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題名 中國大陸地區消費者智慧型手機購買與置換決策：情感面影響
Purchase and replacement decision of smart phones by consumers in mainland China: Emotional impact
作者 鄭鈺瑩
Zheng, Yu-Ying
貢獻者 陳建維
Chen, Chien-Wei
鄭鈺瑩
Zheng, Yu-Ying
關鍵詞 產品過時恐懼
預期悔恨
產品升級意願
置換決策
Outdated fear of products
Anticipated regret
Willingness to upgrade products
Replacement decision
日期 2018
上傳時間 10-Jul-2018 15:32:04 (UTC+8)
摘要 隨著中國大陸地區居民生活水平的不斷提高，近年來智慧型手機在當地消費者中迅速普及。作爲一種生活必需品，消費者對其功能、性能及外形等方面的要求也不斷提升，因此消費者升級和置換智慧型手機的頻率越來越高，這些升級和置換也為智慧型手機廠商帶來了巨大的商機和需求。要在這個龐大的市場中分得一杯羹，智慧型手機廠商必然要研究消費者的升級和置換決策，瞭解影響其決策的關鍵因素，從而吸引更多消費者選擇自己的品牌。
本研究以智慧型手機爲例，通過參考回顧大量文獻擬定研究假説，之後再通過實證數據資料先分析新奇追求、從衆行爲和獨特性三個消費者行爲特性對產品過時恐懼的影響；再分析產品過時恐懼對預期悔恨心理的影響；最後分析消費者預期悔恨心理對其智慧型手機升級和置換決策的影響。
本研究最終得到的研究結論如下：
1. 消費者從衆行爲和獨特性需求越强，則其產品過時恐懼越强
2. 消費者產品過時恐懼越强，則其預期悔恨心理越强
3. 消費者預期悔恨心理越强，則其產品升級和置換意願越高
With the continuous improvement of the living standards of the residents in mainland China, smart phones have rapidly become popular among local consumers in recent years. As a necessity of life, consumers` demands on its function, performance and even appearance are also increasing. As a result, consumers are upgrading and replacing their smart phones with increasing frequency now. These upgrades and replacements also bring smart phone manufacturers great business opportunities and demands. To gain a share in this huge market, smart phone manufacturers must inevitably study consumers’ upgrade and replacement decisions, to understand the key factors affecting their decisions, and thereby to attract more consumers to choose their own brands.
This study takes smart phones as an example. After reviewing a large number of papers, the research hypotheses are developed by references. Afterwards, empirical data is used to analyze the effects of novelty pursuit, herd behavior and uniqueness on the outdated fear of products; Then, this study analyzes the effect of outdated fear of products on the anticipated regret psychology; Finally, it analyzes the effect of consumers` anticipated regret on their smart phone upgrade and replacement decisions.
The final conclusions of this study are as follows:
1. The stronger the consumers` herd behavior and uniqueness needs, the stronger their outdated fear of products.
2. The stronger the consumers’ outdated fear of products, the stronger their anticipated regret.
3. The stronger consumers’ anticipated regret, the higher their willingness to upgrade and replace products.
參考文獻 中文部分
1. 陳明賢、陳世智、林義昇，（2012）。轉換成本對顧客忠誠度及轉換意圖的影響：以智慧型手機作業系統為例。行銷評論，9（4），379-394。
2. 陳陽、施俊琦、王明姬、劉霞、王壘，（2005）。消費者獨特性需求量表的研究。心理科學，28（6），1449-1451。
3. 陳筱華、林至信，（2016）。台灣智慧型手機市場中品牌形象對於再購意願的影響－以HTC智慧型手機為例。企業管理學報，110，27-45。
4. 劉春初、鄧瑜旻、王澤宇，（2009）。服務品質、品牌形象、顧客滿意度與再購意願之關係－以國際品牌行動電話為例。中華管理學報，10（4），17-38。
5. 朱瀚霖、王娟、侯義松、高菁菁，（2016）。預期悔恨對消費者衝動性購買行為影響的研究。現代商業，20，19-21。
英文部分
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3. Banerjee, A. V. (1992). A simple model of herd behavior. The Quarterly Journal of Economics, 107, 790-817.
4. Berlyne, D. E. (1966). Curiosity and exploration. Science, 153(3731), 25-33.
5. Bello, D. & Etzel, M. (1985). The role of novelty in the pleasure travel experience. Journal of Travel Research, 24(1), 20-26.
