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系統識別號 U0002-0307201414273500
中文論文名稱 消費者知覺風險、自我形象一致性對其購買意願與口碑之影響-以文創產品市場的行銷溝通為調節變項
英文論文名稱 The impact of consumers' perceived risk and consistency of self image on purchasing intention and word of mouth-using marketing communication as the moderator
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 102
學期 2
出版年 103
研究生中文姓名 陳怡君
研究生英文姓名 Yi-Chun Chen
學號 601610917
學位類別 碩士
語文別 中文
口試日期 2014-05-30
論文頁數 140頁
口試委員 指導教授-洪英正
共同指導教授-張雍昇
委員-賴明政
委員-陳基祥
中文關鍵字 文化創意產業  知覺風險  自我形象一致性  行銷溝通  購買意願  口碑 
英文關鍵字 cultural and creative industries  perceived risk  self-image congruence  marketing communication  purchase intention  word of mouth 
學科別分類
中文摘要 近年來文化創意產業在各國都非常蓬勃的發展,台灣也是如此,台灣文化創意產業營業額近十年來成長幅度超過1倍以上,表示國民接觸到文化創意產業的相關產品也越來越頻繁,因此研究消費者購買文創產品之相關行為也就變得很重要。
有鑑於此,本研究是針對有購買過文化創意相關產品之消費者為研究對象。Mitchell(1999)認為知覺風險可以強烈地用來解釋消費者行為。Keller(2001)認為行銷溝通是公司用直接或間接的方式試圖告訴、勸說、慫恿和提醒消費者關於公司所銷售的品牌。因此,本研究旨在探討在文化創意產品市場中,消費者之知覺風險與自我形象一致性,對其購買意願與口碑是否會有影響,並同時探討行銷溝通在此關係中所扮演的角色。目的是希望讓文創產業的參與者了解現在的市場趨勢,並且了解消費者在購買文創產品時的心理機制。
本研究根據理論基礎建立研究架構與假設,採取便利抽樣進行問卷調查,共回收222份有效問卷,經由迴歸分析、層級迴歸分析和變異數分析等統計方法來驗證各研究假說,研究結果顯示如下:
1.消費者之知覺風險對其文創產品之購買意願有顯著負向影響。
2.消費者之知覺風險對其在文創產品之口碑有顯著負向影響。
3.消費者之自我形象一致性對其文創產品之購買意願有顯著正向影響。
4.消費者之自我形象一致性對其在文創產品之口碑有顯著正向影響。
5.文創業者的行銷溝通在消費者之知覺風險和自我形象一致性對其購買意願和口碑之影響上無顯著調節作用。
經過本研究結果之發現,文創業者不需耗費過多的行銷成本,除非是在功能風險的降低上,人員推銷才扮演重要的角色;另建議文創業者應發展具有穩定接觸消費者之通路,以利發展文創產品的品牌。
英文摘要 Recently, cultural and creative industries are well-developed in many countries including Taiwan. The revenues of cultural and creative industries in Taiwan have grown over 100% over the last decade. It shows that people in Taiwan have more chances to contact with cultural and creative products, and therefore the study of consumer behavior on purchasing cultural and creative products plays an important role nowadays.
This study focuses on the consumers who have purchase experiences related to cultural and creative products. Mitchell (1999) indicated that consumer behavior can be interpreted significantly by perceived risk. Keller (2001) considered marketing communication is the way that firms attempt to persuade, incite, and remind consumers directly or indirectly of the brands they sell. Therefore, the purpose of this research is to explore consumers’ perceived risk and consistency of self-image on purchasing intention and word of mouth by using marketing communication as the moderator. And it was expected to help the participants get the current market trends of the cultural and creative industries and understand the consumers’ psychological mechanisms.
This paper set up the conceptual framework and hypothesis based on the theory and used convenience sampling to return valid questionnaires 222 shares totally. By implementing the regression analysis, hierarchical regression and one way ANOVA to verify each hypothesis, this paper got some conclusions, the conclusions following are:
1.Consumers' perceived risk has negative effect on the purchasing intention of cultural and creative products.
2.Consumers' perceived risk has negative effect on the word of mouth of cultural and creative products.
3.Consumers' consistency of self-image has positive effect on the purchasing intention of cultural and creative products.
4.Consumers' consistency of self-image has positive effect on the word of mouth of cultural and creative products.
5.Marketing communication has no moderating effect on the influence relationship between perceived risk and purchase intention.
According to this study, sellers of cultural and creative industries don’t need to spend too much cost on advertising. The personal selling will play an important role unless it reduces functional risk. Furthermore, the sellers of cultural and creative industries should build a channel to connect with consumers steadily in order to develop its own brand.
