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題名 「消費者導向關係管理」－消費者期望效用下網路消費資訊價值對消費決策之研究
「Consumer Oriented Relationship Management 」－Research on the Value of Network-based Consumption Information to Consumption Decision under the Consumer Expected Utility
作者 梁燦聖
Liang, Allen
貢獻者 郭更生
梁燦聖
Liang, Allen
關鍵詞 消費者導向
預期理論
期望效用
記憶效用
消費風險
經驗效用
稟賦效用
定錨效用
框架效用
消費價值
可得性捷思法
頂端效用
Consumer orientation
Prospect theory
Expected Utility
Remembered utility
Consumer risk
Experienced utility
Endowment effect
Anchor effect
Framing effect
Consumer value
Availability heuristics
Peak effect
日期 2005
上傳時間 18-九月-2009 13:35:52 (UTC+8)
摘要 2005年4月號The Econonist 經濟學人週刊的封面刊登: `Power at last - How the internet means the consumer really is king (and queen). ` 沒錯！消費者是國王的時代來臨了！消費者在網際網路上可以隨時隨地取得更多、更有價值的消費訊息，以極低的成本，應用網路中各種透明的消費資訊，任意的改變消費的抉擇，史無前例的表達出有別於過去被動接受產品的主動消費力量，消費利益也確實受到保護，因此以資訊為基礎的行銷策略就是消費者導向策略(Glazer,1997)，呼應了經濟學人週刊的聳動標題；本研究即証明了在獲得充分且有價值的消費資訊，對消費者在進行消費決策與行為時，是具有「主動的」改變力量，因此提供消費者更豐富的消費資訊，也必定能保護更多的消費者利益。

當新的資訊處理技術與傳播媒體出現，或是由某種新工藝的創造與發展，進而改變現存的政治、經濟與文化、風俗產生新的變遷將對消費行為，產生戲劇化影響(Innis, 1951; McLuhan, 1964)，原因在於消費者在面對嶄新而且陌生的消費環境，所採取維護自身消費利益的因應之道；本研究引用學者 Kahneman and . Tversky 提出的「預期理論」（Prospect Theory)，以及Barry Schwatz（2004）提出的「經驗效用」（Experienced Utility）、「期望效用」（）、「記憶效用」（Remembered Utility），因為以人類基於維護自身利益為出發點，方能準確反映出消費者的行為，洞察消費變化的先機；特別是在網際網路平台上對此議題的研究，本研究尚屬先例。

企業經營的成敗可由她與客戶關係的良莠顯現，衡量客戶關係最重要的指標就是：企業是否能由與消費者在消費流程互動中（關係），掌握所留下的足跡（資訊），加以解讀應用並促進消費者再消費，如此資訊的應用就是 Rashi Glazer所稱的企業「關鍵資產」，反映出不斷促進產品、服務交易的要素( Glazer,1997)：如果廠商忽視此變化，影響所及，失去的將不只是企業經營的「關鍵資產」，甚至還會被消費者「主動」的遺棄；因此，在企業經營的研究中，能將劇變如此的消費行為與決策，研究出可遵循與掌握的模式，相信對廠商競爭力的提升有莫大助益。


本研究的貢獻呈現在CORM-PET模式，也就是展現消費者是如何表達他「主動」消費力量的軌跡；試想，當企業發現消費者表示喜歡你的產品卻無消費行動，在過去對企業的影響並不明顯，因為同行也不知道何以如此（無資訊）！但是面對資訊處理能力百倍於過去的今天，能經由對資訊精準處理與應用，知道其中原因的廠商將嶄露頭角；CORM-PET模式就是我們提出能解釋消費行為何以如此的模式，以及能精確應用當前處理資訊的能力，解讀消費行為留下的資料轉為有力的應用資訊，幫助供需雙方在新興「資訊經濟時代」的市場交易中各取所需。

關鍵詞
消費者導向、預期理論、期望效用、記憶效用、經驗效用、稟賦效用、定錨效用、框架效用、消費風險、消費價值、頂端效用、可得性捷思法
The front cover title of The Econonist magazine (April of 2005) read ` Power at last-How the internet means the consumer really is king (and queen). ` Consumers can obtain more valuable consumption information whenever and wherever in the internet, this shows unprecedentedly consumers’ active consumption strength which is different from their passively accepted the products in the past. Consumers can use the transparent price information in the network with the extremely low cost, and are free to choose any consumption. Consumption interests are also really protected, so the marketing tactics based on information are that consumers lead tactics (Glazer, 1997), which echoed the title of the The Econonist magazine. This research has proved that valuable and sufficient consumption information for consumer while making consumption decision provide active power of change. Therefore, offering more abundant consumption information to consumers can certainly protect more consumers’ interests.

