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論文名稱(中文) 以「S-O-R模型」的應用,探討智能家電對消費者態度之影響因素
論文名稱(英文) An Application of the S-O-R Model to Examine Factors Related with Customers’ Attitude toward Smart Home Appliance
校院名稱 成功大學
系所名稱(中) 國際經營管理研究所碩士在職專班
系所名稱(英) Institute of International Management (IIMBA--Master)(on the job class)
學年度 103
學期 1
出版年 104
研究生(中文) 宋玟嫻
研究生(英文) Wen-Hsien Sung
學號 RA7001151
學位類別 碩士
語文別 英文
論文頁數 75頁
口試委員 指導教授-林豪傑
口試委員-謝惠璟
口試委員-史習安
中文關鍵字 「刺激-機制-反應」模型  MR理論  自我形象一致性  新奇接受度  便利性接受度  愉悅情感  覺醒情感與消費者行為 
英文關鍵字 Stimulus-Organism-Response (S-O-R) model  Mehrabian-Russell (M-R) theory  Self-image congruity  Perceived novelty  Perceived convenience  Emotion of pleasure  Emotion of arousal  Consumer behavior 
學科別分類
中文摘要 本研究運用「刺激-機制-反應」模型 (S-O-R, Stimulus-Organism-Response model),探討消費者的自我形象一致性、新奇接受度及便利性接受度對智能家電購買意願的影響,同時也檢視「愉悅情感」與「覺醒情感」兩個心理狀態面向及「態度」的中介角色。
根據256位台灣消費者填寫的問卷進行統計分析,研究結果顯示,新奇接受度與便利性接受度確實會影響消費者的「愉悅情感」、「覺醒情感」與「態度」,進而提升他們對智能家電的購買意願,其中,消費者的心理狀態確實扮演著重要的中介角色。本研究藉由檢視能將消費者對某種新產品的認知了解轉換為正面態度及購買意願的心理狀態,而提升了「刺激-機制-反應」模型的理論意涵。內文也討論了實務意涵與未來可延伸的研究方向。
英文摘要 The study applied the Stimulus-Organism-Response (S-O-R) theory to examine the relationships between customers’ self-image congruity, perceived novelty, and perceived convenience and their purchase intention towards smart home appliance. The mediating roles of psychological states, including emotions of pleasure and arousal, as well as attitude, are explored as well.
Research findings based on a sample collected from Taiwanese customers showed that customers’ perceived novelty, and perceived convenience are indeed critical in predicting the two psychological states of customers, which in turn produce positive effects on their attitude towards smart home appliance and affect their purchase intention. The mediating role of customers’ psychological states are ascertained as well. The study contributes to the S-O-R theory by investigating the psychological factors which pay key mediating roles in converting consumers’ cognitive understanding of and their psychological attachment with a newly-introduced product into positive attitude and then purchase intention. Implications and limitations are discussed as well.
論文目次 ABSTRACT I
ACKNOWLEDGEMENTS III
TABLE OF CONTENTS IV
LIST OF TABLES VIII
LIST OF FIGURES X
CHAPTER ONE INTRODUCTION 1
1.1 Research Background and Motivation. 1
1.2 Research Objectives. 4
1.3 Research Procedure. 5
1.4 Paper Structure. 6
CHAPTER TWO LITERATURE REVIEW 8
2.1 Theoretical Background. 8
2.1.1 Stimulus-Organism-Response (S-O-R) Theory. 8
2.1.2 Mehrabian-Russell (M-R) Theory. 11
2.2 Definition of Relevant Research Variable. 11
2.2.1 Self-image Congruity. 11
2.2.2 Perceived Novelty. 13
2.2.3 Perceived Convenience. 14
2.2.4 Psychological State. 15
2.2.5 Attitude. 16
2.2.6 Intention to Buy. 17
2.3 Development of Research Hypotheses. 18
2.3.1 The Relationship between Self-image Congruity and Psychological State toward Smart Home Appliance. 18
2.3.2 The Relationship between Perceived Novelty and Psychological State toward Smart Home Appliance. 19
2.3.3 The Relationship between Perceived Convenience and Psychological State toward Smart Home Appliance. 20
2.3.4 The Relationship between Psychological State and Attitude toward Smart Home Appliance. 21
2.3.5 The Relationship between Attitude toward Smart Home Appliance and Intention to Buy. 23
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 24
3.1 Conceptual Model. 24
3.2 Summary of Definition of Variables. 25
3.3 Summary of Hyphotheses. 25
3.4 Description of Sample. 26
3.5 Construct Measurement and Questionnaire Design. 28
3.5.1 Self-image Congruity. 28
3.5.2 Perceived Novelty. 30
3.5.3 Perceived Convenience. 31
3.5.4 Psychological State. 33
3.5.5 Attitude. 35
3.5.6 Intention to Buy. 36
3.6 Control Variables. 37
3.6.1 Age. 38
3.6.2 Gender. 38
3.6.3 Marital Status. 38
3.6.4 Education Level. 39
3.6.5 Income. 39
3.6.6 Occupation. 39
3.6.7 Home Appliance Usage per Day, Usage Frequency and Experience in Using Smart Home Appliance. 40
3.7 Method of Analysis. 40
3.7.1 Descriptive Statistics. 40
3.7.2 Confirmatory Factor Analysis(CFA). 40
3.7.3 Common Method Variance. 41
3.7.4 Reliability and Validity Test. 41
3.7.5 Pearson Correlation Analysis. 42
3.7.6 Hierarchical Multiple Regression. 42
CHAPTER FOUR RESEARCH RESULTS 43
4.1 Assessing Full Measurement Model. 43
4.2 Common Method Variance. 46
4.3 Validity and Reliability Test. 47
4.4 Mean, Standard Deviation and Correlation. 49
4.5 Hierarchical Regression. 50
CHAPTER FIVE CONCLUSION AND SUGGESTIONS 57
5.1 Discussion and Conclusions. 57
5.1.1 Theoretical Implication. 57
5.1.2 Managerial Implication. 60
5.2 Research Limitation and Suggestion for Future Research. 61
REFERENCES 64
APPENDICES 69
Appendix 1: Chinese Questionnaire 69
Appendix 2: English Questionnaire 72
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