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題名 商標符碼消費行為之實證研究
Empirical Study of Symbolic Consumption Behavior of Trademark
作者 陳淑貞
Chen, Shu-Chen
貢獻者 樓永堅
Lou, Yung-Chien
陳淑貞
Chen, Shu-Chen
關鍵詞 商標
符碼消費行為
自我表達消費動機
自我認同形成理論
消費社會化學習
品牌好度
Trademark
Symbolic consumption
Self-expression
Self-identify
Social consumptin
Brand preference
日期 1996
上傳時間 28-Apr-2016 11:34:18 (UTC+8)
摘要 本研究主要探討商標符碼消費行為的影響變數,試圖了解消費者進行商標符碼消費之動機及意圖,研究發現:消費者自我表達消費動機.消費者自我認同達成度.消費者社會化學習程度.品牌偏好度...對商標符碼消費行為有顯著影響.
參考文獻 一、中文部份
     中國時報，第三十五版，「時尚消費」，民國八十四年十月十一日。
     江南發，「青少年自我統整與形式運思能力關條之研究」，高雄師範學院教育研究所未出版碩士論文，民國七十一年。
     星也克美著，黃恆正譯，「符號社會的消費」，台北：遠流出版社，民國八十年。
     陳建良，「個人價值與情境因素對品牌偏好之研究」，私立中國文化大學企業管理研究所未出版碩士論文，民國八十一年。
     郭貞，「從社會學習論點看台北青少年的消費動機」，國立政治大學學報第七十期，民國八十四年。
     黃俊英，「行銷研究━管理與技術」，華泰書局出版，第四版，民國八十一年。
     彭昭英著，「SAS與統計分析」，修訂第三版，儒林圖書印行，民國八十一年。
     蔡美瑛，「青少年傳播行為、自我認同與其消費行為關聯性之研究以及自我表達消費動機與衝動性購物之探究」，國立政治大學新聞研究所未出版碩士論文，民國八十一年。
     蔡美瑛，「電視廣告、消費者自我與特定品牌偏好傾向之關聯」，廣告學研究第四集，國立政治大學廣告系印行，民國八十三年。
     鄭自隆，「競選廣告中黨籍標籤之研究」，廣告學研究第一集，國立政治大學廣告學系印行，民國八十二年。
     劉自隆、姚景昌著，「實驗設計」，國立編譯館主編，華泰書局印行，民國七十八年。
     謝高橋，「社會學」，巨流印行，民國七十八年。
     
     二、英文部份
     Achenbaum, Alvin A. (1972),"Advertising Doesn`t Manipulate Consumers, " Journal of Advertising Research, Vol.12 (April), pp.121-135.
     Assael, Henry (1987), Consumer Behavior and Marketing Action, New York.
     Avery, R. K. (1979), "Adolescents` Use of the Mass Media,"American Behavioral Science, Vol. 23 (September/October), pp.53-70.
     Belk, R. W., R. Mayer and A. Driscoll, (1984), "Childeren`s Recognition of Consumption Symbolism in Children`s Products," Journal of Consumer Research, Vol. 10 (March), pp. 386-397.
     Belk, R. W. (1978), "Assessing the Effects of Visible Consumption on Impression Formation," Advances in Consumer Research, Vol.5, pp.37-39.
     Bilkey, Warren J. and Erik Nes (1982), "Country-of-orgin Effects on Product Evaluation," Journal of International Business Studies, Vol. 13 (1), pp.89-99.
     Botvin, E. M., Michael, J. L., Baker, E.and Filazzola, A.D. (1991) , "Adolescent Smoking Behavior of Recognition of Cigarette advertisements," Journal of Applied Social
     Psychology, 21 (11), pp. 919-932.
     Constantinople, A. (1969), "An Eriksonian Measure of Personality Development in College Students," Development Psychology, Vol. 1, No.1, pp.357-372.
     Csikszentmihalyi, Mihaly (1981), "The Symbolic Functions of Possessions: Toward a Psychology of Materialism," American Psychological Association, Washington D.C.
     ---and Eugene Rochberg-Halton (1981), The Meaning of Things: Domestic Symbols and the self, Cambridge, England; Cambridge University Press.
     d`Astous, A., Maltais, J. ,and Roberge, C. (1990). "Compulsive Buying Tendencies of Adolescent Consumer." Advance in Consumer Research, Vol. 17, pp.306-312.
     Dobin, D. and George, M.Z. (1990), "In Search of Brand Image: A Foundation analysis, "in Advances in Consumer Research, Vol. 17, pp.110-119.
