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系統識別號 U0002-0207200900072900
中文論文名稱 探討產品美學屬性在消費者購買決策上所扮演之角色—以台灣小筆電市場為例
英文論文名稱 The Role of Product Aesthetic Attributes in Consumer Purchase Decision—The Example of Netbooks in Taiwan’s Market
校院名稱 淡江大學
系所名稱(中) 國際貿易學系國際企業學碩士班
系所名稱(英) Department of International Trade
學年度 97
學期 2
出版年 98
研究生中文姓名 陳沛薽
研究生英文姓名 Pei-Zhen Chen
學號 696550309
學位類別 碩士
語文別 英文
口試日期 2009-06-19
論文頁數 101頁
口試委員 指導教授-黃哲盛
共同指導教授-謝志柔
委員-林婷鈴
委員-陳靜怡
中文關鍵字 美學  產品屬性  產品美學屬性  美學反應  消費者購買決策  聯合分析 
英文關鍵字 Aesthetics  Product Attributes  Product Aesthetic Attributes  Aesthetic Responses  Consumer Purchase Decision  Netbook  Conjoint Analysis 
學科別分類 學科別社會科學商學
中文摘要 本研究的旨趣為,是否可以將產品的美學部份獨立建構出一個屬性構面,有別於傳統上關於產品屬性的分類構面,讓產品美學屬性的界定與分類,能突顯其對消費者反應的喚起,進而影響其購買決策與品牌選擇。首先,本研究將產品的美學屬性建構為四個構面 (包含比例、顏色、材質和藝術融入),接著,依前述的產品美學屬性構面發展出適用於小筆電之產品美學屬性內容和水準,分析其對於購買決策的影響,也進一步探討是否存在著小筆電之產品美學屬性最佳組合。本研究採聯合分析法,利用上述四個美學屬性做為消費者進行購買決策時的判斷取捨。在分析消費者的美學反應方面,利用生活型態變數將受訪者分群,透過集群分析的萃取與命名,分為「時尚美學群」,「節儉實用群」和「設計美學群」共三個族群。結果顯示,「時尚美學群」,「節儉實用群」和「設計美學群」所重視的產品美學屬性構面都一樣,依序為顏色、比例、藝術融入和材質,雖然這三個族群都重視相同的屬性,但他們所偏好的美學屬性水準卻是大不相同。最後,利用聯合分析結果中之成份效用值,也獲致各受測者族群間的小筆電美學屬性最佳組合。本研究在產品美學上實屬初探性嘗試,未來研究方向與建議亦有討論。
英文摘要 At the present time, product aesthetic attributes play an indispensible role in consumer purchase decision which is usually affected by traditionally functional demands before. Consumers’ choosing a product is not just for physical demand anymore but for psychological satisfaction, especially sensuous delight in products. Therefore, to market products triumphantly and successfully, companies today should focus on aesthetics that is used to inherently involved in product design as a vehicle for winning consumers’ preferences.

The study is carried out by using the questionnaire. The main purpose of this study is to examine the role of products aesthetic attributes in consumer purchase decision through utilizing a conjoint analysis among consumers for netbooks in Taiwan. First, we construct product aesthetic attributes that are proposed and built in literature, and then by means of content analysis, we establish the levels of a netbook which are searched on the representative of web sites. In forming stimuli, orthogonal design is used to reduce the number of combinations to a manageable size, and PowerPoint is utilized to design stimuli. Finally, we use stimuli established before to start importance and utility analysis.

論文目次 I. Introduction 1
1-1 Research background & motivation 1
1-2 Research purpose 3
II. Literature review 4
2-1 Aesthetics 4
2-2 Product attributes 6
2-3 Constructing the dimensionality of product aesthetic attributes 14
2-4 Aesthetic response 18
2-5 Consumer purchase decision 19
2-6 Life style patterns 22
III. Research approach 24
3-1 Conjoint analysis 24
3-2 Research process 25
3-3 Establishing the attributes 27
3-4 Presenting the stimuli 31
3-5 Life style variables 41
3-6 Questionnaire design 42
3-7 Sampling design and data collection 44
3-8 Pre-test 45
3-9 Analysis method 46
IV. Result 47
4-1 Sample description 47
4-2 Reliability analysis 55
4-3 Factor analysis and cluster analysis 56
4-4 Discriminate analysis 59
4-5 Conjoint analysis 62
4-6 The best combinations of aesthetic attributes of a netbook 78
V. Conclusion and suggestion 82
5-1 Conclusion 82
5-2 Theoretical implications 82
5-3 Managerial implications 83
5-4 Research constraints 83
5-5 Directions of future research 84
References 86
Appendix-1 Questionnaire for experiment 91
Appendix-2 Conjoint analysis for pre-test 96
Appendix-3 SPSS syntax 98

