博碩士論文 etd-0904108-141128 詳細資訊


[回到前頁查詢結果 | 重新搜尋]

姓名 呂學隆(Hsueh-lung Lu) 電子郵件信箱 E-mail 資料不公開
畢業系所 傳播管理研究所(Communications Management)
畢業學位 碩士(Master) 畢業時期 96學年第2學期
論文名稱(中) 消費者知識、轉換成本對於3G影像電話使用意圖之影響
論文名稱(英) The effect of consumer knowledge, switching cost for the usage intention of 3G video phone service
檔案
  • etd-0904108-141128.pdf
  • 本電子全文僅授權使用者為學術研究之目的,進行個人非營利性質之檢索、閱讀、列印。
    請遵守中華民國著作權法之相關規定,切勿任意重製、散佈、改作、轉貼、播送,以免觸法。
    論文使用權限

    電子論文:校內校外均不公開

    論文語文/頁數 中文/103
    統計 本論文已被瀏覽 5561 次,被下載 0 次
    摘要(中) 台灣的行動通訊產業近年來已經成為全球相關產業中成長最快的代表。經過多年的發展,現已進入第三代行動電話的應用成長期。在3G所提供的相關服務中,最具代表性、推廣最早的首推3G影像電話。但是台灣自3G在2005年陸續開台後,影像電話使用的普遍性持續保持緩慢成長的停滯狀態。
      學者曾指出:消費者的相關產品知識會影響購買決策過程以及最終使用與否的決策。另外也有學者認為:消費者認知的轉換風險越高,接受新服務的可能性也越低。本研究即由此兩因素出發,檢視目前消費者對於3G的消費者知識現況,由語音服務轉換使用影像電話的轉換成本內涵。並進一步探究消費者知識與轉換成本,其與消費者使用3G影像電話之行為意圖之相互影響。
      在經過文獻探討後,本研究將消費者知識分四種構面,也將消費者由語音通話轉換使用3G影像電話的轉換成本納入研究,進行調查後分析呈現消費者知識與轉換成本的現況,並獲得以下之結論與建議:
    一、消費者對於3G影像電話的「產品存在知識」與「說服知識」,對於使用3G影像電話之使用意圖沒有顯著影響;「產品屬性知識」與「購買使用知識」則對於使用3G影像電話之使用意圖具有正向之影響;
    二、消費者由語音服務轉換使用3G影像電話服務之轉換成本,與使用3G影像電話之使用意圖之間存在負向顯著影響;
    三、消費者對於3G影像電話的「說服知識」,對於3G影像電話之轉換成本具有負向之影響關係。
    摘要(英) The industry of mobile communication in Taiwan has recently become the fastest growing representative in the mobile communication related industries in the world. After several years of development, the industry has moved into the application development stage for 3rd generation (3G) technologies. Within the related services offered by 3G technologies, the most noticeable and the earliest one to set into promotion are video phone service. However, since 3G technologies become available in year 2005, the utilization of video phone service and its popularity keeps at slow growth.
      Scholars have pointed out that the consumers’ perception of the products can have impact on their purchasing and using decisions. Further, some scholars also think that if the consumers believe the risk of change is high; their willingness to accept new services is lowered. Based on the above two factors, this research examines the current status on consumers’ perception on 3G technologies and also investigates the interrelationships among consumers’ perception of the cost of change and the utilization of 3G video phone service.
      After going through the literature on the subject, this research has categorized consumer knowledge into 4 types. In addition, the switching cost which arising from the change of voice service to 3G video phone service by consumers has also been included into the study. The conclusions and recommendations resulting from the investigation and analysis of current consumer knowledge and the switching cost are as follows: 
    1.Consumers’ product existence knowledge on 3G video phone service and the persuasion knowledge does not have noticeable impact on its usage intention. However, the product attributes knowledge and the knowledge to purchase and usage have positive noticeable impact on its usage intention.
    2.The switching cost for consumers to move from voice services to 3G video phone service has noticeable negative impact on its usage intention for 3G video phone service.
    3.Consumers’ persuasion knowledge for 3G video phone service has a negative relationship on the switching cost of change for 3G video phone service.
