博碩士論文 102421015 詳細資訊




以作者查詢圖書館館藏 以作者查詢臺灣博碩士 以作者查詢全國書目 勘誤回報 、線上人數:73 、訪客IP:44.211.117.101
姓名 李佳憶(Chia-i Lee)  查詢紙本館藏   畢業系所 企業管理學系
論文名稱 產品類型、產品價格、情緒以及希望感對抉擇之影響
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摘要(中) 許多企業為吸引人們點擊網頁廣告,利用色彩來影響使用者的行為,即便選項都是通往相同的網頁或結果,若採用不同色彩框飾(Framing)選項,便會影響人們對選項的偏好。本研究目的為探討在不同的產品類型(功能性產品/享樂性產品)、產品價格(高價/低價)與情緒(緊張/放鬆)對不同色彩框飾下的選項偏好之影響。此外,人們會對不同類型的產品進行理性評估或傾向情感導向決策,而傾向自律或放縱的抉擇,以及希望感與性別會影響人們的自我控制,而影響人們對自律與放縱的抉擇。因此,本研究也探討在不同的產品類型、希望感及性別對不同自制框飾下的選項偏好之影響,也就是探討對自律與放縱的圖像選項之抉擇。

一、 產品類型對不同色彩框飾下的選項偏好具有顯著影響。
二、 情緒對不同色彩框飾下的選項偏好具有顯著影響。
三、 產品價格對不同色彩框飾下的選項偏好不具顯著影響。
四、 產品類型與產品價格對不同色彩框飾下的選項偏好具有顯著交互作用。
五、 產品類型對不同自制框飾下的選項偏好具有顯著影響。
六、 希望感對不同自制框飾下的選項偏好具有顯著影響。
七、 性別對不同自制框飾下的選項偏好不具顯著影響。
八、 產品類型與性別對不同自制框飾下的選項偏好具有顯著交互作用。
摘要(英) Many companies employ color to attempt to influence consumers’ behaviors in order to attract consumers to click web advertising, even though the options lead them to same websites or results. If employing the options with different, it will affect consumers’ preferences. The purpose of this study is to investigate how the different product types (utilitarian products / hedonic products), product price (high / low) and emotion (tension / relaxation) influence on the consumers’ preference towards the options with different colors. Furthermore, people will employ rational decision-making or emotional decision-making when they evaluate different product types. They are inclined to employ self-control decision or self-indulgent decision, and hopefulness and gender also affect their self-control, and further influence self-control decision or self-indulgent decision. Therefore, this study also investigates how the different product types, hopefulness and gender influence on the consumers’ preference with different levels of self-control, namely, the study investigates consumers’ decision making between self-control decision and self-indulgent decision. According to logistic regression analysis, the results are as follows: (1) The product type has a significant effect on the options with different colors. (2) The emotional type has a significant effect on the options with different colors. (3) The product price has a significant effect on the options with different colors. (4) The product type and product price have a significant interaction effect on the options with different colors. (5) The product type has a significant effect on the options with different levels of self-control. (6) The hopefulness has a significant effect on the options with different levels of self-control. (7) The gender has a significant effect on the options with different levels of self-control. (8) The product type and gender have a significant interaction effect on the options with different levels of self-control.
關鍵字(中) ★ 產品類型
★ 產品價格
★ 情緒
★ 希望感
★ 色彩
★ 自制
關鍵字(英) ★ product types
★ product price
★ emotion
★ hopefulness
★ color
★ self-control
論文目次 摘要……………………………………………………………………………………………………………i
Abstract………………………………………………………………………………………………ii
致謝詞……………………………………………………………………………………………………iii
目錄…………………………………………………………………………………………………………iv
圖目錄……………………………………………………………………………………………………vi
表目錄……………………………………………………………………………………………………vii
第一章 緒論…………………………………………………………………………………………1
第一節 研究背景與動機………………………………………………………………1
第二節 研究目的與問題………………………………………………………………3
第三節 研究流程………………………………………………………………………………5
第二章 文獻探討與研究假設…………………………………………………………………………………………………… ……………6
第一節 色彩…………………………………………………………………………………………6
第二節 產品類型…………………………………………………………………………………9
第三節 情緒與色彩之關聯……………………………………………………………12
第四節 產品價格與色彩之關聯…………………………………………………13
第五節 可樂、開水與放縱、自律之關聯………………………………17
第六節 享樂性、功能性產品與放縱、自律之關聯……………19
第七節 希望感與自律、放縱之關聯…………………………………………20
第八節 性別與自律、放縱之關聯………………………………………………22
第三章 研究方法……………………………………………………………………………………26
第一節 研究架構…………………………………………………………………………………26
第二節 變數定義及衡量方法…………………………………………………………27
第三節 前測……………………………………………………………………………………………30
第四節 研究設………………………………………………………………………………………40
第五節 資料分析方法……………………………………………………………………………………………………………………49
第四章 資料分析與結果………………………………………………………………………………………………………………………52
第一節 樣本描述………………………………………………………………………………………52
第二節 情緒量表之信度分析………………………………………………………………55
第三節 操弄檢定………………………………………………………………………………………56
第四節 資料分析與假設驗證………………………………………………………………65
第五章 結論與建議 …………………………………………………………………………………81
第一節 研究結論………………………………………………………………………………………81
第二節 實務上意涵與建議……………………………………………………………………84
第三節 研究限制與未來研究之建議………………………………………………85
參考文獻…………………………………………………………………………………………………………87
附錄一:產品類型前測問卷…………………………………………………………………96
附錄二:產品高價位前測問卷……………………………………………………………100
附錄三:產品低價位前測問卷……………………………………………………………101
附錄四:高價位產品圖片前測問卷…………………………………………………102
附錄五:低價位產品圖片前測問卷…………………………………………………106
附錄六:緊張情緒(打地鼠遊戲)之前測………………………………………110
附錄七:放鬆情緒(餵養寵物遊戲)之前測…………………………………112
附錄八:希望感圖片與放縱、自律圖像前測問卷……………………115
附錄九:實驗一正式問卷(四種問卷)…………………………………………121
附錄十:實驗二正式問卷(兩種問卷)…………………………………………129
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指導教授 林建煌(Jian-huang Lin) 審核日期 2015-7-16
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