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    Title: 消費者感質需求之探討與量表建構
    Other Titles: A study on customer qualia demand and construct development
    Authors: 詹湘榆;Chan, Hsiang-Yu
    Contributors: 淡江大學管理科學研究所碩士班
    牛涵錚;Niu, Han-Jen
    Keywords: 感質;幸福感;品質;品牌;Qualia;well-being;Quality;Brand
    Date: 2011
    Issue Date: 2011-12-28 18:15:52 (UTC+8)
    Abstract: 近年來部分產業已開始大力投資工業設計,製造業雖然具備規模經濟,但利潤卻十分受限。因此,如何由「專業代工」走到附加價值價高的「品牌」或「設計」,甚至賦予產品一段故事與情感。而經濟部中小企業處,為提升我國中小企業之競爭力,提出感質計劃。而「感質」一詞,在文獻較為匱乏。為此,本研究欲發展一衡量產品帶給消費者心靈感受,以有效的提升消費者的購買意願之量表。
    本研究主要以台灣地區15歲以上,未滿70歲具有消費能力之消費者為研究對象,透過相關文獻的整理及針對5位相關領域的專家進行訪談。經過統整之後,試圖發展出一套具代表性的消費者感質量表。
    本研究透過網路問卷的方式發放,為期兩個月,有效回收量表為641份。根據因素分析重新建構三個構面(品質、品牌、幸福感)的子構面並分別命名。透過信度分析可發現,變項、構面與子構面之Chonbach’ s 值皆在0.84以上,顯示本量表具有良好的效度與信度。為了確認探索性因素分析所得之因素結構是否合適,故利用驗證性因素分析加以檢驗,結果本量表之整體配適度良好。本研究發放量表時,同時施以Ball and Tasaki (1992)所發展之個人擁有物為量表與Matos, Ituassu and Rossi (2007) 綜合許多學者所發展出來之消費者仿冒品之消費態度量表作為本研究之效標,發現受測結果有顯著相關,故本量表具有良好的效標關聯效度,表示本量表可有效衡量消費者購買產品的理性與感性考量因素。
    Attention has been shopped on 15 to70 years old people in Taiwan because of the factors such as manufacturing has economies of scale, but limited profits and Consumers'' expend state changed. Companies should think about how to give the product a story or special feelings, their emotions to bring consumers the feeling of the mind in order to effectively enhance the consumer''s purchase intention.
    This research is based on interviews with 5 experts and review the relevant literature, thereby establishing the structure of this scale with 54 questions. The questionnaires recovered 641 valid samples. Using an exploratory factor analysis to reconstruct three dimensions (Quality、Brand and Well-being), the sub-dimension and named. Cronbach’s value were above 0.84, show that the scale has good validity and reliability.
    Confirmatory factor analysis showed that the scale has a good overall fit. The criterion related validity is also significant, so the scale has good criterion-related validity, that should effectively measure the scale consumers to buy products Rational and emotional considerations.
    Appears in Collections:[管理科學學系暨研究所] 學位論文

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