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博碩士論文 etd-0107118-094218 詳細資訊
Title page for etd-0107118-094218
論文名稱
Title
好奇心的吸引力:探討消費者加入排隊之因素
Curiosity attraction:To explore the factors that consumers join queuing
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
135
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2017-08-11
繳交日期
Date of Submission
2018-02-07
關鍵字
Keywords
購買經驗、人潮可見性、產品類型、排隊意願、知覺風險、好奇心、排隊
purchase experience, crowd visibility, product type, willing to queue, queuing, curiosity, perceived risk
統計
Statistics
本論文已被瀏覽 5661 次,被下載 3
The thesis/dissertation has been browsed 5661 times, has been downloaded 3 times.
中文摘要
在排隊風潮如此盛行的時代,排隊不再是一個負面的名詞,而是隱含了更多關於商品是否能引起消費者注意並進一步購買的資訊。本研究主要在探討排隊人數長短的不同,是否會為消費者帶來好奇心並降低知覺風險,並加入了產品類型、人潮可見性及購買經驗作為調節變數,探討是否會對此研究架構產生影響。本研究一共分為三個實驗,針對北、中、南三個地區的大學生,採用實驗室實驗法的量化研究,進行三個2*2的組間實驗設計。研究結果發現,排隊人數對好奇心具有正向顯著影響;對知覺風險具有負向顯著影響。在調節變項方面,產品類型無論在排隊人數長或短,消費者對經驗品的好奇心皆會高於搜尋品;而知覺風險僅有在排隊人數長時,經驗品才會低於搜尋品。在人潮可見性方面,無論在排隊人數長或短,消費者對人潮可見性高的好奇心皆會高於人潮可見性低;而知覺風險僅有在排隊人數長時,人潮可見性高才會低於人潮可見性低。在購買經驗方面,無論排隊人數長或短,無購買經驗的消費者其好奇心皆會高於有購買經驗的消費者;而知覺風險方面也是無論排隊人數長短,無購買經驗消費者其知覺風險會高於有購買經驗的消費者。另外,本研究也發現好奇心與知覺風險分別會正向與負向的影響排隊意願;並且,好奇心與知覺風險的間接效果也在此研究中被證實。依據三個實驗的結果,本研究也進一步提出許多實務上的建議與未來的研究方向。
Abstract
Queuing is no longer a negative term in an era when queuing is so prevalent, but rather implies more information about whether the product will attract the attention of consumers and further purchases. This study examines whether the differences in length of queues can lead to curiosity and perceived risk to consumers and include product type, purchasing experience, and crowd visibility as a moderator to explore whether this will impact the research architecture. This study is divided into three experiments, which are aimed at the students in the three regions of North, Central and South Taiwan. Three quantitative experiments of 2 × 2 were carried out using the quantitative research of laboratory experiment. The study found that queuing numbers had a positive and significant effect on curiosity and a negative impact on perceived risk. In terms of adjustment variables, consumers' curiosity in experience items is higher than that in search products, regardless of the long or short queue length. However, the perceived risk is lower than the search results only when the number of queuing people is long. In terms of crowd visibility, no matter how long or short the number of people in the queue, the curiosity that consumers have high visibility to the crowd will be lower than the crowd visibility. However, the perceived risk is only high when the number of people in the queue is long and the crowd visibility is high below the crowd visibility is low. In terms of purchasing experience, consumers with no purchasing experience, regardless of the number of queuing people, have higher curiosity than consumers with purchasing experience, and the perceived risk is also the perceived risk of consumers, regardless of the number of queuing people and the purchasing experience Will be higher than the purchase of experience of consumers. Morevoer, the posisitive effects of curiosity and the negative effects of perceived risk on queuing intention are confirmed through three experiments. In addition, the indirect effects of curiosity and perceived risk are also explored in this study. Finally, implications and future directions are discussed.
目次 Table of Contents
第壹章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究問題 4
第四節 研究目的 4
第貳章 文獻探討 5
第一節 排隊 5
第二節 好奇心 8
第三節 知覺風險 11
第四節 產品類別 13
第五節 人潮可見性 16
第六節 購買經驗 17
第參章 研究架構與假說推論 18
第一節 研究架構圖 18
第二節 假說推論 18
第肆章 研究方法 25
第一節 實驗一 25
第二節 實驗二 29
第三節 實驗三 33
第伍章 實驗結果 37
第一節 實驗一 37
第二節 實驗二 50
第三節 實驗三 61
第陸章 結論與建議 72
第一節 研究發現與討論 72
第二節 理論意涵 76
第三節 實務意涵 79
第四節 研究限制與未來研究方向 81
參考文獻 83
附錄 91
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