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題名 床墊產業之消費者網路口碑研究
A Study on Consumer’s e-Word-of-Mouth in Taiwanese Mattress Industry作者 林天瀚 貢獻者 張愛華<br>李嘉林
林天瀚關鍵詞 床墊產業
網路口碑
消費者行為
消費者決策流程
內容分析法
Mattress Industry
e-Word-of-Mouth
Consumer Behvior
Consumer Purchase Decision Process
Content Analysis日期 2015 上傳時間 3-Aug-2015 13:14:03 (UTC+8) 摘要 隨著經濟成長，高度競爭的生活環境造成人們睡眠品質不佳或失眠，多半是深受入睡困難、淺眠和早醒等困擾。因此，對於現代人逐漸願意投資在寢具和床墊產品只求一夜好眠。床墊是為耐久財，生命週期長且消費者感知風險高，因此大多消費者在購買前會先進行相關資訊蒐集。網路的普及使得商品資訊在網路上公開，使得網路成為消費者購物前蒐集資訊的主要管道。而隨著web2.0的興起，消費者在網路上分享產品資訊的網路口碑有了爆炸性的增加，產生了讓廠商無法忽視的網路口碑效應。透過網路口碑的分析可以了解消費者與市場需求，提供廠商未來修正整體經營策略。本研究透過網路蒐集網路口碑進行內容分析法，瞭解消費者選購床墊的決策流程以及對國內外高價品牌床墊的評價。從研究結果可以發現，近四成的消費者是為了改善睡眠品質而產生購買床墊的需求。實體通路及網路是消費者主要蒐集資訊的管道。在評估床墊時，消費者重視床墊品質、價格以及軟硬度，他們在意床墊和彈簧的設計以及床墊軟硬度。而有近五成五的消費者是偏好較硬床墊。近九成九的購買管道為品牌床墊專賣店和一般床墊經銷通路居多。約1%的消費者由於網路購物的七天鑑賞期而選擇在網路購物平台購買。近七成五的消費者購買後表示滿意，近二成五的消費者購後仍不滿意床墊與彈簧的設計與材質，以及依舊腰酸背痛等。消費者對於國內外床墊品牌的正面口碑多於負面口碑，其中消費者對席伊麗品牌形象最佳，負面評論少。而消費者對本土床墊品牌，如：德泰彈簧床、老K牌彈簧床和10 Days的品質也有正面的評價，但對於品牌形象與經營則保持負面的態度，建議未來應針對加強品牌權益的目標，調整行銷策略。
With economic growth, a highly competitive environment results people in poor quality sleep or insomnia. Most of them suffer from difficulty in falling asleep, light sleep and wake early. Therefore, people are more and more willing to invest in bedding, pillow and matress just for a good quality sleep. Due to the mattresses are durable goods with long product life cycle and perceived risk, consumers usually spend a lot of time to study the mattresses before purchasing. On the other hand, with the universal of the Internet and the growth of web2.0, the blooming e word-of-mouths (eWOM) makes consumer tend to uderstand products in advance by reading comments. That indeed cause a serious effect on eWOM for firms who should not ignore. Through analyzing the eWOM, firms could understand the trend on the demand side then modify their strategies.This study collected eWOM from the Internet and use content analysis to understand consumer purchase decision process as well as the consumers’ insights into upscale mattresses. From the results, we could know that almost 40% of consumers buy a new mattress for improving sleeping quality. They usually collect the necessary information by visiting physical channels and surfing on the Internet. They evaluate the mattresses quality, price, softness and firmness. They care about mattresses and springs’ design and matieral. Almost 55% of consumers prefer to buy a firm mattress. Almost 99% of consumers buy mattresses at the physical channels. Rest of consumers buy mattresses on e-commerce due to the 7-days return warranty. Almost 75% of consumers feel satisfied after purchasing. Rest of them are not satisfied at the mattresses and springs’ design and material and uncomfortableness.Consumers gave more positive comments than negative comments on the selected mattresses brands. Sealy had a reputation on its brand image and quality; King Koil, The-Tai Mattress, Kingbed, Tempur and 10 Days are all well-know for their quality as well, but still had some negative comments on the brand image and price. 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國立政治大學
