-高科技與傳統產業比較。(碩士論文,靜宜大學)。全國博碩士論文資訊網,。
5.吳玲嬋 (2002)。手段-目的鏈模式之應用研究-以高涉入住宅產品為例。(碩士論文,淡江大學)。全國博碩士論文資訊網。
6.林靈宏 (1994)。消費者行為。台北:五南圖書出版公司。
7.沈永正、吉中行 (2003)。購買決策前認知與情感建構對產品價值之影響。第一屆全國當代行銷學術研討會。
8.周文賢、張欽富 (2000)。聯合分析在產品設計之運用。台北:華泰書局。
9.柯文心 (2000)。市場結構、技術合作聯盟與經營績效之關聯性─資訊電子產業之實證。(碩士論文,台北大學)。全國博碩士論文資訊網。
10.施志勳 (2006)。消費者認知對綠色休閒營運績效之影響研究。(碩士論文,大葉大學)。全國博碩士論文資訊網。
11.涂榮華 (2004)。「台灣商業畫廊經紀方式之研究」。(碩士論文,南華大學)。全國博碩士論文資訊網。
12.郭俊宏 (2006)。影響消費者購物通路選擇關鍵因素之研究。 (碩士論文,成功大學)。全國博碩士論文資訊網。
13.陳琇玲 (譯)。新消費者心理學。台北:臉譜出版社。 ( Lewis, David. and Bridger, Darren., 2003 )
14.陳漢杰 (2005)。涉入、產品屬性的評估與購買意願之相關研究-以銀行消費者購買理財服務為實證。(碩士論文,成功大學)。全國博碩士論文資訊網。
15.許貴雯 (2006)。論藝術消費中價值與價格的關係:博物館門票與藝術市場價格的訂定。(碩士論文,元智大學)。全國博碩士論文資訊網。
16.許嘉猷 (2004)。布赫迪厄論西方純美學與藝術場域的自主化:藝術社會學之凝視。歐美研究,34(3),357-429。
17.戚廷貴 (1987)。藝術美與欣賞。台北:丹青圖書有限公司。
18.莊明賢 (2003)。零售綜合店與專門店共生策略之研究:商品組合與服務機能完整性之探討。(碩士論文,元智大學)。全國博碩士論文資訊網。
19.張維倫等 (譯)。文化經濟學。台北:典藏藝術家。( Throsby, David., 2003)
20.黃華相 (2007)。藝術投資。萬寶週刊,709。
21.黃俊英、賴文彬 (1990)。產品涉入與使用情境的交互作用之研究。行政院國家科學委員會專題研究計畫成果報告。計畫編號:NSC77-0301-110-08R。
22.黃憲彥、張完珠譯。便利商店入門。台北:中國生產力中心。(阿部幸男,1997)
23.邱瑋俊 (2004)。產品涉入與品牌購買忠誠度之關聯性研究。(碩士論文,淡江大學)。全國博碩士論文資訊網。
24.彭吉象 (1994)。藝術學概論。台北:淑馨出版社。
25.劉千美 (1990)。藝術與美感。台北:台灣書店。
26.劉依琦譯。別鬧了。這是藝術嗎?。台北:左岸文化。( Freeland, Cynthia., 2002 )
27.劉思量 (1998)。藝術心理學。台北市。藝術家出版社。
28.潘襎(譯)。藝術學手冊。台北:藝術家出版社。( 神林恆道等,1996 )
29.鄭仁偉、杜啟華與胡惠玟 (2000)。品牌資產創造影響因素之研究─我國資訊電腦自有品牌廠商實證分析。企業管理學報,47,81-106。
30.謝淑敏 (2006)。台灣的私人畫廊産業:歷史回顧與現況分析。 (碩士論文,臺南藝術大學)。全國博碩士論文資訊網。
31.趙義隆 (1994)。專門店與零售店之發展對我國行銷通路演變之策略涵義。全國零售通路現代化研討會論文集。台北經濟部商業司。

二、英文部分
1.Antil, J. H. (1984). Conceptualization and operationalization of involvement. Advances in Consumer Research, 11, 203-209.
2.Bantel, K. A. (1997). Performance in adolescent, technology-based firms: Product strategy, implementation, and synergy. The Journal of High Technology Management Research, 8(2), 243-262.
3.Bantel, K. A. (1998). Technology-Based, Adolescent Firms Configurations: Strategy Identification, Context, and Performance. Journal of Business Venturing, 13(3), 205-230.
4.Ba, S., and Pavlou, P. A. (2002). Evidence of the Effect of Trust Building Technology in Electronic Markets: Price Premiums and Buyer Behavior. MIS Quarterly (26:3), Sep, 243-268.
5.Baum, J. R., E. A. Locke, & K. G. Smith. (2001). A Multidimensional Model of Venture Growth. Academy Of Management Journal, 44(2), 292-303.
6.Biel, A. L. (1992). How Brand Image Drives Brand Equity. Journal of Advertising Research, 32(6), 6-12.
7.Blackwell, D. R., Miniard, P. W., & Engel, J. F. (2001). Consumer Behavior, 9th ed., Harcourt, Inc.
