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Student Number 944201013
Author Chien-wen Yeh(葉蒨文)
Author's Email Address 944201013@cc.ncu.edu.tw
Statistics This thesis had been viewed 2917 times. Download 11 times.
Department Business Administration
Year 2006
Semester 2
Degree Master
Type of Document Master's Thesis
Language zh-TW.Big5 Chinese
Title The effect of tactile sense, visual sense and order of stimulation on product attitude
Date of Defense 2006-07-05
Page Count 65
Keyword
  • product attitude
  • product information
  • tactile sense
  • visual sense
  • Abstract There are two main purposes of this research.The first purpose is the effect of tactile sense, visual sense and order of stimulation on the product attitude.The second purpose is the effect of product information and written description on the product attitude of utilitarian product and hedonic product individually.
    This research is adopted experimental design as research method and there are two experiments in this research..Experiment I : To test the quality of fabric and the order of stimulation by controlling the experiment environment and the affecting time. The main material of this experiment is fabric.Experiment II: Under the difference between touchable product and untouchable product, to control different product information and the literature description on the product. The main materials of this experiment are brooms and diamonds.
    The research findings are as follows:
    1.The effect of tactile sense , vision and order of stimulation on the product attitude is significant.
    2.The effect of order of stimulation matched by tactile sense on the product attitude is significant; the effect of order of stimulation matched by vision on the product attitude is not significant.
    3.About utilitarian product, providing rational written description is better than perceptual written description.
    4.About hedonic product, providing perceptual written description is better than rational written description.
    Table of Content 中文摘要I
    AbstractII
    致謝III
    目錄IV
    圖目錄VI
    表目錄VII
    第一章 緒論1
    第一節 研究動機1
    第二節 研究目的2
    第三節 研究架構3
    第四節 研究流程4
    第二章 文獻探討5
    第一節 消費者感官之相關文獻5
    第二節 產品態度9
    第三節 產品分類11
    第四節 產品資訊13
    第三章 研究方法15
    第一節 研究架構15
    第二節 變數之操作性定義與衡量17
    第三節 研究假設19
    第四節 實驗一21
    第五節 實驗二24
    第六節 研究分析工具28
    第四章 資料分析與結果29
    第一節 問卷回收與資料處理29
    第二節 信度分析30
    第三節 消費者感官對產品態度之影響32
    第四節 產品類別、產品資訊及文字敘述對產品態度之影響37
    第五節 研究結果總整理42
    第五章 結論與建議43
    第一節 研究結論43
    第二節 理論意涵與行銷建議44
    第三節 研究限制與未來研究方向45
    參考文獻46
    附錄53
    附錄一:布料53
    附錄二:實驗一正式問卷54
    附錄三:商品前測問卷55
    附錄四:文字敘述前測問卷56
    附錄五:實驗二正式問卷(功能性商品-有圖片-一般性敘述)61
    附錄六:實驗二正式問卷(享樂性商品-有圖片-一般性敘述)63
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    Advisor
  • Chien-Huang,Lin(林建煌)
  • Files
  • 944201013.pdf
  • disapprove authorization
    Date of Submission 2007-07-23

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