感官知覺之產品經驗對消費者產品態度與搜尋意願的影響--以嗅覺和味覺為例

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林奕華(Yi-Hua Lin) 查詢紙本館藏

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企業管理學系

論文名稱

感官知覺之產品經驗對消費者產品態度與搜尋意願的影響--以嗅覺和味覺為例
(The product experiences' influence in sensory perceptions over consumer product attitude and search intention)

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至系統瀏覽論文 ( 永不開放)

摘要(中)

近年來網路購物的蓬勃發展，許多商品除了在實體店面銷售之外，設立網路店面也變成一種不可抗拒的趨勢，為了能有效提升消費者的購買意願，本研究希望能夠找出適合不同產品經驗的市場區隔以及銷售方式。
本研究探討產品經驗(直接經驗/間接經驗)、性別(男性/女性)、時間(無時間延遲/有時間延遲)、購買目的(自用/送禮)，以及品牌熟悉度(熟悉/不熟悉)，對消費者產品態度和搜尋意願的改變，同時並探討，在直接經驗下，產品品名(浪漫高貴/普通平凡)對於消費者產品態度和搜尋意願的影響，以及產品品名告知的先後順序是否也會改變消費者的產品態度與搜尋意願。本研究同時對嗅覺以及味覺產品進行討論，研究結果顯示：
1. 「間接經驗」相較於「直接經驗」，在味覺產品方面，會使消費者產生較高的產品態度以及搜尋意願。
2. 「間接經驗」相較於「直接經驗」，在時間推移的情況下，會使消費者產生較高的搜尋意願。
3. 「女性」消費者相較於「男性」消費者，在「直接經驗」下有較高的產品態度。
4. 在「送禮」的情況下，消費者的購買意願在味覺產品方面的「間接經驗」比「直接經驗」來的高。
5. 「間接經驗」中，消費者對於「品牌熟悉度高」的產品產生較高的產品態度以及搜尋意願。
6. 「浪漫高貴」的產品品名相較於「普通平凡」的產品品名，在味覺產品方面會使消費者產生較高的產品態度。
7. 「先告知」產品品名相較於「後告知」產品品名，在嗅覺產品方面會使消費者產生較高的產品態度。

摘要(英)

In recent years, online shopping becomes more and more popular, many commodities are not only sold in physical store, but also sold on Internet. It becomes an irresistible trend that companies should set up an online store in order to enhance the consumers’ attitude and purchase intention. This research intends to find out product market segmentation and marketing types which are suitable for various product experiences.
The main discussion of this research is whether different sensory perceptions in two product experiences (direct experience and indirect experience) influence consumer product attitudes or not. At the same time, we regard gender, time delay, social distance and brand familiarity as moderating variables. The result shows that:
1. In terms of taste products, indirect experience will result in higher product attitude and search intention compared to direct experience.
2. In the case of time delay, indirect experience will lead to higher search intention compared to direct experience.
3. Female consumers will have higher product attitude in direct experience compared to male consumers.
4. As a gift, consumers will have higher purchase intention of taste products caused by indirect experience than by direct experience.
5. Product with higher brand familiarity will lead to higher product attitude and search intention in direct experience.
6. In terms of taste products, products with a romantic and noble name will result in higher product attitude compared to products with an ordinary name.
7. While informing the product name before using the olfactory product, consumers will have higher product attitude.

關鍵字(中)

★ 產品態度
★ 間接經驗
★ 直接經驗
★ 搜尋意願

關鍵字(英)

★ indirect experience
★ direct experience
★ product attitude
★ search intention

論文目次

圖目錄........................................................ i
表目錄........................................................ ii
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 ............................................ 4
第二章文獻探討 .................................................. 5
第一節消費者經驗 ............................................. 6
第二節直接經驗與間接經驗 ............................................. 6
第三節品牌熟悉度 ............................................. 9
第四節嗅覺 ............................................. 11
第五節味覺 ............................................. 13
第六節性別相關研究 ............................................. 13
第三章研究方法 .................................................. 15
第一節研究架構 ............................................. 15
第二節研究假設 ............................................. 16
第三節變數的操作性定義與衡量方法 ........................... 20
第四節前測實驗 ............................................. 22
第五節研究方法 ............................................. 28
第四章資料分析 .................................................. 30
第一節樣本結構 ............................................. 30
第二節信度分析 ............................................. 31
第三節假設驗證 ............................................. 32
第五章研究結論與建議 ............................................ 54
第一節研究結論................................................ 54
第二節研究結果討論............................................ 57
第三節研究限制與問題.......................................... 58
第四節建議後續研究發展........................................ 59
參考文獻 ......................................................... 60
附錄一正式問卷之一................................................. 65
附錄二正式問卷之二................................................. 67
附錄三間接經驗之產品圖................................................. 69

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指導教授

林建煌(Chien-Huang Lin)

審核日期

2012-6-20

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