    關鍵字(中)
  • 使用決策
  • 使用意圖
  • 轉換成本
  • 產品知識
  • 消費者知識
  • 關鍵字(英)
  • usage decision
  • usage intention
  • 3G
  • consumer knowledge
  • product knowledge
  • switching cost
  • 論文目次 中文摘要
    第一章 緒論
    第一節 研究背景與動機 1
    第二節 研究問題 3
    第三節 研究流程 4
    第二章 文獻探討
    第一節 第三代行動電話與3G影像電話服務
    一、3G通訊技術發展之演進 6
    二、台灣地區3G市場現況 9
    三、3G影像電話服務發展現況 12
    第二節 消費者知識
    一、消費者知識之概念及定義 15
    二、消費者知識之分類 17
    三、消費者知識之衡量基準 23
    四、消費者知識與使用意圖之關係 25
    第三節 轉換成本
    一、轉換成本定義 27
    二、轉換成本的構面與類型 28
    三、轉換成本的過往研究取向 35
    第三章 研究方法
    第一節 研究架構 37
    第二節 研究假設
    一、消費者知識影響使用意圖 41
    二、轉換成本影響使用意圖 42
    三、消費者知識影響轉換成本 43
    第三節 研究構面衡量問項
    一、產品存在知識 46
    二、產品屬性知識 47
    三、購買與使用知識 47
    四、說服知識 47
    五、轉換成本 48
    六、使用意圖 48
    第四節 研究設計
    一、研究對象 49
    二、抽樣方法 49
    三、調查方法 49
    四、問卷設計 49
    第五節 資料分析方法 50
    第四章 資料分析與討論
    第一節 敘述性統計分析
    一、問卷回收概況 53
        二、基本資料敘述性統計分析 53
        三、研究變項敘述性統計分析 56
    第二節 問卷信度分析
    一、消費者知識指標信度分析 59
    二、轉換成本指標信度分析 60
    三、使用意圖問項信度分析 60
    第三節 相關分析 62
    第四節 迴歸分析與假設檢定
    一、共線性分析 63
    二、迴歸分析 65
    第五章 研究結果討論
    第一節 消費者知識現況與影響效果
    一、產品存在知識 72
    二、購買與使用知識 72
        三、產品屬性知識 73
    四、說服知識 74
    第二節 轉換成本之內涵與影響 74
    第六章 研究結論與建議
    第一節 學術面之研究貢獻 76
    第二節 實務面之研究貢獻 78
    第三節 研究限制 79
    第四節 後續研究建議 79
    參考文獻 79
    附錄 正式問卷 88
    參考文獻 王政友 (譯) (2002)。井上伸雄著。圖解通訊科技。台北縣新店市:世茂。
    王祖康 (2006)。以消費者特性、新科技特性探討消費者採用第三代行動通訊服
      務之關鍵因素研究。國立臺北商業技術學院商學研究所碩士論文。
    王嘉鵬 (2001)。以生活型態區隔之台北市民對第三代行動電話接受意願之研
      究—以2000年台北電信展為例。國立交通大學經營管理研究所碩士論文。
    中華電信emome。上網日期:97年4月21日,取自http://www.emome.net/channel?chid=111
    江志清 (2003)。影像電話之使用行為研究。國立清華大學工業工程與工程管理
      學系碩士論文。
    江裕真 (譯) (2008)。岡嶋裕史著。iPhone的衝擊與商機。台北市:商周。
    呂秀英 (2000)。有關係?沒關係?-談迴歸與相關。農業實驗所技術服務季刊。
    朱海松 (2006)。第五媒體。台北市:御書房。
    吳明隆、涂金堂 (2005)。SPSS與統計應用分析。台北市:五南。
    吳明隆 (2007)。SPSS操作與應用—問卷統計分析實務。台北市:五南。
    吳建興 (2006)。IDC:亞太手機遊戲市場將穩定成長。資策會FIND。上網日期:97年5月1日,取自http://www.find.org.tw/find/home.aspx?page=news&id=4452
    李芳齡 (譯) (2002)。D. Steinbock著。Nokia! : 小國競爭者的策略轉折路。
      台北市:商智文化。
    李盛滿 (2004)。影響顧客採用行動通信3G系統意願之關鍵因素分析。中原大學
      企業管理學系碩士論文。
    李景智 (2006)。以質性研究方法探討消費者選擇第三代行動電話服務業者之行
      為。元智大學管理研究所碩士論文。
    林中玉 (2003)。消費者創新產品之接受意願與產品屬性評估之研究—以網路電
