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| 研究生： |
陳文潔 |
|---|---|
| 論文名稱： |
消費者行爲中知覺風險與降低風險策略之研究 :彩色電視機之實例 無 |
| 指導教授： | 郭崑謨 |
| 學位類別： |
碩士
Master |
| 系所名稱： |
商學院 - 企業管理學系 Department of Business Administration |
| 論文出版年： | 1978 |
| 畢業學年度： | 67 |
| 語文別： | 中文 |
| 論文頁數： | 132 |
| 中文關鍵詞： | 無 |
| 相關次數： | 點閱：119 下載：0 |
| 分享至: |
| 查詢本校圖書館目錄 查詢臺灣博碩士論文知識加值系統 勘誤回報 |
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序言
目錄
圖表目錄
第一章 導論1
第一節 研究問題1
第二節 研究目的及研究構架6
第三節 資料來源及分析方法7
第四節 本研究概要11
第二章 知覺風險研究文獻之檢視17
第一節 知覺風險的觀念17
第二節 降低風險之策略24
第三節 風險負擔的整體性理論32
第三章 知覺風險的衡量41
第一節 知覺風險模式41
第二節 知覺風險的數量化45
第四章 知覺風險的影響因素53
第一節 人口統計變數與知覺風險關係之分析54
第二節 情境變數與知覺風險關係之分析63
第五章 降低風險的策略—情報尋求73
第一節 消費者情報尋求的意義73
第二節 情報來源之評價76
第三節 情報尋求的內容和程度87
第六章 研究結論和限制103
第一節 研究結論103
第二節 本研究的限制107
參考書目109
附錄
附錄一 本研究調查問卷115
附錄二 洛斯—哈特職業聲望對照表121
圖表目錄
圖
1-1本研究之研究構架7
2-1以擔負風險為中心之購買行為模式34
4-1年齡與知覺風險關係圖55
4-2年齡與財務及社會風險關係圖56
4-3教育程度與知覺風險關係圖57
4-4教育程度與各風險界面關係圖58
4-5所得水準與知覺風險關係圖60
4-6社會階層與知覺風險關係圖62
4-7社會階層與績效及身體風險關係圖62
4-8特定性自信心與知覺風險關係圖65
4-9滿意程度與知覺風險關係圖67
4-10產品的重要性與知覺風險關係圖69
5-1個人經驗幫助程度與知覺風險關係圖80
5-2參考群體來源情報幫助程度與知覺風險關係圖82
5-3電視廣告幫助程度與知覺風險關係圖85
5-4報紙廣告幫助程度與知覺風險關係圖85
5-5店員推介幫助程度與知覺風險關係圖86
5-6廠商刊物幫助程度與知覺風險關係圖86
5-7經銷店陳列品幫助程度與知覺風險關係圖86
5-8比較之品牌數與知覺風險關係圖91
5-9訪問經銷店數與知覺風險關係圖95
5-10討論人數與知覺風險關係圖97
表
1-1樣本年齡分佈統計表10
1-2樣本教育程度分佈統計表10
1-3樣本所得水準分佈統計表10
1-4樣本社會階層分佈統計表11
3-1知覺風險各界面之相關矩陣48
3-2各風險界面不確定與後果成份分配之平均數和標準差49
3-3知覺風險程度分佈統計表51
3-4各風險界面風險等級分佈統計表51
4-1年齡與知覺風險之關係表54
4-2年齡與各風險界面關係表56
4-3教育程度與知覺風險關係表57
4-4教育程度與各風險界面關係表58
4-5所得水準與知覺風險關係表59
4-6所得水準與各風險界面關係表60
4-7社會階層與知覺風險關係表61
4-8社會階層與各風險界面關係表62
4-9特定性自信心與知覺風險關係表65
4-10滿意程度與知覺風險關係表67
4-11產品的重要性與知覺風險關係表69
4-12解釋變數與知覺風險關係表70
5-1消費者對各項情報來源幫助性的評價78
5-2個人經驗幫助程度與知覺風險關係表80
5-3參考群體來源情報幫助程度與知覺風險關係表82
5-4知覺風險與各商業來源情報幫助程度關係表85
5-5消費者最重視之情報類型統計表88
5-6比較之品牌數與知覺風險關係表90
5-7受訪者訪問經銷店數分佈表93
5-8訪問店數與知覺風險關係表94
5-9討論人數與知覺風險關係表96
5-10情報尋求與知覺風險關係表98
一、中文部份
1.台灣電力公司企劃處，台灣地區家用電器普及狀況調查研究，六十六年六月。
2.林維中著，新舊耐久性消費財購買行為之研究（國立政治大學企業管理研究所碩士論文，六十六年六月）。
3.彭新淼著，台北市住宅房屋購買行為之研究（國立政治大學企業管理研究所碩士論文，六十五年六月）。
4.張春興著，心理學，台北：東華書局，六十六年九月二版。
二、英文部份
1. Arndt, John. “Perceived Risk, Sociometric Integration and Word of Mouth in the Adoption of a New Food Product,” in D. F. Cox (ed.) Risk-Taking and Information-Handling in Consumer Behavior, Boston: Harvard University Press, 1967, PP.289-316.
2. Barach, Jeffrey A. “Advertising Effectiveness and Risk in the Consumer Decision Process,” Journal of Marketing Research Vol. 6, Aug. 1969, PP.314-20..
