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題名 文化產品類型與評價來源對消費者產品態度之影響 作者 蘇芳儀 貢獻者 邱志聖<br>溫偉任
蘇芳儀關鍵詞 文化產品類型
評價來源
產品態度日期 2011 上傳時間 30-十月-2012 10:10:43 (UTC+8) 摘要 針對近年來，民間組織及政府機構無不相當積極扶植且推廣文化產業，但由於文化產品本身具有相當高的複雜性及豐富性，故若皆採取相同之行銷手法，恐怕推廣效果會不如預期，因此本研究欲探討不同來源之第三方背書效果影響消費者在面對不同種類的文化產品時所產生之認知差異與偏好的改變。\n\n綜觀過去文獻，針對通俗文化產品，像是電影的行銷手法研究為數相當多，然而對於精緻文化產品，像是歌劇、古典音樂會等相關研究卻往往付之闕如。因此，本研究希望結合文化產品類型（通俗文化產品與精緻文化產品）以及評價來源（專家與一般消費者）探究兩者之間是否會對消費者的認知及偏好產生交互作用影響。\n\n研究方法以問卷方式進行，樣本選擇大學生為主要受測對象，並以ANOVA及t檢定來驗證假設。其中大部分的研究假設皆受到支持，總合研究結果如下：\n\n1. 評論來源與文化產品類別對於消費者的產品內容理性認知、產品態度以及購買意願皆有顯著的交互作用影響。\n\n2. 評論來源對於消費者認知的評論可信度有顯著影響，另外，在評論實用度方面，當消費者面對精緻文化產品時，專家評價的實用度會顯著高於一般消費者。\n\n因此，無論民間單位或政府組織在推廣文化產品時，應適當的依照不同文化產品類型採取不同的行銷策略，以便更有效率地說服消費者進行購買。 參考文獻 一、 中文書目\n1. 文建會 (2008)，「挑戰2008國家發展計畫--文化創意產業之系統服務規劃」，23。\n2. 王崇名 (1995)，「從「階級態度」到「個人品味」的轉換：伊莉亞斯與布狄厄論西方日常生活特質之比較」，思與言，33：4，171-192。\n3. 邱天助 (2002) ，「布跠迪厄文化再製理論」。臺北：桂冠。\n4. 林志明譯 (2002)，「布赫狄厄論電視」。台北：麥田。(原作: Bourdieu, P. (1996), sur la television)。\n5. 高宣揚 (1998)，「當代社會理論」。臺北：五南。\n6. 孫治本 (2001)，「生活風格社會結構的研究」，東吳社會學報，11，79-111。\n7. 孫智綺譯 (2002)，「布赫狄厄社會學的第一課」。台北：麥田。(原作: Bonnewitz, P. (1997), Premueres lecons sur La Socioligie de Pierre Bourdieu)。\n8. 陳學明 (1996)，「文化工業」。台北：揚智出版社。\n9. 張錦華 (2001)，「從Pierre Bourdieu的文化社會學看閱聽人質性研究」，\n傳播文化，9，61-106。\n10. 黃毅志 (2000)，「文化資本､社會網絡與階層認同､階級界限」，國立政治大學學報，30，1-38。\n11. 鄭自隆、洪雅慧、許安琪 (2005)，「文化行銷」。台北：國立空中大學。\n12. 鄭凱同 (2003)，「什麼是「台」？台灣文化圖像中的模糊地帶」，當代，195，61-79。\n13. 譚光鼎 (1998)，「社會與文化再製理論之評析」，教育研究集刊，1:40，23-50。\n\n二、 英文書目\n1. Adorno, T. W., Rabinbach, A. R. (2001), "Culture industry reconsidered", New German Critique, Vol. 75 No.6, pp.12-19.\n2. Bhatnagar, A. and Ghose, S. (2004), "Online Information Search\nTermination Patterns Across Product Categories and Consumer Demographics", Journal of Retailing, Vol. 80 No.3, pp.221-228.\n3. Biswas, D., Biswas, A., Das, N. (2006), "The differential effects of\ncelebrity and expert endorsements on consumer risk perceptions", Journal of\nAdvertising, Vol. 35 No.2, pp.17-31.\n4. Bloom, P. N., & Pailin, J. E. Jr (1995), "Using information situations to guide marketing strategy", Journal of Consumer Marketing, Vol. 12 No.2, pp.19-27.\n5. Broniarczyk, S. M. and West, P. M. (1998), "Integrating Multiple\nOptions：The Role of Aspiration Level on Consumer Response to Critic\nConsensus", Journal of Consumer Research, Vol. 25, pp.38-51.\n6. Brush, T. H., & Artz, K. W. (1999), "Toward a contingent resource-based\ntheory: the impact of information asymmetry on the value of capabilities in veterinary medicine", Journal of Strategic Management, Vol. 20 No. 3, pp.223-250.\n7. Chakravarty, A., Liu, Y. & Mazumdar, T. (2010), "The Differential\nEffects of Online Word-of-Mouth and Critics` Reviews on Pre-release\nMovie Evaluation", Journal of Interactive Marketing, Vol. 24 No.3,\npp.185-197.\n8. Darby, M. R. and Karni, E. (1973), "Free competition and the optimal\namount of fraud", Journal of Law and Economics, Vol. 16, pp.67-88.\n9. Day, E., Stafford, F. T. and Stafford, M. R. (2002), "A Contingency\nApproach：The Effects of Spokesperson Type and Service Type on Service Advertising Perceptions", Journal of Advertising, Vol. 31 No. 2, pp.17-34.\n10. Dean, D. H., & Biswas, A. (2001), "Third-Party Organization Endorsementof Products: An Advertising Cue Affecting Consumer Prepurchase\nEvaluation of Goods and Services", Journal of Advertising, Vol. 30 No.4, pp.41-57.