政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/52722
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  全文笔数/总笔数 : 113318/144297 (79%)
造访人次 : 50959970      在线人数 : 941
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜寻范围 查询小技巧：
  • 您可在西文检索词汇前后加上"双引号"，以获取较精准的检索结果
  • 若欲以作者姓名搜寻，建议至进阶搜寻限定作者字段，可获得较完整数据
    •  进阶搜寻
    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/52722


    请使用永久网址来引用或连结此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/52722


    题名: 台灣與波蘭消費者生活型態及消費價值觀之比較
    A comparison of lifestyles and consumption values between Taiwanese and polish consumers
    作者: 陳咨良
    贡献者: 別蓮蒂
    陳咨良
    关键词: 消費價值觀
    生活型態
    台灣與波蘭跨文化比較
    Lifestyles
    Consumption Values
    Taiwan and Poland Cross-cultural Study
    日期: 2011
    上传时间: 2012-04-17 09:09:37 (UTC+8)
    摘要: 中、東歐十國加入歐盟後，發展引起世界關注，而擁有最多人口的波蘭更是備受矚目；近年來波蘭中產階級增加，消費力提高，令研究者興起瞭解波蘭消費者的念頭。消費者的價值觀與生活型態會影響消費行為，對研究消費者行為是十分重要的主題。然而過去與消費者價值觀與生活型態相關的研究大多以單一國家之消費者為主，跨文化比較以歐美研究為多，故研究者利用到波蘭交換的機會，進行消費者生活型態與消費價值觀之調查研究，以取得第一手資料，然後與台灣消費者作比較。
    本研究以滾雪球法進行抽樣，深度訪談15位波蘭消費者與19位台灣消費者。訪談內容涵蓋生活型態與消費價值觀各面向，經過分析後發現兩地消費者於金錢配置、儲蓄理財觀、信用卡使用習慣、價格取向、他人導向、品牌觀、服飾消費模式、婚姻觀、家庭觀、工作觀、宗教觀、環保觀、助人觀等方面的差異，並推導出相關命題，如：台灣消費者的價格敏感度和他人導向程度較波蘭消費者高；台灣人和波蘭人相比，與原生家庭的關係較為密切、對婚姻關係也有較高的期待，並且更具環保概念等。
    除此之外，本研究也探究消費價值觀、生活型態及消費行為間的關係。本研究發現價格敏感度高的消費者傾向選擇於較便宜的通路，以及在特價的時候購物，消費次數較一般人來得少，也少有衝動性消費與犒賞自己的行為產生，而且消費時不太在意品牌，通常是購買平價的品牌；然而注重價格之餘，這些消費者也會注意商品的質感，不希望別人發現該商品很廉價。另外，具環保觀念的人，傾向有需要才購物；在衣著方面，購買次數不多，且重視品質、材質與持久性，不願買路邊攤，但也不會買很貴品牌的服飾，也不會跟隨潮流；而這些具環保理念的人與其他人相比，較注重健康或養生。
    本研究結果在學術上有助於拓展國內碩士論文的跨文化研究領域，以及建立跨文化消費價值觀與生活型態之訪談大綱；在實務方面，能夠提供欲進入兩地市場的廠商一些開發市場與行銷策略的建議。
    Central and Eastern European countries have attracted worldwide attention since 10 Central and Eastern European countries joined the European Union. Among these countries, Poland, the country with the largest population among these nations, gains the most attention. In recent years, the middle class in Poland has increased, and consumer purchasing power has enhanced. These have raised more and more researchers’ interests to investigate Poland consumer’s bevaviors.
    Values and lifestyles affect consumer behavior. Therefore, Values and lifestyles are important subjects in consumer behavior research. However, past studies concerning values and lifestyles mostly focused on consumers in a single country. Furthermore, the literature about cross-cultural comparative analysis emphasizes on comparing more than two markets in American as well as those in Europe. Thus, this study aims to compare the lifestyles and consumption values between Taiwanese and Polish consumers.