Enterprises’ relation with customers can reflect the success or failure of their management. The most important criteria of the relationship are whether both enterprises and consumers can keep enough track in the consumption procedure to facilitate the same consumer to consume again. This is what Glazer (1997) said ` key assets ` of enterprises, which reflect key elements to promote products, service trade constantly. If the owner ignores the fact that information changes consumption decision and behavior, he or she will lose not only ` key assets ` of enterprises, but also can be abandoned by consumers. So if academic research of enterprise management can figure out the model of drastic change of the consumer behavior and decision, which can be followed and grasped, manufacturer`s competitiveness will be greatest improved.

The change of consumption decision and behavior is because the consumer guided by information in the face of brand-new and strange consumption environment (network market) to adopt and safeguard self-consumption interests. Historian and mass communication scholar (Innis, 1951; McLuhan, 1964) point out such a change, as new materials treatment technology and media appear or new craft created and developed can change extant politics, economy, culture and custom. Other scholars maintain one after another that must extend the value concept of the customer in the past to apply to the business activity in the internet network (Keeney, 1999; Keeney, 1992; Rayport, Sviokla, 1994). All the scholars’ academic researches of mankind’s protect one`s own interests over the years, the most excellent theories are `Prospect Theory` by Kahneman ＆ Tversky. Schwatz’ (2004) `Experienced Utility `, ` Expected Utility` , ` Remembered Utility `. We adopt the academic research of above-mentioned scholars, as the foundation of developing this research, because the academic research is based on mankind’s safeguarding one`s own interests, which is different from others are on roles development. This research based on this kind of research to develop more concrete consumption behavior, especially the consumer behavior on the internet network platform, still belongs to the precedent.

The contribution of the study appears in CORM-PET model, which represents how consumers express their initiatively consumption power. Just try to think that when the enterprises find that consumers like your products but not having the consuming action. There was not obvious in the past influence enterprises’ for the counterparts had no idea about the reasons. But information handling ability hundred times to the past today, the manufacturers who can process and apply with information accurately, and know the whys and wherefores will show up prominently. The CORM-PET model we proposed helps to explain how the consumer behavior like this pattern, dealing with information accurately, to understand the materials staying behind in consumer behavior transferring to powerful application information, to help both.

Key words:
Consumer orientation, Prospect theory, Expected utility,
Remembered utility, Experienced utility, Endowment effect, Anchor effect, Framing effect, Consumer risk, Consumer value, Peak effect, Availability heuristics
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描述 碩士
國立政治大學
企業管理研究所
89355042
94
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0893550421
資料類型 thesis
dc.contributor.advisor 郭更生zh_TW
dc.contributor.author (作者) 梁燦聖zh_TW
dc.contributor.author (作者) Liang, Allenen_US
dc.creator (作者) 梁燦聖zh_TW
dc.creator (作者) Liang, Allenen_US
dc.date (日期) 2005en_US
dc.date.accessioned 18-九月-2009 13:35:52 (UTC+8)-
dc.date.available 18-九月-2009 13:35:52 (UTC+8)-
dc.date.issued (上傳時間) 18-九月-2009 13:35:52 (UTC+8)-
dc.identifier (其他 識別碼) G0893550421en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/35024-
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) 89355042zh_TW
dc.description (描述) 94zh_TW
dc.description.abstract (摘要) 2005年4月號The Econonist 經濟學人週刊的封面刊登: `Power at last - How the internet means the consumer really is king (and queen). ` 沒錯！消費者是國王的時代來臨了！消費者在網際網路上可以隨時隨地取得更多、更有價值的消費訊息，以極低的成本，應用網路中各種透明的消費資訊，任意的改變消費的抉擇，史無前例的表達出有別於過去被動接受產品的主動消費力量，消費利益也確實受到保護，因此以資訊為基礎的行銷策略就是消費者導向策略(Glazer,1997)，呼應了經濟學人週刊的聳動標題；本研究即証明了在獲得充分且有價值的消費資訊，對消費者在進行消費決策與行為時，是具有「主動的」改變力量，因此提供消費者更豐富的消費資訊，也必定能保護更多的消費者利益。

