臺灣博碩士論文加值系統

當科技發展到至極致，人們的消費觀已然改變，開始追求展現個人風格與創意設計的產品，因而導致手感產品大受歡迎，市場進入一個新的消費時代，一個追求個性的年代。
手感產品業者發揮自己的創造力製作產品，但一味的創作、生產，對於消費者的購買決策因素不了解，將造成製造後產品無法銷售。因此，手感產品製造者的問題已不是如何做好商品，而是如何掌握消費者需求，了解商品帶給顧客的感受，進而有效影響顧客最終的消費者策，這才是當前手感產品業者最重要的工作。
本研究經由相關文獻探討，以消費者行為中的Engel – Kollat - Blackwell Model，提出消費者購買決策三大構面（產品訊息、顧客價值與溝通管道），透過專家討論，建立家飾類手感產品消費者購買決策衡量構面及層級架構。之後製作AHP層級分析問卷，以直接面對消費者、對消費者有整體性了解之消費新聞記者及家飾業業主為問卷發放對象，問卷回收後運用層級分析法(AHP)進行量化分析。
本研究結果發現，消費者之家飾類手感產品購買決策中，第一層要素中權重最重者為產品訊息，其次依序為顧客價值與溝通管道。「產品訊息」評估要素相對權重分析結果，外在訊息最高之前4項，依重要性排序分別為品牌、保證、價格、商品來源，內在訊息則為品質、功能；「顧客價值」前4項依序為功能性、情感性、社會性、享受性；「溝通管道」部份，口碑比廣告重要，至於通路則實體通路為主要選擇。
依據本文研究結果可知，對於家飾類手感產品，消費者之顧客價值仍是理性（功能性）與感性（情感性）並重，並且須透過實體產品之體驗及前人經驗傳遞，方能進行購買決策。

In the past decades, the consumer’s needs have changed radically. They are eager to get not only innovative but also individual style products. That is why the hand-touching products are welcome in this consumptive era.
The hand-touching products makers always design and manufacture goods depending on their own ideas. These ideas perhaps do not meet the customer’s requirements for neglecting customers’ purchasing decision-making elements.
Nowadays the problems for hand-touching products makers are not only to know how to make the best goods but also to know well the customers’ needs. That means the most important jobs for these makers are to understand the customers’ purchasing decision-making elements.
Deriving from Engel-Kollat-Blackwell Model, purchasing decision-making elements of home-decorate products are classified to three dimensions: Product Information, Customers Value and Communication Channels. Under these dimensions, hierarchical dimensions are developed by expert panel discussion and designed as AHP questionnaire delivered to those who well know products and customers’ habits, including fashion-news journalists and shop owners.
Survey data are analyzed by expert choice 2000, an Analytic Hierarchy Process (AHP) software to get the following results.
When the customer purchase the home-decorate products. The most important element in the First-Level of decision-making is Products Information, Customers Value and Communication Channels in the next place.
The Second-Level elements under the Products’-Information are divided to Internal Information and External Information. The importance sequence of Internal Information are brand, guarantee, price and source, and quality and function for the External Information.
The importance sequence of the Second-Level elements under Customers Value are functional, emotional, socialize and enjoyable. In the Second-Level elements under Communication Channels, public praise is more important than advertisement, and physical channel is more important than virtual channel under Communication Channels.
According to this study, when customers want to purchase a home-decorate products, they will focus on both rational and emotional feeling. They prefer physical store to have a purchase experience and will be easily influenced by the public praise.

