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系統識別號 U0002-1206201101042700
中文論文名稱 消費者感質需求之探討與量表建構
英文論文名稱 A Study on Customer Qualia Demand and Construct Development
校院名稱 淡江大學
系所名稱(中) 管理科學研究所碩士班
系所名稱(英) Graduate Institute of Management Science
學年度 99
學期 2
出版年 100
研究生中文姓名 詹湘榆
研究生英文姓名 Hsiang-Yu Chan
學號 698620969
學位類別 碩士
語文別 中文
口試日期 2011-05-13
論文頁數 109頁
口試委員 指導教授-牛涵錚
委員-楊千
委員-陳登源
中文關鍵字 感質  幸福感  品質  品牌 
英文關鍵字 Qualia  Well-being  Quality  brand 
學科別分類 學科別社會科學管理學
中文摘要 近年來部分產業已開始大力投資工業設計,製造業雖然具備規模經濟,但利潤卻十分受限。因此,如何由「專業代工」走到附加價值價高的「品牌」或「設計」,甚至賦予產品一段故事與情感。而經濟部中小企業處,為提升我國中小企業之競爭力,提出感質計劃。而「感質」一詞,在文獻較為匱乏。為此,本研究欲發展一衡量產品帶給消費者心靈感受,以有效的提升消費者的購買意願之量表。
本研究主要以台灣地區15歲以上,未滿70歲具有消費能力之消費者為研究對象,透過相關文獻的整理及針對5位相關領域的專家進行訪談。經過統整之後,試圖發展出一套具代表性的消費者感質量表。
本研究透過網路問卷的方式發放,為期兩個月,有效回收量表為641份。根據因素分析重新建構三個構面(品質、品牌、幸福感)的子構面並分別命名。透過信度分析可發現,變項、構面與子構面之Chonbach’ s 值皆在0.84以上,顯示本量表具有良好的效度與信度。為了確認探索性因素分析所得之因素結構是否合適,故利用驗證性因素分析加以檢驗,結果本量表之整體配適度良好。本研究發放量表時,同時施以Ball and Tasaki (1992)所發展之個人擁有物為量表與Matos, Ituassu and Rossi (2007) 綜合許多學者所發展出來之消費者仿冒品之消費態度量表作為本研究之效標,發現受測結果有顯著相關,故本量表具有良好的效標關聯效度,表示本量表可有效衡量消費者購買產品的理性與感性考量因素。
英文摘要 Attention has been shopped on 15 to70 years old people in Taiwan because of the factors such as manufacturing has economies of scale, but limited profits and Consumers' expend state changed. Companies should think about how to give the product a story or special feelings, their emotions to bring consumers the feeling of the mind in order to effectively enhance the consumer's purchase intention.
This research is based on interviews with 5 experts and review the relevant literature, thereby establishing the structure of this scale with 54 questions. The questionnaires recovered 641 valid samples. Using an exploratory factor analysis to reconstruct three dimensions (Quality、Brand and Well-being), the sub-dimension and named. Cronbach’s value were above 0.84, show that the scale has good validity and reliability.
Confirmatory factor analysis showed that the scale has a good overall fit. The criterion related validity is also significant, so the scale has good criterion-related validity, that should effectively measure the scale consumers to buy products Rational and emotional considerations.
論文目次 目錄
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機與目的 2
第三節 研究流程 3
第二章 文獻探討 5
第一節 感質 6
第二節 品質 12
第三節 品牌 20
第四節 幸福感 25
第三章 研究方法 31
第一節 量表發展流程與抽樣 32
第三節 量表編製 36
第四節 各構面之操作型定義及衡量工具 42
第五節 抽樣方法 44
第六節 量表前測分析 45
第四章 量表分析與結果 49
第一節 樣本回收 49
第二節 信度分析 52
第三節 效度分析 61
第四節 人口統計與構面分析 69
第五章 結論與建議 84
第一節 研究結果 84
第二節 研究貢獻 85
第三節 管理意涵 85
第四節 研究限制 86
第五節 未來研究建議 86
參考文獻 87
中文文獻 87
英文文獻 90
附錄一 訪談問題 101
附錄二 前測量表 102
附錄三 正式量表 106


表目錄
表1-1 2006年~2008年 DRAM產值排名 1
表2-1台灣產業之產值 5
表2-2消費者對於產品之需要因子 7
表2-3感質意涵 11
表2-4品質定義 19
表2-5品牌定義 24
表2-6幸福感內涵 29
表3-1人口統計資料(15歲以上未滿70歲) 32
表3-2專家訪談名單 34
表3-3訪談結果 34
表3-4品質內涵對照表 37
表3-5品牌內涵對照表 38
表3-6幸福感質內涵對照表 39
表3-7本研究發展量表題項與參照學者 40
表3-8構面、子構面之操作型定義 42
表3-9相關分析指標 44
表3-10產業分類表 45
表3-11前測之樣本分析(N=80) 46
表3-12各構面前測之信度分析結果 48
表4-1問卷回收情形 49
表4-2台灣各地區問卷回收情形 50
表4-3正式問卷樣本結構分析 51
表 4-4品質信度分析 53
表 4-4-1品質-實體品質信度分析 54
表 4-4-2品質-服務品質信度分析 54
表 4-5品牌信度分析 55
表 4-5-1品牌-經驗性信度分析 56
表 4-5-2品牌-社會性信度分析 56
表 4-5-3品牌-功能性信度分析 57
表 4-6幸福感信度分析 58
表 4-6-1幸福感-回憶性信度分析 59
表 4-6-2幸福感-純正性信度分析 59
表 4-6-3幸福感-獨特性信度分析 60
表 4-6-4幸福感-感受性信度分析 60
表4-7各構面信度分析結果 61
表4-8本研究量表之KMO與BARTETT檢定表 62
表4-9本量表之因素分析 62
表4-10驗證性因素分析適配指標資料 65
表4-11區別效度 65
表4-12個人擁有物 66
表4-13消費者對仿冒品之消費態度 67
表4-14效標關聯分析結果 68
表4-15消費者購買考慮因素 69


圖目錄
圖1-1研究流程圖 4
圖2-1馬斯洛需求層級 6
圖2-2感質五力 9
圖2-3感質五力拆解圖 10
圖2-4產品層次 13
圖2-5 PZB服務品質模式 17
圖2-6服務行銷模式 18
圖3-1研究架構 31
圖3-2量表編製流程 33
圖3-3信度指標 43
圖4-1品質與「年齡」對應分析圖 71
圖4-2品質與「教育程度」對應分析圖 71
圖4-3品質與「職位」對應分析圖 72
圖4-4品質與「家境」對應分析圖 72
圖4-5品質與「月所得」對應分析圖 73
圖4-6品質與「居住地區」對應分析圖 73
圖4-7品牌與「年齡」對應分析圖 74
圖4-8品牌與「教育程度」對應分析圖 75
圖4-9品牌與「職位」對應分析圖 75
圖4-10品牌與「家境」對應分析圖 76
圖4-11品牌與「月所得」對應分析圖 76
圖4-12品牌與「居住地區」對應分析圖 77
圖4-13幸福感與「年齡」對應分析圖 78
圖4-14品牌與「教育程度」對應分析圖 78
圖4-15幸福感與「職位」對應分析圖 79
圖4-16幸福感與「家境」對應分析圖 79
圖4-17幸福感與「月所得」對應分析圖 80
圖4-18 幸福感與「居住地區」對應分析圖 80
圖4-19 感質產品價格表現 81
圖4-20 各構面對於花較多金錢購買之樣本結構 82
圖4-21 各構面對於花較多時間購買之樣本結構 83
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