當新的資訊處理技術與傳播媒體出現，或是由某種新工藝的創造與發展，進而改變現存的政治、經濟與文化、風俗產生新的變遷將對消費行為，產生戲劇化影響(Innis, 1951; McLuhan, 1964)，原因在於消費者在面對嶄新而且陌生的消費環境，所採取維護自身消費利益的因應之道；本研究引用學者 Kahneman and . Tversky 提出的「預期理論」（Prospect Theory)，以及Barry Schwatz（2004）提出的「經驗效用」（Experienced Utility）、「期望效用」（）、「記憶效用」（Remembered Utility），因為以人類基於維護自身利益為出發點，方能準確反映出消費者的行為，洞察消費變化的先機；特別是在網際網路平台上對此議題的研究，本研究尚屬先例。

企業經營的成敗可由她與客戶關係的良莠顯現，衡量客戶關係最重要的指標就是：企業是否能由與消費者在消費流程互動中（關係），掌握所留下的足跡（資訊），加以解讀應用並促進消費者再消費，如此資訊的應用就是 Rashi Glazer所稱的企業「關鍵資產」，反映出不斷促進產品、服務交易的要素( Glazer,1997)：如果廠商忽視此變化，影響所及，失去的將不只是企業經營的「關鍵資產」，甚至還會被消費者「主動」的遺棄；因此，在企業經營的研究中，能將劇變如此的消費行為與決策，研究出可遵循與掌握的模式，相信對廠商競爭力的提升有莫大助益。


本研究的貢獻呈現在CORM-PET模式，也就是展現消費者是如何表達他「主動」消費力量的軌跡；試想，當企業發現消費者表示喜歡你的產品卻無消費行動，在過去對企業的影響並不明顯，因為同行也不知道何以如此（無資訊）！但是面對資訊處理能力百倍於過去的今天，能經由對資訊精準處理與應用，知道其中原因的廠商將嶄露頭角；CORM-PET模式就是我們提出能解釋消費行為何以如此的模式，以及能精確應用當前處理資訊的能力，解讀消費行為留下的資料轉為有力的應用資訊，幫助供需雙方在新興「資訊經濟時代」的市場交易中各取所需。

關鍵詞
消費者導向、預期理論、期望效用、記憶效用、經驗效用、稟賦效用、定錨效用、框架效用、消費風險、消費價值、頂端效用、可得性捷思法		zh_TW
dc.description.abstract (摘要) The front cover title of The Econonist magazine (April of 2005) read ` Power at last-How the internet means the consumer really is king (and queen). ` Consumers can obtain more valuable consumption information whenever and wherever in the internet, this shows unprecedentedly consumers’ active consumption strength which is different from their passively accepted the products in the past. Consumers can use the transparent price information in the network with the extremely low cost, and are free to choose any consumption. Consumption interests are also really protected, so the marketing tactics based on information are that consumers lead tactics (Glazer, 1997), which echoed the title of the The Econonist magazine. This research has proved that valuable and sufficient consumption information for consumer while making consumption decision provide active power of change. Therefore, offering more abundant consumption information to consumers can certainly protect more consumers’ interests.

Enterprises’ relation with customers can reflect the success or failure of their management. The most important criteria of the relationship are whether both enterprises and consumers can keep enough track in the consumption procedure to facilitate the same consumer to consume again. This is what Glazer (1997) said ` key assets ` of enterprises, which reflect key elements to promote products, service trade constantly. If the owner ignores the fact that information changes consumption decision and behavior, he or she will lose not only ` key assets ` of enterprises, but also can be abandoned by consumers. So if academic research of enterprise management can figure out the model of drastic change of the consumer behavior and decision, which can be followed and grasped, manufacturer`s competitiveness will be greatest improved.

The change of consumption decision and behavior is because the consumer guided by information in the face of brand-new and strange consumption environment (network market) to adopt and safeguard self-consumption interests. Historian and mass communication scholar (Innis, 1951; McLuhan, 1964) point out such a change, as new materials treatment technology and media appear or new craft created and developed can change extant politics, economy, culture and custom. Other scholars maintain one after another that must extend the value concept of the customer in the past to apply to the business activity in the internet network (Keeney, 1999; Keeney, 1992; Rayport, Sviokla, 1994). All the scholars’ academic researches of mankind’s protect one`s own interests over the years, the most excellent theories are `Prospect Theory` by Kahneman ＆ Tversky. Schwatz’ (2004) `Experienced Utility `, ` Expected Utility` , ` Remembered Utility `. We adopt the academic research of above-mentioned scholars, as the foundation of developing this research, because the academic research is based on mankind’s safeguarding one`s own interests, which is different from others are on roles development. This research based on this kind of research to develop more concrete consumption behavior, especially the consumer behavior on the internet network platform, still belongs to the precedent.

