進階搜尋


 
系統識別號 U0026-0812200913502019
論文名稱(中文) 行銷知識管理能力、知識轉化能力、規範性評估、知覺價值對消費者購買行為影響之研究-以台北地區都市更新房屋為例
論文名稱(英文) A Study of Marketing Knowledge Management Capability, Knowledge Conversion Capability, Normative Evaluation and Perceived Value on Purchasing Behavior: Using Urban Renewal Houses in Taipei as an Example
校院名稱 成功大學
系所名稱(中) 高階管理碩士在職專班(EMBA)
系所名稱(英) Executive Master of Business Administration (EMBA)
學年度 95
學期 2
出版年 96
研究生(中文) 林忠榮
研究生(英文) Chung-Yung Lin
學號 r0794420
學位類別 碩士
語文別 中文
論文頁數 106頁
口試委員 指導教授-張海青
召集委員-余明助
指導教授-蔡明田
口試委員-莊立民
口試委員-李國瑋
中文關鍵字 知覺價值  規範性評估  消費者 
英文關鍵字 perceived value  normative evaluation  consumer 
學科別分類
中文摘要 1980年以後,全球經濟型態從規模經濟轉為以創新為導向的知識經濟,台灣地區因而掀起一股社區整體營造的風氣。社區要如何透過創新社區傳統文化、厚植社區核心能力,進而追求社區永續經營變成一個相當受到重視的議題。本研究主要探討的是消費者在房屋銷售公司購買都市更新房屋時,因銷售人員行銷知識管理能力與知識轉化能力所產生之消費者規範性評估、知覺價值,對消費者購買行為之影響。
本研究採用判斷抽樣法,挑選親自至建設公司接待中心參觀的消費者進行調查,總計發出問卷400份,回收有效問卷304份(回收率76%),以此樣本進行分析。
關於理論架構與假設之驗證,研究中利用差異性分析探討不同消費者特性在不同構面間之表現是否有顯著性差異;另外再利用迴歸分析來驗證行銷知識管理能力、知識轉化能力、規範性評估、知覺價值與消費者購買行為之因果關係;此外,採用線性迴歸模式來檢視架構之配適度。本研究之結論可以歸納如下:
一.行銷知識管理能力會對消費者規範性評估、知覺價值與消費者購買行為造成影響。
二.知識轉化能力會對消費者規範性評估與消費者購買行為造成影響。
三.消費者之規範性評估越正向,消費者知覺價值越高。
四.消費者知覺價值越高,消費者購買行為越強。
五.行銷知識管理能力透過規範性評估影響知覺價值,經知覺價值影響消費者購買行為。
六.知識轉化能力透過規範性評估影響知覺價值,經知覺價值影響消費者購買行為。
七.不同的人口統計變數在行銷知識管理能力、知識轉化能力、規範性評估、知覺價值與消費者購買行為有顯著差異存在。
英文摘要 Because the world economy has transformed from scale economy to innovation-based knowledge economy since 1980, unified and integral construction has become a trend in Taiwan. People begin paying more attention to the issue on how to innovate the traditional culture of a community and increase the core competence of a community, and proceed to create the sustainable value of the community. The study showed how a real estate salesperson’s marketing knowledge management capability, knowledge conversion capability, normative evaluation and perceived value can affect consumers’ purchasing behavior when selling urban renewal houses.
Judgment sampling was used in this study. Members were selected from consumers who visited real property construction companies. A total of 400 questionnaires were handed out and 304 valid feedbacks were received. The analyses set forth herein were based on those samples.
To exam the assumptions and the structure of the theories, analyses of the differences among consumers were used to determine whether there were obvious sensitivities to various factors. The regression analysis was used in the research to verify the causation among marketing knowledge management capability, knowledge conversion capability, normative evaluation, perceived value and purchasing behavior. In addition, a linear structure relation model was used to test the structural properties. The research is summarily concluded as follows:
1.Marketing knowledge management capability affects consumers’ normative evaluation, perceived value and purchasing behavior.
