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題名 又愛又恨？流行意識與價格意識對女性消費者購買韓國商品行為影響之探討
A Study on the Impact of the Fashion-consciousness and Price-consciousness on Female Consumers Purchasing Behavior of Korean Products作者 冒力維 貢獻者 張卿卿<br>郭貞<br>黃振家
冒力維關鍵詞 流行意識
消費者仇視
韓國商品
消費行為日期 2013 上傳時間 1-Jul-2014 12:02:15 (UTC+8) 摘要 根據台灣智庫國會政策中心於2012年12月委託趨勢民意調查的結果顯示，在美、日、韓、中等四個與台灣關係密切的國家中，台灣民眾最討厭韓國。這股反韓的情緒可追溯至2010年廣州亞運「楊淑君事件」，該事件使得台灣民眾對韓國開始產生憤恨難平的情緒，更進而發起抵制韓國商品的行動。然而，近年在韓國影視、娛樂文化的帶動下，韓國商品在台灣又逐漸蔚為風潮，因此形成了一種又愛又恨、矛盾的消費行為。本研究欲從消費者的「價格意識」與「流行意識」切入，探討是否對價格與流行較為敏感的消費者會喜愛購買韓國商品；此外，由於許多台灣消費者抱持著愛國、支持國貨以及憎惡韓國、抵制韓貨的觀念，因此將加入「消費者本國中心主義」與「消費者仇視」作為調節變項，以探討其對於韓國商品購買行為的影響。本研究共回收243份問卷，並同時利用描述性統計、階層迴歸分析，所得結果如下：一、 流行意識與購買韓國商品呈現正相關二、 消費者仇視與購買韓國商品呈現負相關三、 消費者仇視與流行意識的交互作用無法顯著預測購買韓國商品行為 參考文獻 一、 中文書目孔有美（2005）。〈韓流影響亞洲國家之分析-從訪韓觀光客之變化論述〉。政治大學社會學研究所碩士論文。蔡衣宜（2012）。〈原來不是每個人都想跟團！ 探討人格特質如何影響知覺風險並進而牽制團購行為〉。政治大學廣告研究所碩士論文。游惠雯（2010）。〈韓劇收視行為與購買韓國商品意願關係之研究—以我族主義為干擾變項〉。大葉大學管理學院碩士論文。 二、 英文書目Balabanis, G., & Diamantopoulos, A. (2004). Domestic country bias, country-of-origin effects, and consumer ethnocentrism: a multidimensional unfolding approach. Journal of the Academy of Marketing Science, 32(1), 80-95.Brodowski, G. H. (1998). The Effects of Country-of-Design and Country-of-Assembly on Evaluative Beliefs about Automobiles and Attitudes Toward Buying Them: A Comparison Between Low and High Ethnocentric Consumers, Journal of International Consumer Marketing, Vol. 10, pp. 85-113.Cui, A. P., Wajda, T. A., & Hu, M. Y. (2012). Consumer animosity and product choice: might price make a difference?. Journal of Consumer Marketing, 29(7), 494-506.Dodds, W. B., & Monroe, K. B. (1985). The effect of brand and price information on subjective product evaluations. Advances in consumer research, 12(1), 85-90.Durvasula, S., Andrews, J. C., & Netemeyer, R. G. (1997). A cross-cultural comparison of consumer ethnocentrism in the United States and Russia. Journal of International Consumer Marketing, 9(4), 73-93.Ettenson, R., & Klein, J. G. (2005). The fallout from French nuclear testing in the South Pacific: a longitudinal study of consumer boycotts. International Marketing Review, 22(2), 199-224.Fenigstein, A., Scheier, M. F., & Buss, A. H. (1975). Public and private self-consciousness: Assessment and theory. Journal of consulting and clinical psychology, 43(4), 522.Herche, J. (1994). Ethnocentric tendencies, marketing strategy and import purchase behaviour. International Marketing Review, 11(3), 4-16.Sharma, S., Shimp, T. A., & Shin, J. (1995). Consumer ethnocentrism: a test of antecedents and moderators. Journal of the academy of marketing science, 23(1), 26-37.Shimp, Terence A., & Sharma S. (1987). Consumer Ethnocentrism: Construction and Validation of the CETSCALE, Journal of Marketing Research, 27(August), pp. 280-289.Shin, M. (2001). The animosity model of foreign product purchase revisited: does it work in Korea?. Journal of Empirical Generalisations in Marketing Science, 6(1), 6-14.Sinha, I., & Batra, R. (1999). The effect of consumer price consciousness on private label purchase. International journal of research in marketing, 16(3), 237-251.Sproles, G. B. (1979). Fashion: Consumer behavior toward dress. Minneapolis: Burgess Publishing Company.Sproles, G. B. (1981). Analyzing fashion life cycles: principles and perspectives. The Journal of Marketing, 116-124.Sumner William Graham (1906). Folkways: The Sociological Important of Usages. Manners, Customs, Mores, and