臺灣博碩士論文加值系統

近年國內外有許多消費者願意付較多的金錢或花費較多的時間獲取他們心目中「真正的產品」，即純正性產品，滿足個人純正性需要；許多廠商順勢在行銷策略上訴諸品牌的純正性定位，或是透過故事行銷策略、體驗行銷策略吸引此類消費者。國內外學者對此消費現象與廠商策略的多所著墨已顯示此潮流逐漸重要，但相關研究仍是就特定產業或產品討論純正性特性，未廣泛的將消費者純正性需要概念化，以及發展量化分析工具增加此概念的應用性，為暸解此項消費價值觀，本研究主要目的是將消費者純正性需要概念化並發展其衡量量表。

本研究首先透過消費者深度訪談，歸納出六項純正性含意(原創典範、歷久不衰、品質與口碑保證、精純專門、不可取代性以及不易獲得)、兩類純正性產品特徵，一類是產品性利益特徵(品質承諾與口碑可信度、獲得代價高、原創性、繼承傳統與風格維持、神聖化、純粹性以及稀有性)、另一類是消費者知覺非產品性利益特徵(實現理想我、產品知覺差異、表現真實我以及非獨特性利益)，以及三種滿足消費者純正性需要之消費動機(產品性動機、個人性動機以及情境性動機)，本研究亦比較不同純正性需要程度消費者面對純正性產品時的五項消費態度(廠商宣傳與口碑態度、產品態度、購買態度、價格態度以及個人涉入態度)，最後，提出消費者純正性需要的定義。另外，由研究結果與文獻的交互討論中，本研究對消費者純正性需要概念提出六項命題，且說明追求純正性需要滿足者與物質主義者及獨特性需要追求者之間的差異。

由於消費者純正性需要是一項抽象概念，為了能將之量化、區隔不同需要程度的消費者，本研究第二部份是根據深度訪談內容、參考學者建置量表的過程，發展出消費者純正性需要量表；經過專家檢視、內容效度衡量、探索性因素分析、驗證性因素分析、折半信度以及效標關聯效度的檢測，本研究發展出包含七項因素、29題題項之消費者純正性需要量表；本研究接著利用調查研究法，透過問卷調查的方式，進行理論效度檢驗，確認量表的應用性與理論效度，並於最後提出學術與實務上的建議。

Consumers who are willing to spend more money or time to acquire ‘real products’, authentic products, to satisfy their needs for authenticity (NFA) are on the increase in both foreign and domestic markets. Many Marketers take advantage of this consumption trend to attract this kind of consumers by authentic brand position, storytelling marketing and experiential marketing. A number of studies have also investigated a wide variety of authenticity issues, and these marketing practices and research investigations show that authenticity has been an important theme in practical and academic areas, but most of those studies focused on specific industry or product category. For realizing this consumption value, a serious of qualitative and quantitative researches were undertaken by this study to conceptualize consumer need for authenticity and to develop its scale beyond specific industries or product categories.

After personal interviews with ten consumers, this study identified six properties of authenticity, two types of authentic product character categories, one is product benefit, the other one is consumer perceived non-product benefit, and this study also discovered three kinds of consumption motives about consumer seeking for need for authenticity: product, personal and situational motive. This study also contrasted consumers with different NFA levels in five types of consumption attitude. Then, this study brought up the definition of consumer need for authenticity. Finally, this study brought up six propositions about consumer need for authenticity and contrasted the differences between consumer seeking for satisfaction of NFA and materialist, consumer seeking for NFA and consumer seeking for need for uniqueness.

The other part of this study detailed the development of consumer need for authenticity scale, which was designed to measure individual differences in consumption attitude influencing by different level of NFA. According to scholars’ suggestions about scale development procedures, the consumer need for authenticity scale was constructed based on the findings of the qualitative study. Passing through expert check, content validity check, exploratory factor analysis, confirmatory factor analysis, split-half reliability test and criteria-related validity test, this study finally have a consumer need for authenticity scale of seven factors, and 29 items. Then, the nomological validity test was held to confirm scale’s applicability and validity.