6. Burns, D. J. & Warren, H. B. (1995). Need for uniqueness: Shopping mall preference and choice activity. International Journal of Retail and Distribution Management, 23(12), 4-12.
7. Boonea, D. S., Lemonb, K. N. & Staelin, R. (2001). The impact of firm introductory strategies on consumers’ perceptions of future product introductions and purchase decisions. Journal of Product Innovation Management, 18(2), 96-109.
8. Bass, F. M., Pessemier, E. A. & Lehmann, D. (1972). An experimental study of relationships between attitude, brand preference, and choice. Behavior Science, 17(11), 532-541.
9. Belk, R. W. (1988). Possessions and the extended self. Journal of Consumer Research, 15, 139-168.
10. Belk, R., Wallendorf, M. & Sherry, J. (1989). The scared and the profane in consumer behavior: Theodicy on the odyssey. Journal of Consumer Research, 16(1), 1-38.
11. Bhat, S., Burkhard, R., O’donnell, K. A. & Wardlow, D. L. (1998). Version 6.0.1, anyone? An investigation of consumer software upgrading behavior. Journal of Marketing Theory and Practice, 6(2), 87-96.
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15. Cooper, T. (2004). Inadequate life? Evidence of consumer attitudes to product obsolescence. Journal of Consumer Policy, 27(4), 421-449.
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描述 碩士
國立政治大學
國際經營與貿易學系
105351056
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0105351056
資料類型 thesis
dc.contributor.advisor 陳建維zh_TW
dc.contributor.advisor Chen, Chien-Weien_US
dc.contributor.author (Authors) 鄭鈺瑩zh_TW
dc.contributor.author (Authors) Zheng, Yu-Yingen_US
dc.creator (作者) 鄭鈺瑩zh_TW
dc.creator (作者) Zheng, Yu-Yingen_US
dc.date (日期) 2018en_US
dc.date.accessioned 10-Jul-2018 15:32:04 (UTC+8)-
dc.date.available 10-Jul-2018 15:32:04 (UTC+8)-
dc.date.issued (上傳時間) 10-Jul-2018 15:32:04 (UTC+8)-
dc.identifier (Other Identifiers) G0105351056en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/118521-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營與貿易學系zh_TW
dc.description (描述) 105351056zh_TW
dc.description.abstract (摘要) 隨著中國大陸地區居民生活水平的不斷提高，近年來智慧型手機在當地消費者中迅速普及。作爲一種生活必需品，消費者對其功能、性能及外形等方面的要求也不斷提升，因此消費者升級和置換智慧型手機的頻率越來越高，這些升級和置換也為智慧型手機廠商帶來了巨大的商機和需求。要在這個龐大的市場中分得一杯羹，智慧型手機廠商必然要研究消費者的升級和置換決策，瞭解影響其決策的關鍵因素，從而吸引更多消費者選擇自己的品牌。
本研究以智慧型手機爲例，通過參考回顧大量文獻擬定研究假説，之後再通過實證數據資料先分析新奇追求、從衆行爲和獨特性三個消費者行爲特性對產品過時恐懼的影響；再分析產品過時恐懼對預期悔恨心理的影響；最後分析消費者預期悔恨心理對其智慧型手機升級和置換決策的影響。
本研究最終得到的研究結論如下：
1. 消費者從衆行爲和獨特性需求越强，則其產品過時恐懼越强
2. 消費者產品過時恐懼越强，則其預期悔恨心理越强
3. 消費者預期悔恨心理越强，則其產品升級和置換意願越高		zh_TW
dc.description.abstract (摘要) With the continuous improvement of the living standards of the residents in mainland China, smart phones have rapidly become popular among local consumers in recent years. As a necessity of life, consumers` demands on its function, performance and even appearance are also increasing. As a result, consumers are upgrading and replacing their smart phones with increasing frequency now. These upgrades and replacements also bring smart phone manufacturers great business opportunities and demands. To gain a share in this huge market, smart phone manufacturers must inevitably study consumers’ upgrade and replacement decisions, to understand the key factors affecting their decisions, and thereby to attract more consumers to choose their own brands.
This study takes smart phones as an example. After reviewing a large number of papers, the research hypotheses are developed by references. Afterwards, empirical data is used to analyze the effects of novelty pursuit, herd behavior and uniqueness on the outdated fear of products; Then, this study analyzes the effect of outdated fear of products on the anticipated regret psychology; Finally, it analyzes the effect of consumers` anticipated regret on their smart phone upgrade and replacement decisions.