Table Content

Table 1: Product Attribute Classification Schemes 8
Table 2: Classifications of brand attributes 10
Table 3: Typologies of Attributes of Products 12
Table 4: The Dimensionality of Physical Product Aesthetic Attribute 14
Table 5: Life style patterns 23
Table 6: The attributes and levels in the study 28
Table 7: Ratio in proportion analysis result 29
Table 8: Color analysis result 29
Table 9: Material analysis result 30
Table 10: Art infusion analysis result 30
Table 11: Stimuli descriptions 32
Table 12: Three kinds of ratios in proportion of netbooks 34
Table 13: Four colors of netbooks 35
Table 14: Three kinds of art infusions on netbooks 36
Table 15: Life Style Variables and Questions 42
Table 16: the 25 respondents’ basic information in the pre-test 45
Table 17: Demographic data analysis 48
Table 18: The usage experience of a notebook 49
Table 19: The duration of using a notebook 50
Table 20: The maximum payment for a notebook 50
Table 21: Brand choice (multiple choices) 51
Table 22: Product awareness about a netbook 52
Table 23: The usage experience of a netbook 52
Table 24: Potential consumers of a netbook 53
Table 25: The maximum payment for a netbook 53
Table 26: The purpose of buying a netbook 54
Table 27: The fundamental factors for purchasing a netbook (multiple choices) 54
Table 28: Aesthetic payment for a netbook 55
Table 29: Factor analysis 57
Table 30: The reliability of each factor 57
Table 31: ANOVA summary 58
Table 32: The distribution of 126 respondents in every cluster 58
Table 33: Wilks’ Lambda 59
Table 34: Wilks’ Lambda 60
Table 35: The naming of every cluster 61
Table 36: The analysis of total sample 63
Table 37: The analysis of three different lifestyle clusters 65
Table 38: The analysis of male and female respondents 67
Table 39.1: The analysis of brand choice 69
Table 39.2: The willingness-to-buy for a netbook 71
Table 39.3: The analysis of the purpose of buying a netbook 73
Table 39.4: The analysis of aesthetic payment 75
Table 39.5: The analysis of function choice 77
Table 40: The best combinations of aesthetic attributes of a netbook 80


Figure Content

Figure 1: The IEPA model for identifying relevant product attributes 13
Figure 2: Research process 26
Figure 3: Stimulus card 01 37
Figure 4: Stimulus card 02………………………………………………………….. 37
Figure 5: Stimulus card 03 37
Figure 6: Stimulus card 05 37
Figure 7: Stimulus card 04 37
Figure 8: Stimulus card 06 37
Figure 9: Stimulus card 07 38
Figure 10: Stimulus card 08 38
Figure 11: Stimulus card 09 38
Figure 12: Stimulus card 10 38
Figure 13: Stimulus card 11 38
Figure 14: Stimulus card 12 38
Figure 15: Stimulus card 13 39
Figure 16: Stimulus card 14 39
Figure 17: Stimulus card 15 39
Figure 18: Stimulus card 16 39
Figure 19: Stimulus card 17 39
Figure 20: Stimulus card 18 39
Figure 21: Stimulus card 08 40
Figure 22: Stimulus card 10 40
Figure 23: Stimulus card 12 40
Figure 24: Stimulus card 13 40
Figure 25: Stimulus card 17 40
Figure 26: Scatter plot of every cluster 60
Figure 27: The importance weight of every aesthetic attribute of a netbook 63
Figure 28: Every cluster’s importance weight distribution 66
Figure 29: Male and female respondents’ importance weight distribution 68
Figure 30: Brand choice 70
Figure 31: The distribution of the maximum payment for a netbook 72
Figure 32: The distribution of the purpose of buying a netbook 74
Figure 33: Every aesthetic attribute’s distribution regarding aesthetic payment 76
Figure 34: Every aesthetic attribute’s distribution of function choice 78


參考文獻 References
Chinese references

方紀蘋 (2008),美感生活型態與餐廳屬性偏好之研究,東海大學景觀學系碩士班碩士論文。
楊文壽 (2001), 行動電話手機消費者之涉入程度及購買決策相關因素之關聯性研究, 交通大學經營管理研究所碩士論文。

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