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Student Number 88421050
Author Tong Wu(吳彤)
Author's Email Address No Public.
Statistics This thesis had been viewed 3076 times. Download 2157 times.
Department Business Administration
Year 2000
Semester 2
Degree Master
Type of Document Master's Thesis
Language zh-TW.Big5 Chinese
Title 消費者購買決策過程中,遺憾的前因、干擾與後果之模型探討
Date of Defense 2001-07-03
Page Count 135
Keyword
  • 事實思考
  • 再購意願
  • 可逆性
  • 抱怨意圖
  • 滿意度
  • 維持現狀
  • 負向失驗
  • 遺憾
  • Abstract none
    Table of Content 目 錄
    頁次
    圖目錄………………………………………………………………І
    表目錄………………………………………………………………Ⅱ
    第一章 緒論……………………………………………………....1
    第一節 研究背景………………………………………………...1
    第二節 研究動機……………………………………………...3
    第三節 研究目的………………………………………………...5
    第四節 研究流程……………………………………………...6
    第二章 文獻探討……………………………………………....8
    第一節 遺憾相關文獻探討…………………………………...8
    第二節 反事實思考相關文獻探討…………………………...15
    第三節 滿意度相關文獻探討………………………………….27
    第四節 維持現狀相關文獻探討……………………………….31
    第五節 可逆性相關文獻探討………………………………….34
    第六節 再購意願相關文獻探討……………………………….37
    第七節 抱怨意圖相關文獻探討……………………………….40
    第三章 研究方法……………………………………………...42
    第一節 研究架構……………………………………………….42
    第二節 研究假設……………………………………………….43
    第三節 變數定義與衡量……………………………………….49
    第四節 實驗產品選擇與預測問卷…………………………….56
    第五節 實驗設計……………………………………………….58
    第六節 問卷設計與抽樣程序………………………………….62
    第七節 資料分析方法………………………………………….64
    第八節信度與校度檢定……………………………………….66
    頁次
    第四章研究結果……………………………………………..67
    第一節 遺憾之後果…………………………………………….67
    第二節 遺憾之前因、干擾與後果…………………………….75
    第三節維持現狀與否、購買決策的可逆性對反事實思考的影響………………………………….87
    第四節 所購買產品的績效對反事實思考的影響…………….91
    第五節 研究假說檢定結果之彙整與比較…………………….94
    第五章 研究結論與建議…………………………………..96
    第一節 研究結論……………………………………………….96
    第二節 研究貢獻…………………………………………….…99
    第三節 對企業之建議………………………………………...100
    第四節 研究限制……………………………………………...102
    第五節 後續研究建議………………………………………...103
    參考文獻…………………………………………………………..105
    附錄一 問卷前測…………………………………………….112
    附錄二 正式問卷……………………………………………113
    Reference 參考文獻
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  • Shau-Mei Li(李小梅)
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    Date of Submission 2001-07-03

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