     Doyle, Peter (1990), "Building Successful Brands: the Strategic Options", Journal of Consumer Marketing, Vol.7, No.2, pp.5-20.
     Elder, C. D. and R. W. Cobb (1983), The Political Uses of Symbols, New York: Longman.
     Gecas, V. and Seff, M. A. (1990), “Families and Adolescents: A Review of the 1980s. “Journal of Marriage and the Family, Vol. 52 (November), pp.941-958.
     Hamid, P. N. (1972), “Some Effects of Dress Cues on Observation Accruacy, a Perceptual Estimate and Impression Formation, “Journal of Social Psychology, Vol. 86 (April), pp.279-289.
     Haynes, P. J. and Helms, M. M. (1991), "Motives for Purchase Decision-making: Combining attribution and functional approaches “, Journal of Consumer Studies & Home Economics, Vol. 15, No. 1, pp.23-31.
     James, W. (1980), The principles of psychology, Vol. 1-2, New York: Holt.
     Jacoby, J. and Kaplan, L. B. (1972), The Components of perceived risk, in Proceedings, (ed). M. Venkatesan, Association ;or Consumer Research: University of Chicago, pp.382-393.
     Kuo, C. (1989a), “An Identify Formation Approach To Teeage Consumers` Socially," in Schumann (ed.) Proceedings for the Society for Consumer Psychology, Knoxville,
     Tennessee: The Univerity of Tennessee Press.
     Kuo, C. (1989b), “Consume for Self-Expression or for Conformity Motives: An Identitiy Formation Approach," unpublished paper.
     Kuo, C. (1990), "The Learning of Consumer Knowledge and Consumer Skills in Chinese Youths--An Integrated Model, “Mass Communication Research, No. 42, Graduate School of Journalism, National Chengchi University.
     Levy, S. J. (1959), "Symbols for Sale," Harvard Bussiness Review, 37 (July-August), pp.117-l24.
     Levy, S. J. (1981), "Interpreting Consumer Mythology: A Structure Approach to Consumer Behavior,"Journal of Marketing, 45 (Summer), pp.49-6l.
     Loudon, D. L. and Bitta, A. J. D. (1979), Consumer Behavior, McGraw-Hill Book Company.
     McCandless, N. J., Lueptow, L. B. and McClendon, M. (1989), "Family Socioeconomic Status and Adolescent Sex Typing," Journal of Marriage and the Family, Vol. 51 (August), pp.627-635.
     Meyers-levy, J. and Maheswaran, D. (1991), "Exploring Difference in Males` and Females` Processing Strategies," Journal of Consumer Research, Vol. 18 (June), pp.63-71.
     Moschis, G. P. and Churchill, G. A. (1978), "Consumer Socialization: A Theoretical and Emperical Analysis," Journal of Marketing Research, Vol.15 (November), pp. 599-609.
     Mittal, B. (1990),”The Relative Roles of Brand Beliefs and Attitude Toward the Ad as Mediators Brand Attitude: A Second Lock,”Journal of Marketing Research, Vol.27,
     pp.209-219.
     Rook, D.W. and Levy, S.J. (1983), "Psychosocial Themes in Consumer Grooming Rituals," in Advances in Consumer Research, Vol. 10, Richard P. Bagozzi and Alice M. Tybout, cds. Ann Arbor, MI: Association for Consumer Research, pp. 329-333.
     Rossiter, J. R. (1980), "The Effects of Volume and Repetition of Television Commercial, " The Effects of Television Advertising on Children, Lexington, MA: Lexington Books.
     Schenk, Carolyn Turner and Rebecca H. Holman (1980), "A Sociological Approach to Brand Choice: The Concept of Situational Self-Image, “in Olson, J. (ed), Advances in
     Consumer Research, Vol. 7, pp.6l0-614.
     Schuchardt, J., Danes, S., Swanson, J. and Westbrook, E. M. (1991), " Fancial Management Literacy for American Youth," The Proceedings of American Counci1 on Consumer Interests, 37th Annual Conference, pp.277-278.
     Schwer˙R˙K˙and Daneshvary, R. (1994), "Symbolic Product Attributes and Emulatory Consumption: The Case of Rodeo Fan Attendance and the Wearing of Western
     Clothing, "Journal of Applied Business Research, Vol. ", No.3, pp.74-81.
     Sirgy, M. J. (1985), "Using Self-Congrui ty and Ideal Congruity to Prediet Purchase Motivation," Journal of Business Research, Vol. 13, pp.195-206.