\n11. Ford, G. T., Smith, D. B., & Swasy, J. L. (1990), "Consumer skepticism of advertising claims: Testing hypotheses from economics of information", Journal of Consumer Research, Vol. 16, pp.433-441.\n12. Friedman, H. H. & Friedman, L. (1979), "Endorser Effectiveness by\nProduct Type", Journal of Advertising Research, Vol. 19 No.5, pp.63-71.\n13. Goldsmith, R. E.; Lafferty, B. A.; Newell, S. J. (2002), "The Dual\nCredibility Mode: The Influence of Corporate and Endorser Credibility on Attitudes and Purchase Intentions", Journal of Marketing Theory and\nPractice, Vol. 10 No. 3, pp.1-12.\n14. Guiltinan, J. P. (1987), "The Price Bundling of Services: A Normative\nFramework", Journal of Marketing, Vol. 51, pp.74-78.\n15. Holbrook, M. B. (1999), "Introduction to Consumer Value" in Morris B. Holbrook (eds) Consumer Value: A Framework for Analysis and Research,\nRoutledge, New York, pp.1-28.\n16. Holbrook, M. B. (1999), "Popular Appeal Versus Expert Judgments of Motion Pictures", Journal of Consumer Research, Vol. 26, pp.144-155.\n17. Holbrook, M. B., & Michela, A. (2007), "Taste versus the market: An extension of research on the consumption of popular culture", Journal of Consumer Research, Vol. 34 No.3, pp.415-24.\n18. Hsieh, Y.-C., Chiu, HC, Chiang, M.-Y. (2005), "Maintaining a committed\nonline customer: a study across search-experience-credence products", Journal of Retailing, Vol. 81 No.1, pp.75-82.\n19. Iacobucci, D. (1992), "An Examination of Some Basic Tenets in Services in advertising", Journal of Consumer Policy, Vol. 13, pp.413-445.\n20. Jenkins, R. (1992), "Pirre Bourdieu", Lonton: Clays Ltds, ST Ives plc.\n21. Keh, H. T. & Pang, J. (2010), "Customer Reactions to Service Separation", Journal of Marketing, Vol. 74, pp.55-70.\n22. Klein, L. R. (1998), "Evaluating the potential of interactive media through a new lens: Search versus experience goods", Journal of Business Research, Vol. 41 No. 3, pp.195-203.\n23. Liu, Y. (2006), "Word-of-Mouth for Movies: Its Dynamics and Impact on Box Office Revenue", Journal of Marketing, Vol. 70, pp.74-89.\n24. Maronick, T. J. (2005), "Celebrity versus Company President as Endorsers of High Risk Products for Elderly Consumers", Journal of Promotion Management, Vol. 11 No. 4, pp.63-80.\n25. Ohanian, R. (1991), "The Impact of Celebrity Spokespersons’ Perceived Image on Consumers’ Intention to Purchase", Journal of Advertising Research, Vol. 31 No. 1, pp.46-54.\n26. Phillip, N. (1970), "Information and consumer behavior", Journal of Political Economy, Vol. 78 No. 2, pp.311-329.\n27. Priester, J. R., & Petty, R. E. (2003), "The Influence of spokesperson\ntrustworthiness on message elaboration, attitude strength, and advertising\neffectiveness", Journal of Consumer Psychology, Vol. 13 No. 4,\npp.408-412.\n28. Sharma, S., Weathers, D. and Wood, S. (2007), "Effects of Online\nCommunication Practices on Consumer Perceptions of Performance\nUncertainty for Search and Experience Goods", Journal of Retailing, Vol. 83,pp.393-401.\n29. Sqrum, K. A., Grape, K. M., & Silvera, D. (2003), "Do dispositional\nattributions regarding peer endorsers influence product evaluations?",\nScandinavian Journal of Psychology, Vol. 44 No. 1, pp.39-46.