Morals, New York: Ginn and Co.Summers, J. O. (1970). The identity of women`s clothing fashion opinion leaders. Journal of Marketing Research, 178-185.Gould, S. J., & Stern, B. B. (1989). Gender schema and fashion consciousness. Psychology & Marketing, 6(2), 129-145.Gutman, J., & Mills, M. K. (1982). Fashion life style, self-concept, shopping orientation, and store patronage: an integrative analysis. Journal of Retailing, 58(2), 64-86.Jung, K., Ang, S. H., Leong, S. M., Tan, S. J., Pornpitakpan, C., & Kau, A. K. (2002). A typology of animosity and its cross-national validation. Journal of Cross-Cultural Psychology, 33(6), 525-539.Klein, J. G., Ettenson, R., and Morris, M. D. (1998). The Animosity Model of Foreign Product Purchase: An Empirical Test in the People’s Republic of China, Journal of Marketing, Vol. 62 (January), 89-100.Klein, J. G., & Ettensoe, R. (1999). Consumer animosity and consumer ethnocentrism: an analysis of unique antecedents. Journal of International Consumer Marketing, 11(4), 5-24.Klein, J. G. (2002). Us versus them, or us versus everyone? Delineating consumer aversion to foreign goods. Journal of International Business Studies, 345-363.Kotler, P.(1999). Marketing Management: Analysis, planning implementation and control (9th ed.). New Jersey:Prentice-Hall.Lichtenstein, D. R., Bloch, P. H., & Black, W. C. (1988). Correlates of price acceptability. Journal of consumer research, 243-252.Lichtenstein, Donald R., Nancy M. Ridgway and Richard G. Netemeyer (1993), “Price Perceptions and Consumer Shopping Behavior: A Field Study,” Journal of Marketing Research, 30(2), 234-245.Monroe, Kent B. (1990), Pricing: Making Profitable Decisions. New York: McGraw-Hill Book Company.Monroe, K. B. and R. Krishnan. (1985), The Effect of Price on Subjective Product Evaluations, In Perceived Quality, J. Jacoby and J. Olson, eds., Lexington, MA: Lexington Books, pp.209-232.Nam, J., Hamlin, R., Gam, H. J., Kang, J. H., Kim, J., Kumphai, P., ... & Richards, L. (2006). The fashion‐conscious behaviours of mature female consumers. International Journal of Consumer Studies, 31(1), 102-108.Netemeyer, R. G., Durvasula, S., & Lichtenstein, D. R. (1991). A cross-national assessment of the reliability and validity of the CETSCALE. Journal of Marketing Research, 320-327.Nijssen, E. J., & Douglas, S. P. (2004). Examining the animosity model in a country with a high level of foreign trade. International Journal of Research in Marketing, 21(1), 23-38.Reynolds, W. H. (1968). Cars and clothing: understanding fashion trends. The Journal of Marketing, 44-49.Rose, M., Rose, G. M., & Shoham, A. (2009). The impact of consumer animosity on attitudes towards foreign goods: a study of Jewish and Arab Israelis. Journal of Consumer Marketing, 26(5), 330-339.Wan, F., Youn, S., & Fang, T. (2001). Passionate surfers in image-driven consumer culture: Fashion-conscious, appearance-savvy people and their way of life. Advances in Consumer research, 28, 266-274.Walsh, G., MITCHELL, V. W., & HENNIG‐THURAU, T. H. O. R. S. T. E. N. (2001). German Consumer Decision‐Making Styles. Journal of Consumer Affairs, 35(1), 73-95.Watson, J. J., & Wright, K. (2000). Consumer ethnocentrism and attitudes toward domestic and foreign products. European Journal of Marketing, 34(9/10), 1149-1166.Witkowski, T. (2000). Effects of animosity toward China on willingness to buy Chinese products. Managing in a turbulent international business environment, 470-7.Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. The Journal of Marketing, 2-22. 描述 碩士