企業管理研究所
102363075資料來源 http://thesis.lib.nccu.edu.tw/record/#G0102363075 資料類型 thesis dc.contributor.advisor 張愛華<br>李嘉林 zh_TW dc.contributor.author (Authors) 林天瀚 zh_TW dc.creator (作者) 林天瀚 zh_TW dc.date (日期) 2015 en_US dc.date.accessioned 3-Aug-2015 13:14:03 (UTC+8) - dc.date.available 3-Aug-2015 13:14:03 (UTC+8) - dc.date.issued (上傳時間) 3-Aug-2015 13:14:03 (UTC+8) - dc.identifier (Other Identifiers) G0102363075 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/77133 - 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) 102363075 zh_TW dc.description.abstract (摘要) 隨著經濟成長，高度競爭的生活環境造成人們睡眠品質不佳或失眠，多半是深受入睡困難、淺眠和早醒等困擾。因此，對於現代人逐漸願意投資在寢具和床墊產品只求一夜好眠。床墊是為耐久財，生命週期長且消費者感知風險高，因此大多消費者在購買前會先進行相關資訊蒐集。網路的普及使得商品資訊在網路上公開，使得網路成為消費者購物前蒐集資訊的主要管道。而隨著web2.0的興起，消費者在網路上分享產品資訊的網路口碑有了爆炸性的增加，產生了讓廠商無法忽視的網路口碑效應。透過網路口碑的分析可以了解消費者與市場需求，提供廠商未來修正整體經營策略。本研究透過網路蒐集網路口碑進行內容分析法，瞭解消費者選購床墊的決策流程以及對國內外高價品牌床墊的評價。從研究結果可以發現，近四成的消費者是為了改善睡眠品質而產生購買床墊的需求。實體通路及網路是消費者主要蒐集資訊的管道。在評估床墊時，消費者重視床墊品質、價格以及軟硬度，他們在意床墊和彈簧的設計以及床墊軟硬度。而有近五成五的消費者是偏好較硬床墊。近九成九的購買管道為品牌床墊專賣店和一般床墊經銷通路居多。約1%的消費者由於網路購物的七天鑑賞期而選擇在網路購物平台購買。近七成五的消費者購買後表示滿意，近二成五的消費者購後仍不滿意床墊與彈簧的設計與材質，以及依舊腰酸背痛等。消費者對於國內外床墊品牌的正面口碑多於負面口碑，其中消費者對席伊麗品牌形象最佳，負面評論少。而消費者對本土床墊品牌，如：德泰彈簧床、老K牌彈簧床和10 Days的品質也有正面的評價，但對於品牌形象與經營則保持負面的態度，建議未來應針對加強品牌權益的目標，調整行銷策略。 zh_TW dc.description.abstract (摘要) With economic growth, a highly competitive environment results people in poor quality sleep or insomnia. Most of them suffer from difficulty in falling asleep, light sleep and wake early. Therefore, people are more and more willing to invest in bedding, pillow and matress just for a good quality sleep. Due to the mattresses are durable goods with long product life cycle and perceived risk, consumers usually spend a lot of time to study the mattresses before purchasing. On the other hand, with the universal of the Internet and the growth of web2.0, the blooming e word-of-mouths (eWOM) makes consumer tend to uderstand products in advance by reading comments. That indeed cause a serious effect on eWOM for firms who should not ignore. Through analyzing the eWOM, firms could understand the trend on the demand side then modify their strategies.This study collected eWOM from the Internet and use content analysis to understand consumer purchase decision process as well as the consumers’ insights into upscale mattresses. From the results, we could know that almost 40% of consumers buy a new mattress for improving sleeping quality. They usually collect the necessary information by visiting physical channels and surfing on the Internet. They evaluate the mattresses quality, price, softness and firmness. They care about mattresses and springs’ design and matieral. Almost 55% of consumers prefer to buy a firm mattress. Almost 99% of consumers buy mattresses at the physical channels. Rest of consumers buy mattresses on e-commerce due to the 7-days return warranty. Almost 75% of consumers feel satisfied after purchasing. Rest of them are not satisfied at the mattresses and springs’ design and material and uncomfortableness.Consumers gave more positive comments