2.Knowledge conversion capability affects consumers’ normative evaluation and purchasing behavior.
3.The more positive the normative evaluation is, the higher the perceived value would be.
4.The higher perceived value was and the stronger purchasing behavior would be.
5.Through consumers’ normative evaluation, marketing knowledge management capability that influences the perceived value will affect purchasing behavior.
6.Through consumers’ normative evaluation, knowledge conversion capability that influences the perceived value will affect purchasing behavior.
7.Marketing knowledge management capability, knowledge conversion capability, normative evaluation, perceived value and purchasing behavior will vary significantly among different samples.
論文目次 目錄 I
表目錄 VIII
圖目錄 X
圖目錄 X
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 4
第四節 研究流程 5
第二章 文獻回顧 6
第一節 行銷知識管理能力 6
第二節 知識轉化能力 10
第三節 規範性評估 13
第四節 知覺價值 17
第五節 購買意願與消費者搜尋行為 20
第六節 兩兩構面之間的關係 21
第三章 研究方法 26
第一節 研究架構 26
第二節 研究變數之操作型定義 27
第三節 研究假設 29
第四節 問卷設計 31
第五節 抽樣設計 35
第六節 資料分析方法 36
第四章 實證結果與討論 44
第一節 研究樣本與變項之描述性分析 44
第二節 因素與信度分析 52
第三節 不同消費者特徵在各構面之差異性分析 59
第四節 行銷知識管理能力、知識轉化能力、規範性評估、知覺價值、消費者購買行為間之影響 68
第五節 研究架構整體模式分析 80
第五章 結論與建議 91
第一節 研究結論 91
第二節 理論與實務意涵 93
第三節 研究限制 95
參考文獻 96
參考文獻 1.丁惠民(2001),顧客智識的功能、應用模式與價值體系,eBusiness Executive Report 電子化企業 經理人報告,No.27。
2.王中仁(1997),消費者對房屋仲介業之委託售屋服務品質研究,國立交通大學管理科學研究所碩士論文。
3.石芳珊 (2003),消費者衝動性購買行為之決定性因素探討,私立南華大學傳播管理學研究所。
4.李志鴻(1996),規範性評估、價格水準對衝動性購買行為之影響,國立台灣大學商學碩士研究所論文。
5.林史和(2005),台北市整建住宅更新現階段執行中面臨課題與建議探討 (以水源路一期、水源路二、三期及吳興街二期整建住宅為例),國立臺灣科技大學建築系碩士研究所。
6.林美娟(2005),都市更新權利變換制度實施之研究-以台北市更新重建個案為例,國立政治大學地政研究所碩士論文。
7.林欽榮(2002),消費者行為,揚智文化。
8.施佳玟(2004),行銷知識能耐、產品創新、行銷創新與市場績效關係之研究,國立成功大學企業管理研究所博士論文。
9.陳賜寬(2005),都市更新獎勵與回饋制度之財務探討,國立政治大學財務管理研究所。
10.梁文科(2006),行銷知識管理能力、行銷團隊知識創造能力、行銷創新與市場績效關係之研究,國立成功大學企業管理研究所博士論文。
11.葉壽山(2005),都市更新投資信託可行性之研議,國立中山大學高階經營研究所。
12.蔡菊花(1997),「休閒式住宅市場購屋與使用行為之研究」,國立中興大學都市計畫研究所碩士論文。
13.劉常勇(1997),「技術資源管理能力對新產品開發績效之影響」,國科會專題研究計畫。
14.董雯惠(2006),消費者促銷活動、規範性評估、消費體驗對衝動性購買影響之研究-以化妝品為例,國立成功大學高階管理碩士在職專班碩士論文。
15.Aaker, D.A. (1991),”Managing Brand Equity,” NY. : The Free Press.
16.American Marketing Association (2000), “Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals ”, www.ama.org/about/ama/markdef.asp, May 27.

