Title page for 984201020

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Student Number 984201020
Author Hsiang-kai Kao(高祥凱)
Author's Email Address No Public.
Statistics This thesis had been viewed 527 times. Download 15 times.
Department Business Administration
Year 2010
Semester 2
Degree Master
Type of Document Master's Thesis
Language zh-TW.Big5 Chinese
Title consumer evaluate hybird product
Date of Defense 2011-06-24
Page Count 137
  • Need of Cognition
  • Product Attitute
  • Product Category
  • Psycholinguistics
  • Abstract Difference products interpret,category, picture influence consumers attitute. Hybird products have two product functions. Express first product function is head.Express second product function is modifier. Property interpretations use head and modifier express hybrid product functions . Relation interpretations use head express hybrid product function and modifier describe product function. Hybrid products category depend on product functions .
    Picture have good picture and bad picture. This research discusses how product interpret, category,picture influence consumers attitute . The result shows that:
    1. Difference products interpret,and difference picture are interation in consumers attitute.
    2. Difference products category,and difference picture are interation in consumers attitute.
    3. Understand product belief can affect the quality of product attitude .
    4. Difference hybird products interpret,category, picture affect consumers attitute.
    Table of Content 中文摘要i
    第一章 緒論1
    第一節 研究動機1
    第二節 研究目的3
    第三節 研究流程5
    第二章 文獻探討6
    第一節 產品分類6
    第二節 認知需求14
    第三節 產品態度16
    第四節 心理語言學20
    第三章 研究方法21
    第一節 研究架構21
    第二節 研究假設23
    第三節 變數的操作性定義與衡量方法26
    第四節 前測實驗28
    第五節 研究方法34
    第四章 資料分析35
    第一節 樣本結構36
    第二節 信度分析與因素分析37
    第三節 假設驗證38
    第五章 研究結論與建議73
    第一節 研究結論73
    第二節 研究限制75
    第三節 對後續研究的建議76
    附錄一 混合產品前測問卷81
    附錄二 產品功能前測問卷83
    附錄三 產品圖片前測問卷85
    附錄四 正式問卷(一)89
    附錄四 正式問卷(二)94
    附錄四 正式問卷(三)99
    附錄四 正式問卷(四)104
    附錄四 正式問卷(五)109
    附錄四 正式問卷(六)114
    附錄四 正式問卷(七)119
    附錄四 正式問卷(八)124
    Reference 中文部分
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    2. 林建煌,2008。行銷管理,四版,台北:華泰文化事業股份有限公司。
    3. 林靈宏,1993。消費品類型、創新類型與新產品行銷策略。關係研究,國立政治大學企業管理研究所博士論文。
    5. 解名禮,1992。個人特質與消費者對不同品牌來源國與製造地產品態度
    6. 曾志朗、洪蘭,1978。「閱讀中文字:一些基本的實驗研究」,中華心理學
    7. 藍宇眉,2004。「記憶方法、重複、教育程度與辨識能力對品牌記憶之影響」,
    8. 黃毓仁,2009。產品命名方式對產品態度與購買意願之影響。
    9. 陳諭廷,2007。品牌間的品牌名稱與產品外觀的高低相似對於品牌稀釋的影響。

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  • none(林建煌)
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    Date of Submission 2011-07-04

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