    This study uses snow ball method to find appropriate samples. 15 Polish respondents and 19 Taiwanese respondents were interviewed in this study. The interview covers various aspects with regards to lifestyles and consumption values. The results showed that there are differences between Polish and Taiwanese consumers in money arrangement, credit card usage, clothing consumption patterns, brand perception and so on. Besides, some propositions that are derived from content analysis include: Taiwanese consumers are more price sensitive and other-oriented, and have higher expectations about marriage, closer relationships with their family of origin, and are more conscious about environmental protection than Polish consumers.
    This study also discusses the relationship among consumption values, lifestyles and consumer behavior. It reveals that consumers with higher price sensitivity prefer to make purchases in places that sell cheaper things, and in stores with discounts. They expend less frequently than most people, and seldom have impulsive consumption behaviors or reward themselves. They do not really care about brands and usually buy cheap brands. Furthermore, people who are environmentally friendly tend to go shopping only when they have actual needs. In clothing aspect, they do not buy frequently, and put emphasis on quality, material and persistence. They are not willing to buy clothes from street vendors, but they also do not buy from expensive brands. Moreover, they do not follow the trend. Compared with others, they pay more attention to keep their health well.
    This study helps to expand the domain of cross-cultural research and develops an interview outline for cross-cultural consumer values and lifestyles. More importantly, this study provides some suggestion to those who are willing to enter Taiwanese or Polish markets.
    參考文獻: 一、中文部分
    文崇一 (民78)，中國人的價值觀，台北市：東大。
    江明修 (民98)，研究方法論，台北市：智勝文化。
    李元墩、李坤崇 (民86)，台灣、香港與大陸大學生價值觀及其相關因素之比較硏究，行政院國家科學委員會補助專題硏究報告，台北市：行政院國科會科資中心。
    洪茂雄 (民99)，波蘭史，台北市：三民書局。
    楊國樞 (民82)，「傳統價值觀與現代價值觀能否同時並存？」，中國人的價值觀：社會科學觀點，楊國樞主編，台北市：桂冠。
    經濟部投資業務處 (民99)，波蘭投資環境簡介，台北市：經濟部。
    熊仁義 (民88)，現代人的價值觀，台北市：青年日報社。
    劉必權 (民99)，波蘭，台北縣中和市：川流。
    二、英文部分
    Adler, Franz (1956). “The Value Concept in Sociology,” The American Journal of Sociology, 62, 272-279.
    Ansbacher, Heina L. (1967). “Life Style: A Historical and Systematic Review,” Journal of Individual Psychology, 23 (2), 191-212.
    Bryman, Alan (1988). Quantity and Quality in Social Research, London: Unwin Hyman, 93-126.
    Chinese Culture Connection (1987). “Chinese Values and the Search for Culture-free Dimensions of Culture,” Journal of Cross-cultural Psychology, 18 (2), 143-164.
    Clawson, C. Joseph & Vinson, Donald E. (1978). “Human Values: An Historical and Interdisciplinary Analysis,” Advances in Consumer Research, 5, 396-402.
    Crowe, Ellen & Higgins, Tory E. (1997). “Regulatory Focus and Strategic Inclinations: Promotion and Prevention in Decision-Making,” Organizational Behavior and Human Decision Processes, 69 (2), 117-132.
    Eisenhardt, Kathleen M. (1989). “Building Theories from Case Study Research,” The Academy of Management Review, 14 (4), 532-550.
    Feather, Norman T. (1975). Values in Education and Society, New York: The Free Press.
    Gutman, Jonathan (1982). “A Means-End Chain Model Based on Consumer Categorization Processes,” Journal of Marketing, 46 (2), 60-72.
    Hawkins, Del I., Best Roger J., & Coney Kenneth A. (2001). Consumer Behavior: Building Marketing Strategy, 8th ed. New York: McGraw-Hill, 435-436.
