近年來，英美行為心理學家透過大量的事實研究發現，偏好不同口味的人，其反映出的人格特質也不盡相同。而具有不同人格特質的消費者，其表現出的社會活動與消費行為是可以被預測的。由此可推論，從飲食口味偏好背後所隱含之人格特質可以觀察出個人之購買行為，並進一步了解其購物傾向類型。另一方面，「購買涉入程度」亦可作為預測消費者行為的重要工具，藉此區分出消費者的購物型態。但國內外目前尚無探討消費者口味偏好、購買涉入程度與購物傾向之關聯性研究，故本研究屬於初探性研究，初步分析不同口味偏好以及手機購買涉入程度與購物傾向之間是否具有關聯性，以及不同口味偏好、購買涉入程度及購物傾向類型下的消費者特性(人口統計變數)又是否具有相異性。

本研究採問卷調查的方式，對淡江大學商管兩院在職專班學生進行口味偏好、手機購買涉入程度、購物傾向以及人口統計之調查，共發放474份問卷，而後採用SPSS軟體進行統計分析，驗證27項假設。研究結果發現：

一、不同口味偏好的消費者其手機購買涉入程度沒有顯著差異。

二、不同口味偏好之消費者在炫耀購物型傾向上有顯著差異存在，但對衝動購物型、市場行家型、理性決策型三種購物傾向則無顯著差異。並進一步得知，辣味偏好者較其他口味明顯擁有炫耀性購物傾向類型之特質。

三、手機購買涉入程度高者，其呈現出之購物傾向以炫耀購物型為主；而手機購買涉入程度低者，其呈現出之購物傾向則以衝動購物型為主。

四、消費者之口味偏好不會因人口統計變數的不同而有所差異。

五、消費者之手機購買涉入程度高、低會因性別以及年齡的不同而有所差異。

六、消費者之購物傾向類型會因性別的不同而有所差異。

In recent years, behavioristic psychologists have drawn the findings that the person who prefers different taste has different personality trait. The social activities and consumption behaviors that the consumers with different personality traits performed could be predicted . It infers that according to the personality traits, it can examine the buying behavior of the individual, and know the style of shopping tendencies. On the other hand, “ Purchase Involvement” also can be an important tool to predict the consumer behavior and distinguish the style of shopping tendencies. However, there are not any studies about the relationships among the taste preference, purchase involvement and the shopping tendencies of the consumers in the foreign or domestic countries. Therefore, the study is a exploratory research to analyze the relationship among the taste preference, purchase involvement and the shopping tendencies of the consumers, and to examine the difference among consumers with different taste preference, purchase involvement levels and shopping tendencies on the demographics.

    The questionnaire survey method was used to collect the taste preference, purchase involvement of the mobile phone, shopping tendencies and demographic data of the students of In-Service Master Program of Business and Management Administration, Tamkang University. Then the data was analyzed by using SPSS software and tried to verify 27 hypotheses. From the study, we have drawn the findings as follow：

1.Consumers with different taste preference were not significantly different on the purchase involvement levels of the mobile phone.   

2.Consumers with high and low purchase involvement levels were significantly different on the Conspicuous-Buying Style, but were not significantly different on the Impulsive-Buying Style, Market Maven Style and Rational-Buying Style. And comparing to the other three styles, the consumers who prefer spicy taste obviously shows more conspicuous. 

3.Consumers with high purchase involvement levels obviously show the shopping tendencies of Conspicuous-Buying Style. And Consumers with low purchase involvement levels obviously show the shopping tendencies of Impulsive-Buying Style.

4.Consumers with different taste preference were not significantly different on the demographics variables including sex, age, job, years of work experience, education, marriage condition and monthly income.

5.Consumers with high and low purchase involvement levels were significantly different on the demographics variables including sex and age.

6.Consumers with different shopping tendencies were significantly different from sex.

目  錄
目    錄……………………………………………………………………I
圖 目 錄…………………………………………………………………III
表 目 錄…………………………………………………………………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.………………………………………………………4
第三節  研究範圍與對象.………………………………………………5
第四節  研究流程.………………………………………………………6

第二章  文獻探討.………………………………………………………7
第一節  味覺之相關研究.………………………………………………7
第二節  涉入理論………………………………………………………11
第三節  生活型態理論…………………………………………………27
第四節  消費者購物傾向………………………………………………37

第三章  研究方法………………………………………………………46
第一節  觀念性架構……………………………………………………46
第二節  變數的操作性定義與衡量……………………………………47
第三節  研究假說………………………………………………………51
第四節  問卷設計………………………………………………………53
第五節  研究對象及抽樣設計…………………………………………57
第六節  資料分析統計方法……………………………………………59