      話盒(機)為例。國立交通大學經營管理研究所碩士。
    林俊宏 (2002)。消費者特性、新產品屬性及環境變數對創新購買意願之影響。
      國立成功大學企業管理研究所碩士論文。
    東名 (2001)。行動通訊發展。台北:文魁資訊。
    邱皓政 (2000)。量化研究與統計分析:SPSS中文視窗版資料分析範例解析。台
      北市:五南。
    洪琛峰 (2004)。影響行動上網意願因素之研究—以台灣三大都會區使用者為
      例。天主教輔仁大學資訊管理學系在職專班碩士論文。
    徐立斐 (2007)。經營模式與行銷組合策略對消費者創新採用意願影響之研究—
      以台灣3G電信營運商為例。中原大學企業管理學系碩士論文。
    徐錫恆 (1999)。由消費者經驗之認知面、情感面探討對消費者滿意的影響—以
      產品涉入為干擾變項。國立中央大學企業管理研究所碩士論文。
    高慧雯 (2001)。第三代行動通訊之服務與定價模式探討。國立政治大學企業管
      理系碩士論文。
    康文舟 (2007)。消費者對創新產品接受意願之研究—以台灣地區第三代行動電
      話(3G)潛在客戶為例。國立交通大學管理學院碩士在職專班經營管理組碩士
      論文。
    鹿荷 (2007)。Nokia創新驚艷。台北縣汐止市:普天。
    陳一德 (2005)。消費者對3G應用服務偏好之研究。大同大學工業設計研究所碩
      士論文。
    陳吉宗 (2002)。行動商務市場區隔之研究-以3G市場為例。國立台灣科技大學
      管理研究所EMBA學程碩士論文。
    陳志偉 (2002)。第三代行動電話市場區隔及轉移意願之研究—以台南地區大學
      生族群為例。國立成功大學交通管理科學研究所碩士論文。
    陳旭華 (譯) (2004)。W. H. Davidow著。高科技行銷。台北市:中衛發展中心。
    陳盈燕 (2006)。消費者採用三代行動通訊系統(3G)之決策考量因素研究。國立
      高雄第一科技大學行銷與流通管理系碩士論文。
    曾淯菁 (譯) (2006)。D. Steinbock著。30億眼睛在行動。臺北市:商智文化。
    黃宇寰 (2004)。影響行動電話上網服務採用之研究。銘傳大學傳播管理研究所
      碩士論文。
    黃彥達 (2005)。當科技變身時尚-16%的科技行銷密碼。台北市:先覺。
    黃敏峰 (2006)。影響使用第三代行動電話服務之因素。國立成功大學交通管理
      科學研究所碩士論文。
    黃培雯 (1999)。電子產業透析—影像電話發展現況與趨勢(ITRICC-0267-C301(89))。新竹縣竹東鎮: 工業技術研究院。
    黃逸華 (譯) (2001)。P. May著。行動商務大未來。台北市:藍鯨。
    黃逸華 (譯) (2002)。J. Easton著。無線商機。台北市:藍鯨。
    張秉正 (2006)。廣告訴求對希望及消費者購買意願、使用行為與滿意度之影響—
      以第三代行動電話服務為例。國立成功大學電信管理研究所碩士論文。
    張保隆、謝寶煖 (2006)。學術論文寫作:APA規範。台北市:華泰。
    楊展岳 (2008)。2007年第四季我國行動上網觀測。經濟部資策會研究報告。台北市:經濟部資策會。
    賴世杰 (2000)。產品知識及產品資訊對創新性產品消費行為的影響-----以數位相機為例。輔仁大學管理學研究所碩士論文。
    廖御超 (2006)。影響採用創新產品之相關因素探討—以3G手機為例。國立東華
      大學企業管理學系碩士論文。
    鄭心怡 (2006)。以使用者意願探討3G行動通訊服務之關鍵成功因素。義守大學
      資訊管理研究所碩士論文。
    國家通訊傳播委員會。上網日期:97年7月16日,取自http://www.ncc.gov.tw/
    劉祥亞 (2008)。NOKIA-來自北歐的冰藍傳奇。台北縣中和市:好優文化。
    劉富凱 (2006)。創新性產品消費者購買決策之研究—以第三代行動電話為例。
      樹德科技大學經營管理研究所碩士論文。
    蕭秋梅 (譯) (2005)。日本三菱總合研究所編著。行動產業大趨勢。台北市:麗
      勤管理顧問。
    蕭秋梅 (譯) (2001)。夏 野剛著。i-mode贏的策略。台北市:經濟新潮社。
    魏錫鈴 (2000)。行動電話消費者購買行為及其市場區隔之研究—以北部地區居
      民為例。國立交通大學經營管理研究所碩士論文。
    二、英文部分
    Alba, J.W., & Hutchinson, J.W.(1987).Dimensions of consumer expertise. Journal of
     Consumer Research, 13(4), 411-454.
