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博碩士論文 etd-0713104-120621 詳細資訊
Title page for etd-0713104-120621
論文名稱
Title
消費者選擇環境、涉入度與知識程度對專業服務選擇模式之影響--以EMBA為例
The Effect of Consumer Decision Environment, Involvement and Knowledge to the Professional Service’s Choice Model—Take EMBA for Example.
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
120
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
2004-07-01
繳交日期
Date of Submission
2004-07-13
關鍵字
Keywords
EMBA、選擇模式、專業服務、選擇環境、消費者涉入度
choice model, decision environment, professional service, knowledge, EMBA, involvement
統計
Statistics
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中文摘要
本研究以高等教育之高階經營管理碩士班(Executive Master of Business Administrator, EMBA)為例,探討消費者對專業服務的選擇模式。研究之重點在於瞭解消費者對選擇EMBA服務的選擇環境、涉入程度、對EMBA的知識程度與個人因素的差異,是否對其選擇模式有所關連。
在研究方法上,本研究以曾經擁有選擇EMBA經驗,且目前正就讀於EMBA之學生為調查對象,以問卷調查的方式,在擁有較多EMBA學校選擇性之北部與南部地區進行發放,共取得192份有效問卷。接著將樣本以消費者選擇環境之選項數目與考慮的屬性數目,分別區分多、寡兩群,再將涉入程度、知識程度以高、中、低三群,進行統計分析,並採用因素分析、信度分析、卡方檢定、區別分析、單因子變異數分析為分析工具進行探討。研究結果發現:
1. 消費者在選擇EMBA時,選項數目的多寡與其選擇模式有關連,考慮的屬性數目之多寡則對於選擇模式無顯著關連。
2. 消費者涉入程度不同時,選項數目與選擇模式之間的關連會有差異。
3. 消費者知識程度不同時,選項數目與選擇模式之間的關連會有差異。
4. 消費者個人因素只與EMBA之涉入程度有關連,與選擇模式、對EMBA的知識程度則無顯著關連。
相較於國內相關研究,多利用如EKB模式等,來探討專業服務之整個消費者選擇決策過程,但對於屬於消費者購買行為後段黑箱作業的選擇模式卻未深入探討。因此,本研究之貢獻與價值在於利用探索性研究的方式,勾勒出國內EMBA的選擇狀況。
Abstract
This research takes the Executive Master of Business Administrator(EMBA), a kind of higher education, as an example to discuss the consumer’s choice models in the professional service. The main purpose of the research is to realize whether consumer’s decision environment, involvement and knowledge of EMBA service as well as their personal difference will have connection with their choice models.
About the research method, subjects were EMBA graduate students who ever had chosen experience. The sample came from north and south Taiwan where got more choices of EMBA school and received 192 valid questionnaires. For statistic analysis, the sample was separated into two groups by the number of decision environment’s alternative and attribute quantity, and distinguished by both involvement and knowledge into low, median and high groups. The factor analysis, reliability analysis, chi-square test, discriminant analysis and one-way ANOVA are used as statistical analysis methods. The results are presented below:
1. When consumers choose EMBA, the number of alternatives has the connection with choice models. But there is no obvious connection between the number of attributes and the choice models.
2. When the degree of consumer involvement is different, the connection between alternative numbers and choice models will be different.
3. When the degree of consumer knowledge is different, the connection between alternative numbers and choice models will be different.
4. The difference of consumer personal factors only exist the connection with the consumer involvement of EMBA, but has no obvious connection with choice models and the knowledge of EMBA.
Comparing to the other related researches, most of them are based on such as EKB model, analyzing all consumer decision or purchase processes. But those researches didn’t investigate deep enough about consumer purchasing behavior’s final secret process of professional services. Thus, this is an exploratory research, trying to describe the consumer decision situation of internal EMBA. And that is this research’s contribution and value.
目次 Table of Contents
第一章 緒論 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 高等教育之購買決策 5
一、高等教育之購買行為 5
二、高等教育服務之產品屬性 6
第二節 消費者選擇模式 9
一、消費者選擇模式的決策特徵 9
二、消費者選擇模式 10
三、國內外相關研究 14
第三節 消費者選擇環境 16
一、選擇環境的定義與內涵 16
二、消費者選擇環境對選擇決策的影響 18
三、選擇環境與消費者涉入度、知識程度的關係 19
第四節 消費者涉入 21
一、消費者涉入的定義 21
二、消費者涉入的主要來源 23
三、消費者涉入的衡量 24
四、消費者涉入對選擇決策的影響 27
第五節 消費者知識 29
一、消費者知識的定義 29
二、消費者知識的衡量 30
三、消費者知識對選擇決策的影響 32
第三章 研究方法 34
第一節 研究架構 34
第二節 研究假設 35
第三節 變數之操作性定義與衡量 38
一、消費者選擇模式 38
二、消費者選擇環境 38
三、消費者涉入 39
四、消費者知識 40
五、個人因素 41
第四節 問卷設計 42
一、問卷設計流程 42
二、問卷結構與內容 44
第五節 抽樣設計 47
第六節 問卷信度與效度分析 48
一、問卷前測 48
二、問卷前測分析 48
三、正式問卷因素與信度分析 50
第七節 資料分析方法 54
一、描述性統計分析 54
二、因素分析(Factor Analysis ) 54
三、信度分析(Reliability Analysis ) 54
四、卡方(χ2 )檢定(Chi-squire Analysis ) 54
五、區別分析(Discriminant Analysis ) 55
六、單因子變異數分析(One-Way ANOVA )55
第四章 實證研究資料分析 56
第一節 樣本結構之敘述統計分析 56
一、人口特徵 56
二、工作特徵 57
三、其他個人資料 58
四、選擇環境與選擇模式 58
五、消費者涉入度 59
六、消費者知識程度 62
第二節 消費者涉入與知識之區別分析與單因子變異數分析 66
一、消費者涉入與知識程度分群 66
二、區別分析 66
三、分群之特徵描述 68
第三節 消費者選擇環境與選擇模式之卡方獨立性檢定 70
一、選項數目與屬性數目之分群 70
二、選項數目在選擇模式上之關連 70
三、屬性數目在選擇模式上之關連 72
第四節 消費者涉入、選項數目與選擇模式之卡方多重列聯表分析 74
第五節 消費者知識、選項數目與選擇模式之卡方多重列聯表分析 76
第六節 消費者個人因素與選擇模式、涉入、知識之卡方獨立性檢定 78
一、消費者個人因素在選擇模式上的差異 78
二、消費者個人因素在消費者涉入程度上的差異 80
三、消費者個人因素在消費者知識程度上的差異 82
第五章 結論與建議 85
第一節 研究發現與討論 85
一、假設驗證 85
二、消費者選擇EMBA 服務之特性 87
第二節 管理意涵 90
一、依競爭對手之多寡,決定資源分配策略 90
二、提昇消費者涉入度,主動強化資源分配策略之效用 91
第三節 研究限制 93
一、高等教育EMBA 之地緣限制 93
二、高等教育EMBA 之決策過程限制 93
三、消費者選擇環境之屬性數目限制 93
四、受訪者填答之可信度 93
五、研究成果無法適用於整個專業服務 94
第四節 後續研究建議 95
參考文獻 96
一、中文部分 96
二、英文部分 97
附錄:正式問卷 107
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