The contribution of the study appears in CORM-PET model, which represents how consumers express their initiatively consumption power. Just try to think that when the enterprises find that consumers like your products but not having the consuming action. There was not obvious in the past influence enterprises’ for the counterparts had no idea about the reasons. But information handling ability hundred times to the past today, the manufacturers who can process and apply with information accurately, and know the whys and wherefores will show up prominently. The CORM-PET model we proposed helps to explain how the consumer behavior like this pattern, dealing with information accurately, to understand the materials staying behind in consumer behavior transferring to powerful application information, to help both.

Key words:
Consumer orientation, Prospect theory, Expected utility,
Remembered utility, Experienced utility, Endowment effect, Anchor effect, Framing effect, Consumer risk, Consumer value, Peak effect, Availability heuristics		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、研究範圍與名詞解釋…………………………………………………3
第三節、研究目的………………………………………………………………7
第四節、研究限制………………………………………………………………9

第二章 文獻應用與研究.…………………………………………………………11
第一節、 消費者的期望效用（Expected Utility） 與預期理論（Prospect Theory）………………………………………11
第二節、 消費者的知覺風險（Consumer Risk）……………………………17
第三節、消費者的認知價值（Consumer Value）.…………………………20
第四節、消費者關係管理（CRM Method）對消費者導向影響的研究.……26
第五節、消費者需要何種消費資訊方能擁有完全自主的消費地位.………36
第六節、電子商務目前現況市場調查資料整理與應用.……………………39

第三章 研究方法.…………………………………………………………………50
第一節、建立PET模式-驅動CORM消費者導向關係管理模式.………………51
第二節、建立CORM-PET模式的應用因素-驅動CORM-PET模式的研究方法…56
第三節、CORM-PET模式的研究假說.…………………………………………63
第四節、CORM-PET模式研究問卷設計與應用方式.…………………………65
第五節、CORM-PET模式研究問卷內容與前測.………………………………66
第六節、資料收集.……………………………………………………………67
第七節、資料統計分析方法.…………………………………………………68

第四章 研究結果分析與討論.……………………………………………………69
第一節、 樣本背景變項統計資料描述.………………………………………69
第二節、 各項統計檢定結果分析說明與假說驗證.…………………………75
第三節、 研究發現……………………………………………………………128

第五章 研究結論與建議.…………………………………………………………133
第一節、研究結論.……………………………………………………………133
第二節、未來研究建議.………………………………………………………136
第三節、研究貢獻.……………………………………………………………138

參考文獻……………………………………………………………………………141

附錄一：……………………………………………………………………………149

The Value of Internet Commerce to the Customer Table 1(M.O.)
by Keeney.…………………………………………………………………………149
The Value of Internet Commerce to the Customer Table 2(F.O.)
by Keeney.…………………………………………………………………………150

附錄二：正式問卷…………………………………………………………………151

圖目錄
Figure 2-1. Prospect Theory Value Function
Figure 2-2. 網路資訊環境消費者期望效用下的消費行為導向
Figure 2-3. Cox知覺風險因素
Figure 2-4. Keeney消費認知價值要素模型
Figure 2-5. 消費者期望效用結合各學者消費價值因素下的消費行為導向
Figure 2-6. 網際網路平台上的CRM核心價值應用研究
Figure 2-7. 消費期望效用下CRM轉換CORM Model
Figure 2-8. CORM資訊應用對消費期望效用下的消費行為導向
Figure 2-9. 產業價值體系與企業價值練下的CORM結構關係模式
Figure 2-10. CORM與消費者導向資訊應用對消費期望效用下的消費行為導向
Figure 2-11.放棄購物車內商品消費原因
Figure 2-12.曾經放棄線上購物車內商品消費的線上消費者之消費行為
Figure 2-13.線上消費者搜尋產品資訊管道
Figure 2-14.電子商務市場與消費行為現況之特徵分析
Figure 3-1. 建立CORM-PET模型
Figure 3-2. Keeney的應用因素消費者導向關係管理模型-CORM-PET Model
Figure 3-3. 在Keeney的應用因素模式下CORM-PET運作模型
Figure 3-4. 整合後應用因素模式下CORM-PET運作模型
Figure 3-5. 修正後應用因素消費者導向關係管理模型-CORM-PET Model
Figure 3-6. CORM-PET假說模型






