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博碩士論文 etd-0708114-172928 詳細資訊
Title page for etd-0708114-172928
論文名稱
Title
銷售人員有娃娃臉吃香嗎?探討訊息包裝與環境擁擠度對消費者產品評價的干擾影響
Is It Good for a Salesperson to Have a Babyface? Moderating Influences of Message Framing and Crowding on Product Evaluation
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
126
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
2014-07-29
繳交日期
Date of Submission
2014-08-08
關鍵字
Keywords
產品評價、環境擁擠度、調節適配理論、娃娃臉效應、訊息包裝
product evaluation, babyface effect, message framing, regulatory fit theory, crowding
統計
Statistics
本論文已被瀏覽 5775 次,被下載 70
The thesis/dissertation has been browsed 5775 times, has been downloaded 70 times.
中文摘要
實務中,銷售人員作為面對顧客的第一線,消費者對銷售人員的第一印象是評估服務或產品是否具有良好品質的重要線索之一,對消費者的產品評價和購買決策都有很大的影響。具有娃娃臉的銷售人員比較讓人有信賴感,傳達的產品訊息也容易獲得消費者的認同與信任。本研究以銷售人員臉部特徵之研究發現為基礎,同時加入訊息包裝與環境擁擠度,欲進一步了解娃娃臉與成熟臉的銷售人員在不同擁擠環境中如何靈活運用訊息包裝使溝通更有效,有效提高消費者的產品評價。
本研究以實驗設計法進行,操弄娃娃臉程度(娃娃臉vs.成熟臉)、訊息包裝(促進訊息vs.預防訊息)與環境擁擠度(擁擠vs.不擁擠)三個自變數,為2x2x2三因子設計,透過虛擬的賣場情境搭配不同的互動情形建立八種不同的實驗情境,探討消費者在不同情境下對產品評價的回應。
研究結果指出,娃娃臉程度與訊息包裝會影響到消費者的產品評價,娃娃臉的銷售人員傳達促進或預防訊息都能有較好的產品評價;而成熟臉則需要側重於促進訊息包裝。擁有不同娃娃臉程度的銷售人員在不同的擁擠環境中選擇的訊息包裝方式對消費者的產品評價存在交互作用。不擁擠的情況之下,娃娃臉的銷售人員運用預防訊息包裝,成熟臉的銷售人員搭配促進訊息包裝會使產品評價提升;而在擁擠的情況之下,成熟臉的銷售人員無論使用哪種訊息包裝都有較好的產品評價,娃娃臉的銷售人員則運用促進訊息包裝較佳。
Abstract
As the frontline to communicate with customers, sales practitioners have long operated under the assumption that the initial impression of the salesperson is an important cue for customers to evaluate the service or product. The babyfaced salespersons are perceived as more trustful than those with mature face, and thus, have a greater impact on producing agreement with the message. Based on the previous research of the babyface effects, we develop hypotheses of how babyfacedness, message framing and crowding affect product evaluation.
The present study uses experimental design to investigate the effects of the babyfaceness (babyface vs. mature face), message framing (promotion framing vs. prevention framing) and the crowding (crowded vs. uncrowded). A 2x2x2 factorial design is conducted. Eight different scenarios are established and product evaluation is measured.
The results indicate that, a mature-faced salesperson is more effective in using a promotion-framed message than using a prevention-framed message in terms of product evaluation. However, no such difference is found with a babyfaced salesperson. When the shopping environment is uncrowded, a babyfaced salesperson using a prevention-framed message is more effective than that using a promotion-framed message. Opposite results are found with a mature-faced salesperson. When the shopping environment is crowded, a babyfaced salesperson using a promotion-framed message is more effective than that using a prevention-framed message. No such difference is found with a mature-faced salesperson.
目次 Table of Contents
論文審定書 i
誌謝 ii
中文摘要 iii
Abstract iv
第一章 緒論 1
第一節 前言 1
第二節 研究背景 1
第三節 研究動機 4
第四節 研究目的與問題 6
第五節 論文架構與研究流程 6
第二章 文獻探討 8
第一節 前言 8
第二節 娃娃臉與成熟臉的相關研究 8
一、 臉部特徵分類:娃娃臉與成熟臉 8
二、 娃娃臉的刻板印象 9
第三節 訊息包裝 16
一、 產品訊息包裝 16
二、 調節適配理論(regulatory fit) 18
三、 訊息包裝與銷售人員娃娃臉程度的適配度對消費者的影響 20
第四節 環境影響和消費者行為研究 22
一、 消費環境的擁擠程度對消費者行為的影響 22
二、 環境威脅對臉的影響 26
第五節 小結 29
第三章 研究設計與方法 30
第一節 前言 30
第二節 研究假設與架構 30
一、 娃娃臉程度與訊息包裝對產品評價的影響 30
二、 娃娃臉程度、訊息包裝和環境擁擠程度對產品評價的影響 32
第三節 前測 36
一、 前測目的 36
二、 前測照片設計 36
三、 前測問卷設計 37
四、 前測結果分析 39
第四節 研究變數的操作型定義與衡量 42
一、 自變數 42
二、 依變數 46
第五節 研究設計 46
一、 問卷題項設計 46
二、 抽樣方法 47
第六節 小結 48
第四章 研究結果分析 49
第一節 前言 49
第二節 樣本背景資料 49
第三節 信度分析 50
第四節 研究設計之操弄檢定 50
一、 娃娃臉特質之操弄檢定 50
二、 潛在共變數檢定 51
三、 環境影響之操弄檢定 52
四、 訊息包裝之操弄檢定 53
第五節 研究假設之檢定 53
第六節 小節 57
第五章 結論與建議 59
第一節 前言 59
第二節 研究結果討論 59
第三節 研究貢獻 62
一、 理論貢獻 62
二、 方法貢獻 63
三、 實務貢獻 64
第四節 研究限制 64
一、單一照片人物的娃娃臉程度可能會因受測者的年齡不同而判斷不一致 64
二、 使用單一產品測試,產品類別不夠多樣化 65
三、 實驗設計賣場情境的操弄 65
第五節 未來研究建議 66
一、 增加產品類別的討論 66
二、 考量消費者受到環境威脅的其他因素 67
三、 討論調節適配度的中介影響與分類 67
四、 增加個人特質的差異影響 68
五、 增加銷售人員的性別討論 69
第六節 小結 69
參考文獻 70
附錄一 前測問卷1 87
附錄二 前測問卷2 89
附錄三 前測問卷3 91
附錄四 前測問卷4 93
附錄五 正式問卷1 95
附錄六 正式問卷2 98
附錄七 正式問卷3 101
附錄八 正式問卷4 104
附錄九 正式問卷5 107
附錄十 正式問卷6 110
附錄十一 正式問卷7 113
附錄十二 正式問卷8 116
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