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系統識別號 U0002-0207202116245200
中文論文名稱 不同涉入程度產品在MVP與MVPE情境下之品牌態度對購買意圖之影響
英文論文名稱 The Influence of Brand Attitudes of Products with Different Levels of Involvement in the Context of MVP and MVPE on Purchase Intention
校院名稱 淡江大學
系所名稱(中) 企業管理學系碩士班
系所名稱(英) Department of Business Administration
學年度 109
學期 2
出版年 110
研究生中文姓名 黃宇菖
研究生英文姓名 Yu-Chang Huang
學號 608610480
學位類別 碩士
語文別 中文
口試日期 2021-05-27
論文頁數 83頁
口試委員 指導教授-王居卿
共同指導教授-李芸蕙
委員-李文瑞
委員-曾義明
委員-王居卿
中文關鍵字 單純虛擬在場  單純虛擬在場產品經驗  臉書  品牌態度  購買意圖  涉入程度 
英文關鍵字 MVP  MVPE  Facebook  Brand attitude  Purchase intention  Involvement 
學科別分類
中文摘要 隨著資訊科技的發展,顧客的的消費行為也為之改變,已由傳統實體購買的模式改變為透過網路購買的模式。消費者在購買之前,會去社交媒體的粉絲團瀏覽相關資訊,並觀看商品的內容、評價、其他網友的留言。同時利用網際網路和其他人互動與溝通,也會隨著時間與他人建立連結。然而消費購物環境中產生的社會影響,並非每次都有互動,也會有無互動的情況。本研究擬在Facebook粉絲團MVP與MVPE兩種情境下,探討消費者在面臨到不同產品涉入程度的消費情境時,其品牌態度對購買意圖的影響,並探討在上述兩種不同情境下,不同產品涉入程度在品牌態度與購買意圖上的差異性。
本研究採用「實驗法」,針對過往五年內曾經使用Facebook網路購物的消費者進行調查研究,本研究選用的便利品為可口可樂,而選購品為Iphone 12 pro手機,實驗的問卷情境共分成四組情境共599份問卷為基準。本研究針對各情境進行統計檢定分析後,有下列重要的發現:
1.品牌社群的貼文,不論是高涉入或是低涉入的產品,都會讓消費者的品
牌態度影響到後面的購買意圖。
2.品牌社群的其他消費者的留言與評論,不論是高涉入或是低涉入的產
品,都會讓消費者的品牌態度影響到後面的購買意圖。
3.品牌社群的貼文與其他消費者的留言與評論若是低涉入的產品,都會讓
消費者的品牌態度產生比高涉入的產品產生較佳的反應。
4.品牌社群的貼文與其他消費者的留言與評論若是高涉入的產品,都會讓
消費者的購買意圖產生比低涉入的產品產生較佳的反應。
英文摘要 With the development of information technology, the consumer behavior has also cganged.It has changed from the traditional physical purchase model to the online purchase model. Before making a purchase, consumers will go to the fan clubs of social media to browse relevant information, and watch the content, reviews, and comments of other netizens. At the same time, use the Internet to interact and communicate with others, and establish connections with others over time. However, the social impact generated in the consumer shopping environment is not always interactive, and there will also be non-interactive situations. This study is planned to be in the two scenarios of Facebook fan group MVP and MVPE, and Explore the impact of consumers' brand attitudes on purchase intentions when faced with different product involvement levels, and explore the differences in brand attitudes and purchase intentions of different product involvement in the above two different situations.
This study adopts the "experimental method", targeting consumers who have used Facebook to shop online in the past five years. The convenience goods selected in this study is Coca-Cola and the shopping goods is the Iphone 12 pro mobile phone. The experimental questionnaire scenarios are divided into four groups of scenarios. A total of 599 questionnaires are used as a benchmark. After conducting statistical verification and analysis of this research for each situation, this research has the following important findings:
1.Posts from the brand community, whether they are
products with high involvement or low involvement, will
allow consumers' brand attitudes to influence subsequent
purchase intentions.