than negative comments on the selected mattresses brands. Sealy had a reputation on its brand image and quality; King Koil, The-Tai Mattress, Kingbed, Tempur and 10 Days are all well-know for their quality as well, but still had some negative comments on the brand image and price. After the eWOM studies on each selected brand, this study gave suggestions to each brand for its future marketing strategy. en_US 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第三節 研究方法與流程 4第二章 文獻探討 5第一節 台灣床墊產業介紹 5第二節 消費者決策流程 10第三節 涉入理論 15第四節 網路口碑 22第三章 研究方法 31第一節 研究架構 31第二節 研究方法 33第三節 研究軟體介紹 47第四章 研究分析 56第一節 消費者選購床墊決策流程之口碑分析 56第二節 國內外高價品牌床墊之網路口碑分析 81第五章 結論與建議 113第一節 研究結論與實務建議 113第二節 研究限制與未來研究建議 129參考文獻 131 zh_TW dc.format.extent 2629069 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0102363075 en_US dc.subject (關鍵詞) 床墊產業 zh_TW dc.subject (關鍵詞) 網路口碑 zh_TW dc.subject (關鍵詞) 消費者行為 zh_TW dc.subject (關鍵詞) 消費者決策流程 zh_TW dc.subject (關鍵詞) 內容分析法 zh_TW dc.subject (關鍵詞) Mattress Industry en_US dc.subject (關鍵詞) e-Word-of-Mouth en_US dc.subject (關鍵詞) Consumer Behvior en_US dc.subject (關鍵詞) Consumer Purchase Decision Process en_US dc.subject (關鍵詞) Content Analysis en_US dc.title (題名) 床墊產業之消費者網路口碑研究 zh_TW dc.title (題名) A Study on Consumer’s e-Word-of-Mouth in Taiwanese Mattress Industry en_US dc.type (資料類型) thesis en dc.relation.reference (參考文獻) 中文文獻1.丁學勤、林素吟、陳正男、詹琇蓉(2004)，「產品涉入、消費者特性與情境對網路購物的影響：風險的觀點」，中華管理評論，第7卷，第1期，台灣：台北市。2.王石番(1989)，傳播內容分析法-理論與實證，幼獅文化，台灣：台北市。3.呂惠富(1999)，「產品涉入、購買涉入與品牌認同感理論模型之研究」，四海學報，第13期，台灣：台北市。4.李孟陵(2003)，「消費者滿意度、涉入程度對其忠誠度影響之研究－以台北市咖啡連鎖店為例」，國立交通大學管理科學研究所碩士論文，台灣：新竹市。5.李啟誠、李羽喬(2010)，「網路口碑對消費者購買決策之影響—以產品涉入及品牌形象為干擾變相」，中華管理評論，第13卷，第1期，台灣：台北市。6.任秀芸(2007)，「從品牌觀點探討台灣企業部落格之發展」，國立政治大學管理碩士學程(AMBA)碩士論文，台灣：台北市。7.池文海、唐資文、林怡安(2010)，「消費者購買涉入、品牌權益、知覺風險與顧客忠誠度之關係」，中華管理評論，第13卷，第2期，頁1-22，台灣：台北市。8.沈能元(2015年03月27日)，全台逾400萬人失眠 近5成睡前看電視，蘋果日報。9.林四川(2008)，「床墊消費行為與行銷策略之探討∼以台灣地區床墊市場消費者實證研究」，國立中正大學企業管理研究所碩士論文，台灣：嘉義縣。10.林茂興(2001)，「以生活型態區隔台北地區ADSL 消費者對多媒體服務接受意願之研究」，國立交通大學經營管理研究所碩士論文，台灣：新竹市。11.林恩沛(2009)，「產品類型及評價正負性對消費者網路口碑接受度之影響—品牌承諾為干擾因素」，國立臺灣師範大學大眾傳播研究所碩士論文，台灣：台北市。12.林沛盈(2013)，「隱藏意見萃取—辨識多世代商品之關鍵特色」，國立政治大學企業管理研究所碩士論文，台灣：台北市。13.周庭妤(2014)， 「涉入程度及認知需求度對於消費者資訊搜尋與分享行為之影響，以資訊成本為調節變數」，國立政治大學企業管理研究所碩士論文，台灣：台北市。14.侯嘉政、傅柏霖(2008)，「產品涉入與品牌涉入對品牌忠誠度之影響－以數位相機為例」，行銷評論，第5卷，第1期，頁27-56，台灣：台北市。15.徐達光（2003），消費者心理學，台灣：台北市。16.黃俊英、賴文彬(1990)，「涉入的理論發展與實務應用」，管理科學學報，第7卷，第1期，頁15-30。17.秦孝華(2006)，「品牌形象與消費者涉入對品牌購買行為影響之研究」，國立台北大學企業管理學系碩士論文。台灣：台北市。18.陳英傑(2011)，「床的世界進軍大陸行銷策略之研究」，國立中山大學管理學院高階經營碩士學程在職專班碩士論文，台灣：高雄市。19.陳景淵(2015年04月15日)，推中高價位床墊 特力營收看俏，聯合報。20.張淑安(2005)，「電視購物消費者決策過程研究」，國立交通大學傳播研究所碩士論文，台灣：新竹市。21.張君愷(2014)，「網路口碑之研究:從眾行為與沉默的大多數」，國立政治大學企業管理研究所碩士論文，台灣：台北市。22.閻沁恒(1972)，「大眾傳播研究法」，台北市新聞記者公會，台灣：台北市23.楊文壽(2000)，「行動電話手機消費者之涉入程度及購買決策相關因素之關聯性研究」，國立交通大學經營管理研究所碩士論文，台灣：新竹市。24.詹俊彥(2010)，「口碑對耐久財購買行為之影響－以大金變頻空調為例」，國立台灣科技大學管理研究所EMBA碩士在職專班碩士論文，台灣：台北市。25.謝佩璇(2014)，「綠樣實業－Power Sleep的睡眠資訊系統與顧客黏著度」，光華管理個案收錄庫，台灣：台北市。26.賴儀宣(2001)，「產品類別、生活型態對產品涉入程度影響之探討－以國立東華大學學生為例」，國立東華大學國際經濟研究所碩士論文，台灣：花蓮縣。27.藍才洋(2013) ，「產品價格與複雜度對線上購物決策行為之影響」，國立中山大學資訊管理學系碩士論文，台灣：高雄市。英文文獻1.Ahluwalia, R., and Shiv, B. 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