Responsive image
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
Advisory Committee
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
本論文已被瀏覽 5805 次,被下載 0
The thesis/dissertation has been browsed 5805 times, has been downloaded 0 times.
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
參考文獻 References

李月華、丁學敏(2006)。以顧客為基礎之品牌權益探討。台北科技大學學報39(1), 103-118。
張國義、陳淑玲、呂依璇(2015)。團隊競爭氣候對業務人員任務績效之影響歷程:察覺-動機-能耐觀點。臺大管理論叢,25(3), P133 - 162。DOI: 10.6226/NTUMR.2015.JUL.OB18
Arora, R. (1982). Validation of an SOR model for situation, enduring, and response
components of involvement. Journal of Marketing Research, 19(4), 505-516.
Bagozzi, R. P. (1986). Principles of marketing management. Chicago: Science Research Associates.
Buckley, P. G. (1991). An SOR Model of the Purchase of an Item in a Store. NA-Advances in 17 Consumer Research, 18
Ballantine, P. W., & Fortin, D. R. (2009). The effects of interactivity and product information on consumers emotional responses to an online retail setting. International Journal of Internet Marketing and Advertising, 5(4), 260-271.
Bandura, Albert, and Edwin A. Locke. (2003). " Negative Self-Efficacy and Goal Effects Revisited." Journal of Applied Psychology 88 (1): 87 – 99.
Chen, M.(1996).Competitor analysis and interfirm rivalry: Toward a theoretical integration.Academy of Management Review,21(1),100-134.
Chen, M.,Miller, D. (2012).Competitive dynamics: Themes, trends, and a prospective research platform.Academy of Management Annals,6(1),1-76.
Eroglu, S. A., Machleit, K. A., & Davis, L. M. (2001). Atmospheric qualities of online retailing a conceptual model and implications. Journal of Business Research, 54(2), 177-184.
Ebrahim, R., Ghoneim, A., Irani, Z., & Fan, Y. (2016). A brand preference and repurchase intention model: the role of consumer experience. Journal of Marketing Management, 32(13–14), 1230–1259.
Fishbein, M., and Ajzen, I. (1975).Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research, Addison-Wesley, Reading, Mass.
Grewal, R. Krishnan, J. Baker and N. Borin. (1998). The effect of store name, brand name and price discounts on consumers' evaluations and purchase intentions, Journal of Retailing, 74(3), 331-352.
Gist, Marilyn E., and Terence R. Mitchell. (1992). " Self-Efficacy: A Theoretical Analysis of Its Determinants and Malleability." Academy of Management Review 17 (2): 183 – 211. doi: 10.5465/amr.1992.4279530.
Kawaf, F., & Tagg, S. (2012). Online shopping environments in fashion shopping: An S-O-R based review. Marketing Review, 12(2), 161-180.
Kiesler, Sara and Sproull Lee (1982). “Managerial response to changing environment: Perspectives on problem sensing from social congition” Administrative Science Quarterly, 27 (4), pp. 548-570.
Lazarus, R. S. (1991). Emotion and adaptation. New York: Oxford University Press.
Lazarus, R. S. (1998). Fifty years of the research and theory of R.S. Lazarus: An analysis of historical and perennial issues. Mahwah, N.J.: Lawerence Erlbaum Associates.
Mummalaneni, V. (2005). An empirical investigation of Web site characteristics, consumer emotional states and on-line shopping behaviors. Journal of Business Research, 58(4), 526-532.
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology.
Cambridge, MA: the MIT Press.
Malony, H. N. (1985). An SOR model of religious experience. Advances in the Psychology of Religion, 11, 113.
Mervis Carolyn B. and Rosch Eleanor (1981), “Categorization of natural objects." Annual Review of Psychology. 32, January, pp. 89-115.
MAYMAND, Mohammad M.; RAZMI, Roya. (2017) International Journal of Economic Perspectives. Vol. 11 Issue 1, p1369-1383. 15p. 2 Diagrams, 7 Charts.
Mathur, A., Moschis, G. P., & Euehun Lee. (2003). Life events and brand preference changes. Journal of Consumer Behaviour, 3(2), 129–141. doi: 9443/10.1002/cb.128
H. H. Chang and Y. M. Liu. (2009). The impact of brand equity on brand preference and purchase intentions in the service industries. The Service Industries Journal, 29(12), 1687-1706.
Tsai, M.-T., Cheng, N.-C., & Chen, K.-S. (2011). Understanding online group buying intention: The roles of sense of virtual community and technology acceptance factors. Total Quality Management & Business Excellence, 22(10), 1091-1104. doi:10.1080/14783363.2011.614870
Slama, M. E., & Tashchian, A. (1987). Validating the SOR paradigm for consumer
involvement with a convenience good. Journal of the Academy of Marketing
Science, 15(1), 36-45.
Spears and S. N. Singh. (2004). Measuring attitude toward the brand and purchase intentions, Journal of Current Issues and Research in Advertising, 26(2), 53-66.
Schiffman L.G. and. Kanuk L. L. (2000). Consumer Behavior, Prentice-Hall.
Taylor Shelley E. (1983), Adjustment to threatening events: A theory of cognitive adaptation, American Psychologist, 38 (11), pp. 1161-1173.
San-Martín, S., Jimenez, N., Camarero, C., & San-José, R. (2020). The path between personality, self-efficacy, and shopping regarding games apps. Journal of Theoretical and Applied Electronic Commerce Research, 15(2), 59-75. doi: 8080/10.4067/S0718-18762020000200105
Ye, Q., Li, G., & Gu, B. (2011). A cross-cultural validation of the web usage-related lifestyle scale: An empirical investigation in China. Electronic Commerce Research & Applications, 10(3), 304-312. doi:10.1016/j.elerap.2010.11.001
Y. Xu, T. A. Summers, and B. D. Belleau. (2004). Who buys American alligator?-Predicting purchase intention of a controversial product. Journal of Business Research, 57(10), 1189-1198.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31-46.


"Self-Identity ." International Encyclopedia of the Social Sciences. . Retrieved July 09, 2020 from
電子全文 Fulltext
論文使用權限 Thesis access permission:自定論文開放時間 user define
開放時間 Available:
校內 Campus: 已公開 available
校外 Off-campus: 已公開 available

紙本論文 Printed copies
開放時間 available 已公開 available

QR Code