產品品牌與產品價格對消費者感官知覺之影響

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謝逸君(Yi-Chun Hsieh) 查詢紙本館藏

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論文名稱

產品品牌與產品價格對消費者感官知覺之影響

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摘要(中)

研究將感官的來源區分成兩種情況：[有觸覺(味覺)的機會]，[無觸覺(味覺)的機會] ，來探討高觸覺(味覺)消費者與低觸覺(味覺)消費者對感官知覺機會的需求程度。除此之外，亦探討兩個非知覺變數--品牌及價格，透過兩個實驗設計，來看揭露品牌和價格時，高觸覺(味覺)消費者與低觸覺(味覺)消費者對產品評價的變化。並且，本研究亦發現，雖然直接經驗可以增加購物的自信心，但就高/低觸覺(味覺)消費者而言，在消費者自信心的人格特質這一點看來，並無顯著的差異。
研究結果發現，高觸覺(味覺)消費者若能親身觸摸產品，則評價會提高；而低觸覺(味覺)消費者對於能不能透過觸覺(味覺)機會衡量產品的評價則較不受影響。並且，當有觸覺(味覺)機會提供時，若揭露品牌線索，低觸覺(味覺)消費者比高觸覺(味覺)消費者容易改變原來的評價，對知名品牌的評價提昇，不知名品牌的評價下降；而高觸覺(味覺)消費者對產品的評價則較不受影響。另外，當有觸覺(味覺)機會提供時，若揭露價格線索，低觸覺(味覺)消費者比高觸覺(味覺)消費者容易改變原來的評價，對高價格的評價提昇，低價格的評價下降；而高觸覺(味覺)消費者對產品的評價則較不受影響。本研究旨在探討消費者的感官知覺對產品衡量的重要性，藉此提供網路及無店舖銷售業者參考。

關鍵字(中)

★ 品牌
★ 消費者自信心
★ 直接經驗
★ 味覺
★ 觸覺
★ 價格
★ 產品評價

關鍵字(英)

★ direct experience
★ consumer confidence
★ brand
★ price
★ product evaluation
★ taste
★ tactile

