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研究生: 曾文永
Tseng, Wen-Yung
論文名稱: 應用心理距離觀點在消費者購買登山裝備意願之研究
An Application of Psychology Distance Perspective on the Consumption of Trekking Gear Buying Behavior
指導教授: 陳美燕
Chen, Mei-Yen
學位類別: 博士
Doctor
系所名稱: 運動休閒與餐旅管理研究所
Graduate Institute of Sport, Leisure and Hospitality Management
論文出版年: 2020
畢業學年度: 108
語文別: 中文
論文頁數: 121
中文關鍵詞: 產品觸覺休閒用品通路零售戶外產業
英文關鍵詞: product touch, recreation gear, retail, outdoor industry
DOI URL: http://doi.org/10.6345/NTNU202000256
論文種類: 學術論文
相關次數: 點閱:186下載:38
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  • 本研究基於構念層次理論的心理距離觀點,探討產品空間距離與觸覺對登山裝備休閒娛樂與功能實用產品類別評估,並檢視不同促銷策略於產品認知與購買意願之關係。構念層次理論主張產品與消費者所在的空間距離,與不同促銷策略所屬的假設機率會影響消費者對後續購買行為的評估。據此,本研究先以前導研究調查出大背包、高筒登山鞋及登山杖是三項登山裝備的代表產品,再以此三個產品進行二個子研究並針對假設進行檢驗。研究一旨在檢視消費者對遠、近空間距離呈現之登山裝備實用與享樂認知建構,再探詢消費者碰觸實體產品後對購買意願的調節效果;研究二旨在檢視消費者對於不同圖文資訊操弄的登山杖產品類別評估,再檢視價格、數量或無促銷三種不同策略對不同產品類別認知與購買意願的影響。以一般登山裝備產品潛在消費者為研究對象執行二個實驗,研究一 (N = 170) 以組內設計隨機分配參與者至其中一個代表產品,先觀看平板電腦產品資訊後填寫前測問卷,再給予實品觸摸後填寫後測問卷,結果顯示個人會視遠距離視覺圖文呈現的登山裝備為偏向戶外休閒娛樂的產品,而近距離碰觸過的實品視為實用性產品,且觸覺能調節遠空間距離的產品認知與購買意願的關係;研究二 (N = 240) 以登山杖為代表產品並將參與者區分為遠距離視覺與近距離觸摸二組,各組採2 (產品類別操弄:戶外休閒 / 功能實用) X 3 (促銷策略:價格 / 數量 / 無) 的組間設計,結果顯示價格促銷能提高戶外休閒認知登山裝備產品的購買意願,而數量促銷則提高功能實用認知的登山裝備產品購買意願。整體而言,本研究結果支持假設,相關貢獻與應用將提供實務工作者與學術研究員在心理距離應用於登山裝備消費者行為上的參酌。

    This study is base on the psychological distance perspective from construal level theory (CLT). The researcher explored the different evaluations between the hedonic and utility product category of trekking gears toward the space distance and product touch. Then inspect different promotion strategies on the relationship between product cognition and purchase intention. According to CLT, that space distance between product and consumer, and hypothetic probability like different promotions will affect consumer’s purchase evaluation. Therefore, our pilot study investigated that hiking backpack, hiking boots, and trekking pole are the representative products of trekking gear. Then we conducted two experiments to investigate the hypothesis. Study 1 investigated consumer’s hedonic and utility product category cognition toward trekking gear information represented in different space distance and the moderate effect of real product touch. Study 2 explored consumer’s evaluation of leisure hedonic or function utility product level of trekking pole from the manipulation of product information. Then the researcher explored different promotion strategies: price, quantity, and no promotion between different product cognition and purchase intention. The potential trekking gear consumers around outdoor activity areas and shops were conducted in 2 experiments. Within-subjects design for Study 1, participants (N = 170) were randomly assigned to 1 of 3 representative gears. First, they answered the questionnaire after saw the product information on the tablet, then they touched the product the same with the tablet and answered the questionnaire again. The results show that participants evaluated the trekking gear as a higher hedonic product from distant vision only information on the tablet and evaluate the same gear as a utility product after touch it in the near distance. Therefore, product touch plays a moderate role between product cognition and purchase intention. In Study 2 (N = 240), researcher use trekking pole as tool and separate participants into 2 product distance groups, the distant group with vision only information and the near group gathered both vision and touch information. 2 (product manipulation: leisure hedonic / function utility) X 3 (promotion strategy: price / quantity / no) between-subjects design was applied on each group. The results show that price promotion could affect higher the purchase intention for the consumer who felt the trekking pole as a hedonic leisure product. For those who felt trekking pole as a function utility product, quantity promotion strategy attracted their purchase intention. To sum up, the findings of this study are supported by the research hypothesis. Accordingly, further theoretical and practical implications are discussed and offered at the end of this paper.

    第壹章 緒論 1 第一節 研究背景與動機 1 第二節 研究重要性 8 第三節 研究目的 10 第四節 研究問題 10 第五節 研究範圍與限制 10 第六節 名詞釋義 11 第貳章 文獻探討 13 第一節 心理距離之相關研究 13 第二節 產品類別之相關研究 22 第三節 產品觸覺的意涵 25 第四節 感官知覺的產品屬性與空間距離的關係 29 第五節 促銷策略在實用、享樂產品類別與購買意願的關係 34 第六節 本章總結 38 第參章 研究方法 39 第一節 前導研究 39 第二節 研究一 41 第三節 研究二 46 第肆章 結果與討論 54 第一節 登山裝備代表產品之分析 54 第二節 產品觸覺對登山裝備產品類別認知與購買意願之調節效果 58 第三節 不同促銷策略對登山裝備產品類別認知與購買意願之效果 66 第伍章 結論與建議 84 第一節 結論 84 第二節 建議 85 引用文獻 90 附錄 104 附錄一 訪談大綱 104 附錄二 研究參與者招募說明 105 附錄三 研究參與者知情同意書 106 附錄四 研究一登山背包前測圖文廣告 109 附錄五 研究一登山鞋前測圖文廣告 109 附錄六 研究一登山杖前測圖文廣告 110 附錄七 研究一登山背包後測圖文廣告 110 附錄八 研究一登山鞋後測圖文廣告 111 附錄九 研究一登山杖後測圖文廣告 111 附錄十 研究一問卷 112 附錄十一 研究二登山杖休閒操弄圖文廣告 114 附錄十二 研究二登山杖實用操弄圖文廣告 114 附錄十三 研究二價格促銷問卷 115 附錄十四 研究二數量促銷問卷 117 附錄十五 研究二無促銷問卷 119 附錄十六 研究倫理審查核可證明書 121

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