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博碩士論文 etd-0729120-215213 詳細資訊
Title page for etd-0729120-215213
運用SOR模型探討品牌偏好對購買意圖之影響: AMC變數的調節作用
An Application of the Stimulus-Organism-Response Model to Examine the Effect of Brand Preference on Purchase Intention: Moderating Effects of Awareness-Motivation-Capability Factors
Year, semester
Number of pages
Chih-Ting Shih
Advisory Committee
陳儀蓉, 李慶芳
Yi-Jung Chen; Lee, Ching-Fang
Date of Exam
Date of Submission
Purchase intention, Awareness-Motivation-Capability (AMC) perspective, Emotion of pleasure, Emotion of arousal, Emotional states, Brand preference, Stimulus-Organism-Response (S-O-R), Self-efficacy
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The Stimulus-Organism-response Theory is solicited to research the effect of the purchase intention of brand preference of this study. Focus on the mediating effect of the emotions states of pleasure and arousal, at the same time, AMC ( awareness, motivation and capability ) three moderating variables are included to examine the brand preference and the emotional states.
Online questionnaires are collected with the method of random sample, a total of 350 questionnaires are distributed and valid. Results reveal that there are significant effect that brand preference affects customers’ emotional states, such as pleasure and arousal positively. Furthermore, we explore the moderator effect on the relationship between Self-Identity and brand preference and emotional states, plus the partially moderator effect on the relationship between Self-efficacy and pleasure.
This Study contributes to the S-O-R Theory by exploring the psychological factor that drive consumers’ cognitive attitudes and the impact of the consumers’ purchase decisions. From the perspective of AMC, a new view to explore consumers’ perception is used.
目次 Table of Contents
論文審定書 i
誌 謝 ii
摘 要 iii
Abstract iv
目 錄 v
圖次 vii
表次 viii
第一章 緒論 1
第一節 研究背景與動機 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 理論背景 6
第二節 變數介紹 9
第三節 假說推導 13
第三章 研究方法 18
第一節 研究架構 18
第二節 資料來源與樣本 19
第三節 研究假說彙整 22
第四節 操作型定義與衡量方式 23
第五節 資料分析方法 29
第四章 實證分析 31
第一節 驗證性因素分析 31
第二節 相關分析 32
第三節 層級迴歸分析 34
第五章 結論與建議 40
第一節 研究分析結果 40
第二節 理論與實務意涵 43
第三節 研究限制及未來研究建議 46
參考文獻 48
一、中文 48
二、英文 48
三、網路 50
附錄 訪談(調查)問卷 51
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