| dc.contributor.advisor | 別蓮蒂 | zh_TW |
| dc.contributor.author (作者) | 黃昭蕙 | zh_TW |
| dc.contributor.author (作者) | Huang, Chao-hui | en_US |
| dc.creator (作者) | 黃昭蕙 | zh_TW |
| dc.creator (作者) | Huang, Chao-hui | en_US |
| dc.date (日期) | 2008 | en_US |
| dc.date.accessioned | 11-九月-2009 17:02:13 (UTC+8) | - |
| dc.date.available | 11-九月-2009 17:02:13 (UTC+8) | - |
| dc.date.issued (上傳時間) | 11-九月-2009 17:02:13 (UTC+8) | - |
| dc.identifier (其他 識別碼) | G0963550301 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/30005 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 企業管理研究所 | zh_TW |
| dc.description (描述) | 96355030 | zh_TW |
| dc.description (描述) | 97 | zh_TW |
| dc.description.abstract (摘要) | 本研究之目的是探討消費者自我認知年齡 (Cognitive Age) 與品牌年齡之一致性程度，對其品牌偏好的影響。為使研究結果具一般性之參考價值，本研究不以單一產品為研究標的，而是將產品依其所滿足之消費者需求的不同，區分為功能型產品 (Utilitarian Product)、享樂型產品 (Hedonic Product) 與象徵型產品 (Symbolic Product) 三類，以產品類型做為調節變數，了解在不同產品類型下，消費者自我認知年齡與品牌年齡之一致性，對其品牌偏好之關係會有何種程度之變化。 有鑑於國內並未有類似之研究探討，本研究分兩階段進行，先透過次級資料探討確定消費者認知年齡與品牌年齡之差距，對消費者在品牌偏好度上之可能關係，在次級資料之研究結果與研究方向一致時，正式進行第二階段的調查，驗證研究假說。 研究結果顯示消費者之認知年齡確實不同於真實年齡，兩者間呈現正向相關之特性，顯示真實年齡高者，其認知年齡也會較高。在研究主效果上，消費者真實年齡與品牌年齡之一致性，以及消費者認知年齡與品牌年齡之一致性，都與消費者之品牌偏好度呈現正向影響關係，但其中以認知年齡之影響較為明顯，支持認知年齡對真實年齡與品牌偏好間之關係具中介效果。結果發現，消費者認知年齡與品牌年齡之一致性對品牌偏好度之關係，在象徵型產品上最為強烈，其次是享樂型產品，功能型產品最弱。 整體而言，認知年齡較傳統行銷所使用之真實年齡更能反映消費者之自我概念與品牌偏好，特別是對象徵型與享樂型產品。因此，若能妥善將認知年齡與其他人口統計變數搭配使用，將有助於行銷者掌握消費特性，擬定契合之品牌策略。此外，本研究建議象徵型產品廠商在其品牌管理上尤應注重目標消費者之認知年齡，諸如品牌年齡定位與代言人的選擇，都應配合其目標消費族群之認知年齡。 | zh_TW |
| dc.description.abstract (摘要) | The purpose of this study is to discuss the congruency of consumer’s cognitive age and perceived brand age on brand preference. In order to maximize the contri-bution of the study, this study examines 3 product types, namely functional, hedonic, and symbolic rather than choosing a single product. By using product types as mod-erator, the study shows the effect of consumer’s cognitive age and perceived brand age on brand preference changes under different types of products. Because there’s no similar study in Taiwan before, the study uses secondary da-ta to explore the relationship between a consumer’s brand preference and cogni-tive-brand age gap (the disparity between the consumer’s cognitive age and brand age). A second stage of investigation was conducted to verify the research assump-tions once the secondary data study and the results were found to be consistent. According to the results, the gap between consumer’s cognitive age and actual age actually exists, and the two of them are positively related, implying that older people have higher cognitive age. On the main effect, although “the congruency of consumer’s actual age and brand age” and “the congruency of consumer’s cognitive age and brand age” both have a positive relationship with brand preference, the relationship between “the congruency of consumer’s actual age and brand age” and “brand preference” is stronger, indicating that cognitive age has a mediating effect on the relationship between actual age and brand preference. Furthermore, the relationship between “the congruency of consumer’s cognitive age and brand age” is much more salient for symbolic products than hedonic products, while functional product consumer choices are the least affected by this relationship. To