    Alba, J.W., & Hutchinson, J.W. (2000).Knowledge calibration: What consumers know and what they think they know. Journal of Consumer Research, 27(2), 123-156.
    Alhabeeb, M.J. (2007).Consumer knowledge and consumption: A human capital
     model. Academy of Marketing Studies, 11(1), 69-81.
    Bearden, W.O., Hardesty, D.M., & Rose, R.L.(2001).Consumer Self-Confidence:
     Refinements in conceptualization and measurement. Journal of Consumer
     Research, 28(1), 121-134.
    Beatty, S.E., & Smith, S.M. (1987).External search effort: An investigation across
     several product categories. Journal of Consumer Research, 14(1), 83-95.
    Bei, L. T., & Widdows, R.(1999).Product knowledge and product involvement as
     moderators of the effects of information on purchase decisions: A case study using
     the perfect information frontier approach. The Journal of Consumer Affairs, 33(1),
     165-186.
    Berger, I. E. , Ratchford, B.T.,& Haines Jr., G. H.(1994).Subjective product
     knowledge as a moderator of the relationship between attitudes and purchase
     intentions for a durable product. Journal of Economic Psychology, 15, 301-314.
    Bettman, J.R., & Park, C.W. (1980).Effects of prior knowledge and experience and
     phase of the choice process on consumer decision processes: A protocol analysis.
     Journal of Consumer Research, 7(3), 234-248.
    Bettman, J.R., & Sujan, M.(1987). Effects of framing on evaluation of comparable
     and non comparable alternatives by expert and novice consumers . Journal of
     Consumer Research, 14(2), 141-154.
    Biehal, G., & Chakravarti, D.(1983).Information accessibility as a moderator of
     consumer choice. Journal of Consumer Research, 10(1), 1-14.
    Bign, E., Ruiz, R., & Sanz, S.(2007).Key drivers of mobile commerce adoption An
     exploratory study of Spanish mobile users. Journal of Theoretical and Applied
     Electronic Commerce Research, 2(2), 48-60.
    Biswas, A., & Sherrell, D. L.(1993).The influence of product knowledge and brand
     name on internal price standards and confidence. Psychology & Marketing, 10(1),
     31-46.
    Blackwell, R.D., Miniard, P.W., & Engel, J.F.(Ends.).(2001). Consumer Behavior.
     Chicago, IL: Harcourt.
    Blair, M. E. and Innis, D. E. (1996),”The effects of product knowledge on the evaluation of warranteed brands”, Psychology and marketing, Vol.13(5), pp. 445-457.
    Boush, D. M., Fruestad, M & Rose, G. M.(1994).Adolescent skepticism toward TV
     advertising and knowledge of advertiser tactics. Journal of Consumer Research,
     21(1), 165-175.
    Brucks, M. (1985).The effects of product class knowledge on information search
     behavior. Journal of Consumer Research, 12(1), 1-16.
    Burnham, T.A., Frels, J.K., & Mahajan, V. (2003).Consumer switching costs: A
     typology, antecedents, and consequences. Academy of Marketing Science,
     31(2),109-125.
    Capraro, A.J., Broniarczyk, S., & Srivastava, R.K.(2003).Factors influencing the
     likelihood of customer defection: The role of consumer knowledge. Academy of
     Marketing Studies, 31(2), 164-175.
    Caruana, A. (2004).The impact of switching costs on customer loyalty: A study among corporate customers of mobile telephony. Journal of Targeting, Measurement and Analysis for Marketing, 12(3) , 256-268.
    Chan-Olmsted, S. M., Lee, S., & Kim, H. (2007). The deployment of third-generation mobile services: A multinational analysis of contributing factors. Paper presented at the International Communication Division 2007 AEJMC Convention, Washington, DC.
    Cha, J., &Chan-Olmsted, S.M. (2007).Predictors of adoption of entertainment, information, communication, and transaction service on mobile phones. AEJMC 2007 convention , Washington, D.C.
    Cole, L. J., (1991). Satisfaction: Theory or Ttheoretical Construct. New York: Prentice-Hall.
    Colgate, M., & Lang, B.(2001).Switching barriers in consumer markets: An investigation of the financial services industry. The Journal of Consumer Marketing, 18(4/5), 332-347.
    Cordell, V.V. (1997).Consumer knowledge measures as predictors in product evaluation. Psychology & Marketing, 14(3), 241-260.
    Coulter, R.A., Price, L.L., Feick, L., Camelia, M.(2005).The evolution of consumer
     knowledge and sources of information: Hungary in transition. Journal of Marketing
     Science, 33(4), 604-619.
