| dc.contributor.advisor | 邱志聖 | zh_TW |
| dc.contributor.author (Authors) | 洪珮怡 | zh_TW |
| dc.creator (作者) | 洪珮怡 | zh_TW |
| dc.date (日期) | 2009 | en_US |
| dc.date.accessioned | 11-Oct-2011 16:48:41 (UTC+8) | - |
| dc.date.available | 11-Oct-2011 16:48:41 (UTC+8) | - |
| dc.date.issued (上傳時間) | 11-Oct-2011 16:48:41 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0097355034 | en_US |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/51544 | - |
| 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) | 97355034 | zh_TW |
| dc.description (描述) | 98 | zh_TW |
| dc.description.abstract (摘要) | 由於不同新商業型態的興起，影響消費者行為的因素更為複雜，本研究主要目的為從消費者心理特質的角度，探討不同階級精品品牌的暢貨中心形式與消費購物習慣對於消費者態度是否存在顯著差異和交互效果，將暢貨中心形式分為兩種，一為只銷售頂級精品名牌的暢貨中心，二為只銷售中階世界名牌的暢貨中心；消費購物習慣分為習慣購買頂級品牌、中階品牌和一般品牌三種；而消費者態度則分為對暢貨中心的態度、對品牌的態度以及對正店專櫃的購買意願三種來探討，希望找到能創造出最高的消費者正面態度的變數組合，提供我國名牌精品業者作為是否投入暢貨中心以處理存貨的參考，亦提供業者在投入暢貨中心後應鎖定何者作為目標顧客的方向。 研究結果發現，暢貨中心形式確實對消費者態度產生影響，消費者對中階名牌暢貨中心有較高的正面態度，對中階品牌亦有較高的正面態度，但消費者對名牌正店專櫃的購買意願則沒有顯著影響。再者，有購買名牌習慣的消費者(無論是習慣購買頂級品牌或中階品牌)皆比沒有購買名牌習慣的消費者(習慣購買一般品牌)對銷售名牌的暢貨中心有較高的正面態度，且習慣購買頂級品牌的消費者，對以往習慣的正店專櫃有較高的購買意願。另外，暢貨中心形式和自尊程度具有交互作用，消費者自尊程度愈低時，對中階名牌暢貨中心有較高的正面態度，對中階品牌亦有較高的正面態度，但無論是自尊程度高或低的消費者對名牌正店專櫃的購買意願皆沒有顯著影響。最後，暢貨中心形式和流行涉入程度具有交互作用，消費者流行涉入程度愈低時，對中階名牌暢貨中心有較高的正面態度，但無論是流行涉入程度高或低的消費者對品牌的態度沒有顯著影響，對名牌正店專櫃的購買意願亦沒有顯著影響。 | zh_TW |
| dc.description.tableofcontents | 第一章 緒論…………………………………………………………………………1第一節 研究動機………………………………………………………………1第二節 研究目的………………………………………………………………3第三節 研究流程………………………………………………………………3第二章 文獻探討……………………………………………………………………5第一節 態度與購買意願………………………………………………………5第二節 自尊……………………………………………………………………11第三節 流行涉入………………………………………………………………18第三章 研究方法……………………………………………………………………25第一節 研究架構………………………………………………………………25第二節 研究對象………………………………………………………………25第三節 質性研究………………………………………………………………26第四節 研究假設………………………………………………………………30第五節 研究變數之操作型定義與衡量方式…………………………………31第六節 抽樣方法和問卷設計…………………………………………………36第七節 資料分析方法…………………………………………………………37第八節 信度與效度分析………………………………………………………38第四章 研究結果……………………………………………………………………39第一節 樣本結構………………………………………………………………39第二節 變異數分析……………………………………………………………47第三節 實證結果………………………………………………………………57第五章 結論與建議…………………………………………………………………60第一節 結論……………………………………………………………………60第二節 研究建議………………………………………………………………61第三節 研究限制………………………………………………………………63第四節 後續研究與建議………………………………………………………64參考文獻……………………………………………………………………………65附錄一、篩選題項…………………………………………………………………73附錄二、質性研究訪談大綱………………………………………………………74附錄三、正式問卷…………………………………………………………………75 | zh_TW |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0097355034 | en_US |
| dc.subject (關鍵詞) | 暢貨中心 | zh_TW |
| dc.subject (關鍵詞) | 購物習慣 | zh_TW |
| dc.subject (關鍵詞) | 自尊 | zh_TW |
| dc.subject (關鍵詞) | 流行涉入 | zh_TW |
| dc.subject (關鍵詞) | 態度 | zh_TW |
| dc.subject (關鍵詞) | 購買意願 | zh_TW |
| dc.title (題名) | 暢貨中心形式與消費者購物習慣對消費者態度之影響--以自尊與流行涉入為干擾變數 | zh_TW |
| dc.title (題名) | The Influence of Outlet Formats and Consumer Shopping Habits on Consumers’ Attitude –The Moderating of Self-Esteem and Fashion Involvement | en_US |
| dc.type (資料類型) | thesis | en |
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