國立政治大學
廣告研究所
101452004
102資料來源 http://thesis.lib.nccu.edu.tw/record/#G1014520041 資料類型 thesis dc.contributor.advisor 張卿卿<br>郭貞<br>黃振家 zh_TW dc.contributor.author (Authors) 冒力維 zh_TW dc.creator (作者) 冒力維 zh_TW dc.date (日期) 2013 en_US dc.date.accessioned 1-Jul-2014 12:02:15 (UTC+8) - dc.date.available 1-Jul-2014 12:02:15 (UTC+8) - dc.date.issued (上傳時間) 1-Jul-2014 12:02:15 (UTC+8) - dc.identifier (Other Identifiers) G1014520041 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/67068 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 廣告研究所 zh_TW dc.description (描述) 101452004 zh_TW dc.description (描述) 102 zh_TW dc.description.abstract (摘要) 根據台灣智庫國會政策中心於2012年12月委託趨勢民意調查的結果顯示，在美、日、韓、中等四個與台灣關係密切的國家中，台灣民眾最討厭韓國。這股反韓的情緒可追溯至2010年廣州亞運「楊淑君事件」，該事件使得台灣民眾對韓國開始產生憤恨難平的情緒，更進而發起抵制韓國商品的行動。然而，近年在韓國影視、娛樂文化的帶動下，韓國商品在台灣又逐漸蔚為風潮，因此形成了一種又愛又恨、矛盾的消費行為。本研究欲從消費者的「價格意識」與「流行意識」切入，探討是否對價格與流行較為敏感的消費者會喜愛購買韓國商品；此外，由於許多台灣消費者抱持著愛國、支持國貨以及憎惡韓國、抵制韓貨的觀念，因此將加入「消費者本國中心主義」與「消費者仇視」作為調節變項，以探討其對於韓國商品購買行為的影響。本研究共回收243份問卷，並同時利用描述性統計、階層迴歸分析，所得結果如下：一、 流行意識與購買韓國商品呈現正相關二、 消費者仇視與購買韓國商品呈現負相關三、 消費者仇視與流行意識的交互作用無法顯著預測購買韓國商品行為 zh_TW dc.description.tableofcontents 第一章 緒論.........................................................................................1第一節 研究背景與動機.........................................................................1第二節 研究目的...................................................................................3第二章 文獻探討...................................................................................4第一節 韓國商品購買現象......................................................................4第二節 價格意識...................................................................................5第三節 流行意識...................................................................................8第四節 消費者本國中心主義..................................................................10第五節 消費者仇視...............................................................................14第三章 研究方法...........................................................................................................19第一節 研究架構..................................................................................19第二節 研究假設..................................................................................20第三節 研究變數之操作型定義與問卷設計...............................................22第四節 正式施測..................................................................................28第四章 資料分析與研究結果...................................................................29第一節 描述性統計...............................................................................29第二節 信度分析..................................................................................34第三節 前提檢定..................................................................................35第四節 假設驗證..................................................................................36第五節 其他發現..................................................................................45第五章 結論…………………...................................................................46第一節 發現與討論...............................................................................46第二節 學術與實務貢獻.........................................................................48第三節 研究限制與未來研究建議............................................................49參考文獻..................................................................................................51附錄一、正式問卷題項對照表.....................................................................56附錄二、正式問卷…………….....................................................................58 zh_TW dc.format.extent 2429367 bytes - dc.format.mimetype application/pdf - dc.language.iso en_US - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G1014520041 en_US dc.subject (關鍵詞) 流行意識 zh_TW dc.subject (關鍵詞) 消費者仇視 zh_TW dc.subject (關鍵詞) 韓國商品 zh_TW dc.subject (關鍵詞) 消費行為 zh_TW dc.title (題名) 又愛又恨？