產品命名方式對產品態度與購買意願之影響

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黃毓仁(Yu-Ren Huang) 查詢紙本館藏

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論文名稱

產品命名方式對產品態度與購買意願之影響

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摘要(中)

產品名稱是消費者所接收到最直接的產品資訊。適當的產品命名能引起消費
者的注意與共鳴，好的產品命名還能引發消費者正面的聯想與產品態度，不好的
產品命名則可能引起消費者的疑慮與不信任。
本研究探討產品命名方式(非典型/典型；非具體/具體屬性/具體利益)在不
同認知需求(高/低)、消費者情緒(正面/負面)，以及產品類型(高度產品涉入/
低度產品涉入)之下，對消費者的認知風險以及認知趣味性造成的影響，以及對
於消費者產品態度和購買意願的改變。研究結果顯示：
1. 「非典型」的產品命名方式會使消費者感受到較「典型」的產品命名方式更
強烈的知覺風險以及趣味性。
2. 以「典型」的方式命名時，當產品名稱為「具體屬性」，消費者的風險感受
會較產品名稱為「具體利益」時更高；而當以「非典型」的方式命名時，產
品名稱為「具體利益」，消費者的風險感受會較產品名稱為「具體屬性」時
更高。
3. 認知需求高的人對於「非典型」的產品命名方式會感受到比「典型」的命名
方式更高的風險，但也會感受到更高的趣味性。
4. 消費者在面臨「非具體」的產品命名方式時，其認知風險明顯大於在面臨「具
體屬性」產品命名方式時的認知風險。
5. 對於負面情緒的消費者而言，「具體屬性」產品命名所造成的認知趣味顯著
大於「具體利益」產品命名所造成的認知趣味。
6. 只有在產品涉入程度低的情況下，對於「非典型」產品命名所造成的認知風
險以及認知趣味性才會顯著大於「典型」產品命名的認知風險。

摘要(英)

The product name is the first product information that consumers receive. The
appropriate product name can bring positive association and product attitude, but
the bad product name induces misgivings and distrust.
This research discusses how the products naming type (atypical/typical;
unspecific/specific attribute/specific benefit) influence the consumers’ perceived risk
and perceived playfulness, as well as the change of the consumers’ product attitude
and purchasing intention in the different need for cognition (high/low), emotion
(positive/negative), and product type (high product involvement/low product
involvement). The result shows that:
1. Atypical names will make consumers feel higher consumers’ perceived risk and
perceived playfulness than typical names.
2. When the product naming type is typical, specific attribute names will make
consumers feel higher consumers’ perceived risk than specific benefit names.
When the product naming type is atypical, specific benefit names will make
consumers feel higher consumers’ perceived risk than specific attribute names.
3. To the high need for cognition individuals, atypical names will make them feel
higher consumers’ perceived risk and perceived playfulness than typical names.
4. Unspecific names will make consumers feel higher consumers’ perceived risk
than specific attribute names.
5. To the negative emotion consumers, specific attribute names will make them
feel higher consumers’ perceived playfulness than specific benefit names.
6. Atypical names will make consumers feel higher consumers’ perceived risk and
perceived playfulness than typical names only when the product involvement is
low.

關鍵字(中)

★ 購買意願
★ 產品態度
★ 認知風險
★ 情緒
★ 產品命名
★ 產品涉入程度
★ 認知趣味
★ 認知需求

關鍵字(英)

★ Perceived Playfulness
★ Need for cognition
★ Perceived Risk
★ Products naming type
★ Emotion
★ Product Involvement

論文目次

中文摘要 ............................................................ i
Abstract ........................................................... ii
致謝 .............................................................. iii
目錄 ............................................................... iv
表目錄 ............................................................. vi
圖目錄 ........................................................... viii
第一章緒論 ......................................................... 1
第一節研究動機 ............................................. 1
第二節研究目的 .............................................. 3
第三節研究流程 .............................................. 4
第二章文獻探討 ..................................................... 5
第一節產品命名 .............................................. 5
第二節認知風險 .............................................. 7
第三節認知有趣性 ........................................... 10
第四節認知需求 ............................................. 11
第五節消費者情緒 ........................................... 12
第六節產品類型 ............................................. 13
第三章研究方法 .................................................... 16
第一節研究架構 ............................................. 16
第二節研究假設 ............................................. 17
第三節變數的操作性定義與衡量方法 ........................... 27
第四節前測實驗 ............................................. 31
第五節研究方法 ............................................. 38
第四章資料分析 .................................................... 40
第一節樣本結構 ............................................. 40
第二節信度分析 ............................................. 41
第三節假設驗證 ............................................. 43
第五章研究結論與建議 .............................................. 74
第一節研究結論 ............................................. 74
第二節研究限制 ............................................. 76
第三節對後續研究的建議 ..................................... 77
參考文獻 ........................................................... 78
中文部分 ....................................................... 78
英文部分 ..................................................... 80
附錄一產品命名前測問卷 ........................................... 85
附錄二正面情緒文章一之前測問卷 ................................... 91
附錄三正面情緒文章二之前測問卷 ................................... 93
附錄四負面情緒文章一之前測問卷 ................................... 96
附錄五負面情緒文章二之前測問卷 .................................. 100
附錄六正式問卷─以正面情緒操弄、生活紅茶實驗組為例 .............. 102

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指導教授

林建煌(Chien-Huang Lin)

審核日期

2009-7-16

推文