     Solomon, M. R. (1982), "Self-Consciousness and Clothing," Personality and Social Psychology Bulletin, 8 (3), pp.508-514.
     Solomon, M. R. (1983), "The Role of Products as Social Stimuli: a Symbolic Interactionism Perspective," Journal of Consumer Research, Vol. 10, pp.319-329.
     Solomon, M. R. and Anand (1985), “Ritual Costumes and Status Transition," in Advances in Consumer Research, Vol. 12, Hirschman and Holbrook, eds., MI: Association for Consumer Research, pp.315-318.
     Wallendorf (1979), Consumer Behavior: Basic Finding and Management Implications, New York: John Wiley.
     Ward, S. (1980), "The Effects of Television Advertising on Consumer Research," The Effects of Television Advertising on Children, Lexington, M.A: Lexington Books.
     Ward, S. and Wackman. D (1971), "Children`s Purchase Influence Attempts and Parental Yielding," Journal of Marketing Research, Vol.9 (November), pp.316-319.
描述 碩士
國立政治大學
國際經營與貿易學系
83351012
資料來源 http://thesis.lib.nccu.edu.tw/record/#B2002002756
資料類型 thesis
dc.contributor.advisor 樓永堅zh_TW
dc.contributor.advisor Lou, Yung-Chienen_US
dc.contributor.author (Authors) 陳淑貞zh_TW
dc.contributor.author (Authors) Chen, Shu-Chenen_US
dc.creator (作者) 陳淑貞zh_TW
dc.creator (作者) Chen, Shu-Chenen_US
dc.date (日期) 1996en_US
dc.date.accessioned 28-Apr-2016 11:34:18 (UTC+8)-
dc.date.available 28-Apr-2016 11:34:18 (UTC+8)-
dc.date.issued (上傳時間) 28-Apr-2016 11:34:18 (UTC+8)-
dc.identifier (Other Identifiers) B2002002756en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/87285-
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) 83351012zh_TW
dc.description.abstract (摘要) 本研究主要探討商標符碼消費行為的影響變數,試圖了解消費者進行商標符碼消費之動機及意圖,研究發現:消費者自我表達消費動機.消費者自我認同達成度.消費者社會化學習程度.品牌偏好度...對商標符碼消費行為有顯著影響.zh_TW
dc.description.tableofcontents 目錄..........I
     圖次..........III
     表次..........IV
     第一章緒論..........1-1
     第一節研究背景與動機..........1-1
     第二節研究目的..........1-5
     第三節論文架構..........1-6
     註釋..........1-8
     第二章文獻探討及回顧..........2-1
     第一節符碼式消費行為的界說..........2-3
     第二節商標符碼的意義..........2-5
     第三節自我表達消費動機與商標符碼消費行為的關係..........2-9
     第四節Erikson的自我認同形成理論與商標符碼消費行為的關係..........2-18
     註釋..........2-22
     第三章研究架構與研究方法..........3-1
     第一節研究架構..........3-3
     第二節研究變數說明..........3-4
     第三節研究假設..........3-8
     第四節研究設計..........3-10
     第五節研究方法..........3-16
     第四章研究結果與討論..........4-1
     第一節有效樣本結構..........4-1
     第二節各組同質性檢定..........4-3
     第三節商標符碼消費行為影響變數之分析..........4-5
     第四節假說檢定..........4-23
     註釋..........4-26
     第五章結果討論與建議..........5-1
     第一節研究結果歸納與討論..........5-1
     第二節研究限制..........5-6
     第三節後續研究建議..........5-8
     參考書目..........1
     附錄一預試問卷..........1
     附錄二研究問卷..........8		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#B2002002756en_US
dc.subject (關鍵詞) 商標zh_TW
dc.subject (關鍵詞) 符碼消費行為zh_TW
dc.subject (關鍵詞) 自我表達消費動機zh_TW
dc.subject (關鍵詞) 自我認同形成理論zh_TW
dc.subject (關鍵詞) 消費社會化學習zh_TW
dc.subject (關鍵詞) 品牌好度zh_TW
dc.subject (關鍵詞) Trademarken_US
dc.subject (關鍵詞) Symbolic consumptionen_US
dc.subject (關鍵詞) Self-expressionen_US
dc.subject (關鍵詞) Self-identifyen_US
dc.subject (關鍵詞) Social consumptinen_US
dc.subject (關鍵詞) Brand preferenceen_US
dc.title (題名) 商標符碼消費行為之實證研究zh_TW
dc.title (題名) Empirical Study of Symbolic Consumption Behavior of Trademarken_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 一、中文部份