sum up, cognitive age tells us more about consumer self-image and brand preference than the traditional marketing variable, actual age. This is especially true for symbolic and hedonic products. Therefore, if marketers could combine cognitive age with other demographic variables, they will learn more about consumers and draw up the most appropriate strategy for their brand. Furthermore, this study re-commends that firms marketing symbolic products should take into account con-sumers’ cognitive age, when determining brand age positioning. The selection of ad-vertising actors should also be aligned with the target consumer’s cognitive age. | en_US |
| dc.description.tableofcontents | 第一章 緒論 1 第一節 研究動機 1 第二節 研究目的 4 第二章 文獻探討 5 第一節 認知年齡 5 第二節 認知年齡與品牌偏好度 17 第三節 產品類型 23 第四節 研究架構與假說 31 第三章 研究方法概述 33 第四章 研究一：次級資料初探 36 第一節 資料庫介紹 36 第二節 變數之定義與衡量 38 第三節 前測一 41 第四節 研究結果 48 第五章 研究二：正式研究調查 53 第一節 變數之定義與衡量 53 第二節 前測二 55 第三節 正式問卷設計與執行 63 第四節 研究結果 64 第六章 結論與建議 90 第一節 研究結論與討論 90 第二節 研究貢獻與建議 93 第三節 研究限制與未來研究建議 96 參考文獻 99 附錄一 前測一問卷 107 附錄二 前測二問卷 112 附錄三 正式問卷 118 | zh_TW |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0963550301 | en_US |
| dc.subject (關鍵詞) | 認知年齡 | zh_TW |
| dc.subject (關鍵詞) | 一致性 | zh_TW |
| dc.subject (關鍵詞) | 中介效果 | zh_TW |
| dc.subject (關鍵詞) | 品牌偏好 | zh_TW |
| dc.subject (關鍵詞) | 功能型產品 | zh_TW |
| dc.subject (關鍵詞) | 享樂型產品 | zh_TW |
| dc.subject (關鍵詞) | 象徵型產品 | zh_TW |
| dc.subject (關鍵詞) | Cognitive Age | en_US |
| dc.subject (關鍵詞) | Congruence | en_US |
| dc.subject (關鍵詞) | Mediating Effect | en_US |
| dc.subject (關鍵詞) | Brand Preference | en_US |
| dc.subject (關鍵詞) | Functional Product | en_US |
| dc.subject (關鍵詞) | Hedonic Product | en_US |
| dc.subject (關鍵詞) | Symbolic Product | en_US |
| dc.title (題名) | 認知年齡與品牌年齡一致性對不同產品類型品牌偏好程度之影響 | zh_TW |
| dc.title (題名) | The effects of congruence between cognitive age and brand age on brand preference under different product types | en_US |
| dc.type (資料類型) | thesis | en |
| dc.relation.reference (參考文獻) | 李吉彬 (2004)。自我形象一致性對真實與虛擬產品購買意願之影響－功能型、享樂型與象徵型產品之比較分析。國立政治大學企業管理學系碩士論文。 | zh_TW |
| dc.relation.reference (參考文獻) | 陸姵如 (2004)。高齡者認知年齡與探索性購買行為之研究。長庚大學企業管理學系碩士論文。 | zh_TW |
| dc.relation.reference (參考文獻) | 楊玉婷 (2003)。中年與老年人消費行為因果模式與世代差異之研究。淡江大學企業管理學系碩士論文。 | zh_TW |
| dc.relation.reference (參考文獻) | 溫曉盼 (2004)。女性心理年齡影響因素之研究：以化妝保養品之品牌態度為例。國立政治大學廣告學系碩士論文。 | zh_TW |
| dc.relation.reference (參考文獻) | 顏月珠 (1996)。統計學，第五版。台北：三民書局股份有限公司。 | zh_TW |
| dc.relation.reference (參考文獻) | Ang, Swee Hoon & Elison Ai Ching Lim (2006). “The Influence of Metaphors and Product Type on Brand Personality Perceptions and Attitudes.” Journal of Adver-tising, 35 (2), 39-53. | zh_TW |
| dc.relation.reference (參考文獻) | Ball A. Dwayne & Lori H. Tasaki (1992). “The Role and Measurement of Attachment in Consumer Behavior.” Journal of Consumer Psychology, 1 (2), 155-172. | zh_TW |
| dc.relation.reference (參考文獻) | Barak, Benny (1987). “Cognitive Age: A New Multidimensional Approach to Measur-ing Age Identity.” International Journal of Aging and Human Development, 25 (2), 109-125. | zh_TW |
| dc.relation.reference (參考文獻) | Barak, Benny (1998). “Inner-Ages of Middle-Aged Prime Lifers.” International Journal of Aging and Human Development, 46 (3), 189-228. | zh_TW |
