博碩士論文 etd-1027120-003253 詳細資訊


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姓名 史黛拉(Stella Schaljo) 電子郵件信箱 E-mail 資料不公開
畢業系所 管理學院國際經營管理碩士學程(Master of Business Administration Program in International Business)
畢業學位 碩士(Master) 畢業時期 109學年第1學期
論文名稱(中) 產品標籤設計-為了達成目的的手段 信息強度、質量評估及信息處理對消費者行為和態度的影響
論文名稱(英) PRODUCT LABEL DESIGN – A MEANS TO AN END The Effect of Information Intensity, Quality Assessment and Information Processing on Consumer's Behavior and Attitude
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    紙本論文:1 年後公開 (2021-11-27 公開)

    電子論文:使用者自訂權限:校內 1 年後、校外 1 年後公開

    論文語文/頁數 英文/41
    統計 本論文已被瀏覽 58 次,被下載 10 次
    摘要(中) 消費者在化妝品的購買決策中常被其眾多的數量及精美的包裝感到選擇太多,無所適從。本研究旨在探討何種變數對購買決策造成更積極的影響,以採用2(信息強度:高與低)x2(產品質量評估:暗與亮)x2(信息處理:高與低)的實驗設計,收集並分析366份有效問券。研究結果歸納出在特定條件下導致較高的質量感知、對設計與產品的積極態度以及較高的購買意願。文中針對管理意涵進行討論。
    摘要(英) Consumers are overwhelmed with the number of personal care products and their attractive packaging during the decision-making process. This study explores which aspects of label design leads to more positive effects. The study uses a 2 (information intensity: high versus low) × 2 (product quality assessment: dark versus bright) × 2 (information processing: high versus low) experimental design (n = 366). Specific conditions consistently lead to higher quality perception, positive attitudes toward the design and the product, and a higher purchase intention. The findings of the survey are discussed concerning theoretical and managerial implications.
    關鍵字(中)
  • 消費者行為
  • 購買意願
  • 包裝
  • 包裝要素
  • 關鍵字(英)
  • Packaging
  • packaging elements
  • consumer behavior
  • purchase intention
  • 論文目次 Thesis Verification Letter ........................................................................................................... i
    摘要 ............................................................................................................................................ ii
    Abstract ...................................................................................................................................... ii
    Table of Contents ...................................................................................................................... iii
    List of Tables ............................................................................................................................ iv
    List of Figures ........................................................................................................................... iv
    Sworn Declaration ..................................................................................................................... v
    1. Introduction ...................................................................................................................... 1
    Motivation .................................................................................................................. 1
    Objectives of the Study .............................................................................................. 2
    Structure of the Thesis ............................................................................................... 3
    2. Background and Hypotheses .......................................................................................... 3
    Written Product Information ...................................................................................... 3
    Product Quality Assessment ...................................................................................... 5
    Information Processing Perspective ........................................................................... 7
    3. Methods ............................................................................................................................. 8
    Sample ........................................................................................................................ 8
    Manipulations .......................................................................................................... 11
    Manipulation Check ................................................................................................. 12
    Test for Random Condition Assignment ................................................................. 13
    Variables .................................................................................................................. 13
    3.5.1. Dependent Variables ............................................................................................ 13
    3.5.1. Covariates ............................................................................................................ 14
    iv
    Reliability Tests ....................................................................................................... 14
    4. Results ............................................................................................................................. 15
    Two-Way Between-Subjects Analyses .................................................................... 15
    Findings .................................................................................................................... 19
    4.2.1. Information Intensity ........................................................................................... 19
    4.2.2. Product Quality Assessment ................................................................................ 20
    4.2.3. Information Processing Perspective ..................................................................... 21
    5. Discussion ........................................................................................................................ 22
    Theoretical Implications .......................................................................................... 23
    Managerial Implications .......................................................................................... 24
    Limitations and Future Research ............................................................................. 25
    6. References ....................................................................................................................... 27
    7. Appendix ......................................................................................................................... 33
    8. Curriculum Vitae ........................................................................................................... 34
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    口試委員
  • 韋岱思 - 召集委員
  • 王紹蓉 - 委員
  • 金志衍 - 指導教授
  • 口試日期 2020-11-23 繳交日期 2020-11-27

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