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題名 iPod態度與忠誠度對Apple電腦其他商品之態度影響
作者 張珮芬
貢獻者 邱志聖
張珮芬
關鍵詞 專屬資產
態度
忠誠度
流行創新接受度
iPod
日期 2005
上傳時間 18-九月-2009 14:10:30 (UTC+8)
摘要 在台灣市場中，蘋果電腦iPod的經營模式並不能像國外一般，採取iPod搭配iTunes的方式，因為iTunes在台灣現在尚未開放合法的音樂下載。可是iPod依然在台灣造成一股旋風，蘋果電腦每推出一iPod新機型，都會在MP3市場上丟下一顆震撼彈，尤其在iPod nano推出時，市場出現預購和搶購的情形，iPod儼然已經成為MP3 Player的代名詞，並增加許多原本不是蘋果電腦忠實顧客的購買者，如果美國的成功模式是因搭配iTunes音樂商店的緣故，那台灣的消費者為何會選擇購買iPod，這是本研究選取iPod作為討論對象的主因。另一個研究重點則是探討，iPod使用者對於iPod的態度是不是會影響對於蘋果電腦其他商品的態度，進而影響使用者對於蘋果電腦其他商品的購買意願。
研究結果顯示，iPod使用者對iPod的認知、認同以及所感受到的群體壓力與對iPod的態度呈現正相關；在對iPod的忠誠度部分，認知和認同也是呈現正相關。至於iPod使用者的流行創新接受度部分，研究結果顯示，iPod使用者對iPod的態度，並不會因個人流行創新接受度越高，而對iPod的態度越正面。再者，台灣消費者雖然不像美國消費者可以利用iTunes音樂商店購買音樂，因而與iPod間建立起高專屬資產，卻仍然會因為特殊的使用方式建立起專屬資產。
此外實証結果亦顯示，iPod的使用者對於蘋果電腦其他商品的正面態度會直接影響其對於蘋果電腦其他商品的購買意願，因此當iPod使用者對於非iPod之蘋果電腦的商品態度越正面，將使其提升對於蘋果電腦其他商品的購買意願。iPod使用者對於iPod的態度將正面影響對蘋果電腦其他商品的態度，但是iPod使用者對於iPod的忠誠度並不會影響其對於蘋果電腦其他商品的態度，即使用者對於iPod高忠誠度越高，並不代表將會對蘋果電腦其他商品的態度越佳。不過對於蘋果其他商品的態度將影響對於蘋果電腦其他商品的購買意願，因此可以透過iPod使用者對於iPod的態度，正面影響對於蘋果電腦其他商品的態度，進而提升購買意願。所以即使對iPod忠誠度高無法移轉到對於蘋果電腦其他商品的態度，蘋果電腦仍是可以直接透過態度與態度之間的直接關係，提升購買意願。
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描述 碩士
國立政治大學
國際經營與貿易研究所
93351014
94
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0093351014
資料類型 thesis
dc.contributor.advisor 邱志聖zh_TW
dc.contributor.author (作者) 張珮芬zh_TW
dc.creator (作者) 張珮芬zh_TW
dc.date (日期) 2005en_US
dc.date.accessioned 18-九月-2009 14:10:30 (UTC+8)-
dc.date.available 18-九月-2009 14:10:30 (UTC+8)-
dc.date.issued (上傳時間) 18-九月-2009 14:10:30 (UTC+8)-
dc.identifier (其他 識別碼) G0093351014en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/35104-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營與貿易研究所zh_TW
dc.description (描述) 93351014zh_TW
dc.description (描述) 94zh_TW
dc.description.abstract (摘要) 在台灣市場中，蘋果電腦iPod的經營模式並不能像國外一般，採取iPod搭配iTunes的方式，因為iTunes在台灣現在尚未開放合法的音樂下載。可是iPod依然在台灣造成一股旋風，蘋果電腦每推出一iPod新機型，都會在MP3市場上丟下一顆震撼彈，尤其在iPod nano推出時，市場出現預購和搶購的情形，iPod儼然已經成為MP3 Player的代名詞，並增加許多原本不是蘋果電腦忠實顧客的購買者，如果美國的成功模式是因搭配iTunes音樂商店的緣故，那台灣的消費者為何會選擇購買iPod，這是本研究選取iPod作為討論對象的主因。另一個研究重點則是探討，iPod使用者對於iPod的態度是不是會影響對於蘋果電腦其他商品的態度，進而影響使用者對於蘋果電腦其他商品的購買意願。
