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題名 膠囊玩具消費體驗與價值之研究
作者 魏伊苹
貢獻者 陳建維
魏伊苹
關鍵詞 膠囊玩具
扭蛋
轉蛋
消費行為
消費體驗
顧客價值
消費價值
知覺風險
內外控人格
收藏行為
從眾行為
參考群體
日期 2006
上傳時間 18-Sep-2009 19:57:54 (UTC+8)
摘要 膠囊玩具在引進台灣市場時，引起好一陣子的熱潮。有人曾預言膠囊玩具會不會如同蛋塔風潮，來得急，去得也快？近兩三年開始出現在街頭的扭蛋專賣店，說明了即使一窩瘋的熱潮不再，膠囊玩具依舊有其吸引人的地方。本研究主要便想探討膠囊玩具吸引消費者的原因所在，以及喜愛膠囊玩具的消費者又具備何種特性？
本文研究架構包含消費者特性、中介變數、消費行為等三方的相互關係，其中消費者特性所包含的研究構面有人格特質、收藏行為、從眾行為與參考群體；而中介變數則包含消費體驗、顧客價值與知覺風險。本研究將利用問卷調查與統計分析，探討這些變數與膠囊玩具消費量和願付價格之關連性。
研究結果顯示，當消費者有外控人格特質傾向、利用收藏膠囊玩具增值、有深刻的情感性消費體驗、重視社會情感層面價值與不在意購買成本等特性，願意在單次消費中購買較多的膠囊玩具；而具有收藏增值行為、情感體驗深刻、不重視購買成本與知覺風險低的消費者，對於扭蛋有較高的願付價格。最後根據研究結論，提供膠囊玩具廠商實務上的建議，期以達到加強膠囊玩具消費行為的效果。

關鍵字：膠囊玩具、扭蛋、轉蛋、消費行為、消費體驗、顧客價值、消費價值、知覺風險、內外控人格、收藏行為、從眾行為、參考群體
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描述 碩士
國立政治大學
國際經營與貿易研究所
94351003
95
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0094351003
資料類型 thesis
dc.contributor.advisor 陳建維zh_TW
dc.contributor.author (Authors) 魏伊苹zh_TW
dc.creator (作者) 魏伊苹zh_TW
dc.date (日期) 2006en_US
dc.date.accessioned 18-Sep-2009 19:57:54 (UTC+8)-
dc.date.available 18-Sep-2009 19:57:54 (UTC+8)-
dc.date.issued (上傳時間) 18-Sep-2009 19:57:54 (UTC+8)-
dc.identifier (Other Identifiers) G0094351003en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/36858-
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) 94351003zh_TW
dc.description (描述) 95zh_TW
dc.description.abstract (摘要) 膠囊玩具在引進台灣市場時，引起好一陣子的熱潮。有人曾預言膠囊玩具會不會如同蛋塔風潮，來得急，去得也快？近兩三年開始出現在街頭的扭蛋專賣店，說明了即使一窩瘋的熱潮不再，膠囊玩具依舊有其吸引人的地方。本研究主要便想探討膠囊玩具吸引消費者的原因所在，以及喜愛膠囊玩具的消費者又具備何種特性？
本文研究架構包含消費者特性、中介變數、消費行為等三方的相互關係，其中消費者特性所包含的研究構面有人格特質、收藏行為、從眾行為與參考群體；而中介變數則包含消費體驗、顧客價值與知覺風險。本研究將利用問卷調查與統計分析，探討這些變數與膠囊玩具消費量和願付價格之關連性。
研究結果顯示，當消費者有外控人格特質傾向、利用收藏膠囊玩具增值、有深刻的情感性消費體驗、重視社會情感層面價值與不在意購買成本等特性，願意在單次消費中購買較多的膠囊玩具；而具有收藏增值行為、情感體驗深刻、不重視購買成本與知覺風險低的消費者，對於扭蛋有較高的願付價格。最後根據研究結論，提供膠囊玩具廠商實務上的建議，期以達到加強膠囊玩具消費行為的效果。

關鍵字：膠囊玩具、扭蛋、轉蛋、消費行為、消費體驗、顧客價值、消費價值、知覺風險、內外控人格、收藏行為、從眾行為、參考群體		zh_TW
dc.description.tableofcontents 第一章 緒論 1
第一節 研究動機與背景 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 膠囊玩具現象 5
第二節 產品屬性與消費行為 8
第三節 知覺風險與顧客價值 16
第四節 消費者特性 27
第六節 研究架構 37
第七節 研究假設與推論 38
第三章 研究方法 47
第一節 各研究變數之操作性定義與衡量 47
第二節 研究設計 54
第四章 實證分析 56
第一節 樣本結構 56
第二節 因素與信度分析 62
第三節 各研究變數之多元迴歸分析 68
第五章 結論與建議 80
第一節 研究結果與討論 80
第二節 理論與管理意涵 89
第三節 研究限制與後續建議 92
參考文獻 94
附錄一 前測問卷 102
附錄二 正式問卷 107		zh_TW
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dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0094351003en_US
dc.subject (關鍵詞) 膠囊玩具zh_TW
dc.subject (關鍵詞) 扭蛋zh_TW
dc.subject (關鍵詞) 轉蛋zh_TW
dc.subject (關鍵詞) 消費行為zh_TW
dc.subject (關鍵詞) 消費體驗zh_TW
dc.subject (關鍵詞) 顧客價值zh_TW
dc.subject (關鍵詞) 消費價值zh_TW
dc.subject (關鍵詞) 知覺風險zh_TW
dc.subject (關鍵詞) 內外控人格zh_TW
dc.subject (關鍵詞) 收藏行為zh_TW
dc.subject (關鍵詞) 從眾行為zh_TW
dc.subject (關鍵詞) 參考群體zh_TW
dc.title (題名) 膠囊玩具消費體驗與價值之研究zh_TW
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 一、 中文部分zh_TW
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