17.Bennett, R. and Gabriel, H. (1999), “Organisational Factors and Knowledge Management within Large Marketing Departments: An Emperical Study,” Journal of Knowledge Management, 3(3), PP.212-223.
18.Bertels ,Thomas (1999), “King without a castle:How local managers can manage change in a pan-European environment, National Productivity Review, ” Vol.19,29.
19.Bettman, James R., Decision Net Models of Buyer Information Processing and Choice: Findings, Problems and Prospects, in Buyer/Consumer Information Processing, G.D. Hughes and M. L. Ray, eds., Chapel Hill: University of North Carolina Press, 1979, pp. 59-74.
20.Bloodgood, J.M. and Salisbury, W.D. (2001), “Understanding the Influence of Organisational Change Strategies on Information Technology and Knowledge Management Strategies” Decision Support Systems, 31, pp.55-69.
21.Cho K.R. and Lee J. (2004), “Firm Characteristics and MNC’s Intra-Network Knowledge Sharing,” Management International Review, 44(4), pp.435-455.
22.Davenport, T. H. & L. Prusak (1999), Working Knowledge –How Organization Manage What They Know, M. A.: Harvard Business School Press.
23.Davenport, T. H., D. W. De Long and M. C. Beers(1999), “Successful Knowledge Management Projects.“ Sloan Management Review, winter, pp.43-57.
24.Della Bitta, Alber J., Kent B. Monroe John M. McGinnis(1981), “Consumer Perceptions of Comparative Price Advertisements,” Journal of Marketing Research, 18, 416-427.
25.Dickson, Peter R. and Alan G. Sawyer(1990),“The Price Knowledge and Search of Supermarket Shoppers,”Journal of Marketing,42(July),42-53.
26.Dodds, B. W., K. B. Monroe and D. Grewal, “Effect of Price, Brands and Store Information on Buyers’Product Evaluation,”Journal of Marketing Research, 28(Aug.), pp.307-319, 1991.
27.Dodds, William B., Kent B. Monroe and Dhruv Grewal (1991), “The Effects of Price,Brand and Store Information on Buyers’ Product Evaluations,” Journal of Marketing Research, 28 (August), pp.307-319.
28.Fishbein M. and I. Ajzen, “Belief, Attitude, Intention and Behavior,”Reading, Mass: Addison-Wesley, 1975.
29.Grewal, D., K. B. Monroe, and R. Krishnan, “The Effects of Price-Comparison Advertising on Buyers’Perceptions of Acquisition Value, Transaction Value, and Behavioral Intentions,”Journal of Marketing, 62(Apr.), pp.46-59, 1998.
30.Grewal, Monroe, and R. Krishnan(1998)“The Effect of Price-comparison Advertising on Buyer’s Perception of Acquisition Value, Transaction Value, and Behavioral Intentions,”Journal of Marketing,62(April),46-59.
31.Hair, J. F., Anderson, R. E., Tatham, R. L. and Black, W. C.(1995), Multivariate Data Analysis, 4th Ed Upper Saddle River, NJ: Prentice Hall.
32.Hanley, S. and C. Dawson (2000), “A framework for delivering value with knowledge management: The AMS knowledge centers.” Information Strategy; Vol. 16, Summer, pp.27-36.
33.Hite diane. (1998), “Information and bargaining in markets environmental quality”, Land Econmics, Volume: 74. pp. 303-316.
34.Hoch, S. J., and Loewenstein, G. F. (1991). Time-inconsistent preferences and consumer self-control. Journal of Consumer Research, 17, 492–507.
35.Jaworski, B.J.; Macinnis, D.J. and Kohli A.K.(2002), “Generating Competitive Intelligence in Organizations” Journal of Market – Focused Management; 5(4), pp.279-307.
36.Knox S. and Maklan S.(1998), “Competing on Value: Bridging the Gap Between Brand and Customer Value,” Financial Times, UK.
