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研究生： 謝逸君
Yi-Chun Hsieh
論文名稱： 產品品牌與產品價格對消費者感官知覺之影響
指導教授： 林建煌
Chien-Huang Lin
口試委員:
學位類別： 碩士
Master
系所名稱： 管理學院 - 企業管理學系在職專班
Executive Master of Business Administration
畢業學年度： 92
語文別： 中文
論文頁數： 91
中文關鍵詞： 品牌 、消費者自信心 、直接經驗 、味覺 、觸覺 、價格 、產品評價
外文關鍵詞： direct experience, consumer confidence, brand, price, product evaluation, taste, tactile
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    • 研究將感官的來源區分成兩種情況：[有觸覺(味覺)的機會]，[無觸覺(味覺)的機會] ，來探討高觸覺(味覺)消費者與低觸覺(味覺)消費者對感官知覺機會的需求程度。除此之外，亦探討兩個非知覺變數--品牌及價格，透過兩個實驗設計，來看揭露品牌和價格時，高觸覺(味覺)消費者與低觸覺(味覺)消費者對產品評價的變化。並且，本研究亦發現，雖然直接經驗可以增加購物的自信心，但就高/低觸覺(味覺)消費者而言，在消費者自信心的人格特質這一點看來，並無顯著的差異。
    研究結果發現，高觸覺(味覺)消費者若能親身觸摸產品，則評價會提高；而低觸覺(味覺)消費者對於能不能透過觸覺(味覺)機會衡量產品的評價則較不受影響。並且，當有觸覺(味覺)機會提供時，若揭露品牌線索，低觸覺(味覺)消費者比高觸覺(味覺)消費者容易改變原來的評價，對知名品牌的評價提昇，不知名品牌的評價下降；而高觸覺(味覺)消費者對產品的評價則較不受影響。另外，當有觸覺(味覺)機會提供時，若揭露價格線索，低觸覺(味覺)消費者比高觸覺(味覺)消費者容易改變原來的評價，對高價格的評價提昇，低價格的評價下降；而高觸覺(味覺)消費者對產品的評價則較不受影響。本研究旨在探討消費者的感官知覺對產品衡量的重要性，藉此提供網路及無店舖銷售業者參考。

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    頁次 目　　　錄....................................................................................................................... I 圖　目　錄....................................................................................................................... II 表　目　錄....................................................................................................................... III 第一章　緒論……………………………………………………………... 1 第一節　研究背景與動機....................................................................................... 1 第二節　研究目的與問題....................................................................................... 2 第三節　研究架構................................................................................................... 3 第四節　研究流程………………………………………………………………... 4 第二章　文獻探討...................................................................................... 4 第一節　感官知覺的相關文獻............................................................................... 4 第二節　消費者自信心........................................................................................... 9 第三節　產品外在線索........................................................................................... 12 第三章　研究方法...................................................................................... 16 第一節　研究架構................................................................................................... 16 第二節　研究假設................................................................................................... 18 第三節　研究設計………………........................................................................... 21 第四節　變數操作性定義與衡量........................................................................... 24 第五節　資料分析方法....................................................................................... 26 第四章　研究結果....................................................................................... 29 第一節　敘述統計................................................................................................... 29 第二節　信效度檢驗............................................................................................... 