戰利品購物與福袋購買意願： 探討恆毅力與風險傾向之中介

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姓名

許雅喬(Ya-Chiao Hsu) 查詢紙本館藏

畢業系所

企業管理學系

論文名稱

戰利品購物與福袋購買意願：探討恆毅力與風險傾向之中介
(Sport Shopping and Purchase Intention of Fukubukuro: Mediated by Grit and Risk Propensity)

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至系統瀏覽論文 (2025-7-21以後開放)

摘要(中)

隨著福袋商品的普及，在福袋的購買上，部分消費者可能展現出新提出的消費者購物型態：戰利品購物(Sport Shopping)。戰利品購物者在購買過程中可能會受到恆毅力與風險傾向的影響，故本研究針對回收之有效問卷進行統計分析，探討戰利品購物與福袋的購買意願之關係，並進一步探討恆毅力與風險傾向是否對此關係具有中介作用。而本研究之結論得到消費者在進行戰利品購物時，若商家希望增加消費者對於福袋的購買意願，除了設計行銷方案以外，還應考慮消費者的戰利品購物動機以及其風險傾向差異，才能夠達到更高程度的福袋購買意願，進而提昇消費者的福袋購買行為以及營運績效。

摘要(英)

With the popularity of fukubukuro, the four major convenient stores, some consumers may behavior as a new type of consumer: Sport Shopper. Therefore, this study conducted statistical analysis on the valid questionnaires collected to investigate the relationship between the sport shopping and the willingness to buy fukubukuro, and to further investigate whether the performance of grit and risk propensity have a mediating effect on this relationship. The conclusion of this study is that if a merchant wants to increase consumers′ willingness to buy fukubukuro when they behavior as sport shopper, it should not only design the marketing plan, but also consider consumers′ motivation for sport shopping and the difference in their risk propensity, in order to achieve a higher level of willingness to buy fukubukuro, and then improve consumers′ purchasing behavior and operational performance.

關鍵字(中)

★ 戰利品購物
★ 福袋購買意願
★ 恆毅力
★ 風險傾向

關鍵字(英)

★ sports shopping
★ purchase intention of fukubukuro
★ grit
★ risk propensity

論文目次

中文摘要 I
Abstract II
致謝 III
目錄 IV
圖目錄 VII
表目錄 VIII
第一章緒論 1
1.1 研究背景與動機 1
1.2 研究目的 3
1.3 研究流程 4
第二章文獻探討 6
2.1 福袋 6
2.1.1 定義 6
2.1.2 福袋的出現 6
2.2 購買意願 8
2.2.1 定義 8
2.3 戰利品購物（Sport Shopping） 9
2.3.1 定義 9
2.3.2 成就目標理論 11
2.3.3 任務導向目標 11
2.3.4 自尊導向目標 12
2.3.5 社會認同導向目標 13
2.4 恆毅力 13
2.4.1 定義 13
2.5 風險傾向 16
2.5.1 風險理論 16
2.5.2 風險傾向的定義 17
2.5.3 風險傾向的分類 18
2.6 恆毅力與風險傾向之關係 19
第三章研究方法 21
3.1 研究架構 21
3.2 研究樣本 21
3.3 研究工具 22
3.4 研究步驟 23
第四章研究結果 27
4.1 樣本敘述性統計 27
4.2 信度分析 29
4.3 變項相關性分析 30
4.4 效度分析及模型配適度檢定 31
4.5 結構方程模型 34
第五章結論與建議 39
5.1 研究結論 39
5.2 管理意涵 41
5.3 研究限制與未來建議 43
5.3.1 樣本之探討 43
5.3.2 福袋內容分類之探討 43
5.3.3 高價位福袋之探討 44
5.3.4 不同商品之探討 44
第六章參考文獻 45
6.1 中文部份 45
6.2 英文部份 45
第七章附錄 54
7.1 研究問卷 54

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指導教授

杜秉叡(Ben-Roy Do)

審核日期

2020-7-21

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