2.The messages and comments of other consumers from the
brand community, whether they are products with high
personal involvement or low personal involvement with
products, will allow consumers' brand attitudes to
influence subsequent purchase intentions.
3.If the posts of the brand community and the messages and
comments of other consumers are low involved products,
consumers' brand attitudes will have a better responses
than high-involved products.
4.If the posts of the brand community and the messages
and comments of other consumers are highly involved
products, consumers’ purchase intentions will have a
better response than low- involved products.
論文目次 目錄
目錄 I
表次 III
圖次 IV
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 5
第三節 研究流程 6
第二章 文獻探討 8
第一節 品牌態度 8
第二節 購買意圖 9
第三節 涉入程度 11
第四節 消費品種類 15
第五節 單純虛擬在場產品經驗 19
第六節 研究變項間的關係 22
第三章 研究方法 26
第一節 研究架構 26
第二節 研究變數之操作型定義與衡量 27
第三節 研究假說 31
第四節 研究設計 32
第五節 資料分析方法 38
第四章 資料分析與結果 39
第一節 敘述性統計分析 39
第二節 信度與效度分析 41
第三節 差異檢驗 45
第四節 簡單線性迴歸分析 47
第五節 獨立樣本T檢定 49
第六節 假說驗證彙總 51
第五章 結論與建議 52
第一節 結論 52
第二節 管理意涵 55
第三節 研究限制 57
第四節 建議 58
參考文獻 60
一、中文部分 60
二、英文部分 60
三、網頁資料 67
附錄:A問卷 68
附錄:B問卷 72
附錄:C問卷 76
附錄:D問卷 80

表次
表2-1 涉入程度的定義 12
表2-2 消費品分類的構面方式 18
表3-1 涉入程度之衡量題項與來源 27
表3-2 品牌態度之衡量題項與來源 28
表3-3 購買意圖之衡量題項與來源 29
表3-4 MVP之實驗操弄方式 30
表3-5 MVPE之實驗操弄方式 30
表3-6 MVP及 MVPE之衡量題項與來源 31
表3-7 本研究實驗問卷的情境分組 32
表4-1 回收實驗問卷之統計 39
表4-2 樣本敘述項統計之結果 40
表4-3 各構面之信度分析表 42
表4-4 各構面之KMO與Bartlett檢定 42
表4-5 品牌態度與購買意圖之效度檢驗之結果 43
表4-6 MVP涉入程度與MVPE涉入程度之效度檢驗之結果 44
表4-7 產品涉入程度之操弄檢定 45
表4-8 MVP與MVPE之操弄檢定 46
表4-9 高涉入MVP情境下品牌態度對購買意圖之簡單迴歸分析表 48
表4-10 MVP/高低及MVPE/高低在品牌態度之獨立樣本T檢定 49
表4-11 MVP/高低及MVPE/高低在購買意圖之獨立樣本T檢定 50
表4-12 本研究假說驗證彙整表 51

圖次
圖1-1 本研究流程圖 7
圖2-1 產品的策略性分類 17
圖3-1 本研究架構 26
圖3-2 高涉入程度MVP實驗畫面 34
圖3-3 低涉入程度MVP實驗畫面 35
圖3-4 高涉入程度MVPE實驗畫面 36
圖3-5 低涉入程度MVPE實驗畫面 37
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三、網頁資料
財團法人台灣網路資訊中心(TWNIC)2019年台灣網路報告,2019年12月26日。
網址:https://buzzorange.com/techorange/2019/12/26/2019-twnic-report/
數位時代,活躍用戶破30億人!Facebook第一季營收亮眼,2點佈局衝破疫情烏雲,2020年4月30日。
網址:https://www.bnext.com.tw/article/57509/facebook-2020-q1-revenue
數位時代,成立13年,Facebook用戶數正式突破20億! 2017年6月28日。
網址https://www.bnext.com.tw/article/45104/facebook-maus-surpasses-2-billion
Napoleoncat. , Facebook users in Taiwan October , 2020 10月。
網址:https://napoleoncat.com/stats/facebook-users-in-taiwan/2020/10
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