     中國時報，第三十五版，「時尚消費」，民國八十四年十月十一日。
     江南發，「青少年自我統整與形式運思能力關條之研究」，高雄師範學院教育研究所未出版碩士論文，民國七十一年。
     星也克美著，黃恆正譯，「符號社會的消費」，台北：遠流出版社，民國八十年。
     陳建良，「個人價值與情境因素對品牌偏好之研究」，私立中國文化大學企業管理研究所未出版碩士論文，民國八十一年。
     郭貞，「從社會學習論點看台北青少年的消費動機」，國立政治大學學報第七十期，民國八十四年。
     黃俊英，「行銷研究━管理與技術」，華泰書局出版，第四版，民國八十一年。
     彭昭英著，「SAS與統計分析」，修訂第三版，儒林圖書印行，民國八十一年。
     蔡美瑛，「青少年傳播行為、自我認同與其消費行為關聯性之研究以及自我表達消費動機與衝動性購物之探究」，國立政治大學新聞研究所未出版碩士論文，民國八十一年。
     蔡美瑛，「電視廣告、消費者自我與特定品牌偏好傾向之關聯」，廣告學研究第四集，國立政治大學廣告系印行，民國八十三年。
     鄭自隆，「競選廣告中黨籍標籤之研究」，廣告學研究第一集，國立政治大學廣告學系印行，民國八十二年。
     劉自隆、姚景昌著，「實驗設計」，國立編譯館主編，華泰書局印行，民國七十八年。
     謝高橋，「社會學」，巨流印行，民國七十八年。
     
     二、英文部份
     Achenbaum, Alvin A. (1972),"Advertising Doesn`t Manipulate Consumers, " Journal of Advertising Research, Vol.12 (April), pp.121-135.
     Assael, Henry (1987), Consumer Behavior and Marketing Action, New York.
     Avery, R. K. (1979), "Adolescents` Use of the Mass Media,"American Behavioral Science, Vol. 23 (September/October), pp.53-70.
     Belk, R. W., R. Mayer and A. Driscoll, (1984), "Childeren`s Recognition of Consumption Symbolism in Children`s Products," Journal of Consumer Research, Vol. 10 (March), pp. 386-397.
     Belk, R. W. (1978), "Assessing the Effects of Visible Consumption on Impression Formation," Advances in Consumer Research, Vol.5, pp.37-39.
     Bilkey, Warren J. and Erik Nes (1982), "Country-of-orgin Effects on Product Evaluation," Journal of International Business Studies, Vol. 13 (1), pp.89-99.
     Botvin, E. M., Michael, J. L., Baker, E.and Filazzola, A.D. (1991) , "Adolescent Smoking Behavior of Recognition of Cigarette advertisements," Journal of Applied Social
     Psychology, 21 (11), pp. 919-932.
     Constantinople, A. (1969), "An Eriksonian Measure of Personality Development in College Students," Development Psychology, Vol. 1, No.1, pp.357-372.
     Csikszentmihalyi, Mihaly (1981), "The Symbolic Functions of Possessions: Toward a Psychology of Materialism," American Psychological Association, Washington D.C.
     ---and Eugene Rochberg-Halton (1981), The Meaning of Things: Domestic Symbols and the self, Cambridge, England; Cambridge University Press.
     d`Astous, A., Maltais, J. ,and Roberge, C. (1990). "Compulsive Buying Tendencies of Adolescent Consumer." Advance in Consumer Research, Vol. 17, pp.306-312.
     Dobin, D. and George, M.Z. (1990), "In Search of Brand Image: A Foundation analysis, "in Advances in Consumer Research, Vol. 17, pp.110-119.
     Doyle, Peter (1990), "Building Successful Brands: the Strategic Options", Journal of Consumer Marketing, Vol.7, No.2, pp.5-20.
     Elder, C. D. and R. W. Cobb (1983), The Political Uses of Symbols, New York: Longman.
     Gecas, V. and Seff, M. A. (1990), “Families and Adolescents: A Review of the 1980s. “Journal of Marriage and the Family, Vol. 52 (November), pp.941-958.
     Hamid, P. N. (1972), “Some Effects of Dress Cues on Observation Accruacy, a Perceptual Estimate and Impression Formation, “Journal of Social Psychology, Vol. 86 (April), pp.279-289.
     Haynes, P. J. and Helms, M. M. (1991), "Motives for Purchase Decision-making: Combining attribution and functional approaches “, Journal of Consumer Studies & Home Economics, Vol. 15, No. 1, pp.23-31.
     James, W. (1980), The principles of psychology, Vol. 1-2, New York: Holt.
