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博碩士論文 etd-0730107-145517 詳細資訊
Title page for etd-0730107-145517
論文名稱
Title
後場資訊在服務廣告中對消費者服務無形性與知覺風險的影響
The effect of back stage information in services advertisements on consumers' services intangibility and perceived risk
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
114
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
2007-06-15
繳交日期
Date of Submission
2007-07-30
關鍵字
Keywords
無形性、知覺風險、服務類型、服務屬性、後場
types of services, perceived risk, back stage, intangibility, attributes of services
統計
Statistics
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The thesis/dissertation has been browsed 5651 times, has been downloaded 4778 times.
中文摘要
本研究以實驗設計法檢視於廣告中「提供後場資訊」對服務的無形性以及消費者對服務的知覺風險是否會有顯著的影響,並進一步檢驗無形性在「提供後場資訊—知覺風險」關係中之中介效果。本研究選擇以平面廣告做為呈現後場資訊的工具,將呈現後場資訊的方式(圖文並呈或單獨使用文字)、服務類型(享樂型或實用型)以及服務屬性(經驗屬性或信任屬性)皆納入研究設計,探討其在「後場資訊—無形性—知覺風險」關係中之效果。

研究結果顯示消費者觀看「有提供後場資訊」之廣告後,相較於「無提供後場資訊」之廣告顯著較低之無形性與知覺風險;而無形性在「提供後場資訊—知覺風險」關係中具有部分中介效果。在後場資訊的呈現方式上,「圖文並呈」的效果雖有略優於「單獨使用文字」之趨勢,但在統計上並無顯著差異。而服務類型與服務屬性分別於「提供後場資訊—知覺風險」與「無形性—知覺風險」的關係中,皆不存在調節作用。
Abstract
This study examines whether back stage information in services advertisements would significantly influence intangibility of services and consumers’ perceived risk by experimental design, and whether “back stage information-perceived risk” relation would mediated by intangibility. The researcher provides back stage information by print advertisements. The presentation of back stage information, the types of services, and the attributes of services are considered and included in research design to explore their roles in “back stage information-intangibility-perceived risk” relation.

The result shows that intangibility of services and consumers’ perceived risk are significantly lower after consumers reading advertisements with back stage information contrast with those without back stage information. Intangibility has partial mediating effect on “back stage information-perceived risk” relation. Though, presenting back stage information simultaneously by picture and text has a slightly better effect than by text alone, however, the difference is not significant. The type and attribute of services have no moderation on “back stage information-perceived risk” and “intangibility-perceived risk” relations respectively.
目次 Table of Contents
致謝辭 一
中文摘要 三
Abstract 四

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程 5

第二章 文獻探討 6
第一節 服務與無形性 6
第二節 知覺風險 15
第三節 劇場理論 22
第四節 服務廣告的策略與效果 26
第五節 小結 33

第三章 研究方法 34
第一節 研究架構與假說 34
第二節 研究設計 39
第三節 問卷設計與前測 46
第四節 抽樣設計與資料分析方法 49

第四章 研究結果 52
第一節 無形性與知覺風險之相關係數與特徵變項之敘述性統計 52
第二節 實驗情境操弄確認 54
第三節 因素分析與信度分析 56
第四節 「提供後場資訊」對服務「無形性」與「知覺風險」之影響 59
第五節 「整體無形性」之中介效果 66
第六節 「服務類型」與「服務屬性」之調節效果 70
第七節 「消費者特徵變項」間之差異 73
第八節 小結 76

第五章 討論與建議 78
第一節 研究發現與討論 78
第二節 研究貢獻 82
第三節 研究限制 86
第四節 研究展望 87

參考文獻 89
附錄 101
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