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系統識別號 U0002-1801200610064000
中文論文名稱 美國、日本產品類別與顧客價值比較研究
英文論文名稱 Study of the Products Category Attributes and Customer Value of the U.S. and Japan
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在職專班
系所名稱(英) Department of International Trade
學年度 94
學期 1
出版年 95
研究生中文姓名 楊政儒
研究生英文姓名 Cheng-Ju Yang
學號 792480179
學位類別 碩士
語文別 中文
口試日期 2006-01-06
論文頁數 77頁
口試委員 指導教授-黃志文
指導教授-蔡政言
委員-陳光榮
委員-林江峰
中文關鍵字 顧客  價值  顧客價值  產品類別 
英文關鍵字 Customer  Value  Customer’s Value  Product Categories 
學科別分類 學科別社會科學商學
中文摘要 現在不再是「行銷導向」的時代,而是「顧客導向」的時代,只有了解顧客對於產品與服務的期望、想法與感覺,並且進而找出影響顧客價值判斷的主要關鍵因素,這才能夠創造企業的競爭優勢。且消費者面對著越來越多樣化的產品與服務,可供選擇的範圍亦愈來愈廣,他們對產品或服務的期望愈來愈高。本研究探討不同國家的消費者針對不同的產品類別,其所要求的顧客價值是不是都一樣呢?並藉由產品類別評估瞭解消費者行為及認知程度,以作為企業發展參考。
研究結果顯示,在產品品質構面,美國、日本消費者對各產品類別均較重視產品品質、產品安全性、品質保證,相對對於品牌形象、包裝的保護功能及產品來源國則要求程度較低;在產品特色構面,美國、日本消費者對各產品類別均較重視產品特性及產品外觀,相對對於包裝外觀、是否為環保商品則要求程度較低;在價格構面,美國和日本消費者排序最高都為產品價格,其次依序為折扣或折價券、免費的贈品、可以分期付款;在服務品質構面,美國和日本消費者重視的項度不同,美國消費者排序最高依序為銷售人員態度、銷售人員的專業性,而日本消費者排序最高為售前及售後服務提供。另外產品類別屬性在產品特色構面上,消費者於便利品、特殊品之間有顯著差異;在價格構面上,消費者在便利品對選購品及便利品對特殊品的比較上均有顯著差異。而兩國消費者在顧客價值四個構面均有顯著差異。
英文摘要 The marketing orientation era has given way to the customer orientation era. To develop a competitive advantage, an enterprise must gain an understanding of the customers’ expectations, thoughts, and feelings regarding its products and services. On top of this, it must discover the key factors that influence customer value decisions. Consumers face a constantly increasing diversity of products and services, thereby providing a wider range of choices. Accordingly, customer expectations on products and services are on the rise. This study explores whether the customer values demanded of different product categories remains the same for consumers of different countries. Based on product category evaluations, an understanding on consumer behavior and consumer awareness level can be formed as a reference for the development of enterprises.
According to the results, in terms of product quality factors, consumers from both the United States and Japan highly valued the quality of product, safety of product, quality assurance. In comparison, they valued less the product image, protection of package, and origin of product. Regarding the factors of product features, both American and Japanese consumers stressed product features and product appearance, but they were not as demanding with respect to whether the packaging consisted of recyclable commodities. Regarding factors of product prices, consumers from both countries put greater importance on product price. Next in importance came discounts or coupons, free gifts, and installment payment options. Regarding factors of service quality, the items stressed by consumers from the United States and Japan differed. American consumers place salesperson’s attitude and salesperson’s professionalism as their top two most important items, while Japanese consumers put greater importance on the provision of pre/post sales service. In term of product features, the importance that consumers place on convenience goods and specialty goods showed a significant difference. As for product price, there was a significant difference between convenience goods vs. shopping goods and convenience goods vs. specialty goods. Moreover, there were significant differences in where the consumers from the two countries placed their importance with respect to four items of consumer value.
論文目次 第壹章 緒論.....................01
第一節 研究背景與動機................01
第二節 研究目的...................03
第三節 研究對象及研究範圍..............04
第四節 研究流程...................05
第貳章 文獻探討...................06
第一節 價值.....................06
第二節 顧客價值...................09
一、 消費者對價格 品質與價值的認知.........09
二、 認知價值的個別性 ...............15
三、 消費者附加價值決定因素 ............15
四、 顧客價值分類 .................19
五、 美國、日本顧客價值管理實證 ..........21
第三節 產品類別...................25
一、 產品的定義 ..................25
二、 產品的分類 ..................25
第四節 研究變項之操作性定義.............32
第參章 研究設計...................33
第一節 研究架構...................33
第二節 問卷設計...................34
一、 便利品顧客價值 ................35
二、 選購品顧客價值 ................36
三、 特殊品顧客價值 ................37
四、 基本資料 ...................38
第三節 抽樣設計與樣本結構..............39
一、 抽樣母體 ...................39
二、 抽樣設計 ...................39
三、 問卷回收情形 .................39
四、 樣本結構分佈 .................39
第四節 統計分析方法.................43
一、 敘述統計量 ..................43
二、 次數分析 ...................43
三、 雪費檢定法 ..................43
四、 獨立樣本t 檢定 ................43
第肆章 資料分析與整理................44
第一節 信度之測定..................44
第二節 不同產品類別與不同國家之顧客價值重要程度排序
分析.....................46
一、 便利品顧客價值重要程度排序分析 ........46
二、 選購品顧客價值重要程度排序分析 ........48
三、 特殊品顧客價值重要程度排序分析 ........50
第三節 不同產品類別之顧客價值差異分析........52
第四節 美國與日本消費者之顧客價值差異分析......53
第伍章 結論與建議..................54
第一節 研究結果...................54
一、 探討不同產品類別與不同國家之顧客價值重要程度
排序分析...................54
二、 探討不同產品類別之顧客價值差異分析......56
三、 探討美國與日本消費者之顧客價值差異分析....56
第二節 研究發現...................57
一、 不同產品類別與不同國家之顧客價值重要程度排序.57
二、 不同產品類別之顧客價值差異..........58
三、 美國與日本消費者之顧客價值差異........59
第三節 研究限制...................60
第四節 後續研究建議.................61
參考文獻 .......................62
附錄問卷 .......................68
表目錄