37.Kamins, M. A. and L. J. Marks(1991), “The Perception of Kosher as a Third Party Certification Claim in Advertising for Familiar and Unfamiliar Brands,” Journal of the Academy of Marketing Science, Vol.19(3), pp.177-185.
38.Koch, Wendy (2002), “Nicotine Water for Smokers Could Hook Kids” USA Today Online(May 23).
39.Kotnour, T. G. (1997), “Organizational Learning in a Project Environment,” American Society of Engineering Management, Virginia Beach, VA, October.
40.Laurie J. Bassi and Daniel P. Mcmurrer (1997),“Benchmarking the Best”,Training and Development.
41.Laurie J. Bassi and Daniel P. Mcmurrer (1997), “Benchmarking the Best,” Training and Development, PP.60-64.
42.Lawrence, P. and Lorsch, J.W. (1967), “Differentiation and Integration in Complex Organizations,” Administrative Science Quarterly, 12, PP.1-47.
43.Lutz, R. J. (1991) “The Role of Attitude Theory in Marketing”, in Perspectives in Consumer Behavior, eds. Harold H. Kassarjian and Thomas S. Robertson, 4th ed., Upper Saddle River, NJ: Prentice Hall, pp. 317-390.
44.Marshall, L. (1997), “Facilitating Knowledge Management and Knowledge Sharing: New Opportunities for information professionals.” Online.
45.Miles, S. (1978), “Organizational Strategy, Structure, and Process” McGraw-Hill.
46.Milliken, F. (1987), “Three Types of Perceived Uncertainty about the Environment: State, Efect and Response Uncentainty” Academy of Management Review, 12, pp.133-143.
47.Monroe, and Joseph D. Chapman(1987), “Framing Effects on Buyers Subjective Product Evaluation,” in Advances in Consumer Research, Vol. 14, Melanie Wallendorf and Paul Anderson, eds. Provo, UT:Association for Consumer Research, 193-197.
48.Monroe, and R. Krishnan, “The Effect of Price on Subjective Product Evaluation,”In Perceived Quality: How Consumers View Stores and Merchandise, Lexington. MA: Lexington Books, pp.209-232, 1985.
49.Monroe, K.B., “Pricing: Making Profitable Decisions,”2nd Ed., New York, McGraw- Hill, 1990.
50.Morwitz, V.G. and D. Schmittlein, ”Using Segmentation to Improve Sales Forecasts Based on Purchase Intent: Which "Intenders"Actually Buy?”Journal of Marketing Research, (Nov), pp.391-405, 1992.
51.Mowen, J. C. (1995) “Consumer Behavior”, 4th ed., Prentice Hall, p.302, 427,487-489.
52.Narver, J. C. and Slater, S. F., "The Effect of a Market Orientation on Business Profitability," Journal of Marketing, New York, Oct. 1990; Vol. 54, Iss. 4,. 20-35.
53.Nonaka, I. (1994), “A Dynamic Theory of Organizational Knowledge Creation” Ordanization Science, 5(1), pp.14-37.
54.Nonaka, I. and Takeuchi, H. (1995), The knowledge-Creating Company, Oxford University Press, New York.
55.O’Leary,D.E. (1998), “Enterprise Knowledge Management ,IEEE on Computer, March, 54-61
56.Omart, O. and Kent, A.(2001), International Airport Influences on Impulsive Shopping:Trait and Normative Approach, International Journal of Retail and Distribution Management, 29(5), 266-235.
57.Parasuraman, A.and D. Grewal, “The Impact of Technology on the Quality- Value-Loyalty Chain: A Research Agenda,”Journal of the Academy of Marketing Science, 28(1), pp.168-74, 2000.
58.Parasuraman, A., V. A. Zeithaml, and L.L. Berry(1988), SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality, Journal of Retailing, 64(1), pp.12-40.
59.Polanyi, Michael (1962). Personal Knowledge: Towards a Post-Critical Philosophy, Chicago: The University of Chicago Press.