    Cowley, E., & Mitchell A.A.(2003).The moderating effect of product knowledge on
     the learning and organization of product information. Journal of Consumer
     Research, 30(3), 443-454.
    Darley, W.K.(1999).The relationship of antecedents of search and self-esteem to
     adolescent search effort and perceived product knowledge. Psychology &
     Marketing, 16(5), 409-427.
    Davenport, T. H. “Human Capital: What it is and why people invest it,” San Francisco, CA: Jossey-Bass, 1999
    Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 13(3), 319-340.
    Denisi, A. S., & Shaw, J. B. (1977). Investigation of the use of self-reports of abilities, Journal of Applied Psychology, 5(7), 641-644.
    Dick, A.S., and Basu, K. (1994), “Customer Loyalty: Toward an Integrated Conceptual Framework,” Journal of the Academy of Marketing Science, Vol. 22(2),
    pp. 99-113.
    Dommeyer, C.J., & Gross, B.L.(2003).What consumer know and what they do: An
     investigation of consumer knowledge, awareness, and use of privacy protection
     strategies. Journal of Interactive Marketing, 17(2), 34-51.
    Flynn, L.R., & Goldsmith, R.E.(1999).A short, reliable measure of subjective
     knowledge. Journal of Business Research, 46, 57-66.
    Fornell, C. (1992), “A National Customer Satisfaction Barometer: The Swedish
    experience,” Journal of Marketing, Vol. 56, pp. 6–21.
    Friestad, M. & P. Wright. (1994) “The Persuasion Knowledge Model: How people Cope with Persuasion Attempts.” Journal of Consumer Research 21: 1.
    Gardner,M.P.(1984),”Advertising Effects on Attributes Recalled and Criteria Used for Brand Evaluations ,”Journal of Consumer Research,10(December),pp310-318
    Gerpott, T., Rams, W., & Schindler, A. (2001).Customer retention, loyalty, and
     satisfaction in German mobile cellular telecommunications market.
     Telecommunications Policy, 25, 249-269.
    Gilbert, M., & Cordey-Hayes, M.(1996).Understanding the process of knowledge
     transfer to achieve successful technological innovation. Technovation, 16(6),
     301-312.
    Graeff, T.R. (1997).Comprehending product attributes and benefits: The role of
     product knowledge and means-end chain inferences. Psychology & Marketing,
     14(2), 163-183.
    Gregan-Paxton, J. (2001).The role of abstract and specific knowledge in the formation
     of product judgments: An analogical learning perspective. Journal of Consumer Psychology, 11(3), 141-158.
    Gremler, D. D. (1995), “The Effect of Satisfaction, Switching Costs and Interpersonal Bonds on Service Loyalty,” Doctoral Dissertation, Arizona State University.
    Guiltnan, J. P. (1989), “A Classification of Switching Costs with Implications for Relationship Marketing,” in Childers, T L. and Bagozzi, R. P. (eds) 'Winter Educators' Conference: Marketing Theory and Practice', American Marketing Association, Chicago, IL, pp. 216-220.
    Hardesty, D.M., Bearden, W.O., & Carlson, J.P.(2007).Persuasion knowledge and
     consumer reactions to pricing tactics. Journal of Retailing, 83(2), 199-210.
    Harris, L. C., & Piercy, N. F. (1997) Market orientation is free: The real costs of becoming market-led. Management Decision, 35(1), 33-38.
    Hedlund, G.(1994).A model of knowledge management and the N-Form Corporation.
     Strategic Management Journal, 15, 73-90.
    Holak, S.L.(1988).Determinants of innovative durables adoption an empirical study
     with implications for early product screening. Journal of Product Innovation Management, 5, 50-69.
    Huan, Z., Xu, X., & Li, H.(2005).The impact of service quality, satisfaction, value and switching barrier on customer loyalty in Chinese Mobile Telecommunication Industry.IEEE,1(13-15),217-222.
    Hutchinson, J.W., & Alba, J.W. (1991).Ignoring irrelevant information: Situational
     determinants of consumer learning. Journal of Consumer Research, 18(3),
     325-345.
    International Telecommunication Union (2008). Retrieved July 4, 2008, from http://www.itu.int/net/home/index.aspx
    Jacoby, T. Troutman ,A. Kuss, and D. Mazursky (1986),”Experience and Expertise in Complex Decision Making,” in Advances in Consumer Research,Vol.13,ed. Richard J. Lutz, Provo, UT: Association for Consumer Research,469-475
    Jayachandran, S., & Hewett, K., & Kaufman, P.(2004).Customer response capability
     in a sense-and respond era: The role of customer knowledge process. Academy of
     Marketing Science, 32(3), 219-233.
