在分類理論裡，過去有許多研究探討橫跨類別的組織或產品往往會導致不好的結果產生，如獲得較低的評語或評價。然而，這些研究卻常以第三方專業人士之評論作為參考指標，且過去以觀察型研究之方式來推論市場的反應，其未必有直接的因果關係，較無法使人信服其結果。因此本研究欲從消費者角度出發，研究市場觀眾如何識別市場中產品類別的分類，且地位的效果是否會影響觀眾對於類別的態度與評價，及觀眾間的差異是否亦會影響其對類別偏好的不同。且藉由實驗設計與問卷的發放，收集市場觀眾最直接的想法。
本研究以線上課程平台為研究領域，藉由2x2x2的因子實驗設計，透過不同的產品類別形式及地位形式，及以不同的觀眾類型區分，並以觀眾的喜歡程度、對品質的認知及願付價格為依變數做探討。探討以下研究問題: 橫跨類別是否真的相對不好? 觀眾是如何認知的? 產品的地位形式是否會影響觀眾對其的態度或評價? 且是否高地位的屬性能使橫跨類別之組織或產品免受市場之懲罰? 類別是否會因觀眾的類型不同，而有不同程度的匹配度及吸引力? 然而根據本研究結果發現，在線上課程平台此市場中，上述之假設皆不成立。

In category theory, there have been many studies discussing category spanning will lead to bad results for organizations or products, such as receiving lower evaluations. However, these studies often infer their conclusion from the comments of third-party professionals. Also, those market reactions are inferred from observational studies. The results are not convincing enough since there may not have a direct cause and effect. Therefore, this study intends to study from the perspective of consumers. Through the experimental design and collecting questionnaires, this study has the most direct opinions from the market audience.
A 2x2x2 factorial experimental is designed with manipulations of category (spanning vs. non-spanning) and status (high-status vs. low-status) of online learning platform, and. audience types (management major vs. non- management major). Three dependent variables including customers’ degree of liking, perceived quality and willingness to pay are used. The main research questions are: Is it bad for category spanning? How do market audience perceive the category? Does status have influence on audience’s attitude or evaluations? Could category spanners avoid market punishments by adding the high-status effect? Does category have different appeals among different audience types? According to results of this study, none of the above assumptions hold true in the online learning platform market.

審定書………………………………………………………………………………i
誌謝…………………………………………………………………………………ii
摘要…………………………………………………………………………………iii
Abstract……………………………………………………………………………iv
目錄…………………………………………………………………………………v
圖次…………………………………………………………………………………vi
表次…………………………………………………………………………………vii
第一章、 緒論………………………………………………………………………1
第一節、 研究背景……………………………………………………………1
第二節、 研究動機……………………………………………………………2
第三節、 研究目的……………………………………………………………5
第四節、 論文架構……………………………………………………………7
第二章、 文獻探討及研究假說……………………………………………………8
第一節、 分類理論……………………………………………………………8
第二節、 地位理論……………………………………………………………12
第三節、 利基寬度對不同觀眾類型的吸引力………………………………15
第三章、 研究方法…………………………………………………………………17
第一節、 前測問卷設計………………………………………………………17
第二節、 研究設計……………………………………………………………17
第三節、 研究對象與研究過程………………………………………………28
第四節、 樣本資料統計………………………………………………………29
第四章、 研究結果與討論…………………………………………………………31
第一節、 資料整理與分析……………………………………………………31
第二節、 研究結果分析………………………………………………………35
第五章、 結論與建議………………………………………………………………61
第一節、 研究結果討論………………………………………………………61
第二節、 研究貢獻……………………………………………………………62
第三節、 研究限制……………………………………………………………64
第四節、 未來研究建議………………………………………………………64
參考文獻……………………………………………………………………………65
附錄、問卷…………………………………………………………………………67

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