3. Bauer, Raymond A. “Consumer Behavior as Risk Taking,” in Donald, F. Cox (ed.), Risk Taking and Information Handling in Consumer Behavior, Boston: Harvard University Press, 1967 PP.23-33.
4. Bettman, James R. “Perceived Risk and Its Components: A Model and Empirical Test” Journal of Marketing Research Vol.10,May 1973, PP.184-90.
5. Brown. Thomas L. and Gentry, James . “Analysis of Risk and Risk-Reduction Strategies-A Multiple Product Case,” Journal of the Academy of Marketing Science, Vol.3, Spring 1975, PP.148-60.
6. Bucklin, Louis P. “Testing Propensities to Shop,” Journal of Marketing. Vol. 30, Jan. 1966, PP.22-7.
7. Cox, Donald F. “Introduction,” in Donald F., Cox (ed.) Risk Taking and Information Handling in Consumer Behavior, Boston: Harvard University Press, 1967, PP.1-19.
8. Cox, Donald F. and. Rich, Stuart, U. “Perceived Risk and Consumer Decision Making-The Case of Telephone Shopping, ” Journal of Marketing Research, Vol.1, 1964, PP.229-38.
9. Cox, Donald F. “Risk Handling in Consumer Behavior- an Intensive Study of Two Cases,” in Donald, F. Cox (ed.), Risk Taking and Information Handling in Consumer Behavior, Boston: Harvard University Press, 1967, P.39.
10. Cunningham, Scott M. “The Major Dimensions of Perceived Risk,” in Donald F. Cox (ed.), Risk Taking and Information Handling in Consumer Behavior, Boston: Harvard University Press, 1967, PP.82-108.
11. Dash, Joseph F, Shiffman, Leon G. and Berenson Conrad. “Risk-and Personality-Related Dimensions of Store Choice,” Journal of Market,Vol.40, Jan. 1976, PP.32-39.
12. Dommermuth, Willian P. “The Shopping Matrix and Marketing strategy.” Journal of Marketing Research, Vol.2, May 1965, PP.128-32.
13. Engel, James F. Kollat, David T. and Blackwell, Roger D. Consumer Behavior, New York: Holt, Rinehart and Winston, Inc, 1968.
14. Fishbein, Martin “A Behavioral Theory Approach to the Relations between Beliefs about an Object and the Attitude Toward the Object,” in M. Fishbein (ed.), Readings in Attitude Theory and Measurement, New York: Wiley, 1967, PP,389-400.
15. Grand Bruce Le and Udell, John G, “ Consumer Behavior in the Market Place,”Journal of Retailing, Fall 1964, PP.32-40.
16. Howard, John. A and Sheth, J.N. The Theory of Buyer Behavior, New York: John Wiley and Sons, 1969.
17. Jacoby, J. and Kaplan, L. “The Components of Perceived Risk,” in M, Venkatesan (ed.), Proceedings. Third Annual Convention of the Association for Consumer Research, 1972, PP. 382-393.
18. Kotler, Philip, Marketing Management: Analysis , Planning and Control, Englewood Cliffs, New Jersey: Prentice-Hall, Inc, 1974, 2ed.
19. Lewin, Kurt, A Dynamic Theory of Personality, New York: McGraw-Hill, 1935.
20. Markin, Rom J. Jr., Conumer Behavior New York, Macmillan Publishing Co., 1974.
21. Newman, Joseph W. and Staelin Richard. “Prepurchase Information Seeking for New Cars and Major Household Appliances,” Journal of Marketing Research, Vol.6, Aug.1972, PP.249-57.
22. Perry, M. and Hamm B Curtis “Canonical Analysis of Relations between Socioeconomic Risk and Personal Influence in Purchase Decision,” Journal of Marketing Research, Vol.6 August 1969, PP.351-4.
23. Popielarz, Donald, T. “An Expiration of Perceived Risk and Willingness to Try New Products,” Journal of Marketing Research, Vol.4, Nor. 1967, PP.368-72.
24. Roselius, Ted. “Consumer Rankings of Risk Reduction Methods,” Journal of Marketing, Vol.35, Jan.1971, PP.56-61.
25. Rosenberg, Milton J, “Cognitive Structure and Attitudinal Affect” Journal of Abnormal and Social Psychology Vol. 53, Nov 1956, PP.376-82.
26. Shiffman, Loon G, “Perceived Risk in New Product Trial by Elderly Consumer,” Journal of Marketing Research, Vol. 9, Feb.1972, PP.106-8.
27. Sheth J.N. and Venkatesan, M. “Reduction Process in Repetitive Consumer Behavior,” Journal of Marketing Research, Vol.5, 1968, PP.307-10.
28. Spence, Homer E., Engel James F and Blackwell Roger, D. “Perceived Risk in Mail-Order and Retail Store Buying,” Journal of Marketing Research. Vol. 7, Aug., 1970, PP.364-369.
29. Taylor, James W. “The Role of Risk in Consumer Behavior,” Journal of Marketing, Vol.38, April 1974, PP. 54-60.
30. Tolman, E.C., Purposive Behavior in Animals and New York: Century, 1932.
31. Udell, Jon G, “Prepurchase Behavior of Buyers of Small Electrical Appliance, ” Journal of Marketing Vol.30, Oct.1966, PP.50-52.
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