    Johnson, E. J. and J. E. Russo (1984), “Product Familiarity and Learning New Information,” Journal of Consumer Research 11(1): 542-550.
    Jones, M.A., Mothersbaugh, D.L., & Beatty, S.E.(2000).Switching barriers and
     repurchase intentions in services. Journal of Retailing, 76(2), 259-274.
    Jones, M.A., Mothersbaugh, D.L., & Beatty, S.E.(2002). Why customers stay:
     Measuring the underlying dimensions of services switching costs and managing
     their differential strategic outcomes. Journal of Business Research, 55, 441-450.
    Katz, M. L. and C. Shapiro, (1986), “Product Compatibility Choice in a Market with Technological Progress”, Oxford Economics Papers, Vol. 38, pp.146-169.
    Kerin, R. A., Varadarajan, P. R. and Peterson, R. (1992), “First Mover Advantages: A Synthesis and Critique,” Journal of Marketing, Vol. 56, pp. 33-52.
    Kim, M.K., Park, M.C., & Jeong, D.H.(2004).The effects of customer satisfaction and
     switching barrier on customer loyalty in Korean mobile telecommunication
     services.Telecommunications Policy, 28, 145-159.
    Kim, M. K., Park, M. C. and Jeong, D. H. (2004), “The Effects of Customer Satisfaction and Switching Barrier on Customer Loyalty in Korean Mobile Telecommunication Services,” Telecommunications Policy, Vol. 28, pp. 145-159.
    Kirmani, A. & Wright, P. (1989). Money talks: Perceived advertising expense and expected product quality. Journal of Consumer Research, 16:344-353.
    Klemperer, P. D. (1987), “Markets With Consumer Switching Costs”, The Quarterly Journal of Economics. Vol. 102(2), pp. 375-394.
    Klemperer, P. D. (1995), “Competition When Consumer Have Switching Cost: An Overview with Applications to Industrial Organization, Macroeconomics, and International Trade,” Review of Economic Studies, Vol. 62(4), pp. 515-540.
    Klerck, D., & Sweeney, J.C. (2007).The effect of knowledge types on Consumer-Perceived Risk and adoption of genetically modified foods. Psychology &Marketing, 24(2), 171-193.
    Koivumaki, T., Ristola, A., & Kesti, M. (2008).The perceptions towards mobile
     services: An empirical analysis of the role of use facilitators. Pers Ubiquit Comput,
     12, 67-75.
    Kolter, P. (2005). Marketing Management: Analysis, Planning, Implementation and Control. 7th, Prentice-Hall, Inc., New York.
    Krishna, A.(1994).The effect of deal knowledge on consumer purchase behavior. Journal of Marketing Research, 31(1), 76-91.
    Lam, S. Y., Shankar, V., Erramilli, M. K, and Murthy, B. (2004), “Customer Value, Satisfaction, Loyalty, and Switching Costs: An Illustration from a Business-to-Business Service Context,” Journal of the Academy of Marketing Science, Vol. 32(3), pp. 293-311.
    Lang, A. (1992). A limited capacity theory of television viewing. Paper presented to the Information Systems Division of the International Communication Association, Miami, FL.
    Laroche, M., Cleveland, M., Bergeron, J., & Goutaland, C.(2003).The Knowledge-Experience-Evaluation relationship: A structural equations modeling
     test of gender differences. Canadian Journal of Administrative Science, 20(3),
     246-259.
    Lee, M.K.O., Cheung, C.M.K., Lim, K.H., & Sia, C.L.(2006).Understanding
     customer knowledge sharing in web-based discussion boards. Internet Research,
     16(3), 289-303.
    Lee, J. and Feick, L. (2001), “The Impact of Switching Cost on the Customer Satisfaction-Loyalty Link: Mobile Phone Service in France,” Journal of Service Marketing, Vol. 15, pp. 35-48.
    Liao, C.H., Tsou, C.W., & Huang, M.F.(2007).Factors influencing the usage of 3G
     mobile services in Taiwan. Online Information Review, 31(6), 759-774.
    Li, F., Miniard, P.W., & Barone, M.J. (2000).The facilitating influence of consumer
     knowledge on the effectiveness of daily value reference information. Academy
     of Marketing Science, 28(3), 424-436.
    Lu, J., Liu, C., Yu, C.S., & Wang, K. (2008).Determinants of accepting wireless
     mobile data services in China. Information & Management, 45, 52-64.
