Responsive image
博碩士論文 etd-1025105-133253 詳細資訊
Title page for etd-1025105-133253
論文名稱
Title
科技產品使用行為的前因與後果關聯之探討-以個人電腦使用為例
The Antecedents to Product Usage and Its Consequences-In the Case of Usage of Personal Computer
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
89
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
2005-05-27
繳交日期
Date of Submission
2005-10-25
關鍵字
Keywords
使用行為、顧客價值、使用擴散模式、科技行銷、結構方程模式
Product Usage, Technological Marketing, Customer Value, Use-Diffusion Model, Structural Equation Modeling.
統計
Statistics
本論文已被瀏覽 5657 次,被下載 4167
The thesis/dissertation has been browsed 5657 times, has been downloaded 4167 times.
中文摘要
本研究旨在探討科技產品個人使用行為的前置影響因素,以及使用後所帶來一連串經驗評價的過程。我們將個人電腦使用後的顧客體驗價值,視為在此過程中極為重要的角色。本研究的概念性模型延伸了Shih與Venkatesh(2004)所提出的「使用擴散模型」(Use-Diffusion Model),將Holbrook(1994)所提出的「顧客價值架構」概念納入研究模型當中。資料收集以問卷調查方式來進行,有效樣本為1114份。根據分析的結果,我們不但驗證了「使用擴散模型」以及相關研究所提出的構念關係,也發現顧客體驗價值在模型中扮演著中介的角色。也就是說,使用後所產生的經驗評價結果,會衍生出顧客體驗價值,進而影響未來採用新科技的意圖。本研究結果除了對消費者行為研究領域有貢獻外,我們相信還可以幫助管理者了解現有顧客的資訊。
Abstract
The study aims to explore some antecedents to products usage and its consequences in which a series of process of experiential evaluation is involved to center on the role of customer’s experiential value after using personal computer. The conceptual model in this study is to extend the Use-Diffusion Model proposed by Shih and Venkatesh (2004) by including the framework of customer value based on Holbrook (1994). The survey method was employed in this study in which questionnaire was for data collection. The total sample size of 1114 was used in statistical analysis. According to the analytical results, we not only confirm the relationships suggested in the Use-Diffusion literature but also find the mediating effect of customer experiential value. That is, the evaluation of after-use experience leads to customer experiential value that in turn affects partially the customer intention of the sequential adoption of new technology. Besides contributing to the field of consumer research, the research findings in this study may provide insightful information that, we believe, helps managers to understand their incumbent customers.
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 研究限制 4
第二章 文獻探討 5
第一節 顧客價值理論 5
一、 消費行為之傳統與享樂觀點 5
二、 顧客價值意涵 6
三、 顧客價值分類 9
四、 Holbrook顧客價值架構-顧客價值的本質與型態 9
第二節 產品使用行為探討 16
一、 使用行為 16
二、 Shih & Vendatesh 使用擴散模式 18
三、 使用行為的前因與結果之關聯 21
第三節 研究模型與假設建立 23
一、 研究架構 23
二、 研究構念關聯性與假設建立 24
第三章 研究方法與設計 30
第一節 量表建立 30
一、 顧客價值量表 30
二、 使用行為前因與後果相關構念量表 33
第二節 量化分析方法與工具 37
一、 因素分析 37
二、 結構方程模式 37
第三節 前測分析 38
第四章 資料分析與假設驗證 41
第一節 樣本描述 41
一、 樣本基本特徵 41
二、 受訪者電腦使用行為調查 43
第二節 研究構面信度與效度檢驗 45
一、 顧客價值信度與效度檢驗 45
二、 本研究其他構面之信度與檢驗 51
第三節 模型假設驗證 55
一、 整體衡量模式 55
二、 結構模式 56
三、 模型假設檢驗 62
第五章 結論與建議 65
第一節 研究結果與管理意涵 65
第二節 未來建議 67
參考文獻 68
附錄一 前測問卷 73
附錄二 正式問卷 77
表目錄
表 ‎二 1價值定義彙整 8
表 ‎二 2價值分類彙整 10
表 ‎二 3 Holbrook顧客價值架構 15
表 ‎二 4 AD與UD比較 19
表 ‎三 1顧客價值問項設計內容與來源 31
表 ‎三 2電腦使用情況問項設計 33
表 ‎三 3個人特質問項設計 34
表 ‎三 4顧客滿意度問項設計 35
表 ‎三 5知覺重要性問項設計 35
表 ‎三 6未來興趣問項設計 36
表 ‎三 7分析方法與工具 37
表 ‎三 8前測分析結果 39
表 ‎四 1樣本基本特徵 42
表 ‎四 2使用行為特性 44
表 ‎四 3配適度指標一覽表 47
表 ‎四 4顧客價值構念驗證性因素分析結果 48
表 ‎四 5顧客價值區別效度檢驗結果 49
表 ‎四 6 研究各構面相關係數表 50
表 ‎四 7使用創新性驗證性因素分析結果 51
表 ‎四 8使用挫折感驗證性因素分析結果 52
表 ‎四 9知覺重要性構念驗證性因素分析結果 53
表 ‎四 10顧客滿意度構念驗證性因素分析結果 53
表 ‎四 11對未來科技興趣構念驗證性因素分析結果 54
表 ‎四 12研究模型整體衡量模式配適結果 55
表 ‎四 13區別效度檢驗結果 56
表 ‎四 14顧客價值構念估計參數與信度 57
表 ‎四 15本研究模型其他構念估計參數與信度 58
表 ‎四 16個人特質對使用行為關聯之路徑係數 59
表 ‎四 17使用行為對整體經驗評價關聯之路徑係數 59