| dc.relation.reference (參考文獻) | Barak, Benny, Anil Mathur, Keun Lee, & Yong Zhang (2001). “Perceptions of Age-Identity: A Cross-Cultural Inner-Age Exploration.” Psychology and Marketing, 18 (10), 1003-1029. | zh_TW |
| dc.relation.reference (參考文獻) | Barak, Benny & Barbara B. Stern (1985). “Women’s Age in Advertising: An Examina-tion of Two Consumer Age Profiles.” Journal of Advertising Research, 25 (6), 38-47. | zh_TW |
| dc.relation.reference (參考文獻) | Barak, Benny & Barbara B. Stern (1986). “Subjective Age Correlates: A Research Note.” The Gerontologist, 26 (5), 571-578. | zh_TW |
| dc.relation.reference (參考文獻) | Barak, Benny, Barbara B. Stern, & Stephen Gould (1988). “Ideal Age Concept: An Ex-ploration.” Advances in Consumer Research, 15, M. Huston, ed. Ann Arbor, MI: Association for Consumer Research, 146-152. | zh_TW |
| dc.relation.reference (參考文獻) | Barak, Benny, & Don R. Rahtz (1990). “Cognitive Age: Demographic and Psycho-graphic Dimensions.” Journal of Ambulatory Care Marketing, 3 (2), 51-65. | zh_TW |
| dc.relation.reference (參考文獻) | Barak, Benny, & Don R. Rahtz (1999). “Perceived Youth: Appraisal and Characteriza-tion.” International Journal of Aging and Human Development, 49 (3), 231-257. | zh_TW |
| dc.relation.reference (參考文獻) | Barak, Benny & Stephen Gould (1985). “Alternative Age Measures: A Research Agen-da.” Advances in Consumer Research, 12, E. Hirschman and M. Holbrook, ed. Ann Arbor, MI: Association for Consumer Research, 53-58. | zh_TW |
| dc.relation.reference (參考文獻) | Barak, Benny & Leon G. Schiffman (1981). “Cognitive Age: A Nonchronological Age Variable.” Advances in Consumer Research, 8, K. Monroe, ed. Ann Arbor, MI: Association for Consumer Research, 602-606. | zh_TW |
| dc.relation.reference (參考文獻) | Batra, Rajeev & Olli T. Ahtola (1990). “Measuring the Hedonic and Utilitarian Sources of Consumer Attitudes.” Marketing Letters, 2 (2), 159-170. | zh_TW |
| dc.relation.reference (參考文獻) | Baum, Steven K. & Russell L. Boxley (1983). “Age Identification in the Elderly.” The Gerontologist, 23 (5), 532-537. | zh_TW |
| dc.relation.reference (參考文獻) | Bei, Lien-Ti & Chiao Yu-Ching (2002). “An Eploratory Study of The Cognitive Age ver-sus Chronological Age of Teens and Adults in Taiwan.” Society for Consumer Psychology Conference, New Orleans, L.A. | zh_TW |
| dc.relation.reference (參考文獻) | Belk, Russell W. (1988). “Possessions and the Extended Self.” Journal of Consumer Research, 15 (2), 139–168. | zh_TW |
| dc.relation.reference (參考文獻) | Berry, Norman C. (1998). “Revitalizing Brands.” Journal of Consumer Marketing, 5 (3), 15-20. | zh_TW |
| dc.relation.reference (參考文獻) | Birdwell, Al E. (1964). “Influence of Image Congruence on Consumer Choice.” Reflec-tions on Progress in Marketing, L. G. Smith, ed. Chicago: American Marketing Association, 290-303. | zh_TW |
| dc.relation.reference (參考文獻) | Birdwell, Al E. (1968). “A Study of the Influence of Image Congruence on Consumer Choice.” Journal of Business, 41 (1), 76-88. | zh_TW |
| dc.relation.reference (參考文獻) | Blau, Zena Smith (1956). “Changes in Status and Age Identification.” American Socio-logical Review, 21 (2), 198-203. | zh_TW |
| dc.relation.reference (參考文獻) | Bucklin, Louis P. (1963). “Retail Strategy and the Classification of Consumer Goods.” Journal of Marketing, 27 (1), 50-55. | zh_TW |