    Lynch, JR J. G., Marmorstein, H., & Weigold, M. F. (1988).Choices from sets
     including remembered brands: Use of recalled attributes and prior overall
     evaluations. Journal of Consumer Research, 15(2), 169-184.
    Malhotra N. K., Marketing Research: An Applied Orientation, New Jersey: Englewood Cliffs, 1993.
    Martenson, R. (2005).Success in complex decision contexts: The impact of consumer
     knowledge, involvement, and risk willingness on return on investments in mutual
     funds and stocks. Int. Rev. of Retail, Distribution and Consumer Research, 15(4),
     449-469.
    Mattila, A.S., &Wirtz, J. (2002).The impact of knowledge types on the consumer
     search process. International Journal of Service Industry Management, 13(3/4),
     214-230.
    Mazzoni, C., Castaldi, L., &Addeo, F.(2007).Consumer behavior in the Italian mobile
     telecommunication market. Telecommunications Policy, 31, 632-647.
    Medina, Q. M. & Chaparro P. J. (2008). The impact of the human element in the information systems quality for decision making and user satisfaction. Journal of Computer Information Systems, 48(2), 44-52.
    Meeds, R. (2004).Cognitive and attitudinal effects of technical advertising copy: The
     roles of gender, self-assessed and objective consumer knowledge. International
     Journal of Advertising, 23, 309-335.
    Mitchell, A.A., & Dcin, P.A.(1996).The assessment of alternative measures of
     consumer expertise. Journal of Consumer Research, 23(3), 219-239.
    Monroe, K.B. (1976). The influence of price differences and brand familiarity on
     brand preferences. Journal of Consumer Research, 3(1), 42-49.
    Moorhy, S., Ratchford, B.T., & Talukdar, D. (1997).Consumer information search
     revisited: Theory and empirical analysis. Journal of Consumer Research,
     23(4),263-277.
    Moore, D.J. and R.W. Olshavsky,(1989) “Brand choice and deep price discounts,” Psychology & Marketing, 6(3), pp. 181-196,.
    Moorman, C., Diehl, K., Brinberg, D., & Kidwell, B. (2004).Subjective knowledge,
     search locations, and consumer choice. Journal of Consumer Research, 31(3),
     673-680.
    Moreau, C.P., Lehmann, D.R., & Markman, A.B.(2001).Entrenched Knowledge
     structures and consumer response to new products. Journal of Marketing
     Research, 38(1), 14-29.
    Murray, K. B. (1991), “A Test of Services Marketing Theory: Consumer Information Acquisition Activities,” Journal of Marketing, Vol. 55, pp. 20-38.
    Nielson, T. (1992), “Two Kinds of Consumer Switching Costs,” The Rand Journal of Economics, Vol. 23(4), pp.579-589.
    Nilufar, B. & Ray, H. (2004). Review of quality of service performance in wireless LANs and 3G multimedia application services. Computer Communications, 27, 1684-1462.
    Nonaka, I. & H. Takeuchi.(1994) “The Knowledge-Creating Company: How Japanese Companies Create the Dynamics of Innovation,” New York: Oxford University Press,.
    Oliver, R. L. (1999), “Whence consumer loyalty?” Journal of Marketing, Vol. 63, pp. 33-45.
    Page, K., & Uncles, M.(2004). Consumer knowledge of the World Wide Web:
     Conceptualization and measurement. Psychology & Marketing, 21(8), 573-591.
    Park, C.W., & Lessig V.P. (1981).Familiarity and its impact on consumer decision
     biases and heuristics. Journal of Consumer Research, 8(2), 223-230.
    Park, C.W., & Moon, B.J. (2003).The relationship between product involvement and
     product knowledge: Moderating roles of product type and product knowledge type.
     Psychology & Marketing, 20(11), 977-997.
    Park, C.W., Mothersbaugh, D.L., & Feick, L.(1994).Consumer knowledge 
     assessment. Journal of Consumer Research, 21(1), 71-82.
    Park, C. W., M. P. Gardner and V. K. Thukral, “Self-Perceived Knowledge: Some Effects on Information Processing for a Choice Task,” American Journal of Psychology, Vol. 101, 1988, pp. 401-424.
    Patterson, P. G., Mandhachitara, R. and Smith, T. (2001), “Switching Costs as A Moderator of Services Satisfaction Processes in Thailand,” Asian Dimensions of Services Marketing, Vol. 14 (1), pp. 1-21.
    Peter, J. P., & Olson, J. C. (2005). Consumer Behaviour & Marketing Strategy. New York: McGraw-Hill/Irwin.