32 第三節　假說驗證................................................................................................... 37 第四節　研究假說檢定結果之彙總....................................................................... 57 第五章　結論與建議.................................................................................... 58 第一節　研究結論................................................................................................... 58 第二節　研究貢獻與行銷意涵............................................................................... 60 第三節　研究限制與未來研究方向....................................................................... 62 參考文獻....................................................................................................... 64 附錄一、量表部分................................................................................... 67 附錄二、正式問卷................................................................................... 73 圖　目　錄 頁次 圖1-1 研究流程圖....................................................................................................... 4 圖2-1 價格、商店名稱、品牌名稱影響購買評估的概念性模型………………... 14 圖3-1 實驗一研究架構圖…………………………………………………………... 16 圖3-2 實驗二研究架構圖…………………………………………………………... 17 圖4-1 提供觸覺機會與否對消費者產品評價的變化圖……………………….….. 38 圖4-2 提供味覺機會與否對消費者產品評價的變化圖…………………………... 40 圖4-3 揭露品牌前後高/低觸覺對產品評價的變化圖—皮夾…………………….. 42 圖4-4 揭露品牌前後高/低觸覺對產品評價的變化圖—T恤……………….…….. 44 圖4-5 揭露價格前後高/低觸覺對產品評價的變化圖—皮夾…………………….. 46 圖4-6 揭露價格前後高/低觸覺對產品評價的變化圖—T恤……………………... 48 圖4-7 高、低味覺對揭露品牌前後產品評價的變化圖—咖啡……………………..51 圖4-8 高、低味覺消費者對揭露品牌前後產品評價的變化圖—高山茶………….53 圖4-9 高、低味覺消費者對價格揭露前後產品評價的變化圖—咖啡…………… 55 圖4-10 高、低味覺消費者對價格揭露前後產品評價的變化圖—高山茶………… 56 表　目　錄 頁次 表3-1 實驗一之實驗設計........................................................................................... 21 表3-2 實驗二-1之實驗設計…………………………………………………………... 22 表3-3 實驗二-2之實驗設計…………………………………………………………... 23 表3-4 本研究所使用之統計分析方法……………………………………………... 26 表4-1 各實驗樣本數………………………………………………………………... 29 表4-2 各實驗樣本數………………………………………………………………... 29 表4-3 各實驗樣本數………………………………………………………………... 29 表4-4 量表平均值分配表………………………………………………………….. 30 表4-5 觸覺量表之信度分析……………………………………………………….. 32 表4-6 消費者自信心量表之信度分析 (觸覺實驗)……………………….………. 33 表4-7 味覺量表之信度分析…………………………………………….…………. 34 表4-8 消費者自信心量表之信度分析 (味覺實驗)……………………………….. 35 表4-9 變異數分析表—觸覺……………………………………………………….. 37 表4-10 變異數分析表—味覺………………………………………………………... 39 表4-11 品牌揭露前後對高、低觸覺消費者產品評價變化之ANOVA表—皮夾… 41 表4-12 品牌揭露前後對高、低觸覺消費者產品評價變化之t-test表—皮夾……. 42 表4-13 品牌揭露前後對高、低觸覺消費者產品評價變化之ANOVA表—T恤… 43 表4-14 品牌揭露前後對高、低觸覺消費者產品評價變化之t-test表—T恤……. 43 表4-15 價格線索揭露前後對高/低觸覺產品評價變化之ANOVA表—皮夾…….. 45 表4-16 價格線索揭露前後對高/低觸覺消費者產品評價變化之t-test表—皮夾…. 45 表4-17 價格線索揭露前後對高/低觸覺產品評價變化之ANOVA表—T恤……. 46 表4-18 價格線索揭露前後對高/低觸覺消費者產品評價變化之t-test表—T恤…..47 表4-19 高、低味覺消費者對品牌揭露前後產品評價變化之ANOVA表—咖啡.. 49 表4-20 高、低味覺消費者對品牌揭露前後產品評價變化之t-test表—咖啡….. 50 表4-21 高、低味覺消費者對揭露品牌前後產品評價變化之ANOVA表—茶…… 51 表4-22 高、低味覺消費者對揭露品牌前後產品評價變化之t-test表—茶…… 52 表4-23 高、低味覺消費者對價格揭露前後產品評價變化之ANOVA表—咖啡… 54 表4-24 高、低味覺消費者對價格揭露前後產品評價變化之t-test表—咖啡… 54 表4-25 高/ 低味覺對價格揭露前後產品評價變化之ANOVA表—高山茶…….. 55 表4-26 高、低味覺消費者對價格揭露前後產品評價變化之t-test表—茶……... 56 表4-27 假設檢定結果彙總表…….………………………………………………… 57

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