臺灣博碩士論文加值系統

摘要
現今的消費模式較以往更加複雜且難掌握，且消費者的選擇更加豐富多元，業者必須在產品和服務之外，格外重視對消費者感受的回應，並依據消費者的觀點，提供符合其需求的產品和服務，以促進消費者或取更高的價值與滿意。本研究以十大花蝶租書館之60位會員為研究對象進行軟式階梯法訪談，主要目的在應用商店形象觀點建構商店形象對消費結果和顧客價值之階層模式，並由此商店形象對顧客價值影響之相關命題。研究結果發現：（1）商店形象包含12項屬性要素、14項消費結果要素、8項顧客價值要素；（2）商店形象分為便利、商品、促銷、服務、以及實體設施和商店氣氛五項構面；消費結果分為功能性、心理性、以及社會性結果三構面；顧客價值分為社會、情感、功能、知識價值四構面，並發展出13項相關命題。最後，除解釋研究意涵，也提出未來研究方向與實務建議。

Abstract
Nowadays, it is more complex and harder to control the Pattern of Consumption than before. As customers have plenty of choices, entrepreneurs must especially take into account of responses observed or reflected by consumers other than just put emphases on products and service. In the same way, to make consumers feel good and happier, entrepreneurs have to provide products and service which meet consumers’ needs.
This research mainly interviews sixty members chosen from ten of Starfly rental-bookstores by using soft-laddering technique. Our purpose is to build up a hierarchical model which relates to the consumption result and customer value by applying the store image into the model. Based on our research, we also discuss the relative propositions about the influence of the store image to customer value. The results are as follows: (1) the store image includes twelve attribute factors, fourteen consumption result elements, eight customer value factors; (2) the store image is reflected by five aspects which are convenience, product, promotion, service and physical equipment；the consumption result is formed from functional, psychological and social variables. The customer value is formed from four variables which are society, emotion, function, and knowledge value. Moreover, there are thirteen relative propositions developed. We are going to explain our findings as well as propose some future research directions and practical suggestions in the final section.

目錄................................................I
表目錄............................................III
圖目錄............................................IＶ
第一章　緒論........................................1
　　第一節　研究動機................................1
　　第二節　研究目的................................3
　　第三節　研究流程................................4
第二章　文獻探討....................................6
　　第一節　顧客價值................................6
　　第二節　商店形象...............................13
　　第三節　方法目的鏈模式.........................25
第三章　研究方法...................................32
　　第一節　研究架構...............................32
　　第二節　變數操作性定義.........................33
　　第三節　研究對象與抽樣.........................35
　　第四節　問卷設計與資料蒐集.....................38
　　第五節　分析過程...............................43
　　第六節　效度及信度分析.........................48
第四章　研究結果...................................50
　　第一節　樣本結構...............................50
　　第二節　顧客價值三層級要素描述.................52
　　第三節　顧客價值階層分析.......................54
第四節 商店形象對顧客價值影響之命題發展.......60
第五章 結論與建議..................................74
　　第一節　研究發現與結論.........................74
第二節 實務建議...............................76
第三節 未來研究方向...........................78
參考文獻...........................................80
附錄一　問卷.......................................90
表目錄
表2.1 商店形象構面與要素之相關文獻 ..................................................... 16
表3.1 十大書坊花蝶館分店區域性分佈表 ................................................... 33
表3.2 類目規則表 .......................................................................................... 41
表3.3 編碼員間相互同意度與信度檢測 ....................................................... 45
表4.1 受訪者樣本資料 ................................................................................ 47
表4.2 屬性層級各要素之出現次數 .............................................................. 48
表4.3 結果層級各要素之出現次數 .............................................................. 49
表4.4 價值層級各要素之出現次數 .............................................................. 49
表4.5 構面統計次數表 ................................................................................... 57
圖目錄
圖1.1 研究流程圖 ............................................................................................ 4
圖2.1 方法目的鏈模式 .................................................................................. 21
圖3.1 研究架構 .............................................................................................. 28
圖4.1 顧客價值階層圖 .................................................................................. 55
圖4.2 商店形象、消費結果與價值命題架構次數圖 ................................... 59
圖4.3 商店形象、消費結果與價值命題架構圖 ............................................ 69

參考文獻
參考網站：
1.十大花蝶網站：http://www.starfly.com.tw/

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