    Porter, M. E. (1980), Competitive strategy: Techniques for analyzing industries and competitors, Macmillan, New York.
    Punj, G. N., & Staelin, R. (1983). A model of consumer information search behavior for new automobiles. Journal of Consumer Research, 9(4), 366-380.
    Purser, R. E., & Pasmore, W. A. (1992). Organizing for learning. In W. A. Pasmore & R. W. Woodman (Eds.), Research in Organizational Change and Development (pp. 37-114). London:JAI Press.
    Rai, Akshay R. and Sieben, Wanda A.(1992), The Effect of Prior Knowledge on Price Acceptability and the. Journal of Consumer Research, 19, 256-270.
    Rai, A., Lang, S., & Welker, R. (2002). Assessing the validity of IS success models: An empirical test and theoretical analysis. Information Systems Research, 13(1), 50-69.
    Raju, P.S., & Lonial, S.C., & Mangold, W.G.(1995).Differential effects of subjective
     knowledge, objective knowledge, and usage experience on decision making: An
     exploratory investigation. Journal of Consumer Psychology, 4(2), 153-180.
    Rao, A.R., & Monroe, K.B. (1988).The moderating effect of prior knowledge on cue
     utilization in product evaluations. Journal of Consumer Research, 15(2),253-264.
    Rao, A. R., & Sieben, W. A.(1992). The effect of prior knowledge on price acceptability and the type of information examined. Journal of Consumer Research,19(2), 256-270.
    Ratchford, B.T.(2001).The economics of consumer knowledge. Journal of Consumer
     Research, 27(4), 397-409.
    Reid, A. (2005). The rise of third generation phones: The implications for child protection. Information & Communications Technology Law, 14(2), 89-113.
    Samuelson, W. and R. Zeckhause (1988). Status Quo Bias in Decision Making, Journal of Risk and Uncertainty, 1,:7-59.
    Sanjay, P., & Ratchford, B.T.(1997).A model of search behavior with an application togrocery shopping. Journal of Retailing, 73(4), 463-486.
    Schmidt, J.B., & Spreng, R.A. (1996).A proposed model of external consumer
     information search. Academy of Marketing Science, 24(3), 246-256.
    Shapiro, C. and Varian, H. R. (1999), Information Rules: A Strategic Guide to the Network Economy, Boston, MA: Harvard Business School Press.
    Smith, G. E., & Wortzel, L.H. (1997).Prior knowledge and the effect of suggested
     frames of reference in advertising. Psychology & Marketing, 14(2), 121-143.
    Srinivasan, N., & Ratchford B.T. (1991).An empirical test of a model of external
     search for automobiles. Journal of Consumer Research, 18(2), 233-242.
    Staelin, R. (1978).The effects of consumer education on consumer product safety
     behavior. Journal of Consumer Research, 5(1), 30-40.
    Sujan, M. (1985). Consumer knowledge: Effects on evaluation strategies mediating
     consumer judgments. Journal of Consumer Research, 12(1), 31-46.
    Thakor, M. V. and Katsanis, L. P.(1997), “A Model of Brand and Country Effects on Quality Dimensions: Issues and Implications,” Journal of International Consumer Marketing, Vol. 9, No. 3, pp. 79-100.
    Weiss, A. M., and Anderson, E. (1992), ”Converting from Independent to Employee Salesforces: The Role of Perceived Switching Cost,” Journal of Marketing Research, Vol. 29, pp. 101-115.
    Wernerfelt, B., 1994, “Selling Formats for Search Goods”, Marketing Science, Vol.13, No.3, pp.298-309.
    Wirtz, J., & Mattila, A.S. (2003).The effects of consumer expertise on evoked set size
     and service loyalty. The Journal of Service Marketing, 17(6/7), 649-663.
    Wright, P. (1973). The cognitive process mediating acceptance of advertising. Journal of Marketing Research, 10:53-62.
    Wright, P. (1985). Schemer schema: Consumers’ intuitive theory about marketers’ Influence tactics. In Advances in Consumer Research, 13 (ed.) R.J. Lutz, UT: Association for Consumer Research, 1-3.
    Xia, L., & Sudharshan, D.(2002).Effects of interruptions on consumer online decision
     processes. Journal of Consumer Psychology, 12(3), 265-280.
    口試委員
  • 朱斌妤 - 召集委員
  • 林素真 - 委員
  • 李雅靖 - 指導教授
  • 口試日期 2008-07-30 繳交日期 2008-09-04

    [回到前頁查詢結果 | 重新搜尋]


    如有任何問題請與論文審查小組聯繫