表 ‎四 18整體經驗評價對顧客知覺價值關聯之路徑係數 60
表 ‎四 19顧客知覺價值對未來採用其他相關科技產品意圖關聯之路徑係數 60
表 ‎四 20模型結構模式配適結果 60
表 ‎四 21假設驗證結果 64
圖目錄
圖 ‎二 1使用擴散模式 19
圖 ‎二 2研究架構 23
圖 ‎二 3 Nomological net of value concepts in consumption 28
圖 ‎四 1概念模型路徑係數關係圖 61
參考文獻 References
邱皓政(2000),量化研究與統計分析:SPSS中文視窗版資料分析範例解析,五南,台北。
____(2003),結構方程模式:LISREL的理論技術與應用,雙葉書廊,台北。
Aaker, David A. (1980), “Factor analysis: An Exposition,” in Marketing Research, David A. Aaker and George S. Day, eds., New York: John W. Wiley & Sons.
Albrecht, Karl (1992), “The only Thing That Matters,” Executive Excellence, 9 (November), 7.
Anderson, James C. and David W. Gerbing (1988), “Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach,” Psychological Bulletin, 103 (3), 411-423.
____, Dipak C. Jain and Pradeep K. Chintagunta (1993), “Customer Value Assessment in Business Marketing: A State-of-Practice Study,” Journal of Business to Business Marketing, 1 (1), 3-30.
Anderson, Robert L. and David J. Ortinau (1988), “Exploring Consumers’ Postadoption Attitudes and Use Behaviors in Monitoring the Diffusion of a Technological-Based Discontinuous Innovation,” Journal of Business Research, 17 (3), 283-298.
Arbuckle, James L. and Werner Wothke (1999), Amos 4.0 User’s Guide, Chicago: SmallWaters.
Babin, Barry J., Willian R. Darden and Mitch Griffin (1994), “Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value,” Journal of Consumer Research, 20 (March), 644-656.
Bagozzi, Richard P. (1980), Causal Models in Marketing, New York: Wiley.
____ and Youjae Yi (1988), “On the Evaluation of Structural Equation Models,” Journal of the Academy of Marketing Science, 16 (Spring), 74-94.
Batra, Rajeev and Olli T. Ahtola (1990), “Measuring the Hedonic and Utilitarian Sources of Consumer Attitudes,” Marketing Letters, 2 (2), 159-170.
Belk, Russell W., Kenneth D. Bahn and Robert N. Mayer (1982), “Developmental Recognition of Consumption Symbolism,” Journal of Consumer Research, 9 (June), 4-17.
Bentler, P. M. and D. G. Bonett (1980), “Significance Tests and Goodness of Fit in the Analysis of Covariance Structures,” Psychological Bulletin, 88, 588-606.
____ (1982), “Confirmatory Factor Analysis via Noniterative Estimation: A Fast, Inexpensive Method,” Journal of Marketing Research, 19, 417-424.
Bentler, P. M. (1988), Theory and Implementation of EQS: A Structural Equations Program, Newbury Park, CA: Sage.
Bettman J. R. (1979), An Information Processing Theory of Consumer Choice, Mass: Addison Wesley.
Bollen, K. A. (1989), Structural Equation Modeling with Latent Variables, New York: John Wiley.
Bolton, Ruth N. and Katherine N. Lemon (1999), “A Dynamic Model of Customers’ Usage of Services: Usage as an Antecedent and Consequence of Satisfaction,” Journal of Marketing Research, 36 (May), 171-186.
Browne, M. W. and R. Cudeck (1993), “Alternative Ways of Assessing Model Fit,” in Testing Structural Equation Models, K. A. Bollen and J. S. Long, eds., Newbury Park, CA: Sage, 136-162.
Burns, Mary Jane (1993), Value in Exchange: The Consumer Perspective, Knoxville: The University of Tennessee.
____ and Robert B. Woodruff (1992), “Delivering Value to Consumers: Implications for Strategy Development and Implementation,” In Marketing Theory and Applications, Chris T. Allen, Thomas J. Madden, Terence A. Shimp, Roy D. Howell, George M. Zinkhan Deborah D. Heisley, Richard J. Semenik, Peter Dickson, Valarie Ziethaml and Roger L. Jenk, eds., Chicage: American Marketing Association, 209-216.