\n30. Wang, A. (2005), "The Effects of Expert and Consumer Endorsements onAudience Response", Journal of Advertising Research, Vol. 45 No.4,\npp.402-412.\n31. Young, R. F. (1981), "The advertising of the consumer serbices and the\nhierarchy of effects" in Donnelly, J. H. and George, W.R. (Eds),\nMarketing of Services, American Marketing Association, Chicago, IL,\npp.196-199.\n32. Zeithaml, V. A. (1981), "How Consumer Evaluation Processes Differ\nBetween Goods and Services", reprinted in Lovelock, C. (1991), Services Marketing, 2nd Edition, Upper Saddle River, New Jersey: Prentice Hall 描述 碩士
國立政治大學
國際經營與貿易研究所
98351001
100資料來源 http://thesis.lib.nccu.edu.tw/record/#G0098351001 資料類型 thesis dc.contributor.advisor 邱志聖<br>溫偉任 zh_TW dc.contributor.author (作者) 蘇芳儀 zh_TW dc.creator (作者) 蘇芳儀 zh_TW dc.date (日期) 2011 en_US dc.date.accessioned 30-十月-2012 10:10:43 (UTC+8) - dc.date.available 30-十月-2012 10:10:43 (UTC+8) - dc.date.issued (上傳時間) 30-十月-2012 10:10:43 (UTC+8) - dc.identifier (其他 識別碼) G0098351001 en_US dc.identifier.uri (URI) https://ah.lib.nccu.edu.tw/item?item_id=61632 - 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) 98351001 zh_TW dc.description (描述) 100 zh_TW dc.description.abstract (摘要) 針對近年來，民間組織及政府機構無不相當積極扶植且推廣文化產業，但由於文化產品本身具有相當高的複雜性及豐富性，故若皆採取相同之行銷手法，恐怕推廣效果會不如預期，因此本研究欲探討不同來源之第三方背書效果影響消費者在面對不同種類的文化產品時所產生之認知差異與偏好的改變。\n\n綜觀過去文獻，針對通俗文化產品，像是電影的行銷手法研究為數相當多，然而對於精緻文化產品，像是歌劇、古典音樂會等相關研究卻往往付之闕如。因此，本研究希望結合文化產品類型（通俗文化產品與精緻文化產品）以及評價來源（專家與一般消費者）探究兩者之間是否會對消費者的認知及偏好產生交互作用影響。\n\n研究方法以問卷方式進行，樣本選擇大學生為主要受測對象，並以ANOVA及t檢定來驗證假設。其中大部分的研究假設皆受到支持，總合研究結果如下：\n\n1. 評論來源與文化產品類別對於消費者的產品內容理性認知、產品態度以及購買意願皆有顯著的交互作用影響。\n\n2. 評論來源對於消費者認知的評論可信度有顯著影響，另外，在評論實用度方面，當消費者面對精緻文化產品時，專家評價的實用度會顯著高於一般消費者。\n\n因此，無論民間單位或政府組織在推廣文化產品時，應適當的依照不同文化產品類型採取不同的行銷策略，以便更有效率地說服消費者進行購買。 zh_TW dc.description.tableofcontents 第一章 緒論 ........................................................................................................... 1\n第一節 研究動機 ............................................................................................. 1\n第二節 研究目的 ............................................................................................. 3\n第三節 研究流程 ............................................................................................. 4\n第二章 文獻探討 ................................................................................................... 5\n第一節 文化資本理論 ..................................................................................... 5\n第二節 產品屬性 ........................................................................................... 12\n第三節 第三方背書—專家與一般消費者 ..................................................... 15\n第三章 研究方法 ................................................................................................. 19\n第一節 研究架構 ........................................................................................... 19\n第二節 研究變數之定義 ................................................................................ 21\n第三節 研究設計 ........................................................................................... 23\n第四節 前測 ................................................................................................... 25\n第五節 變數衡量 ........................................................................................... 