目 錄
書名頁……………………………………………………………… i
論文口試委員審定書…………………………………………… ii
授權書…………………………………………………………… iii
中文摘要………………………………………………………… iv
英文摘要………………………………………………………… v
誌謝……………………………………………………………… vi
目錄……………………………………………………………… vii
表目錄…………………………………………………………… x
圖目錄…………………………………………………………… xii
第一章、緒論…………………………………………………… 1
第一節、研究背景……………………………………………… 1
第二節、研究動機……………………………………………… 3
第三節、研究問題與目的……………………………………… 8
第二章、文獻探討……………………………………………… 10
第一節、純正性需要…………………………………………… 10
一、純正性意義………………………………………………… 10
二、個人純正性………………………………………………… 11
三、純正性行為表現…………………………………………… 11
四、純正性產品特色…………………………………………… 12
第二節、消費價值……………………………………………… 16
第三節、物質主義……………………………………………… 24
第三章、研究設計與研究方法………………………………… 27
第一節、深度訪談……………………………………………… 27
一、研究方法選擇原因………………………………………… 27
二、受訪者選擇………………………………………………… 28
三、深度訪談流程……………………………………………… 32
四、深度訪談資料分析方法…………………………………… 33
第二節、消費者純正性需要量表編製步驟…………………… 34
第四章、深度訪談結果分析與討論…………………………… 38
第一節、訪談樣本輪廓………………………………………… 38
第二節、深度訪談結果分析…………………………………… 40
一、純正性含意………………………………………………… 40
二、純正性產品特徵…………………………………………… 41
三、消費者滿足純正性需要之消費動機……………………… 44
四、消費者對純正性產品之態度……………………………… 45
第三節、深度訪談結果討論…………………………………… 48
一、消費者純正性需要區隔特徵……………………………… 48
二、純正性含意與純正性產品特徵之產品性利益…………… 50
三、消費者滿足純正性需要之消費動機……………………… 61
四、消費者對純正性產品之態度……………………………… 67
五、高純正性需要程度之消費者特徵………………………… 71
第四節、綜合討論與命題發展………………………………… 74
一、消費者純正性需要定義與概念…………………………… 76
二、純正性產品之消費價值討論……………………………… 79
三、物質主義與純正性需要比較……………………………… 83
四、獨特性需要與純正性需要比較…………………………… 85
五、純正性產品特徵與Beverland’s品牌純正性特性比較… 86
第五章、消費者純正性需要量表編製………………………… 90
第一節、編製過程……………………………………………… 90
一、確認構念範圍……………………………………………… 90
二、建構量表題項……………………………………………… 90
三、專家檢視…………………………………………………… 91
四、衡量量表內容效度………………………………………… 92
第二節、量表預試結果………………………………………… 93
一、受測樣本…………………………………………………… 93
二、預試量表樣本人口統計資料……………………………… 94
三、預試量表題項刪減………………………………………… 94
四、信度………………………………………………………… 106
第三節、效標選擇……………………………………………… 107
一、自尊………………………………………………………… 107
二、所有物依附………………………………………………… 108
三、仿冒品消費態度…………………………………………… 110
第四節、正式量表施測結果…………………………………… 112
一、驗證性因素分析…………………………………………… 112
二、折半信度…………………………………………………… 118
三、效標關聯效度……………………………………………… 118
第六章、量表應用與構念效度及區別效度驗證……………… 120
第一節、消費者純正性需要概念檢驗分析…………………… 120
一、消費者純正性需要程度與滿足純正性需要之消費動機
相關性檢驗………………………………………………… 120
二、消費者純正性需要程度與純正性產品特徵偏好相關
性檢驗……………………………………………………… 122
三、變數操作性定義與衡量方式……………………………… 124
四、問卷發展與發放對象……………………………………… 130
五、研究假說驗證結果………………………………………… 131
第二節、消費者純正性需要與獨特性需要區別效度分析…… 137
一、問卷發展與發放…………………………………………… 137
二、信度與區別效度分析結果………………………………… 138
第三節、構念效度與區別效度驗證結果討論………………… 139
一、消費者純正性需要程度與滿足純正性需要之消費動
機相關性檢驗……………………………………………… 139
二、消費者純正性需要程度與純正性產品特徵偏好相關
性檢驗……………………………………………………… 140
三、消費者純正性需要與獨特性需要區別效度分析………… 140
第七章、結論…………………………………………………… 142
第一節、研究結論……………………………………………… 142
一、純正性的含意與純正性產品特徵………………………… 142
二、消費者純正性需要定義與滿足消費者純正性需要之
消費動機…………………………………………………… 145
三、追求純正性需要滿足的消費者之特徵…………………… 146
四、純正性需要程度高之消費者的物質主義傾向…………… 147
五、發展消費者純正性需要量表區分需要程度高低………… 147
第二節、學術貢獻與實務建議………………………………… 149
一、學術貢獻……………………………………………………. 149
二、實務建議……………………………………………………. 150
第三節、研究限制……………………………………………… 151
第四節、未來研究建議…………………………………… 152
參考文獻…………………………………………………………… 154
附件一…………………………………………………………… 167
附件二……………………………………………………………… 168
附件三……………………………………………………………… 169
附件四……………………………………………………………… 170
附件五……………………………………………………………… 178
附件六……………………………………………………………… 184
附件七……………………………………………………………… 190
附件八……………………………………………………………… 195

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