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    Title: 消費者對通路選擇之研究 : 以藝術畫作購買為例
    Other Titles: A study of consumers' channel decision : the case of artistic paintings
    Authors: 蘇王佑;Su, Wang-yu
    Contributors: 淡江大學管理科學研究所企業經營碩士在職專班
    蘇王佑
    Keywords: 藝術品;通路選擇;產品涉入;購買意願;Art;Channel decision;Product Involvement;Purchase Intention
    Date: 2009
    Issue Date: 2010-01-11 03:53:01 (UTC+8)
    Abstract: Hirschman(1983) 認為藝術品與一般性商品的差異在於藝術品具有較多的抽象性、主觀經驗、非功能性、獨特性和整體性,其中「獨特性」則是藝術品的一項重要價值所在,亦與行銷理念中的「差異性」有異曲同工之妙,因此藝術品的行銷通路應會有別於一般性商品。而本研究的目的在探討藝術畫作在不同的行銷通路-傳統的畫廊專門店與近年興起的現代綜合性商店,消費者的接受程度為何?並進一步探討是否對消費者的行為有顯著的影響?而本論文是以「涉入程度」、「信賴度」、「購買意願」、「再度購買意願」作研究探討之假設構面。

    本論文的研究結果為:
    1、偏好在畫廊專門店購買畫作的消費者,其對畫作的涉入程度會比在綜合性商店購買畫作的消費者高。
    2、偏好在畫廊專門店購買畫作的消費者,其對畫廊專賣店所出售畫作的信賴度會比偏好在綜合性商店購買畫作的消費者高。
    3、偏好在畫廊專門店購買畫作的消費者,其購買意願會比偏好在綜合性商店購買畫作的消費者高。
    4、偏好在畫廊專門店購買畫作的消費者,其再度購買意願會比偏好在綜合性商店購買畫作的消費者高。

    而本論文的研究結論發現,在現代綜合性商店展售藝術畫作,是可以被消費者接受的,因此建議藝術畫作之經營者應開拓多方位的新通路型態來提升銷售成果。此外,更提供給相關藝術產業的經營者另一種多元的行銷思维,即依據消費者的特性訂定不同的行銷策略,不僅能深耕掌握不同族群的客戶資源,更可創造出整個藝術產業最大的銷售經濟規模。
    Hirschman (1983) is of the view that the difference between works of art and general commercial products is the abstraction-oriented, subjective experience, non-functionality, uniqueness and integration in works of art. Especially, the “uniqueness” is one of the most important value in art work, which is similar to the concept of “differentiation” in marketing so that the marketing channel of works of art should be different from those of general commercial products. The purpose of this study is to examine the degree of acceptance for the consumers on works of art under different marketing channels between traditional gallery and modern complex store arising in recent years. In addition, this study will investigate further if there is any obvious effect on consumer’s behaviors. This study uses the degree of involvement, reliability, purchase intention, re-purchase intention as its hypothetical criteria of research.

    The conclusions of this study are listed below:
    1.The degree of involvement in art works for consumers who purchase the paintings at galleries is higher than those who purchase them at modern complex stores.
    2.The reliability on paintings sold in galleries is higher than that on those paintings sold in modern complex stores for consumers who prefer to purchase paintings in galleries.
    3.The purchase intention of consumers who prefer to purchase paintings at galleries is higher than those who prefer to purchase it at modern complex stores.
    4.The re-purchase intention of consumers who prefer to purchase paintings at galleries is higher than those who prefer to purchase it at modern complex stores.

    We eventually found in this study that to display and sell the works of art at modern complex stores is acceptable for consumers. We may hereby recommend that the managers of works of art may explore other new and diversified channels to increase sales revenues. Furthermore, to provide kinds of diversified marketing ideas for related management of works of art, that is, to setup different marketing strategies in accordance with the characteristics of different consumers. By doing this, it will not only deeply seize the customers resources of different groups, but also create the optimal sales economic scales for the whole art industry.
    Appears in Collections:[管理科學學系暨研究所] 學位論文

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