研究結果顯示，iPod使用者對iPod的認知、認同以及所感受到的群體壓力與對iPod的態度呈現正相關；在對iPod的忠誠度部分，認知和認同也是呈現正相關。至於iPod使用者的流行創新接受度部分，研究結果顯示，iPod使用者對iPod的態度，並不會因個人流行創新接受度越高，而對iPod的態度越正面。再者，台灣消費者雖然不像美國消費者可以利用iTunes音樂商店購買音樂，因而與iPod間建立起高專屬資產，卻仍然會因為特殊的使用方式建立起專屬資產。
此外實証結果亦顯示，iPod的使用者對於蘋果電腦其他商品的正面態度會直接影響其對於蘋果電腦其他商品的購買意願，因此當iPod使用者對於非iPod之蘋果電腦的商品態度越正面，將使其提升對於蘋果電腦其他商品的購買意願。iPod使用者對於iPod的態度將正面影響對蘋果電腦其他商品的態度，但是iPod使用者對於iPod的忠誠度並不會影響其對於蘋果電腦其他商品的態度，即使用者對於iPod高忠誠度越高，並不代表將會對蘋果電腦其他商品的態度越佳。不過對於蘋果其他商品的態度將影響對於蘋果電腦其他商品的購買意願，因此可以透過iPod使用者對於iPod的態度，正面影響對於蘋果電腦其他商品的態度，進而提升購買意願。所以即使對iPod忠誠度高無法移轉到對於蘋果電腦其他商品的態度，蘋果電腦仍是可以直接透過態度與態度之間的直接關係，提升購買意願。		zh_TW
dc.description.tableofcontents 第一章 緒論 3
第一節 研究動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻探討 5
第一節 消費者態度、認知、與購買意願 5
第二節 群體規範與態度 11
第三節 認同與態度 15
第四節 專屬資產、態度與忠誠度 17
第五節 流行創新接受度、態度、購買意願 21
第七節 研究架構 28
第三章 研究方法 30
第一節 研究對象 30
第二節 研究假設 30
第三節 各項變數的定義和衡量 31
第四節 深度訪談 32
第五節 抽樣方法和問卷設計 38
第六節 資料分析方法 39
第七節 信度與效度分析 40
第四章 研究結果 41
第一節 樣本結構 41
第二節 整體概念結構模型 44
第三節 實証結果 47
第四節 討論 50
第五章 結論與建議 55
第一節 結論 55
第二節 實務上的建議 56
第三節 理論上的貢獻 58
第四節 研究限制 58
第五節 後續研究與建議 59
參考文獻 60
正式問卷 67


圖目錄
圖 1-1 研究流程圖 4
圖 2-1態度組成圖 7
圖 2- 2忠誠度組成圖 26
圖 2- 3 研究模型 29
圖 4-1 整體模型配適結果 45


表目錄
表 1-1 蘋果的iPod家族與iTunes音樂下載服務表 1
表 2-1 專屬資產分類表 19
表 3-1 研究假設與相關係數表 30
表 3-2 問卷設計 39
表 3-3 問卷變數之信度表 40
表 4-1 年齡分配表 41
表 4-2 性別分配表 41
表 4-3 教育程度分配表 42
表 4-4 每月可支配零用錢分配表 42
表 4-5 購買時間分配表 42
表 4-6 有沒有購買蘋果電腦除了iPod之外的商品分配表 43
表 4-7 擁有先後分配表 43
表 4-8 音樂商店使用與否分配表 43
表 4-9 使用他牌MP3經驗分配表 43
表 4-10 構念相關矩陣圖 44
表 4-11 整體模型配適結果 46		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/#G0093351014en_US
dc.subject (關鍵詞) 專屬資產zh_TW
dc.subject (關鍵詞) 態度zh_TW
dc.subject (關鍵詞) 忠誠度zh_TW
dc.subject (關鍵詞) 流行創新接受度zh_TW
dc.subject (關鍵詞) iPoden_US
dc.title (題名) iPod態度與忠誠度對Apple電腦其他商品之態度影響zh_TW
dc.type (資料類型) thesisen
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