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系統識別號 U0026-0812200914135328
論文名稱(中文) 個人價值觀、社會階層意識、規範性評估與顧客價值對購買意圖之探討-以台灣汽車市場為例
論文名稱(英文) The Impact of Personal Value, Social Class Perception, Normative Evaluation and Customer Value on Buying Intension – An Example of Taiwan Mobile Market
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 96
學期 2
出版年 97
研究生(中文) 戴武成
研究生(英文) Wu-Chen Tei
電子信箱 k002@nissan_yv.com.tw
學號 r0795403
學位類別 碩士
語文別 中文
論文頁數 89頁
口試委員 指導教授-蔡明田
召集委員-康信鴻
口試委員-莊雙喜
口試委員-莊立民
口試委員-李國瑋
中文關鍵字 個人價值觀  社會階層意識  顧客價值  購買意圖 
英文關鍵字 social class perception  customer value  buying intension  personal value 
學科別分類
中文摘要 過去顧客價值與購買意圖的相關研究,多從顧客知覺價值、知覺風險與人口統計變數等方面進行探討。這些研究雖有助於了解消費者產品購買的決策過程與考慮因素,但某種程度上仍無法有效詮釋消費者的購買意圖與行為。故本研究主要目的,在從心理學與社會學的角度,針對顧客價值認知與購買意圖進行關連性探討。藉由個人價值觀、社會階層意識、規範性評估、顧客價值認知之整合性研究,本研究針對購買意圖影響因素進行系統性的探討。
在樣本回收方面,本研究採人員調查法,共發放250份問卷,有效回收樣本242份,有效回收率為97%。本研究並進一步藉由因素分析、迴歸分析、集群分析、區別分析與變異數分析針對研究假設進行驗證。研究結果顯示個人價值觀、社會階層意識、規範性評估對於顧客價值認知皆有正向顯著影響。同時,社會階層意識、規範性評估與顧客價值認知對於購買意圖皆有正向顯著影響。本研究並發現不同年齡層、職業別、月收入與家庭人口數的消費者其顧客價值認知存有顯著的差異。
英文摘要 In the studies of customer value and buying intension, most prior researches explore the issue from the perceived value, perceived risk and demographic variable. These researches are helpful for understanding the decision process of consumers and the factors that affect their decision. However, to a certain extent, it can not fully explain the buying intension and behavior of customers. The primary goal of this research is to discuss the relationship between customer value and buying intension from the perspective of psychology and sociology. By integrating the constructs of personal value, social class perception, normative evaluation and customer value, the study explores the factors that affect buying intension.
In sampling collection, the research uses the person interview survey. In total, 250 questionnaires were sent out and 242 effective questionnaires were returned with effective recovery rate 97%. Factor analysis, regression analysis, cluster analysis, discriminate analysis and analysis of variance are used to examine the hypotheses furthermore. The results of the research show that personal value, social class perception and normative evaluation have positive effect on customer value. Social class perception, normative evaluation and customer value have significant influence on buying intension. In addition, the findings also indicate that the customer value is significant different in different age, reputation, income and family members.
論文目次 中文摘要………………………………………………………………Ⅰ
Abstract………………………………………………………………Ⅱ
誌謝……………………………………………………………………Ⅲ
目錄……………………………………………………………………Ⅳ
表目錄…………………………………………………………………Ⅵ
圖目錄…………………………………………………………………Ⅶ
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……………………………………………………5
第四節 研究範圍……………………………………………………7
第二章 文獻探討……………………………………………………9
第一節 個人價值觀…………………………………………………9
第二節 社會階層意識………………………………………………14
第三節 規範性評估…………………………………………………23
第四節 顧客價值……………………………………………………29
第五節 消費者購買意圖……………………………………………37
第六節 各研究構面間推論…………………………………………41
第三章 研究方法……………………………………………………46
第一節 研究架構……………………………………………………46
第二節 研究假設……………………………………………………47
第三節 問卷題項設計發展…………………………………………48
第四節 抽樣方法與樣本……………………………………………52
第五節 資料分析方法………………………………………………52
第四章 資料分析結果………………………………………………55
第一節 敘述性統計分析……………………………………………55
第二節 信度與效度分析……………………………………………56
第三節 各研究構面關連性探討……………………………………64
第五章 研究結論與建議……………………………………………73
第一節 研究結論……………………………………………………73
第二節 理論與實務意涵……………………………………………76
第三節 研究限制與建議……………………………………………78
參考文獻………………………………………………………………80
附錄……………………………………………………………………85
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