27\n第四章 研究結果 ................................................................................................... 29\n第一節 樣本結構 ........................................................................................... 29\n第二節 信度分析 ........................................................................................... 35\n第三節 操控檢定 ........................................................................................... 36\n第四節 假設檢定結果 ................................................................................... 37\n第五章 結論與建議 ............................................................................................... 49\n第一節 研究結論 ........................................................................................... 49\n第二節 貢獻與建議 ....................................................................................... 52\n第三節 研究限制 ........................................................................................... 54\n第四節 未來研究建議 ................................................................................... 55\n參考文獻 ................................................................................................................ 56\n附錄一 通俗文化產品*專家評論（專家影評） ................................................... 61\n附錄二 通俗文化產品*一般消費者評論（一般消費者影評） ............................ 62\n附錄三 精緻文化產品*專家評論（專家樂評） ................................................... 63\n附錄四 精緻文化產品*一般消費者評論（一般消費者樂評） ............................ 64\n附錄五 研究問卷（通俗文化產品—電影）......................................................... 65\n附錄六 研究問卷（精緻文化產品—古典音樂會） ............................................. 70\n\n圖目錄\n圖1：研究流程圖 ..................................................................................................... 4\n圖2：研究架構（一） ........................................................................................... 19\n圖3：研究架構（二） ........................................................................................... 20\n圖4：研究架構（三） ........................................................................................... 20\n圖 5 文化產品類型與評論來源對消費者的產品內容理性認知之交互作用圖 ... 38\n圖 6 文化產品類型與評論來源對消費者產品態度之交互作用圖 ...................... 40\n圖 7 文化產品類型與評論來源對消費者購買意願之交互作用圖 ...................... 42\n圖 8 文化產品類型與評論來源對評論可信度之影響作用圖 .............................. 44\n圖 9 文化產品類型與評論來源對評論實用度之影響作用圖 .............................. 46\n\n表目錄\n表格 1 前測專業程度--敘述統計 ......................................................................... 26\n表格 2 前測專業程度--獨立樣本T檢定 ............................................................... 26\n表格 3 問卷樣本結構 ........................................................................................... 29\n表格 4 樣本敘述性統計結果 ................................................................................ 30\n表格 5 過去一年內文化產品的消費次數 ............................................................ 32\n表格 6 和一般人相較自己對施測文化產品擁有多少相關知識 .......................... 32\n表格 7 平常收集文化產品相關資訊的多寡程度 ................................................. 33\n表格 8 去消費文化產品之前是否會事先參考網路評論 ..................................... 33\n表格 9 對於通俗文化產品/精緻文化產品擁有多少相關知識............................. 34\n表格 10 是否同意一般人去看電影/去聽古典音樂會是為了提升自我文化水平 34\n表格 11 信度分析 ................................................................................................. 