論文目次

頁次
目　　　錄....................................................................................................................... I
圖　目　錄....................................................................................................................... II
表　目　錄....................................................................................................................... III
第一章　緒論……………………………………………………………... 1
第一節　研究背景與動機....................................................................................... 1
第二節　研究目的與問題....................................................................................... 2
第三節　研究架構................................................................................................... 3
第四節　研究流程………………………………………………………………... 4
第二章　文獻探討...................................................................................... 4
第一節　感官知覺的相關文獻............................................................................... 4
第二節　消費者自信心........................................................................................... 9
第三節　產品外在線索........................................................................................... 12
第三章　研究方法...................................................................................... 16
第一節　研究架構................................................................................................... 16
第二節　研究假設................................................................................................... 18
第三節　研究設計………………........................................................................... 21
第四節　變數操作性定義與衡量........................................................................... 24
第五節　資料分析方法....................................................................................... 26
第四章　研究結果....................................................................................... 29
第一節　敘述統計................................................................................................... 29
第二節　信效度檢驗............................................................................................... 32
第三節　假說驗證................................................................................................... 37
第四節　研究假說檢定結果之彙總....................................................................... 57
第五章　結論與建議.................................................................................... 58
第一節　研究結論................................................................................................... 58
第二節　研究貢獻與行銷意涵............................................................................... 60
第三節　研究限制與未來研究方向....................................................................... 62
參考文獻....................................................................................................... 64
附錄一、量表部分................................................................................... 67
附錄二、正式問卷................................................................................... 73
圖　目　錄
頁次
圖1-1 研究流程圖....................................................................................................... 4
圖2-1 價格、商店名稱、品牌名稱影響購買評估的概念性模型………………... 14
圖3-1 實驗一研究架構圖…………………………………………………………... 16
圖3-2 實驗二研究架構圖…………………………………………………………... 17
圖4-1 提供觸覺機會與否對消費者產品評價的變化圖……………………….….. 38
圖4-2 提供味覺機會與否對消費者產品評價的變化圖…………………………... 40
圖4-3 揭露品牌前後高/低觸覺對產品評價的變化圖—皮夾…………………….. 42
圖4-4 揭露品牌前後高/低觸覺對產品評價的變化圖—T恤……………….…….. 44
圖4-5 揭露價格前後高/低觸覺對產品評價的變化圖—皮夾…………………….. 46
圖4-6 揭露價格前後高/低觸覺對產品評價的變化圖—T恤……………………... 48
圖4-7 高、低味覺對揭露品牌前後產品評價的變化圖—咖啡……………………..51
圖4-8 高、低味覺消費者對揭露品牌前後產品評價的變化圖—高山茶………….53
圖4-9 高、低味覺消費者對價格揭露前後產品評價的變化圖—咖啡…………… 55
圖4-10 高、低味覺消費者對價格揭露前後產品評價的變化圖—高山茶………… 56
表　目　錄
頁次
表3-1 實驗一之實驗設計........................................................................................... 21
表3-2 實驗二-1之實驗設計…………………………………………………………... 22
表3-3 實驗二-2之實驗設計…………………………………………………………... 23
表3-4 本研究所使用之統計分析方法……………………………………………... 26
表4-1 各實驗樣本數………………………………………………………………... 29
表4-2 各實驗樣本數………………………………………………………………... 29
表4-3 各實驗樣本數………………………………………………………………... 29
表4-4 量表平均值分配表………………………………………………………….. 30
表4-5 觸覺量表之信度分析……………………………………………………….. 32
表4-6 消費者自信心量表之信度分析 (觸覺實驗)……………………….………. 33
表4-7 味覺量表之信度分析…………………………………………….…………. 34
表4-8 消費者自信心量表之信度分析 (味覺實驗)……………………………….. 35
表4-9 變異數分析表—觸覺……………………………………………………….. 37
表4-10 變異數分析表—味覺………………………………………………………... 39
表4-11 品牌揭露前後對高、低觸覺消費者產品評價變化之ANOVA表—皮夾… 41
表4-12 品牌揭露前後對高、低觸覺消費者產品評價變化之t-test表—皮夾……. 42
表4-13 品牌揭露前後對高、低觸覺消費者產品評價變化之ANOVA表—T恤… 43
表4-14 品牌揭露前後對高、低觸覺消費者產品評價變化之t-test表—T恤……. 43
表4-15 價格線索揭露前後對高/低觸覺產品評價變化之ANOVA表—皮夾…….. 45
表4-16 價格線索揭露前後對高/低觸覺消費者產品評價變化之t-test表—皮夾…. 45
表4-17 價格線索揭露前後對高/低觸覺產品評價變化之ANOVA表—T恤……. 46
表4-18 價格線索揭露前後對高/低觸覺消費者產品評價變化之t-test表—T恤…..47
表4-19 高、低味覺消費者對品牌揭露前後產品評價變化之ANOVA表—咖啡.. 49
表4-20 高、低味覺消費者對品牌揭露前後產品評價變化之t-test表—咖啡….. 50
表4-21 高、低味覺消費者對揭露品牌前後產品評價變化之ANOVA表—茶…… 51
表4-22 高、低味覺消費者對揭露品牌前後產品評價變化之t-test表—茶…… 52
表4-23 高、低味覺消費者對價格揭露前後產品評價變化之ANOVA表—咖啡… 54
表4-24 高、低味覺消費者對價格揭露前後產品評價變化之t-test表—咖啡… 54
表4-25 高/ 低味覺對價格揭露前後產品評價變化之ANOVA表—高山茶…….. 55
表4-26 高、低味覺消費者對價格揭露前後產品評價變化之t-test表—茶……... 56
表4-27 假設檢定結果彙總表…….………………………………………………… 57

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指導教授

林建煌(Chien-Huang Lin)

審核日期

2004-1-27

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