表2-1 價值的分類......................... 8
表2-2 顧客價值的分類.......................20
表2-3 產品分類..........................27
表2-4 消費品分類.........................30
表3-1 衡量便利品之顧客價值問項..................35
表3-2 衡量選購品之顧客價值問項..................36
表3-3 衡量特殊品之顧客價值問項..................37
表3-4 樣本性別分佈表.......................40
表3-5 樣本年齡分佈表.......................40
表3-6 樣本婚姻狀況分佈表.....................41
表3-7 每月生活費分佈表......................41
表3-8 樣本教育程度分佈表.....................42
表4-1 Cronbach’α信度表......................45
表4-2 本研究問卷設計之信度....................45
表4-3 便利品顧客價值構面平均值排序表...............46
表4-4 便利品顧客價值構面重要程度排序表..............47
表4-5 選購品顧客價值構面平均值排序表...............48
表4-6 選購品顧客價值構面重要程度排序表..............49
表4-7 特殊品顧客價值構面平均值排序表...............50
表4-8 特殊品顧客價值構面重要程度排序表..............51
表4-9 不同產品類別在顧客價值構面 Scheffe多重比較結果....... 52
表4-10 美國與日本消費者在顧客價值變數T檢定結果..........53
圖目錄

圖1-1 研究流程..........................05
圖2-1 相關價格、品質與價值之手段 ─ 目的模型...........10
圖2-2 顧客價值的層級模式.....................13
圖2-3 顧客附加價值的決定因素...................16
圖2-4 Gale的顧客價值圖......................17
圖2-5 顧客價值金三角.......................17
圖2-6 顧客價值與顧客滿意關係圖..................19
圖2-7 產品分類策略........................29
圖3-1 研究架構..........................33

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