流行意識與價格意識對女性消費者購買韓國商品行為影響之探討 zh_TW dc.title (題名) A Study on the Impact of the Fashion-consciousness and Price-consciousness on Female Consumers Purchasing Behavior of Korean Products en_US dc.type (資料類型) thesis en dc.relation.reference (參考文獻) 一、 中文書目孔有美（2005）。〈韓流影響亞洲國家之分析-從訪韓觀光客之變化論述〉。政治大學社會學研究所碩士論文。蔡衣宜（2012）。〈原來不是每個人都想跟團！ 探討人格特質如何影響知覺風險並進而牽制團購行為〉。政治大學廣告研究所碩士論文。游惠雯（2010）。〈韓劇收視行為與購買韓國商品意願關係之研究—以我族主義為干擾變項〉。大葉大學管理學院碩士論文。 二、 英文書目Balabanis, G., & Diamantopoulos, A. (2004). Domestic country bias, country-of-origin effects, and consumer ethnocentrism: a multidimensional unfolding approach. Journal of the Academy of Marketing Science, 32(1), 80-95.Brodowski, G. H. (1998). The Effects of Country-of-Design and Country-of-Assembly on Evaluative Beliefs about Automobiles and Attitudes Toward Buying Them: A Comparison Between Low and High Ethnocentric Consumers, Journal of International Consumer Marketing, Vol. 10, pp. 85-113.Cui, A. P., Wajda, T. A., & Hu, M. Y. (2012). Consumer animosity and product choice: might price make a difference?. Journal of Consumer Marketing, 29(7), 494-506.Dodds, W. B., & Monroe, K. B. (1985). The effect of brand and price information on subjective product evaluations. Advances in consumer research, 12(1), 85-90.Durvasula, S., Andrews, J. C., & Netemeyer, R. G. (1997). A cross-cultural comparison of consumer ethnocentrism in the United States and Russia. Journal of International Consumer Marketing, 9(4), 73-93.Ettenson, R., & Klein, J. G. (2005). The fallout from French nuclear testing in the South Pacific: a longitudinal study of consumer boycotts. International Marketing Review, 22(2), 199-224.Fenigstein, A., Scheier, M. F., & Buss, A. H. (1975). Public and private self-consciousness: Assessment and theory. Journal of consulting and clinical psychology, 43(4), 522.Herche, J. (1994). Ethnocentric tendencies, marketing strategy and import purchase behaviour. International Marketing Review, 11(3), 4-16.Sharma, S., Shimp, T. A., & Shin, J. (1995). Consumer ethnocentrism: a test of antecedents and moderators. Journal of the academy of marketing science, 23(1), 26-37.Shimp, Terence A., & Sharma S. (1987). Consumer Ethnocentrism: Construction and Validation of the CETSCALE, Journal of Marketing Research, 27(August), pp. 280-289.Shin, M. (2001). The animosity model of foreign product purchase revisited: does it work in Korea?. Journal of Empirical Generalisations in Marketing Science, 6(1), 6-14.Sinha, I., & Batra, R. (1999). The effect of consumer price consciousness on private label purchase. International journal of research in marketing, 16(3), 237-251.Sproles, G. B. (1979). Fashion: Consumer behavior toward dress. Minneapolis: Burgess Publishing Company.Sproles, G. B. (1981). Analyzing fashion life cycles: principles and perspectives. The Journal of Marketing, 116-124.Sumner William Graham (1906). Folkways: The Sociological Important of Usages. Manners, Customs, Mores, and Morals, New York: Ginn and Co.Summers, J. O. (1970). The identity of women`s clothing