60.Qunitas, Paul., (1997) “Knowledge Management : A Strategic Agenda”, Vol.30, Iss.3, 385-391.
61.Reed II, Americus; Wooten, David B.; Bolton, Lisa E. Journal of Consumer Psychology, 2002, Vol. 12 Issue 4, p375-388,
62.Rook, D. W., and Fisher, R. J. (1995) “Normative Influences on Impulsive Buying Behavior”, Journal of Consumer Research, 22(Dec.), 305-313.
63.Sandvik, I., Sandivk, L. K. (2003), “The Impact of Market Orientation on Product Innovativeness and Business Performance,” International Journal of Research in Marking, 20(4), pp.355-376.
64.Sarvary, M. (1999) “Knowledge Management and Competition in the Consulting Industry.” California Management Review, Vol41, No.2, winter, pp.95-107.
65.Schneider B. and Bowen D.E.(1995), “Winning the service game.” Harvard Business School Press.
66.Sheth, J. N., B. I. Newman, and B. L. Gross, “Consumption Values and Market Choice. Cincinnati,”Ohio: South Westerb Publishing, 1991.
67.Sheth, J. N., B. I.Newman, and B. L. Gross, “Why We Buy: A Theory of Consumption Values,”Journal of Business Research, 22(Mar.), pp.159-70, 1991.
68.Slater, S.F. and Narver, J.C. (2000), “Intelligence Generation and Superior Customer Value,” Academy of Marketing Science, Journal, 28(1), pp. 120-127.
69.Teas, R. Kenneth and Agarwal Sanjeev (2000),“The Effect of Extrinsic Product Cues on Consumers’ Perceptions of Quality, Sacrifice, and Value,” Journal of the Academy of Marketing Science, 28(2), pp. 278-290.
70.Teece,David J.(1998), “Capturing Value from Knowledge Assets : The New Economy Markets For Know-how, and Intangible Assets,” California Management Review, Spring, 713-740.
71.Tsai, M.T. and Shih, C.M. (2004), “The Impact of Marketing Knowledge among Managers on Marketing Capabilities and Business Performance”, International Journal of Management, 21(4), pp. 524-530.
72.Urbany, Joel E. and Peter R. Dickson (1990), “Consumer Knowledge of Normal Prices: An Exploratory Study and Framework,” Working Paper Series, Report No. 90-112, Cambridge, Ma: Marketing Science InstituteDodds, W.B.,K.Monroe,and D.Grewal(1991),“Effects of Price,Brand,and Store Information on Buyers’ Product Evaluation,”Journal of Marketing Research,28(Aug.),307-319.
73.Wayland, R.E. and P.M. Cole, 1997, “Customer Connections: New strategies for growth”, Harvard Business School Press, Mass.
74.White, Erin(2002), “English Schoolchildren Get Lessons on Savvy Marketing,” Wall Street Jounal Interactive Edition(November 27).
75.Woodruff, R. B., ”Customer Value: The Next Source for Competitive Advantage,”Journal of the Academy of Marketing Science, 25(2), pp.139-153, 1997.
76.Zeithaml, Valarie A.(1988), “Consumer Perceptions of Price,Quality and Value:A Means-End Model and Synthesis of Evidence,”Journal of Marketing , 52(July),2-22.
77.Zeithaml, Valarie A. (1982), “Consumer Response to In-Store Price Information Environments,” Journal of Consumer Research, Vol. 8, March, pp. 357-369.
78.Zeithaml, Valarie A., Berry, L.L., and Parasuraman A. (1993), “The Nature and Determinants of Customer Expectations of Services,” Journal of the Academy of Marketing Science 21, pp. 1-12.
論文全文使用權限
  • 同意授權校內瀏覽/列印電子全文服務,於2007-07-31起公開。
  • 同意授權校外瀏覽/列印電子全文服務,於2007-07-31起公開。


  • 如您有疑問,請聯絡圖書館
    聯絡電話:(06)2757575#65773
    聯絡E-mail:etds@email.ncku.edu.tw