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系統識別號 U0026-0407201021204000
論文名稱(中文) 衝動性人格特質、情緒帳戶對手機類別及資費方案選擇偏好之影響
論文名稱(英文) The Influences of Impulsive Personality and Emotional Accounting on Preference for Mobile Phone Categories and Rate Plan Options
校院名稱 成功大學
系所名稱(中) 電信管理研究所
系所名稱(英) Institute of Telecommunications and Management
學年度 98
學期 2
出版年 99
研究生(中文) 范惠媛
研究生(英文) Huei-Yuan Fan
學號 r9697102
學位類別 碩士
語文別 中文
論文頁數 71頁
口試委員 指導教授-蔡東峻
口試委員-陳勁甫
口試委員-黃光渠
口試委員-李奇勳
中文關鍵字 衝動性人格特質,情緒帳戶,零元,手機類別,資費方案選擇 
英文關鍵字 Impulsive Personality, Emotional Accounting, Zero-Price, Rate Plan Options, Mobile Phone Categories 
學科別分類
中文摘要 為吸引消費者換購新手機與增加用戶的貢獻度,各家電信業者紛紛推不同特色的手機吸引消費者目光,並且會以搭配不同月租費率的優惠方案供消費者選擇,故本研究針對手機類別以及資費方案為研究重點。其中,手機類別是藉由其所帶給消費者主要的利益訴求為何加以區分;因零元行銷被廣泛的應用在資費方案中,故我們將資費方案分為零元和非零元方案。試探討何種因素會影響消費者對於手機類別或是零元方案之偏好,以給電信業者在行銷面的具體建議。
衝動型與謹慎型的消費者其所追求的利益的差異,可能會影響其對手機類別及資費方案的偏好。而消費者金錢來源所聯想的情緒因素,亦可能使消費者內心將金錢劃分至不同帳戶,進而影響其對手機及資費方案的偏好,故本研究欲了解衝動性人格特質與情緒帳戶此兩個變數對手機類別與資費方案選擇偏好的影響。
為探討上述問題,本研究參考相關文獻,設計出2(衝動性人格特質:謹慎型,衝動型) × 2(情緒帳戶:正面情況,負面情況)的組間因子的實驗,最後回收有效樣本共計135份,分析資料所得的結論如下:
1. 相較於謹慎型的消費者,衝動型消費者對於享樂利益手機有較高的偏好,且資費方案也較偏好零元方案
2. 當消費者情緒帳戶為正面情況時,其較偏好購買享樂利益手機,但情緒帳戶對資費方案偏好的影響則不明顯
3. 情緒帳戶對於不同人格特質消費者的手機類別與資費方案選擇偏好沒有交互影響。
英文摘要 Telecommunication operators have been promoting various mobile phones through advertisements and bundling different monthly fees with these phones to catch consumers’ attention to purchase new mobile phones and increase the company’s Average Revenue per User (ARPU). In line with this phenomenon, this research paper’s central topic is about mobile phone categories and rate plan options. In particular, we categorize mobile phones into two kinds depending on whether the main benefit to consumers is provided by either their functions or their attributes. We also divide the rate plans into zero-price plans vs. general plans because zero-price marketing is very common in telecommunications marketing. This study tries to find out what factor(s) will affect customers’ preference for mobile phone categories and rate plan options.
Impulsive consumers and prudent consumers pursue different benefits, which may affect their preference for mobile phone categories and rate plan options. In addition, emotion that relates to the sourcing of money may cause consumers to categorize money received into different accounting groups, which may also influence their preference for mobile phone categories and rate plan options. Therefore, we want to understand how impulsive personality and emotional accounting affect consumers’ preference.
To explore the above research topic, we examined corresponding references, which led us to design 2x2 factorial experiments. A total of 135 effective samples were collected and analyzed. The conclusions are as follows:
1. Compared to prudent consumers, impulsive consumers prefer hedonic against utilitarian mobile phones and zero-price against general plans.
2. When consumers are in a positive circumstance, they will prefer hedonic mobile phones against utilitarian ones. However, emotional accounting has no clear effect on consumers’ preference for rate plan options.
3. There are no interactions between emotional accounting and different personalities’ preference for mobile phone categories.
論文目次 第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻回顧 5
第一節 資費方案 5
第二節 手機類別與資費方案選擇偏好 8
第三節 衝動性人格特質對手機類別與資費方案選擇偏好之影響 11
第四節 情緒帳戶對手機類別與資費方案選擇偏好之影響 14
第五節 衝動性人格特質與情緒帳戶之交互作用 17
第三章 研究方法 19
第一節 研究架構與假設 19
第二節 研究設計 20
第三節 變數操弄與衡量 21
第四節 正式實驗設計 26
第五節 資料分析方法 28
第四章 結果分析與討論 30
第一節 樣本結構 30
第二節 受測者基本資料敘述性統計分析 31
第三節 研究變數之操弄檢定與衡量 33
第四節 衝動性人格特質與情緒帳戶對手機類別與資費方案選擇偏好之影響 36
第五節 小結 40
第五章 結論與建議 41
第一節 研究結論 41
第二節 理論意涵 43
第三節 實務建議 44
第四節 研究限制與建議 45
參考文獻 48
附錄一 53
附錄二 57
附錄三 63


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