The final conclusions of this study are as follows:
1. The stronger the consumers` herd behavior and uniqueness needs, the stronger their outdated fear of products.
2. The stronger the consumers’ outdated fear of products, the stronger their anticipated regret.
3. The stronger consumers’ anticipated regret, the higher their willingness to upgrade and replace products.		en_US
dc.description.tableofcontents 第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 1
第三節 研究流程 2
第二章 文獻探討 4
第一節 產品過時恐懼 4
第二節 新奇追求 4
第三節 從衆行爲 6
第四節 獨特性需求 7
第五節 預期悔恨 9
第六節 置換決策 10
第三章 研究方法 14
第一節 研究架構 14
第二節 研究假説 14
第三節 研究變數操作型定義與衡量 18
第四節 問卷設計、研究對象與抽樣方法 26
第五節 資料分析方法 28
第四章 資料分析結果 30
第一節 受訪者基本背景與資料 30
第二節 研究變數因素的萃取 33
第三節 問卷之信度與效度分析 44
第四節 迴歸分析 46
第五章 研究結論與建議 57
第一節 研究假説驗證及研究結論與發現 57
第二節 行銷實務建議 59
第三節 研究限制 61
第四節 未來研究方向建議 61
參考文獻 63
 		zh_TW
dc.format.extent 1625823 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0105351056en_US
dc.subject (關鍵詞) 產品過時恐懼zh_TW
dc.subject (關鍵詞) 預期悔恨zh_TW
dc.subject (關鍵詞) 產品升級意願zh_TW
dc.subject (關鍵詞) 置換決策zh_TW
dc.subject (關鍵詞) Outdated fear of productsen_US
dc.subject (關鍵詞) Anticipated regreten_US
dc.subject (關鍵詞) Willingness to upgrade productsen_US
dc.subject (關鍵詞) Replacement decisionen_US
dc.title (題名) 中國大陸地區消費者智慧型手機購買與置換決策：情感面影響zh_TW
dc.title (題名) Purchase and replacement decision of smart phones by consumers in mainland China: Emotional impacten_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 中文部分
1. 陳明賢、陳世智、林義昇，（2012）。轉換成本對顧客忠誠度及轉換意圖的影響：以智慧型手機作業系統為例。行銷評論，9（4），379-394。
2. 陳陽、施俊琦、王明姬、劉霞、王壘，（2005）。消費者獨特性需求量表的研究。心理科學，28（6），1449-1451。
3. 陳筱華、林至信，（2016）。台灣智慧型手機市場中品牌形象對於再購意願的影響－以HTC智慧型手機為例。企業管理學報，110，27-45。
4. 劉春初、鄧瑜旻、王澤宇，（2009）。服務品質、品牌形象、顧客滿意度與再購意願之關係－以國際品牌行動電話為例。中華管理學報，10（4），17-38。
5. 朱瀚霖、王娟、侯義松、高菁菁，（2016）。預期悔恨對消費者衝動性購買行為影響的研究。現代商業，20，19-21。
英文部分
1. Asch, S. E. (1951). Effect of group pressure upon the modification and distortion of judgments. Journal of Marketing Research, 16, 394-400.
2. Baldinger, A. L. & Rubinson, J. (1996). Brand loyalty: the link between attitude and behavior. Journal of Advertising Research, 36(6), 22-34.
3. Banerjee, A. V. (1992). A simple model of herd behavior. The Quarterly Journal of Economics, 107, 790-817.
4. Berlyne, D. E. (1966). Curiosity and exploration. Science, 153(3731), 25-33.
5. Bello, D. & Etzel, M. (1985). The role of novelty in the pleasure travel experience. Journal of Travel Research, 24(1), 20-26.
6. Burns, D. J. & Warren, H. B. (1995). Need for uniqueness: Shopping mall preference and choice activity. International Journal of Retail and Distribution Management, 23(12), 4-12.
7. Boonea, D. S., Lemonb, K. N. & Staelin, R. (2001). The impact of firm introductory strategies on consumers’ perceptions of future product introductions and purchase decisions. Journal of Product Innovation Management, 18(2), 96-109.
8. Bass, F. M., Pessemier, E. A. & Lehmann, D. (1972). An experimental study of relationships between attitude, brand preference, and choice. Behavior Science, 17(11), 532-541.
9. Belk, R. W. (1988). Possessions and the extended self. Journal of Consumer Research, 15, 139-168.
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dc.identifier.doi (DOI) 10.6814/THE.NCCU.IB.014.2018.F06-