| dc.relation.reference (參考文獻) | Bultena, Gordon L. & Edward A. Powers (1978). “Denial of Aging: Age Identification and Reference Group.” Journal of Gerontology, 33 (5), 748-754. | zh_TW |
| dc.relation.reference (參考文獻) | Carrigan, Marylyn & Isabelle Szmigin (1999). “The Representation of Older People in Advertisements.” Journal of the Market Research Society, 41 (3), 311-326. | zh_TW |
| dc.relation.reference (參考文獻) | Chang, Chingching (2008). “Chronological Age versus Cognitive Age for Younger Con-sumers: Implications for Advertising Persuasion.” Journal of Advertising, 37 (3), 19-32. | zh_TW |
| dc.relation.reference (參考文獻) | Chua, Caroline, Joseph A. Cote, & Siew Meng Leong (1990). “The Antecedents of Cognitive Age.” Advances in Consumer Research, 17, M. E. Goldberg et al., ed. Ann Arbor, MI: Association for Consumer Research, 880-885. | zh_TW |
| dc.relation.reference (參考文獻) | Dolich, Ira J. (1969). “Congruence Relationship Between Self-Image and Product Brands.” Journal of Marketing Research, 6 (1), 80-84. | zh_TW |
| dc.relation.reference (參考文獻) | Epstein, Seymour (1980). “The Self-Concept: A Review and Proposal of an Integrated Theory of Personality.” Personality: Basic Aspects and Current Research, Ervin Staub, ed. Englewood Cliffs, NJ: Prentice-Hall. | zh_TW |
| dc.relation.reference (參考文獻) | Escalas, Jennifer Edson (2004). “Narrative Processing: Building Consumer Connec-tions to Brands.” Journal of Consumer Psychology, 14 (1&2), 168-180. | zh_TW |
| dc.relation.reference (參考文獻) | Gargner, Burleigh B. & Sidney J. Levy (1955). “The Product and the Brand.” Harvard Business Review, 33 (2), 33-39. | zh_TW |
| dc.relation.reference (參考文獻) | George, Linda K., Elizabeth J. Mutran, & Margaret R. Pennybacker (1980). “The Meaning and Measurement of Age Identity.” Experimental Aging Research, 6 (3), 283-298. | zh_TW |
| dc.relation.reference (參考文獻) | Graeff, Timothy R. (1996). “Image Congruence Effects on Product Evaluations: The Role of Self-Monitoring and Public/Private Consumption.” Psychology and Mar-keting, 13, (5), 481-499. | zh_TW |
| dc.relation.reference (參考文獻) | Grubb, Edward L. & Harrison L. Grathwohl (1967). "Consumer Self-Concept, Symbol-ism, and Market Behavior: A Theoretical Approach." Journal of Marketing Re-search, 31 (4), 22-27. | zh_TW |
| dc.relation.reference (參考文獻) | Guptill, Carleton S. (1969). “A Measure of Age Identification.” The Gerontologist, 9 (2), 96-102. | zh_TW |
| dc.relation.reference (參考文獻) | Gwinner, Kevin P. & Nancy Stephens (2001). “Testing the Implied Mediational Role of Cognitive Age.” Psychology and Marketing, 18 (10), 1031-1048. | zh_TW |
| dc.relation.reference (參考文獻) | Haig, Matt (2003). Brand Failures: The Truth about the 100 Biggest Branding Mistakes of All Time. USA: Sterling VA. Kogan Page US, 257-299. | zh_TW |
| dc.relation.reference (參考文獻) | Henderson, Kenneth V., Ronald E. Goldsmith, & Leisa R. Flynn (1995). “Demographic Characteristics of Subjective Age.” The Journal of Social Psychology, 135 (4), 447-457. | zh_TW |
| dc.relation.reference (參考文獻) | Holbrook, Morris B. & Elizabeth C. Hirschman (1982). “The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun.” Journal of Consumer Research, 9 (2), 132-140. | zh_TW |