第四章  研究結果與分析………………………………………………61
第一節  樣本結構………………………………………………………61
第二節  購買涉入程度分析……………………………………………65
第三節  購物傾向分析…………………………………………………68
第四節  口味偏好與手機購買涉入程度對購物傾向之分析…………74
第五節  各類型消費者在人口統計變數之差異分析…………………78
第六節  假設檢定結果之彙整…………………………………………94

第五章  結論與建議……………………………………………………96
第一節  研究結果………………………………………………………96
第二節  研究發現………………………………………………………99
第三節  研究限制………………………………………………………101
第四節  後續研究建議…………………………………………………102

參考文獻………………………………………………………………103
附錄：正式問卷………………………………………………………111

 
圖 目 錄

圖1-1   電信服務用戶數及普及率………………………………………3
圖1-2   本研究流程………………………………………………………6
圖2-1   味蕾的結構圖……………………………………………………8
圖2-2   味覺空間四面體…………………………………………………9
圖2-3   舌表面味蕾的分佈以及對各基本味最敏感的區域……………10
圖2-4   Zaichkowsky(1986)的涉入概念圖.……………………………17
圖2-5   思考可能模式(Elaboration Likelihood Model；ELM).………24
圖2-6   購買涉入與購買決策關係圖……………………………………26
圖2-7   Lazer生活型態階層概念..………………………………………28
圖2-8   生活型態對消費者決策的影響過程……………………………31
圖2-9   生活型態與消費過程……………………………………………32
圖2-10  生活型態對消費者行為的影響.………………………………33
圖2-11  生活型態研究之ㄧ般化架構.…………………………………35
圖3-1   研究架構圖………………………………………………………46
圖4-1   購買涉入分數次數分配圖………………………………………66
 
表 目 錄

表2-1   各學者對基本味覺之分類………………………………………10
表2-2   各學者對涉入定義彙總表………………………………………12
表2-3   涉入前因衡量構面彙總表………………………………………22
表2-4   消費者購買決策過程……………………………………………23
表2-5   消費者高/低涉入行為之比較..…………………………………25
表2-6   生活型態之定義…………………………………………………29
表2-7   生活型態之構面…………………………………………………36
表2-8   Lesser and Hughes之購物者型態.……………………………40
表2-9   Ohanian & Tashchian對涉入型購物者與娛樂型購物者的特
        質描述.....………………………………………………………………42
表2-10  各學者對消費者類型之彙總表.………………………………44
表3-1   口味偏好之問卷設計……………………………………………53
表3-2   手機購買涉入程度之問卷設計…………………………………54
表3-3   生活型態之問卷設計……………………………………………54
表3-4   人口統計變數之問卷設計………………………………………56
表3-5   各系所樣本回收情況彙總表……………………………………58
表4-1   消費者口味偏好分析統計表……………………………………62
表4-2   樣本之人口統計分布情形………………………………………64
表4-3   購買涉入量表之敘述性分析……………………………………65
表4-4   購買涉入分數統計表...…………………………………………67
表4-5   購買涉入程度分組t檢定表..……………………………………67
表4-6   購物傾向之因素分析表…………………………………………69
表4-7   購物傾向因素一之內容…………………………………………69
表4-8   購物傾向因素二之內容…………………………………………70
表4-9   購物傾向因素三之內容…………………………………………71
表4-10  購物傾向因素四之內容.………………………………………71
表4-11  購物傾向因素之信度分析.……………………………………72
表4-12  各集群購物傾向因素之樣本、百分比及平均數檢定表.……72
表4-13  口味偏好與購買涉入程度之卡方檢定表.……………………74
表4-14  口味偏好對購物傾向各構面之單因子變異數分析表.………76
表4-15  口味偏好對炫耀性購物傾向影響之LSD事後多重比較表.…76
表4-16  購買涉入程度與購物傾向類型之卡方檢定表.………………77
表4-17  人口統計變項之新分類表.……………………………………78
表4-18  不同口味偏好的消費者在人口統計變數上之分佈與卡方檢定
        表.………………………………………………………………………79
表4-19  消費者手機購買涉入程度在人口統計變數上之分佈與卡方檢
        定表.……………………………………………………………………84
表4-20  消費者購物傾向類型在人口統計變數上之分佈與卡方檢定表
        .…………………………………………………………………………89
表4-21  假設檢定結果之彙總表………………………………………94

ㄧ、中文部份
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李勉民(1986)，奇妙的人體，讀者文摘遠東有限公司，香港，235-237頁。
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杜佳玲(2002)，「炫耀性消費行為之省思---以Y世代服飾為例」，輔仁大學織品服裝學系研究所碩士論文。
林文樹(2004)，「個人電腦消費者之涉入程度研究」，國立嘉義大學管理研究所碩士論文。
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