論文目次 目錄
目錄 I
表目錄 IV
圖目錄 VIII
第壹章 緒論 1
第一節 研究背景 1
第二節 研究動機 5
第三節 研究問題與目的 6
第四節 研究範圍與流程 7
第貳章 文獻探討 10
第一節 文化創意產業之概念 10
第二節 知覺風險的相關理論 21
第三節 自我形象一致性的相關理論 24
第四節 行銷溝通的相關理論 27
第五節 購買意願的相關理論 30
第六節 口碑行銷與口碑的相關理論 32
第七節 各變項間交互作用的相關研究 34
第參章 研究方法 39
第一節 研究架構 39
第二節 研究假設 40
第三節 研究對象與抽樣方法 41
第四節 研究工具 42
第五節 資料分析統計方法 49
第肆章 研究結果 52
第一節 文創產品圖像效度檢定 52
第二節 正式問卷發放與回收資料描述 55
第三節 信度分析與因素分析 58
第四節 研究變項之迴歸分析與假說驗證 71
第五節 不同人口統計變項對於各構面之差異分析 90
第六節 假設驗證結果彙整 101
第伍章 結論、討論及建議 104
第一節 研究結論與討論 104
第二節 管理意涵 114
第三節 研究限制與未來研究之建議 115
參考文獻 118
附錄一 文創產品圖像效度問卷 132
附錄二 正式研究問卷 135

表目錄
表2-1 世界各國對文化創意產業之定義 11
表2-1 世界各國對文化創意產業之定義(續) 12
表2-1 世界各國對文化創意產業之定義(續) 13
表2-2 各國對文化創意產業之範疇 14
表2-2 各國對文化創意產業之範疇(續) 15
表2-3 台灣文化創意產業範疇之內容範圍及事業主管機關 15
表2-3 台灣文化創意產業範疇之內容範圍及事業主管機關(續) 16
表2-3 台灣文化創意產業範疇之內容範圍及事業主管機關(續) 17
表2-3 台灣文化創意產業範疇之內容範圍及事業主管機關(續) 18
表2-4 2002-2012年台灣文化創意產業營業額與名目國內生產毛額 20
表3-1 文創產業產品 42
表3-2 知覺風險量表 43
表3-2 知覺風險量表(續) 44
表3-3 自我形象一致性量表 45
表3-4 行銷溝通量表 46
表3-5 購買意願量表 47
表3-6 口碑量表 48
表4-1 文創產品圖像效度檢定樣本基本資料之次數分配表 53
表4-2 文創產品圖像效度檢定衡量題項之敘述統計 54
表4-3 文創產品圖像效度檢定題項之相關係數表 55
表4-4 問卷回收統計表 56
表4-5 樣本基本資料之次數分配表 57
表4-6 平均購買文創產品之次數分配表 58
表4-7 知覺風險之KMO與Bartlett檢定 59
表4-8 知覺風險之因素分析、信度分析與命名 60
表4-8 知覺風險之因素分析、信度分析與命名(續) 61
表4-9 自我形象一致性之KMO與Bartlett檢定 62
表4-10 自我形象一致性之因素分析、信度分析與命名 63
表4-11 行銷溝通之KMO與Bartlett檢定 64
表4-12 行銷溝通之因素分析、信度分析與命名 65
表4-13 購買意願之KMO與Bartlett檢定 66
表4-14 購買意願之因素分析、信度分析與命名 67
表4-15 口碑之KMO與Bartlett檢定 68
表4-16 口碑之因素分析、信度分析與命名 68
表4-17 知覺風險對購買意願之迴歸分析 72
表4-18 心理及其他風險對購買意願之迴歸分析 73
表4-19 功能風險對購買意願之迴歸分析 73
表4-20 財務風險對購買意願之迴歸分析 74
表4-21 知覺風險對口碑之迴歸分析 75
表4-22 心理及其他風險對口碑之迴歸分析 76
表4-23 功能風險對口碑之迴歸分析 76
表4-24 財務風險對口碑之迴歸分析 77
表4-25 自我形象一致性對購買意願之迴歸分析 78
表4-26 自我形象一致性對口碑之迴歸分析 79
表4-27 行銷溝通在知覺風險對購買意願之層級迴歸分析表 80
表4-28 行銷溝通在心理及其他風險對購買意願之層級迴歸分析表 81
表4-29 行銷溝通在功能風險對購買意願之層級迴歸分析表 82
表4-30 行銷溝通在財務風險對購買意願之層級迴歸分析表 83
表4-31 行銷溝通在知覺風險對口碑之層級迴歸分析表 84
表4-32 行銷溝通在心理及其他風險對口碑之層級迴歸分析表 85
表4-33 行銷溝通在功能風險對口碑之層級迴歸分析表 86
表4-34 行銷溝通在財務風險對口碑之層級迴歸分析表 87
表4-35 行銷溝通在自我形象一致性對購買意願之層級迴歸分析表 88
表4-36 行銷溝通在自我形象一致性對口碑之層級迴歸分析表 90
表4-37 性別對於各構面之差異性分析 91
表4-38 年齡對於各構面之差異性分析 92
表4-39 目前婚姻狀況對於各構面之差異性分析 93
表4-40 教育程度對於各構面之差異性分析 94
表4-41 居住區域對於各構面之差異性分析 95
表4-42 職業對於各構面之差異性分析 96
表4-42 職業對於各構面之差異性分析(續) 97
表4-43 平均月所得對於各構面之差異性分析 98
表4-43 平均月所得對於各構面之差異性分析(續) 99
表4-44 平均購買文創產品之次數對於各構面之差異性分析 100
表4-44 平均購買文創產品之次數對於各構面之差異性分析(續) 101
表4-45 假設驗證結果彙整表 102
表4-45 假設驗證結果彙整表(續) 103
表5-1 人員推銷在功能風險對口碑之層級迴歸分析表 109

圖目錄
圖1-1 2003-2012年全球創意產業商品出口貿易額 2
圖1-2 2002-2012年台灣文化創意產業營業額 4
圖1-3 研究流程圖 9
圖3-1 研究架構圖 40
圖4-1 因素分析後修正之研究架構 69
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