| dc.relation.reference (參考文獻) | Hughes, G. David & Jose L. Guerrero (1971). “Automobile Self-Congruity Models Reexamined.” Journal of Marketing Research, 8 (1), 125-127. | zh_TW |
| dc.relation.reference (參考文獻) | Johnson, Michael D. (1984). "Consumer Choice Strategies for Company Noncompara-ble Alternatives." Journal of Consumer Research, 11 (3), 741-753. | zh_TW |
| dc.relation.reference (參考文獻) | Kastenbaum, Robert, Valarie Derbin, Paul Sabatini, & Steven Artt (1972), “ ‘The Ages of Me’: Toward Personal and Interpersonal Definitions of Functional Aging.” Ag-ing and Human Development, 3 (2), 197-211. | zh_TW |
| dc.relation.reference (參考文獻) | Kempf, DeAnna S. (1999). “Attitude Formation from Product Trial: Distinct Roles of Cognition and Affect for Hedonic and Functional Products.” Psychology & Mar-keting, 16 (1), 35-50. | zh_TW |
| dc.relation.reference (參考文獻) | Kleine, Susan Schultz, Robert E. Kleine, & Chris T. Allen (1995). “How Is a Possession ‘Me’ or ‘Not Me’? Characterizing Types and an Antecedent of Material Posses-sion Attachment.” Journal of Consumer Research, 22 (3), 327-343. | zh_TW |
| dc.relation.reference (參考文獻) | Lehu, Jean Marc (2004). “Back to Life! Why Brands Grow Old and Sometimes Die and What Managers Then Do: An Exploratory Qualitative Research Put into the French Context.” Journal of Marketing Communications, 10 (2), 133-152. | zh_TW |
| dc.relation.reference (參考文獻) | Linn, Margaret W. & Kathleen Hunter (1979), “Perception of Age in the Elderly.” Journal of Gerontology, 34 (1), 46-52. | zh_TW |
| dc.relation.reference (參考文獻) | Markides, Kyriakos S. & Joanne S. Boldt (1983). “Change in Subjective Age Among the Elderly: A Longitudinal Analysis.” The Gerontologist, 23 (4), 422-427. | zh_TW |
| dc.relation.reference (參考文獻) | Miller, George A. (1956). “The Magical Number Seven, Plus or Minus Two: Some Limits of our Capacity for Processing Information.” Psychological Review, 63 (2), 81-97. | zh_TW |
| dc.relation.reference (參考文獻) | Montpare, J. M. & M. E. Lachman (1989). “You’re Only as Old as You Feel: Self-Perception of Age, Fears of Aging, and Life Satisfaction from Adolescence to Old Age.” Psychology and Aging, 4 (1), 73-84. | zh_TW |
| dc.relation.reference (參考文獻) | Munson, J. Michael & W. Austin Spivey (1981). "Product and Brand-User Stereotypes Among Social Classes." Journal of Advertising Research, 21 (4), 37-46. | zh_TW |
| dc.relation.reference (參考文獻) | Murphy, Patrick E. & Ben M. Enis (1986) “Classifying Products Strategically.” Journal of Marketing, 50 (3), 24-42. | zh_TW |
| dc.relation.reference (參考文獻) | Onkvisit, Sak & John Shaw (1987). “Self-Concept and Image Congruence: Some Re-search and Managerial Implications.” Journal of Consumer Marketing, 4 (1), 13-24. | zh_TW |
| dc.relation.reference (參考文獻) | Park, C. Whan, Bernard J. Jaworski, & Deborah J. Maclnnis (1986). “Strategic Brand Concept-Image Management.” Journal of Marketing, 50 (4), 135-145. | zh_TW |
| dc.relation.reference (參考文獻) | Peters, George R. (1971). “Self-Conceptions of the Aged, Age Identification, and Ag-ing.” The Gerontologist, 11 (1), 69-73. | zh_TW |
| dc.relation.reference (參考文獻) | Phillips, Bernard S. (1957). “A Role Theory Approach to Adjustment in Old Age.” American Sociological Review, 22 (2), 212-217. | zh_TW |
