產品標籤對消費者購買意願、推薦意願、喜好程度與願付價格之影響： 瑕疵原因、惜物觀念、促銷幅度大小的干擾效果

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張詠晴(Yung-Ching Chang) 查詢紙本館藏

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企業管理學系

論文名稱

產品標籤對消費者購買意願、推薦意願、喜好程度與願付價格之影響：瑕疵原因、惜物觀念、促銷幅度大小的干擾效果

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摘要(中)

截至2022年，全球人口數達到80億人，隨著人口的增加，糧食問題日益受到重視，許多食物受到丟棄的原因為該食物外表具瑕疵，如形狀扭曲、輕微劃傷等，並非是食物腐敗等影響消費者健康之品質問題。
本研究共分為四個實驗，欲探討自變數：產品標籤 (有/無)，及四個干擾變數：瑕疵原因 (不可抗力之因素/可抗力之因素)；惜物觀念(珍惜及有資源/資源是用來服務我們的)；促銷幅度小 (加量25%/折扣20%)；促銷幅度大 (加量150%/折扣60%)，對應變數：購買意願、推薦意願、喜好程度與願付價格之影響。研究結果如下：
一、產品標籤對四個應變數具顯著效果。
二、產品標籤和不同瑕疵原因對四個應變數產生雙因子交互作用。
三、產品標籤和不同惜物觀念對四個應變數產生雙因子交互作用。
四、產品標籤和促銷幅度小對三個應變數產生雙因子交互作用。
五、產品標籤和促銷幅度大對三個應變數產生雙因子交互作用。

摘要(英)

As of 2022, the global population has reached 8 billion people, and with the population growth, the issue of food scarcity has become increasingly prominent. Many foods are discarded due to aesthetic imperfections such as misshapenness or minor blemishes, rather than quality issues affecting consumer health.
This study comprises four experiments aimed at investigating the effects of the independent variable : product labeling (present / absent), and four moderator variables : the reason for the imperfection (uncontrollable factors / controllable factors), thriftiness mindset (treasure / waste), discount frequency (25% increase / 20% discount), and major promotion (150% increase / 60% discount) on the dependent variables : purchase intention, recommendation intention, preference, and willingness to pay. The results are as follows:
1.Product labeling has a significant effect on the four dependent variables.
2.Product labeling interacts with different reasons for imperfection, influencing four dependent variables.
3.Product labeling interacts with different thriftiness mindsets, affecting four dependent variables.
4.Product labeling interacts with minor promotions, influencing three dependent variables.
5.Product labeling interacts with major promotions, affecting three dependent variables.

關鍵字(中)

★ 醜食
★ 標籤
★ 瑕疵原因
★ 惜物觀念
★ 促銷幅度
★ 購買意願
★ 推薦意願
★ 喜好程度
★ 願付價格

關鍵字(英)

★ imperfect food
★ labeling
★ reason for imperfection
★ thriftiness mindset
★ discount frequency
★ purchase intention
★ recommendation intention
★ preference
★ willingness to pay

論文目次

摘要 i
Abstract ii
目錄 iii
表目錄 v
圖目錄 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 2
第三節研究問題 3
第四節研究流程 4
第二章文獻探討5
第一節消費者購買意願與喜好程度 5
第二節口碑推薦意願 6
第三節願付價格 6
第四節外觀瑕疵 7
第五節標籤效用 7
第六節瑕疵原因 8
第七節惜物觀念 9
第八節促銷方式 11
第三章研究方法 14
第一節研究架構 14
第二節變數的操作性定義 16
第三節前測實驗與結果 20
第四節研究方法與研究對象 23
第四章資料分析與假說驗證 24
第一節實驗一之資料分析 24
第二節實驗二之資料分析 38
第二節實驗三之資料分析 52
第二節實驗四之資料分析 62
第五章研究結論與建議 72
第一節研究假說驗證之彙整 72
第二節研究結論 75
第三節研究貢獻 78
第四節研究限制 80
第五節未來研究建議 81
參考文獻 82
附錄一前測一 86
附錄二前測二 90
附錄三前測三 92
附錄四實驗一正式問卷 95
附錄五實驗二正式問卷 104
附錄六實驗三正式問卷 114
附錄七實驗四正式問卷 122

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指導教授

林建煌(Chien-Huang Lin)

審核日期

2024-5-31

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