fashion opinion leaders. Journal of Marketing Research, 178-185.Gould, S. J., & Stern, B. B. (1989). Gender schema and fashion consciousness. Psychology & Marketing, 6(2), 129-145.Gutman, J., & Mills, M. K. (1982). Fashion life style, self-concept, shopping orientation, and store patronage: an integrative analysis. Journal of Retailing, 58(2), 64-86.Jung, K., Ang, S. H., Leong, S. M., Tan, S. J., Pornpitakpan, C., & Kau, A. K. (2002). A typology of animosity and its cross-national validation. Journal of Cross-Cultural Psychology, 33(6), 525-539.Klein, J. G., Ettenson, R., and Morris, M. D. (1998). The Animosity Model of Foreign Product Purchase: An Empirical Test in the People’s Republic of China, Journal of Marketing, Vol. 62 (January), 89-100.Klein, J. G., & Ettensoe, R. (1999). Consumer animosity and consumer ethnocentrism: an analysis of unique antecedents. Journal of International Consumer Marketing, 11(4), 5-24.Klein, J. G. (2002). Us versus them, or us versus everyone? Delineating consumer aversion to foreign goods. Journal of International Business Studies, 345-363.Kotler, P.(1999). Marketing Management: Analysis, planning implementation and control (9th ed.). New Jersey:Prentice-Hall.Lichtenstein, D. R., Bloch, P. H., & Black, W. C. (1988). Correlates of price acceptability. Journal of consumer research, 243-252.Lichtenstein, Donald R., Nancy M. Ridgway and Richard G. Netemeyer (1993), “Price Perceptions and Consumer Shopping Behavior: A Field Study,” Journal of Marketing Research, 30(2), 234-245.Monroe, Kent B. (1990), Pricing: Making Profitable Decisions. New York: McGraw-Hill Book Company.Monroe, K. B. and R. Krishnan. (1985), The Effect of Price on Subjective Product Evaluations, In Perceived Quality, J. Jacoby and J. Olson, eds., Lexington, MA: Lexington Books, pp.209-232.Nam, J., Hamlin, R., Gam, H. J., Kang, J. H., Kim, J., Kumphai, P., ... & Richards, L. (2006). The fashion‐conscious behaviours of mature female consumers. International Journal of Consumer Studies, 31(1), 102-108.Netemeyer, R. G., Durvasula, S., & Lichtenstein, D. R. (1991). A cross-national assessment of the reliability and validity of the CETSCALE. Journal of Marketing Research, 320-327.Nijssen, E. J., & Douglas, S. P. (2004). Examining the animosity model in a country with a high level of foreign trade. International Journal of Research in Marketing, 21(1), 23-38.Reynolds, W. H. (1968). Cars and clothing: understanding fashion trends. The Journal of Marketing, 44-49.Rose, M., Rose, G. M., & Shoham, A. (2009). The impact of consumer animosity on attitudes towards foreign goods: a study of Jewish and Arab Israelis. Journal of Consumer Marketing, 26(5), 330-339.Wan, F., Youn, S., & Fang, T. (2001). Passionate surfers in image-driven consumer culture: Fashion-conscious, appearance-savvy people and their way of life. Advances in Consumer research, 28, 266-274.Walsh, G., MITCHELL, V. W., & HENNIG‐THURAU, T. H. O. R. S. T. E. N. (2001). German Consumer Decision‐Making Styles. Journal of Consumer Affairs, 35(1), 73-95.Watson, J. J., & Wright, K. (2000). Consumer ethnocentrism and attitudes toward domestic and foreign products. European Journal of Marketing, 34(9/10), 1149-1166.Witkowski, T. (2000). Effects of animosity toward China on willingness to buy Chinese products. Managing in a turbulent international business environment, 470-7.Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. The Journal of Marketing, 2-22. zh_TW