     Jacoby, J. and Kaplan, L. B. (1972), The Components of perceived risk, in Proceedings, (ed). M. Venkatesan, Association ;or Consumer Research: University of Chicago, pp.382-393.
     Kuo, C. (1989a), “An Identify Formation Approach To Teeage Consumers` Socially," in Schumann (ed.) Proceedings for the Society for Consumer Psychology, Knoxville,
     Tennessee: The Univerity of Tennessee Press.
     Kuo, C. (1989b), “Consume for Self-Expression or for Conformity Motives: An Identitiy Formation Approach," unpublished paper.
     Kuo, C. (1990), "The Learning of Consumer Knowledge and Consumer Skills in Chinese Youths--An Integrated Model, “Mass Communication Research, No. 42, Graduate School of Journalism, National Chengchi University.
     Levy, S. J. (1959), "Symbols for Sale," Harvard Bussiness Review, 37 (July-August), pp.117-l24.
     Levy, S. J. (1981), "Interpreting Consumer Mythology: A Structure Approach to Consumer Behavior,"Journal of Marketing, 45 (Summer), pp.49-6l.
     Loudon, D. L. and Bitta, A. J. D. (1979), Consumer Behavior, McGraw-Hill Book Company.
     McCandless, N. J., Lueptow, L. B. and McClendon, M. (1989), "Family Socioeconomic Status and Adolescent Sex Typing," Journal of Marriage and the Family, Vol. 51 (August), pp.627-635.
     Meyers-levy, J. and Maheswaran, D. (1991), "Exploring Difference in Males` and Females` Processing Strategies," Journal of Consumer Research, Vol. 18 (June), pp.63-71.
     Moschis, G. P. and Churchill, G. A. (1978), "Consumer Socialization: A Theoretical and Emperical Analysis," Journal of Marketing Research, Vol.15 (November), pp. 599-609.
     Mittal, B. (1990),”The Relative Roles of Brand Beliefs and Attitude Toward the Ad as Mediators Brand Attitude: A Second Lock,”Journal of Marketing Research, Vol.27,
     pp.209-219.
     Rook, D.W. and Levy, S.J. (1983), "Psychosocial Themes in Consumer Grooming Rituals," in Advances in Consumer Research, Vol. 10, Richard P. Bagozzi and Alice M. Tybout, cds. Ann Arbor, MI: Association for Consumer Research, pp. 329-333.
     Rossiter, J. R. (1980), "The Effects of Volume and Repetition of Television Commercial, " The Effects of Television Advertising on Children, Lexington, MA: Lexington Books.
     Schenk, Carolyn Turner and Rebecca H. Holman (1980), "A Sociological Approach to Brand Choice: The Concept of Situational Self-Image, “in Olson, J. (ed), Advances in
     Consumer Research, Vol. 7, pp.6l0-614.
     Schuchardt, J., Danes, S., Swanson, J. and Westbrook, E. M. (1991), " Fancial Management Literacy for American Youth," The Proceedings of American Counci1 on Consumer Interests, 37th Annual Conference, pp.277-278.
     Schwer˙R˙K˙and Daneshvary, R. (1994), "Symbolic Product Attributes and Emulatory Consumption: The Case of Rodeo Fan Attendance and the Wearing of Western
     Clothing, "Journal of Applied Business Research, Vol. ", No.3, pp.74-81.
     Sirgy, M. J. (1985), "Using Self-Congrui ty and Ideal Congruity to Prediet Purchase Motivation," Journal of Business Research, Vol. 13, pp.195-206.
     Solomon, M. R. (1982), "Self-Consciousness and Clothing," Personality and Social Psychology Bulletin, 8 (3), pp.508-514.
     Solomon, M. R. (1983), "The Role of Products as Social Stimuli: a Symbolic Interactionism Perspective," Journal of Consumer Research, Vol. 10, pp.319-329.
     Solomon, M. R. and Anand (1985), “Ritual Costumes and Status Transition," in Advances in Consumer Research, Vol. 12, Hirschman and Holbrook, eds., MI: Association for Consumer Research, pp.315-318.
     Wallendorf (1979), Consumer Behavior: Basic Finding and Management Implications, New York: John Wiley.
     Ward, S. (1980), "The Effects of Television Advertising on Consumer Research," The Effects of Television Advertising on Children, Lexington, M.A: Lexington Books.
     Ward, S. and Wackman. D (1971), "Children`s Purchase Influence Attempts and Parental Yielding," Journal of Marketing Research, Vol.9 (November), pp.316-319.		zh_TW