Butz, Howard E., Jr. and Leonard D. Goodstein (1996), “Measuring Customer Value: Gaining the Strategic Advantage,” Organizational Dynamics, 24 (Winter), 63-77.
Champion, David (1998), “Technology’s Garden of Paradox,” Harvard Business Review, July-August, 12-13.
Carmines, E. and J. McIver (1981), “Analyzing Models with Unobserved Variables: Analysis of Covariance Structure,” in Social Measurement: Current Issues, G. Bohrnstedt and E. Borgatta, eds., Beverly Hills, Calif.: Sage.
Childers, Terry L., Christopher L. Carr, Joann Peck and Stephen Carson (2001), “Hedonic and Utilitarian Motivations for Online Retail Shopping Behavior,” Journal of Retailing, 77, 511-535.
Davis, Fred D. (1989), “Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology,” MIS Quarterly, 13 (September), 319-339.
Day, George D. (1990), Market Driven Strategy, New York, NY: Free Press.
Downing, Charles E. (1999), “System Usage Behavior as a Proxy for User Satisfaction: An Empirical Investigation,” Information and Management, 35 (4), 203-216.
Dutton, William, Peter Kovaric and Charles Steinfield (1985), “Computing in the Home: A Research Paradigm,” Computers and the Social Sciences, 1, 5-18.
Eroglu, Sevgin A., Karen Machleit and Terri Feldman Barr (2005), “Perceived Retail Crowding and Shopping Satisfaction: the Role of Shopping Values,” Journal of Business Research, 58, 1146-1153.
Fornell, C. and D. F. Larcker (1981), “Evaluating Strutural Equation Models with Unobservable Variables and Measurement Error,” Journal of Marketing Research, 18 (2), 39-50.
Freud, S. (1955), “Beyond the Pleasure Principle,” in The Standard Edition of the Complete Psychological Works of Sigmund Freud, Vol. 18, J. Strackey, ed., London: Hogarth Press.
Gale, B. T. (1994), Managing customer value, New York: Free Press.
Gardial, Sarah Fisher, D. Scott Clemons, Robert B. Woodruff, David W. Schumann and Mary Jane Burns (1994), “Comparing Consumers’ Recall of Prepurchase and Postpurchase Product Evaluation Experiences,” Journal of Consumer Research, 20 (March), 548-560.
Gatignon, Hubert and Thomas S. Robertson (1985), “A Propositional Inventory for New Diffusion Research,” Journal of Consumer Research, 11 (March), 849-867.
Hair, Joseph F., Rolph E. Anderson, Ronald L. Tatham and William C. Black (1998), Multivariate Data Analysis, 5th ed., Prentice Hall International: UK.
Hirschman, Elizabeth C. (1980), “Innovativeness, Novelty Seeking, and Consumer Creativity,” Journal of Consumer Research, 7 (3), 283-295.
_____ and Morris B. Holbrook (1982), “Hedonic Consumption: Emerging Concepts, Methods and Propositions,” Journal of Marketing, 46 (Summer), 92-101.
Holbrook, Morris B. (1980), “Some Preliminary Notes on Research in Consumer Esthetics,” in Advances in Consumer Research, Vol. VII, J. C. Olson, ed., Ann Arbor: Association for Consumer Research.
_____ and Elizabeth C. Hirschman (1982), “The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun,” Journal of Consumer Research, 9 (September), 132-140.
_____ (1994), “The Nature of Customer Value: An Axiology of Services in the Consumption Experience,” in Service Quality: New Directions in Theory and Practice, R. T. Rust and R. L. Oliver, eds., Thousand Oads, CA: Sage Publications, 21-71.
_____ (1996), “Customer Value: A Framework for Analysis and Research,” in Advances in Consumer Research, Vol. 23, K. P. Corfman and J. G. Lynch, Jr., eds., Provo, U: Association for Consumer Research, 138-142.
_____ (1999), “Introduction to Consumer Value,” in Consumer Value: A Framework for Analysis and Research, Morris B. Holbrook, ed., Routledge, New York, 1-28.
_____ (2005), “Customer Value and Autoethnography: Subjective Personal Introspection and the Meanings of a Photograph Collection,” Journal of Business Research, 58, 45-61.
Hu, L. and P. M. Bentler (1999), Cutoff Criteria for Fit Indexes in Covariance Structural Equation Modeling, 6 (1), 1-55.
J
電子全文 Fulltext
本電子全文僅授權使用者為學術研究之目的,進行個人非營利性質之檢索、閱讀、列印。請遵守中華民國著作權法之相關規定,切勿任意重製、散佈、改作、轉貼、播送,以免觸法。
論文使用權限 Thesis access permission:校內外都一年後公開 withheld
開放時間 Available:
校內 Campus: 已公開 available
校外 Off-campus: 已公開 available


紙本論文 Printed copies
紙本論文的公開資訊在102學年度以後相對較為完整。如果需要查詢101學年度以前的紙本論文公開資訊,請聯繫圖資處紙本論文服務櫃台。如有不便之處敬請見諒。
開放時間 available 已公開 available

QR Code