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題名 產品過時恐懼與購買間隔對智慧型手機置換決策之研究
Fear of Obsolescence and Purchase Interval: A Study of Smartphone Replacement Decisions
作者 鄭綦成
Cheng, Chi Cheng
貢獻者 陳建維
鄭綦成
Cheng, Chi Cheng
關鍵詞 產品過時恐懼
購買間隔
升級意願
置換決策
Product Obsolescence
Purchase Interval
Upgrade Intention
Replacement Decision
日期 2015
上傳時間 4-Jan-2016 16:49:06 (UTC+8)
摘要 自從智慧型手機普及以來，儼然已經成為每個人生活的必需品。根據資策會的報告，2014年臺灣智慧型手機的普及率已達65.4%，且每年都快速地攀升。正因為有如此龐大的需求和商機，智慧型手機廠商不斷地針對產品進行升級，提升產品的技術規格、增加許多令人眼睛為之一亮的創新功能、改善外型款式讓手機更加新潮時尚⋯⋯，也因為智慧型手機市場有如此多的選擇，消費者越來越容易產生產品過時恐懼，導致智慧型手機的平均換機時間越來越短，不再像以往一樣使用到損壞為止。
本研究即以智慧型手機為例，透過文獻回顧擬定假說後，再以實證資料分析新奇追求、從眾行為及獨特性需求三種消費者行為特性對產品過時恐懼的影響；產品過時恐懼對消費者智慧型手機相對持有時間比的影響；新奇追求及相對持有時間比對智慧型手機產品升級意願的影響，以及相對持有時間比對智慧型手機品牌面置換決策（再購買意願、轉換意願）的影響。
本研究所得到之研究結論如下：
1. 新奇追求、從眾行為及獨特性需求越強，皆會使消費者心理性過時恐懼越強
2. 消費者的從眾行為越強，其經濟性過時恐懼越強
3. 心理性過時恐懼及技術性過時恐懼越強會使相對持有時間比越大
4. 消費者的新奇追求程度越高，則產品升級意願越高
5. 消費者的相對持有時間比越大，則產品升級意願也越高
參考文獻 中文部分
1. 朱崇文 (2014)。從眾傾向、憂慮產品過時與創新採用之研究－以智慧型手機為例。未出版之碩士論文，國立政治大學國際經營與貿易研究所。
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5. 詹詔宇 (2008)。消費者網路轉售態度與意願之研究：結構關係模型的應用。未出版之碩士論文，國立台灣大學國際企業學研究所。
6. 劉芳梅 (1999)。產品知識對消費者從眾行為之影響。未出版之碩士論文，國立政治大學國際經營與貿易研究所。
7. 鄭芯慧 (2003)。物以稀為貴?----消費者獨特性需求初探性研究。未出版之碩士論文，國立政治大學廣告研究所。

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其他資料
1. 資策會FIND：行動族群半年增加逾100萬人、全臺滑世代破1,432萬
http://www.iii.org.tw/m/News-more.aspx?id=1475
2. 卡優新聞網－近半數民眾喜新厭舊　手機未壞就換新機http://www.cardu.com.tw/news/detail.php?nt_pk=6&ns_pk=18089
描述 碩士
國立政治大學
國際經營與貿易學系
102351023
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0102351023
資料類型 thesis
dc.contributor.advisor 陳建維zh_TW
dc.contributor.author (Authors) 鄭綦成zh_TW
dc.contributor.author (Authors) Cheng, Chi Chengen_US
dc.creator (作者) 鄭綦成zh_TW
dc.creator (作者) Cheng, Chi Chengen_US
dc.date (日期) 2015en_US
dc.date.accessioned 4-Jan-2016 16:49:06 (UTC+8)-
dc.date.available 4-Jan-2016 16:49:06 (UTC+8)-
dc.date.issued (上傳時間) 4-Jan-2016 16:49:06 (UTC+8)-
dc.identifier (Other Identifiers) G0102351023en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/80263-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營與貿易學系zh_TW
dc.description (描述) 102351023zh_TW
dc.description.abstract (摘要) 自從智慧型手機普及以來，儼然已經成為每個人生活的必需品。根據資策會的報告，2014年臺灣智慧型手機的普及率已達65.4%，且每年都快速地攀升。正因為有如此龐大的需求和商機，智慧型手機廠商不斷地針對產品進行升級，提升產品的技術規格、增加許多令人眼睛為之一亮的創新功能、改善外型款式讓手機更加新潮時尚⋯⋯，也因為智慧型手機市場有如此多的選擇，消費者越來越容易產生產品過時恐懼，導致智慧型手機的平均換機時間越來越短，不再像以往一樣使用到損壞為止。
本研究即以智慧型手機為例，透過文獻回顧擬定假說後，再以實證資料分析新奇追求、從眾行為及獨特性需求三種消費者行為特性對產品過時恐懼的影響；產品過時恐懼對消費者智慧型手機相對持有時間比的影響；新奇追求及相對持有時間比對智慧型手機產品升級意願的影響，以及相對持有時間比對智慧型手機品牌面置換決策（再購買意願、轉換意願）的影響。
本研究所得到之研究結論如下：
1. 新奇追求、從眾行為及獨特性需求越強，皆會使消費者心理性過時恐懼越強
2. 消費者的從眾行為越強，其經濟性過時恐懼越強
3. 心理性過時恐懼及技術性過時恐懼越強會使相對持有時間比越大
4. 消費者的新奇追求程度越高，則產品升級意願越高
5. 消費者的相對持有時間比越大，則產品升級意願也越高		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
第三節 研究流程 4
第二章 文獻探討 5
第一節 產品過時性 5
第二節 新奇追求 11
第三節 從眾行為 15
第四節 獨特性需求 23
第五節 RFM模型 28
第六節 置換決策 33
第三章 研究方法 43
第一節 研究架構 43
第二節 研究假說 45
第三節 研究變數操作型定義與衡量 51
第四節 問卷設計、研究對象與抽樣方法 63
第五節 資料分析方法 65
第四章 資料分析結果 66
第一節 受訪者基本背景與資料 66
第二節 研究變數因素之萃取 70
第三節 問卷之信度與效度 84
第四節 迴歸分析 86
第五章 研究結論與建議 101
第一節 研究結論與發現 101
第二節 行銷實務與建議 106
第三節 研究限制 108
第四節 未來研究方向之建議 109
參考文獻 110
研究問卷 120		zh_TW
dc.format.extent 2995785 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0102351023en_US
dc.subject (關鍵詞) 產品過時恐懼zh_TW
dc.subject (關鍵詞) 購買間隔zh_TW
dc.subject (關鍵詞) 升級意願zh_TW
dc.subject (關鍵詞) 置換決策zh_TW
dc.subject (關鍵詞) Product Obsolescenceen_US
dc.subject (關鍵詞) Purchase Intervalen_US
dc.subject (關鍵詞) Upgrade Intentionen_US
dc.subject (關鍵詞) Replacement Decisionen_US
dc.title (題名) 產品過時恐懼與購買間隔對智慧型手機置換決策之研究zh_TW
dc.title (題名) Fear of Obsolescence and Purchase Interval: A Study of Smartphone Replacement Decisionsen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 中文部分
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