8.Bolton, R. N., & Lemon, K. N. (1999). A dynamic model of customer’s usage of services: usage as an antecedent and consequence of satisfaction. Journal of Marketing Research, 36(2), 171-186.
9.Caves, R. E. & P. Williamson. (1985). What is product differentiation, really? Journal of Industrial Economics, 34(2), 113-132.
10.Cavusgil, T., S. Zou., & G. M. Naidu. (1994). Marketing Strategy-Performance Relationship: An Investigation of the Empirical Link in Export Market Venture. Journal of Marketing, 58, 1-21.
11.Chandler, G. N., & S. H. Hanks. (1994). Market Attractiveness Resource-Based Capabilities, Venture Strategies, and Venture Performance. Journal of Business Venturing, 9(4), 331-349.
12.Chong, Derrick. (2005). Stakeholder Relationships in Contemporary Art. Robertson, Iain ed. Understanding international art markets and management. London: Routledge.
13.Crosby, L. A., Evans, K. R. and Cowles, D. (1990). Relationship Quality in Service Selling: An Interpersonal Influence Perspective. Journal of Marketing, 54, 68-81.
14.Demby, E. (1974). Psychographics and From Whence it came. In W.D. Wells (ed.), Life Style and Psychographics. Chicago, IL: American Marketing Association, 22-29.
15.Dufrenne, Mikel. (1973). The Phenomenology of Aesthetic Experience. Evanston, IL: Northwestern University Press.
16.Fabbri. (2000). Véronique. Le Valeur de l’Œuvre d’Art. Paris: L'Harmattan.
17.Figueiredo, J. M. (2000). Finding Sustainable Profitability in Electronic Commerce. Sloan Management Review (41:4), Summer, 41-53.
18.Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Boston, MA: Addison-Wesley.
19.Frey, Bruno S. (2000). Arts and Economics Analysis and Cultural Policy. Berlin, Heidelberg and New York: Springer.
20.Gefen, D. (2000). E-commerce: The Role of Familiarity and Trust. Omega (28:6), Dec, 725-737.
21.Gourville, J. T., & Soman, D. (2005). Over choice and assortment type: When and why variety backfires. Marketing Science, 24, 382-395.
22.Gundlach, G. T. and Murphy, P. E. (1993) . Ethical and Legal Foundations of Relational Marketing Exchanges. Journal of Marketing, 57, 35-46.
23.Hanna, N., & Wozniak, R. (2001). Consumer behavior: an applied approach. New Jersey: Prentice-Hall, Inc.
24.Hill, C. W. L., & G. R. Johns. (1998). Strategic Management Theory: An Integrated Approach. 4th. ed., Houghton Mifflin Company.
25.Hirschman, Elizabeth C., & Morris B. Holbrook.(1982). Hedonic Consumption : Emerging Concepts, Methods and Propositions. Journal of Marketing, 46(Summer), 92-101.
26.Hofstede, G. M. (1980). Leadership and Organization: Do American Theories Apply Abroad?. Organizational Dynamics (9:1), 42-63.
27.Howard, J. A., & Sheth , J. N.(1969). The Theory of Buyer Behavior. New York: John Willy & Sons.
28.Jones, T. O., & Sasser, W. E. Jr.(1995). Why Satisfied Customer Defect. Harvard Business Review, 73(6), 88-99.
29.Lee, M. K. O., and Turban, E. (2001). A Trust Model for Consumer Internet Shopping. International Journal of Electronic Commerce (6:1), Fall, 75-91.
30.Levy, S.J., Czepiel, J.A., & Rook, D.W. (1980). Social Division and Aesthetic Specialization: The Middle Class and Musical Events. In Proceedings of the Conference on Consumer Esthetics and Symbolic Consumption: Symbolic Consumer Behavior, Hirschman, Elizabeth C. & Holbrook, Morris B., ed. Association for Consumer Research, 38-45, New York.
31.Lévy-Garboua, Louis and Montmarquette, Claude. (2003). Demand. Towse, Ruth ed. A Handbook of Cultural Economics. Northampton: Edward Elgar Publishing.
32.Li, H. Y. & K. Atuahene-Gima. (2002). The Adoption of Agency Business Activity, Product Innovation, and Performance in Chinese Technology Ventures. Strategic Management Journal, 23(6), 469-490.
33.Martin, C. (1998). Relationship Marketing: A High-Involvement Product Attribute Approach. Journal of Product and Brand Management, 7, 6-26.
34.Mayer, R. C., Davis, J. H., and Schoorman, F. D. (1995). An Integrative Mode of Organizational Trust. Academy of Management Review (20:3), 709-734.
35.McDougall, P. P., J. G. Covin, R. B. Robinson, JR. & L. Herron. (1994). The Effects of Industry Growth and Strategic Breadth on New Venture Performance and Strategy Content. Strategic Management Journal, 15 (7), 537-554.