35\n表格 12 操控檢定 ................................................................................................. 36\n表格 13 自變數對消費者的產品內容理性認知影響之變異數分析表 ................ 37\n表格 14 消費者對產品內容的理性認知—獨立樣本T檢定 ................................. 39\n表格 15 自變數對消費者產品態度的影響之變異數分析表................................ 39\n表格 16 消費者的產品態度—獨立樣本T檢定 .................................................... 41\n表格 17 自變數對消費者購買意願的影響之變異數分析表................................ 41\n表格 18 消費者的購買意願—獨立樣本T檢定 .................................................... 43\n表格 19 自變數對評論可信度的影響之變異數分析表 ....................................... 44\n表格 20 自變數對評論實用度的影響之變異數分析表 ....................................... 45\n表格 21 評論實用度—獨立樣本T檢定 ................................................................ 47\n表格 22 研究結果匯整 ......................................................................................... 47 zh_TW dc.language.iso en_US - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0098351001 en_US dc.subject (關鍵詞) 文化產品類型 zh_TW dc.subject (關鍵詞) 評價來源 zh_TW dc.subject (關鍵詞) 產品態度 zh_TW dc.title (題名) 文化產品類型與評價來源對消費者產品態度之影響 zh_TW dc.type (資料類型) thesis en dc.relation.reference (參考文獻) 一、 中文書目\n1. 文建會 (2008)，「挑戰2008國家發展計畫--文化創意產業之系統服務規劃」，23。\n2. 王崇名 (1995)，「從「階級態度」到「個人品味」的轉換：伊莉亞斯與布狄厄論西方日常生活特質之比較」，思與言，33：4，171-192。\n3. 邱天助 (2002) ，「布跠迪厄文化再製理論」。臺北：桂冠。\n4. 林志明譯 (2002)，「布赫狄厄論電視」。台北：麥田。(原作: Bourdieu, P. (1996), sur la television)。\n5. 高宣揚 (1998)，「當代社會理論」。臺北：五南。\n6. 孫治本 (2001)，「生活風格社會結構的研究」，東吳社會學報，11，79-111。\n7. 孫智綺譯 (2002)，「布赫狄厄社會學的第一課」。台北：麥田。(原作: Bonnewitz, P. (1997), Premueres lecons sur La Socioligie de Pierre Bourdieu)。\n8. 陳學明 (1996)，「文化工業」。台北：揚智出版社。\n9. 張錦華 (2001)，「從Pierre Bourdieu的文化社會學看閱聽人質性研究」，\n傳播文化，9，61-106。\n10. 黃毅志 (2000)，「文化資本､社會網絡與階層認同､階級界限」，國立政治大學學報，30，1-38。\n11. 鄭自隆、洪雅慧、許安琪 (2005)，「文化行銷」。台北：國立空中大學。\n12. 鄭凱同 (2003)，「什麼是「台」？台灣文化圖像中的模糊地帶」，當代，195，61-79。\n13. 譚光鼎 (1998)，「社會與文化再製理論之評析」，教育研究集刊，1:40，23-50。\n\n二、 英文書目\n1. Adorno, T. W., Rabinbach, A. R. (2001), "Culture industry reconsidered", New German Critique, Vol. 75 No.6, pp.12-19.\n2. Bhatnagar, A. and Ghose, S. (2004), "Online Information Search\nTermination Patterns Across Product Categories and Consumer Demographics", Journal of Retailing, Vol. 80 No.3, pp.221-228.\n3. Biswas, D., Biswas, A., Das, N. (2006), "The differential effects of\ncelebrity and expert endorsements on consumer risk perceptions", Journal of\nAdvertising, Vol. 35 No.2, pp.17-31.\n4. Bloom, P. N., & Pailin, J. E. Jr (1995), "Using information situations to guide marketing strategy", Journal of Consumer Marketing, Vol. 12 No.2, pp.19-27.\n5. Broniarczyk, S. M. and West, P. M. (1998), "Integrating Multiple\nOptions：The Role of Aspiration Level on Consumer Response to Critic\nConsensus", Journal of Consumer Research, Vol. 25, pp.38-51.\n6. Brush, T. H., & Artz, K. W. (1999), "Toward a contingent resource-based\ntheory: the impact of information asymmetry on the value of capabilities in veterinary medicine", Journal of Strategic Management, Vol. 20 No. 3, pp.223-250.\n7. Chakravarty, A., Liu, Y. & Mazumdar, T. (2010), "The Differential\nEffects of Online Word-of-Mouth and Critics` Reviews on Pre-release\nMovie Evaluation", Journal of Interactive Marketing, Vol. 24 No.3,\npp.185-197.\n8. Darby, M. R. and Karni, E. 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