表目錄

Table 1-1. 研究範圍消費者、CORM、消費資訊關係結構
Table 1-2. 研究目的-消費者態度與行為模式說明
Table 2-1. Assel 涉入性消費行為類型
Table 2-2. 消費者評估知覺風險的因素
Table 2-3. 消費者知覺風險與認知價值之消費行為涉入介面
Table 2-4. CRM核心價值-以學者定義萃取
Table 2-5. 2005年網路使用人口國家排名
Table 2-6. 2005線上購物與新近網路消費者特徵比較
Table 3-1. CORM-PET Model應用因素研究構面
Table 3-2.整合後的CORM-PET模式應用因素與定義
Table 3-3 問卷發出、回收與應用數統計表
Table 4-1 性別次數分配資料表
Table 4-2 年齡次數分配資料表
Table 4-3 職業種類次數分配資料表
Table 4-4 教育程度次數分配資料表
Table 4-5 每月所得次數分配資料表
Table 4-6 居住地區次數分配資料表
Table 4-7 接觸網路購物時間次數分配資料表
Table 4-8 每日上網時數次數分配資料表
Table 4-9 有無網路購物經驗次數分配資料表
Table 4-10 網路購物頻率次數分配資料表
Table 4-11 最近一次網路購物金額次數分配資料表
Table 4-12 網路交貨方式次數分配資料表
Table 4-13 網路購物付款方式次數分配資料表
Table 4-14 預防因素態度改變顯著性列聯表
Table 4-15 預防因素態度改變顯著性檢定表
Table 4-16 期望因素態度改變顯著性列聯表
Table 4-17 期望因素態度改變顯著性檢定表
Table 4-18 網路購物與使用因素試題相關矩陣之檢定表
Table 4-19 性別對網路購物因素與網路使用因素各試題反應之描述統計數據表
Table 4-20 性別對網路購物因素與網路使用因素各試題之獨立樣本T檢定表
Table 4-21 年齡分組對網路購物、網路使用因素之描述統計資料表
Table 4-22 年齡分組對網路購物、網路使用因素之獨立樣本T檢定表
Table 4-23 職業對網路購物與使用因素之同質性檢定表
Table 4-24 職業對網路購物與使用因素之變異數分析(One Way ANOVA)表
Table 4-25 職業類別對於網路購物與使用因素事後比較表
Table 4-26 大學與研究所學歷在網路購物與使用因素試題上之描述統計資料表
Table 4-27 大學與研究所學歷在網路購物與使用因素試題上之獨立樣本T檢定表 Table 4-28 所得分組在網路購物與使用因素試題之描述統計資料表
Table 4-29 所得分組對網路購物與使用因素試題反應之同質性檢定表
Table 4-30 所得分組對網路購物與使用因素試題反應之變異數分析表
Table 4-31 所得分組對網路購物與使用因素試題顯著反應再比較分析表
Table 4-32 居住地分類對網路購物與使用因素試題反應之描述統計資料表
Table 4-33 居住地分類對網路購物與使用因素試題之同質性檢驗表
Table 4-34 居住地分類對網路購物與使用因素試題之變異數分析表
Table 5-1. 研究結論-PET決策模式說明
Table 5-2. 研究結論-消費行為模式說明		zh_TW
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dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0893550421en_US
dc.subject (關鍵詞) 消費者導向zh_TW
dc.subject (關鍵詞) 預期理論zh_TW
dc.subject (關鍵詞) 期望效用zh_TW
dc.subject (關鍵詞) 記憶效用zh_TW
dc.subject (關鍵詞) 消費風險zh_TW
dc.subject (關鍵詞) 經驗效用zh_TW
dc.subject (關鍵詞) 稟賦效用zh_TW
dc.subject (關鍵詞) 定錨效用zh_TW
dc.subject (關鍵詞) 框架效用zh_TW
dc.subject (關鍵詞) 消費價值zh_TW
dc.subject (關鍵詞) 可得性捷思法zh_TW
dc.subject (關鍵詞) 頂端效用zh_TW
dc.subject (關鍵詞) Consumer orientationen_US
dc.subject (關鍵詞) Prospect theoryen_US
dc.subject (關鍵詞) Expected Utilityen_US
dc.subject (關鍵詞) Remembered utilityen_US
dc.subject (關鍵詞) Consumer risken_US
dc.subject (關鍵詞) Experienced utilityen_US
dc.subject (關鍵詞) Endowment effecten_US
dc.subject (關鍵詞) Anchor effecten_US
dc.subject (關鍵詞) Framing effecten_US
dc.subject (關鍵詞) Consumer valueen_US
dc.subject (關鍵詞) Availability heuristicsen_US
dc.subject (關鍵詞) Peak effecten_US
dc.title (題名) 「消費者導向關係管理」－消費者期望效用下網路消費資訊價值對消費決策之研究zh_TW
dc.title (題名) 「Consumer Oriented Relationship Management 」－Research on the Value of Network-based Consumption Information to Consumption Decision under the Consumer Expected Utilityzh_TW
dc.type (資料類型) thesisen
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