| dc.contributor.advisor | 別蓮蒂 | zh_TW |
| dc.contributor.author (Authors) | 柯佳慧 | zh_TW |
| dc.creator (作者) | 柯佳慧 | zh_TW |
| dc.date (日期) | 2010 | en_US |
| dc.date.accessioned | 5-Oct-2011 14:29:02 (UTC+8) | - |
| dc.date.available | 5-Oct-2011 14:29:02 (UTC+8) | - |
| dc.date.issued (上傳時間) | 5-Oct-2011 14:29:02 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0098355030 | en_US |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/51186 | - |
| 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) | 98355030 | zh_TW |
| dc.description (描述) | 99 | zh_TW |
| dc.description.abstract (摘要) | 價值觀與生活型態是消費者從事各項消費行為的基礎，透過價值觀及生活型態可以解釋及預測消費者行為，因此對於研究消費者行為是相當重要的基礎主題之一。Rokeach (1973) 認為價值觀是一種持久的信念，這樣的信念使個人或社會對於某些特定的行為模式或是事情的結果產生偏好。Lazer (1963) 將生活型態定義為一種有特性的生活模式，代表某一個群體或社會有別於其他群體之特徵，這些特徵之差異來自於文化、價值觀及資源等綜合影響的結果。過去學者研究消費者的價值觀及生活型態時，多半以單一國家的消費者為主，雖然也有學者比較跨文化的消費者生活型態，但仍以美歐等地之研究居多。因此，本研究藉由交換至法國的機會，於當地進行消費者調查，取得第一手資料，以瞭解當地消費者生活型態及消費價值觀，並與台灣消費者進行跨文化比較。本研究採滾雪球法抽樣，深度訪談十三位法國消費者及十九位台灣消費者。訪談內容為消費價值觀及生活型態等主題，包括工作與休閒生活、家庭及朋友關係、消費模式及金錢分配方式，並導出相關命題如：台灣人較法國人之價格敏感度高、台灣人較法國人具有品牌意識、台灣人在消費時較法國人具他人導向、台灣人較法國人具投資理財觀、台灣人較法國人重視工作所帶來的金錢滿足以及台灣人較法國人對婚姻關係有較高的期待等命題。此外，本研究並探討消費價值觀如何具體影響消費者的生活型態及消費模式，透過本研究可發現：價格敏感度高的消費者，會隨著折扣或低價而調整其消費頻率；具他人導向的消費者會傾向購買外顯性的名牌產品，也較易受他人影響而產生衝動性消費行為。藉由本研究可瞭解兩地消費價值觀及生活型態之差異，廠商進入兩地市場時，可參考本研究結果設計適合當地消費者之行銷策略，以期更貼近消費者需求。 | zh_TW |
| dc.description.abstract (摘要) | Values and lifestyles can be the foundation of most kinds of consumptions. Therefore, studying values and lifestyles is of importance for marketers to explain and predict consumers’behavior. According to Rokeach (1973), a value is defined as “an enduring belief that a specific mode of conduct or end-state of existence is personally or socially preferable to an opposite or converse mode of conduct or end-state of existence.”As for lifestyle, it is defined as“a distinctive or characteristic mode of living (Lazer, 1963). Past studies concerning values and lifestyles mostly focused consumers in one country. Even though some studies dealed with cross-cultural comparison, they usually compared two or more markets in American and European. Therefore, the purpose of this study is to investigate the lifestyles and consumption values of consumers in Taiwan and France to do a cross-cultural comparison between Taiwanese and French consumers. Thirteen French consumers and nineteen Taiwanese consumers were interviewed during this study. The interview questions were regarding to lifestyles and consumption values, such as respondents` work and leisure life, relations with family and friends, consumption patterns and the way to allocate money. Some important propositions are derived based on content analysis: Taiwanese consumers have higher price sensitivity, more brand consciousness, higher other-oriented degree and more saving and investment concept than French consumers. Besides, Taiwanese people place more importance on the salary of work and have higher expectation about marriage than French consumers.Furthermore, this study also discusses how consumption values influence consumers` lifestyles and consumption patterns. It reveals that consumers with higher price sensitivity will adjust their consumption patterns according to discount frequencies. Besides, people-oriented consumers tend to choose prestige brands and have more impulsive consumptions under the influence of friends. The findings of this reseach can provide suggestions to marketers in these two markets to develop marketing strategies corresponding with the values and lifestyles of local consumers. | en_US |
| dc.description.tableofcontents | 摘要 i目錄 iv表目錄 vi圖目錄 vii第一章 研究動機與目的 1第一節 研究動機 1第二節 研究目的 3第二章 文獻探討 4第一節 消費價值觀 4第二節 生活型態 16第三節 價值觀與生活型態的關係 25第四節 兩地文化與生活型態差異 28第三章 研究方法 33第一節 質化研究方法 33第二節 研究對象 34第三節 訪談流程 37第四節 研究分析流程 41第四章 研究結果 42第一節 兩地消費價值觀比較 42第二節 兩地生活型態比較 58第三節 消費價值觀與生活型態之關係 70第五章 結論與建議 75第一節 結論與討論 75第二節 建議與貢獻 79第三節 研究限制與後續研究方向 81參考文獻 84附錄 88附錄一、中文訪談同意書 88附錄二、英文訪談同意書 90附錄三、中文訪談大綱 92附錄四、英文訪談大綱 98附錄五、中文版受訪者基本資料表 104附錄六、英文版受訪者基本資料表 107附錄七、兩地受訪者服裝購買地點及品牌一覽表 110附錄八、兩地受訪者工作觀一覽表 113附錄九、兩地受訪者家庭兩性觀一覽表 121附錄十、兩地受訪者人際社交一覽表 125附錄十一、兩地受訪者宗教觀一覽表 130 | zh_TW |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0098355030 | en_US |
| dc.subject (關鍵詞) | 生活型態 | zh_TW |
| dc.subject (關鍵詞) | 消費價值觀 | zh_TW |
| dc.subject (關鍵詞) | 台法跨文化比較 | zh_TW |
| dc.subject (關鍵詞) | Lifestyles | en_US |
| dc.subject (關鍵詞) | Consumption Values | en_US |
| dc.subject (關鍵詞) | Taiwan and France Bilateral Cross-cultural Study | en_US |
| dc.title (題名) | 台灣與法國消費者生活型態及消費價值觀之比較 | zh_TW |
| dc.title (題名) | A comparison of lifestyles and consumption values between Taiwanese and French consumers | en_US |
| dc.type (資料類型) | thesis | en |
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| dc.relation.reference (參考文獻) | 三、網路資料 | zh_TW |
| dc.relation.reference (參考文獻) | 法國在台協會—法國外交暨歐洲事務部 | zh_TW |
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| dc.relation.reference (參考文獻) | Young and Rubicam official website | zh_TW |
| dc.relation.reference (參考文獻) | www.4cs.yr.com | zh_TW |