36.McDougall, P. P., R. B. Robinson, JR. & A. S. DeNisi. (1992). Modeling New Venture Performance: An Analysis of New Venture Strategy, Industry Structure, and Venture Origin. Journal of Business Venturing, 7(4), 269-289.
37.Miller, C. E., Reardon, J. and McCorkle, D.E.(1999). The Effects of Competition on Retail Structure: An Examination of Intratype, Intertype, and Intercategory Competition. Journal of Marketing, 63(4), 107-120.
38.Monroe, and R. Krishnan. (1985). The Effect of Price on Subjective Product Evaluation. In Perceived Quality: How Consumers View Stores and Merchandise. Jacob and Jerry C. Eds. Olson Lexington. MA: Lexington Books, 209-232.
39.Moorman, C., Deshpande, R. and Zaltman, G. (1993). Factors Affecting Trust in Market Research Relationships. Journal of Marketing, 57, 81-101.
40.Morgan, R. M. and Hunt, S. D. (1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58, 20-38.
41.Morgan, Leonard A. (1985). The Importance of Quality. In Perceived Quality, J. Jacoby and J. Olson, eds. Lexington, MA: Lexington Books.
42.Morwitz, Vicki G; Schmittlein, David. (1992). Using Segmentation to Improve Sales Forecasts Based on Purchase Intent: Which "Intenders" Actually Buy? Journal of Marketing Research, 29(4), 391-405
43.Nicosia, F.M. (1966). Consumer Decision Process: Marketing and Advertising Implications. 29. Englewood Cliffs, N.J: Prentice- Hall.
44.Park, C.W, B.J Jaworski and D.J. Maclnnis. (1986). Strategic Brand Concept-Image Management. Journal of Marketing, 50(Oct), 135-45.
45.Porter, M. E. (1980). Competitive strategy: techniques for analyzing industries and competitors. New York: Free Press.
46.Pratt, Jr. W. R.(1974). Measuring Purchase Behavior. Robert Ferber ed., New York: McGraw-Hill.
47.Prendergast, g., Marr, N. and Jarratt, B. (1998). Retailers’ Views of Shopping Centers: a Comparison of Tenants and Non-tenants. International Journal of Retail & Distribution Management, 26(4), 162-171.
48.Reichheld¸ F.F. and W.E. Sasser, Jr. (1990). Zero Defections : Quality Comes to Services. Harvard Business Review, 68 (September-October), 05-111.
49.Richardson, P. S., Dick, A. S., and Jain, A. K. (1994). Extrinsic and Intrinsic Cue Effects on Perceptions of Store Brand Quality. Journal of Marketing, 58, 28-36.
50.Robbins S. P. (2000). Fundamentals of Management. Prentice Hall.
51.Robertson, T.S., Zielinski, J., & Ward, S. (1984). Consumer behavior, Illinois: Scott. Foresman and Company, 279.
52.Rossello, B. (1997). Customer Service Superstars. ABA Banking Journal, 89(10), 96-104.
53.Rothschild, M. L. (1984). Perspectives on involvement: Current problems and future directions. Advances in Consumer Research, 11, 216-217.
54.Schiffman, L.G., & Kanuk, L.L. (1994). Consumer Behavior, New Jersey: Prentice Hall.
55.Schiffman, L. G., & Kanuk, L. L. (2000). Consumer Behavior, 7th ed., Prentice Hall International, Inc.
56.Simonin and Ruth. (1995). Bundling as a Strategy for New Product Introduction: Effects on Consumer’s Reservation Price for the Bundle, the New Product, and Its Tie-in. Journal of Business Research, 33(3)(July), 219-230.
57.Strahilevitz, Michael A., & Georage F. Loewenstein. (1998). The effect of ownership history on the valuation of objects. Journal of Consumer Research, 25(Dec), 276-89.
58.Technical Assistance Research Program. (1986). Consumer Complaint Handling in America. Final Report, Washington DC: White House Office of Consumer Affairs.
59.Traylor, M.B. (1983). Ego involvement and brand commitment: not necessarily the same. Journal of Consumer Marketing, 1, 75-79.
60.Varadarajan, P. R., Rajaratnam., & Daniel. (1986). Symbiotic Marketing Revisited. Journal of Marketing, 50 (1) (January), 7-17.
61.Vogel, Carol. (2006). Lauder Pays $135 Million, a Record, for a Klimt Portrait. From The New York Times website.
62.Walters, C. G., & Paul, W. G. (1970). Consumer behaviors: An intergrated framework. Homewood, Illinois, Richard D: Irwin Inc.
63.Zaichkowsky, J. L. (1985). Measuring the involvement construct. Journal of Consumer Research, 12(Dec), 341-352.
64.Zucker, L. G. (1986). Production of Trust: Institutional Sources of Economic Structure, 1840-1920. Research in Organizational Behavior, 8, 53-111.
論文使用權限
  • 同意紙本無償授權給館內讀者為學術之目的重製使用,於2014-03-06公開。
  • 不同意授權瀏覽/列印電子全文服務。


  • 若您有任何疑問,請與我們聯絡!
    圖書館: 請來電 (02)2621-5656 轉 2281 或 來信