記憶對重遊及重購意願的影響

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蔣宛諭(Wan-yu Chiang) 查詢紙本館藏

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企業管理學系

論文名稱

記憶對重遊及重購意願的影響
(Memory affect the willingness of revisiting and repurchasing)

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摘要(中)

記憶對消費者的影響，一直是重要的研究主題，對於人們未來的決策行為也有明顯的影響，過去學術界將研究著重在正、負面的經驗為主，本研究拓展至探討各種不同情境下，記憶如何影響消費者的決策。本研究將經驗特殊性(特殊/普通)、經驗屬性(正向/負向)、情境因素(換同行對象/換地點)，做為自變數，以了解不同變數組合的情境下，對重遊意願所帶來的影響。此外，本研究希望能夠了解過去經歷的經驗屬性(正向/負向)造成的重購意願在變數的干擾效果下，是否會受到影響，在此選擇了後續口碑(正向/負向)、後續價格(漲價/跌價)兩個干擾變數，透過不同變數組合的情境了解對重購意願所造成的影響。研究結果顯示:
1. 經驗特殊性中，經驗「普通」比經驗「特殊」會產生較高的重遊意願。
2. 經驗屬性中，「正向」經驗比「負向」經驗會產生較高的重遊意願。
3. 情境因素中，「換地點」比「換同行對象」會產生較高的重遊意願。
4. 經驗屬性中，「正向」經驗比「負向」經驗會產生較高的重購意願。
5. 在「換同行對象」的情境因素時，經驗「普通」比起經驗「特殊」的重遊意願高；在「換地點」的情境因素時，經驗「特殊」和經驗「普通」對重遊意願沒有顯著的差異。
6. 在「正向」經驗上，後續價格的「漲價」及「跌價」影響重購意願的差距較大，「負向」經驗上，後續價格「漲價」及「跌價」影響重購意願的差距較小。

摘要(英)

Memories will affect people’’s behavior of decision-making. Past researches were focus on positive/negative experiences. However, we would like to discuss that how memories influence consumer decision-making under different situations. This study manipulated three independent variables: experience uniqueness, experience attribute, and situation factor. Therefore, we can understand how the willingness of revisit affected by the different combinations of variables. Besides, this research would like to examine whether the past experiences affect the willingness of repurchasing, and the influences of moderator variables. The results were stated as below:
1. Common experience will let consumer have higher willingness to revisit than special experience.
2. Positive experience will let consumer have higher willingness to revisit than negative experience.
3. Change trip mate will let consumer have higher willingness to revisit than change destination.
4. Positive experience will let consumer have higher willingness to repurchase than negative experience.
5. When the situation factor is change trip mate, common experience will let consumer have higher willingness to revisit than special experience. When the situation factor is change destination, there is no significant difference between special experience and common experience.
6. When the attribute of experience is positive, increase price and decrease price have greater influence on willingness to repurchase than negative experience.

關鍵字(中)

★ 重遊意願
★ 情境因素
★ 經驗特殊性
★ 記憶
★ 經驗屬性

關鍵字(英)

★ willingness to revisit
★ experience attribute
★ experience uniqueness
★ situation factor
★ memory

論文目次

摘要 ............................................................................................................................................I
ABSTRACT .............................................................................................................................II
誌謝 ........................................................................................................................................ III
目錄 ......................................................................................................................................... IV
表目錄 ..................................................................................................................................... VI
圖目錄 ..................................................................................................................................VIII
第一章緒論 .................................................................................................................... 1
第一節研究背景與動機 ................................................................................................ 1
第二節研究目的 ............................................................................................................ 3
第三節研究問題 ............................................................................................................ 3
第四節研究流程 ............................................................................................................ 4
第二章文獻探討 ............................................................................................................ 6
第一節記憶 .................................................................................................................... 6
第二節情境因素 .......................................................................................................... 11
第三節口碑 .................................................................................................................. 14
第四節價格 .................................................................................................................. 18
第五節重購意願及重遊意願 ...................................................................................... 20
第三章研究方法 .......................................................................................................... 22
第一節研究架構 .......................................................................................................... 22
第二節變數定義 .......................................................................................................... 24
第三節研究假設 .......................................................................................................... 26
第四節前測 .................................................................................................................. 30
第五節研究方法 .......................................................................................................... 35
第四章資料分析與結果 .............................................................................................. 37
第一節樣本回收情況 .................................................................................................. 37
第二節假說驗證 .......................................................................................................... 38
第三節假說驗證結果整理 .......................................................................................... 48
第五章結論與建議 ...................................................................................................... 49
第一節研究結論 .......................................................................................................... 49
第二節管理意涵 .......................................................................................................... 51
第三節研究限制 .......................................................................................................... 53
第四節後續研究建議 .................................................................................................. 54
參考文獻 ................................................................................................................................. 55
附錄一: 前測問卷 ................................................................................................................... 62
附錄二: 實驗一正式問卷 ....................................................................................................... 65
附錄三: 實驗二正式問卷 ....................................................................................................... 73
附錄四: 實驗三正式問卷 ....................................................................................................... 77

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指導教授

林建煌(Chien-huang Lin)

審核日期

2010-6-24

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