摘 要 I
ABSTRACT II
誌 謝 IV
目 次 V
表目次 VI
圖目次 VIII
第一章 緖論 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 手感產品 5
第二節 消費者行為 7
第三節 本研究組成要素評估 14
第三章 研究設計 36
第一節 研究方法及研究工具 36
第二節 問卷發放對象 44
第三節 研究架構 45
第四節 問卷設計 48
第五節 本章小結 49
第四章 研究結果 50
第一節 問卷基本資料分析 50
第二節 整體家飾類手感產品消費者購買決策要素之評析 51
第三節 家飾店業者針對家飾類手感產品消費者購買決策要素之評析 58
第四節 消費新聞記者針對家飾類手感產品消費者購買決策要素之評析 65
第五節 綜合分析比較 72
第五章 結論與建議 78
第一節 結論 78
第二節 研究建議 80
參考文獻 82
附 錄 92
表 目 次
表2- 1各學者對消費者行為定義 8
表2-2學者對顧客價值匯整表 28
表2-3本研究組成要素文獻歸納 33
表3- 1層級分析法之評量尺度定義與說明 40
表3- 2 隨機指標表 42
表3- 3層級分析法之優、缺點 44
表3- 4家飾類手感產品消費者購買決策構面及要素評估準則 47
表4- 1整體家飾類手感產品消費者購買決策要素第二層次構面權重表 51
表4- 2「產品訊息」項下各評估因素權重表 51
表4- 3「溝通管道」項下各評估因素權重表 52
表4- 4「產品外在訊息」項下各評估因素權重表 52
表4- 5「產品內在訊息」項下各評估因素權重表 53
表4- 6「顧客價值」項下各評估因素權重表 53
表4- 7「溝通媒介」項下各評估因素權重表 54
表4- 8「通路特性」項下各評估因素權重表 54
表4- 9「實體商店」項下各評估因素權重表 54
表4-10「網路商店」項下各評估因素權重表 55
表4-11第四層級各因素標準化之整體相對權重及排序表 56
表4- 12第五層級各因素標準化之整體相對權重及排序表 57
表4- 13家飾店業者針對手感產品消費者購買決策要素第二層次構面權重表 58
表4- 14「產品訊息」項下各評估因素權重表 58
表4- 15「溝通管道」項下各評估因素權重表 59
表4- 16「產品外在訊息」項下各評估因素權重表 59
表4- 17「產品內在訊息」項下各評估因素權重表 60
表4-18「顧客價值」項下各評估因素權重表 60
表4- 19「溝通媒介」項下各評估因素權重表 61
表4- 20「通路特性」項下各評估因素權重表 61
表4- 21 「實體商店」項下各評估因素權重表 62
表4- 22「網路商店」項下各評估因素權重表 62
表 目 次
表4- 23第四層級各因素標準化之整體相對權重及排序表 63
表4- 24第五層級各因素標準化之整體相對權重及排序表 64
表4-25消費新聞記者針對手感產品消費者購買決策要素第二層級構面權重表 65
表4- 26「產品訊息」項下各評估因素權重表 65
表4- 27「溝通管道」項下各評估因素權重表 66
表4- 28「產品外在訊息」項下各評估因素權重表 66
表4- 29「產品內在訊息」項下各評估因素權重表 67
表4- 30「顧客價值」項下各評估因素權重表 67
表4- 31「溝通媒介」項下各評估因素權重表 68
表4- 32「通路特性」項下各評估因素權重表 68
表4- 33「實體商店」項下各評估因素權重表 68
表4- 34「網路商店」項下各評估因素權重表 69
表4- 35第四層級各因素標準化之整體相對權重及排序表 70
表4- 36第五層級各因素標準化之整體相對權重及排序表 71
表4- 37消費新聞記者與家飾業主購買決策要素第二層次構面權重表比較 72
表4- 38消費新聞記者與家飾業主針對「產品訊息」權重比較表 73
表4- 39消費新聞記者與家飾業主針對「溝通管道」權重比較表 73
表4-40消費新聞記者與家飾業主針對「產品外在訊息」要素權重比較表 73
表4-41消費新聞記者與家飾業主針對「產品內在訊息」要素權重比較表 74
表4-42消費新聞記者與家飾業主針對「顧客價值」要素權重比較表 74
表4- 43消費記者與家飾業主對「溝通管道」「通路特性」要素權重比較表 75
表4-44消費新聞記者與家飾業主對「實體商店」要素權重比較表 75
表4-45消費新聞記者與家飾業主對「實體商店」要素權重比較表 75
表4-46消費新聞記者與家飾業主針對第四層級權重比較表 76
表4-47消費新聞記者與家飾業主針對第四層級權重比較表 77
圖 目 次
圖1- 1研究流程 4
圖2- 1 EKB消費者決策程序模式 11
圖2- 2家飾類手感產品消費者購買決策要素第二層構面 14
圖2- 3家飾類手感產品消費者購買決策產品訊息要素 22
圖2- 4顧客附加價值的決定因素 24
圖2- 5消費價值的理論模式 26
圖2- 6家飾類手感產品消費者購買決策顧客價值要素 29
圖2- 7家飾類手感產品消費者購買決策溝通媒介要素 30
圖2- 8家飾類手感產品消費者購買決策特路特性要素 33
圖3- 1 AHP完整層級示意圖 38
圖3- 2 AHP不完整層級示意圖 39
圖3- 3手感產品消費者購買決策要素層級分析圖 46
圖3- 4家飾類手感產品消費者購買決策要素問卷 49

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