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研究生: 蔡佩娟
研究生(外文): Pei-Chuan Tsai
論文名稱: 女性對於精品與一般性產品購買決策差異之探討
論文名稱(外文): A Study on the Female Purchasing Decision-Making Differences between Luxury and Ordinary Products
指導教授: 陳清燿
指導教授(外文): Ching-Yaw Chen
學位類別: 碩士
校院名稱: 樹德科技大學
系所名稱: 經營管理研究所
論文出版年: 100
畢業學年度: 99
語文別: 中文
論文頁數: 88
中文關鍵詞: 精品消費者行為消費者購買決策
外文關鍵詞: luxury-goodsconsumer behaviorpurchase decision
相關次數:
  • 被引用:0
  • 點閱:67
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本研究旨在藉由精品與一般性產品,探討女性對於兩個截然不同屬性的產品,其購買決策過程所形成之差異。藉由人口統計變數、購買動機變數、資訊來源變數、產品種類變數及購買選擇變數,來做為調查之主要內容。研究對象以女性消費者為母體進行問卷抽樣,採用問卷調查法進行資料蒐集與統計分析;並利用變異數分析、t檢定與卡方檢定等方法驗證各研究假設。
研究結果發現:1.購買動機上,精品高於一般性產品多達十二個變項,顯示女性對精品具有多樣性的購買動機;2.資訊來源上,女性尤其重視精品銷售人員的意見,與報章雜誌的精品資訊;3.購買選擇上,女性購買精品傾向於百貨公司與大型購物中心、機場免稅店;購買一般性產品則傾向網路購物、電視購物、郵購方式;4.產品種類上,女性選擇精品以珠寶、皮包、手錶、保養品占多數;一般性產品則以筆、服飾、機車、腳踏車占多數,透過產品種類比較,可看到女性選擇精品以個人用品最多,而一般性產品多以家庭用品為主。最後,根據本研究結果提供實務上具體建議之參考。


This study is aimed at exploring the different decision-making processes female consumers will have in purchasing two products with completely different attributes— luxury and ordinary products. The investigation is conducted through demographic variables, purchase motivation, sources of information, product categories, and purchase variables. Female consumers are the focus and the whole research adopts the Survey Method to collect and do analysis of statistics; it also uses other methods such as the Analysis of Variance—ANOVA, t-test, and Pearson chi-square to prove the validity.
The result shows: 1. On purchase motivation, luxury products have twelve variables more than those of ordinary ones, which shows multiple purchase motivations females have toward luxury items. 2. On the sources of information, females value the opinions given by luxury product salespersons and the information gathered from newspapers and magazines. 3. On purchase, females tend to buy luxury products at department stores, shopping malls and duty-free shops at an airport. While shopping for ordinary goods, they often buy through the Internet, TV and mail-order. 4. On the product categories, the luxury items they buy are mostly jewelry, purses, watches and cosmetics. The ordinary items they have are mainly pens, clothing, motorbikes and bicycles. Through comparisons of every different kind, we can see the luxury products the female most usually buy have to do with their daily personal use. The ordinary products they usually purchase are mainly household goods. This result can be for the reference of producers.


目錄
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
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  5
2.1精品相關文獻  5
2.2精品的定義  5
2.3產品屬性相關文獻  9
2.4產品種類  11
2.5消費者行為  14
2.5.1消費者行為的定義  14
2.5.2女性消費者行為  16
2.5.3消費者行為模式  18
2.6消費者購買決策  20
第三章 研究方法  27
3.1研究架構  27
3.2研究假設  28
3.3研究變數與操作型定義  32
3.4問卷設計與衡量  33
3.5研究對象與抽樣  34
3.6分析方法  35
3.7預試分析  37
3.8問卷信、效度分析  37
第四章 資料分析與結果  39
4.1樣本結構分析  39
4.2敍述性統計分析  41
4.3人口統計變數與各變項差異分析  49
4.4成對樣本差異分析  60
4.5卡方檢定  64
第五章 結論與建議  72
5.1研究結論  72
5.2研究限制與未來研究建議  76
參考文獻  77
附錄一  82
附錄二  86



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二、中文文獻:
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四、其他參考資料:
社會指標統計年報2009/7,行政院主計處,中華民國統計資訊網http://www.stat.gov.tw/lp.asp?CtNode=531&CtUnit=370&BaseDSD=7&mp=4擷取自:2010年9月24日。
台灣女性勞參率升破50% 超越日韓(2010/9/1),行政院勞委會,行政院勞委會全國就業e網 http://www.ejob.gov.tw/,擷取自:2010年9月30日。


 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
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