| dc.relation.reference (參考文獻) | Rosenberg, Morris (1979). Conceiving the Self. Reprint ed. Malabar, FL: Robert E. Krieger Publishing Co. | zh_TW |
| dc.relation.reference (參考文獻) | Ross, Ivan (1971). “Self-Concept and Brand Preference.” Journal of Business, 44 (1), 38-50. | zh_TW |
| dc.relation.reference (參考文獻) | Schiffman, Leon G. & Elaine Sherman (1991). “Value Orientations of New-Age Elderly: The Coming of an Ageless Market.” Journal of Business Research, 22 (2), 187-194. | zh_TW |
| dc.relation.reference (參考文獻) | Sengupta, Jaideep & Gavan J. Fitzsimons (2000). “The Effect of Analyzing Reasons for Brand Preferences: Disruption or Reinforcement?” Journal of Marketing, 37 (3), 318-330. | zh_TW |
| dc.relation.reference (參考文獻) | Sirgy, M. Joseph (1982). “Self-Concept and Consumer Behavior: A Critical Review.” Journal of Consumer Research, 9 (3), 287-300. | zh_TW |
| dc.relation.reference (參考文獻) | Stephens, Nancy (1991). “Cognitive Age: A Useful Concept for Advertising?” Journal of Advertising, 20 (4), 37-48. | zh_TW |
| dc.relation.reference (參考文獻) | Strahilevitz, Michael & John G. Myers (1998). “Donations to Charity as Purchase In-centives: How Well They Work May Depend on What You Are Trying to Sell.” Journal of Consumer Research, 24 (4), 434-446. | zh_TW |
| dc.relation.reference (參考文獻) | Szmigin, Isabelle & Marylyn Carrigan (2000). “The Older Consumer as Innovator: Does Cognitive Age Hold the Key?” Journal of Marketing Management, 4 (2), 107-132. | zh_TW |
| dc.relation.reference (參考文獻) | Tucker, William Thomas (1957). Foundations for a Theory of Consumer Behavior. New York: Holt, Rinehart & Winston, 139. | zh_TW |
| dc.relation.reference (參考文獻) | Tuckman, Jocob & Martha Lavell (1957), “Self-Classification as Old or Not Old.” Geriatric, 12 (11), 666-671. | zh_TW |
| dc.relation.reference (參考文獻) | Underhill, Lois, & Franchellie Cadwell (1983). “‘What Age Do You Feel’: Age Percep-tion Study.” Journal of Consumer Marketing, 1 (1), 18-22. | zh_TW |
| dc.relation.reference (參考文獻) | Uotinen, V. (1998). “Age Identification: A Comparison between Finnish and North-American Cultures.” International Journal of Aging and Human Develop-ment, 46 (2), 109-124. | zh_TW |
| dc.relation.reference (參考文獻) | Van Auken, Stuart & Thomas E. Barry (1995). “An Assessment of the Trait Validity of Cognitive Age Measure.” Journal of Consumer Research, 4 (2), 107-132. | zh_TW |
| dc.relation.reference (參考文獻) | Van Auken, Stuart, Thomas E. Barry, & Robert L. Anderson (1993). “Observations: Toward the Internal Validation of Cognitive Age Measures in Advertising Re-search.” Journal of Advertising Research, 33 (3), 82-84. | zh_TW |
| dc.relation.reference (參考文獻) | Vaugh, Richard (1980). “How Advertising Works: A Planning Model Revised.” Journal of Advertising Research, 26 (1), 57-66. | zh_TW |
| dc.relation.reference (參考文獻) | Ward, Russell A. (1977). “The Impact of Subjective Age and Stigma on Older Persons.” Journal of Gerontology, 32 (2), 227-232. | zh_TW |
| dc.relation.reference (參考文獻) | Wilkes, Robert E. (1992). “A Structural Modeling Approach to the Measurement and Meaning of Cognitive Age.” Journal of Consumer Research, 19 (2), 292-301. | zh_TW |
| dc.relation.reference (參考文獻) | Woods, A. Walter (1960). “Psychological Dimensions of Consumer Decision,” Journal of Marketing, 24 (April), 15-19. | zh_TW |