    Higgins, E. Tory, Shah, James, & Friedman, Ronald (1997). “Emotional Responses to Goal Attainment: Strength of Regulatory Focus as Moderator,” Journal of Personality and Social Psychology, 72 (3), 515-525.
    Hofstede, Geert (1997). Cultures and Organizations: Software of the Mind, New York: McGraw-Hill, 23-173.
    Holbrook, Morris B. (1996). “Customer Value—A Framework for Analysis and Research,” Advances in Consumer Research, 23, 138-142.
    Holbrook, Morris B. (1999). Consumer Value: A Framework for Analysis and Research, New York: Rouledge, 9-24.
    Holbrook, Morris B. (2005). “Customer Value and Autoethnography: Subjective Personal Introspection and the Meanings of a Photograph Collection,” Journal of Business Research. 58, 45-61.
    Hustad, Thomas P. & Edgar A. Pessemier (1974). “The Development and Application of Psychographic, Life-style and Associated Activity and Attitude Measures,” Lifestyle and Psychographics, Wells, William D., ed. Chicago: AMA, 31-70.
    Kahle, Lynn R. (1983). Social Values and Social Change: Adaptation to Life in America, New York: Praeger.
    Kahle, Lynn R., Beatty, S. E., & Homer, P. (1986). “Alternative Measurement Approaches to Consumer Values: The List of Values (VOL) and Values and Lifestyles (VALS),” Journal of Consumer Research, 13, 405-409.
    Kluckhoh, Clyde (1951). “Values and Value-Orientations in the Theory of Action: An Exploration in Definition and Classification,” Toward a General Theory of Action, Talcott Parsons & Edward Shils, Cambridge, Mass, eds. Haward Univ. Press, 388-433.
    Lai, Albert Wenben (1995). “Consumer Values, Product Benefits and Customer Value: A Consumption Behavior Approach,” Advances in Consumer Research, 22, 381-388.
    Marieke de Mooij & Hofstede, Geert (2002). “Convergence and Divergence in Consumer Behavior: Implications for International Retailing,” Journal of Retailing, 78 (1), 61-69.
    Marieke de Mooij & Hofstede, Geert (2010). “The Hofstede Model Applications to Global Branding and Advertising Strategy and Research,” International Journal of Advertising, 29 (1), 85-110.
    Moore, Marguerite, Karen McGowan Kennedy, & Fairhurst, Ann, (2003) "Cross-cultural Equivalence of Price Perceptions between US and Polish Consumers," International Journal of Retail & Distribution Management, 31 (5), 268-279.
    Plummer, Joseph T. (1974). “The Concept and Application of Life Style Segmentation,” Journal of Marketing, 38, 33-37.
    Reynolds, Fred D. & Darden, William R. (1974). “Constructing Life Style and Psychographics," Life Style and Psychographics, Wells, William D., ed. Chicago: AMA, 73-95.
    Rokeach, Milton (1973). The Nature of Human Values, New York: The Free Press.
    Sanchez-Fernandez, Raquel & Iniesta-Bonillo, M. Angeles (2006). “Consumer Perception of Value: Literature Review and A New Conceptual Framework,” Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 19, 40-58.
    Schwartz, Shalom H. & Bilsky, W. (1987). “Toward a Universal Psychological Structure of Human Values,” Journal of Marketing, Journal of Personality and Social Psychology, 53 (3), 550-562.
    Schwartz, Shalom H. & Bilsky, W. (1990). “Toward a Theory of the Universal Content and Structure of Values: Extensions and Cross-Culture Replications,” Journal of Marketing, Journal of Personality and Social Psychology, 58 (5), 878-891.
    Schwartz, Shalom H. (1992). “Universals in the Content and Structure of Values: Theoretical Advances and Empirical Tests in 20 Countries,” Advances in Experimental Social Psychology, 25, 1-65.
    Schwartz, Shalom H. (1994). “Are There Universal Aspects in the Structure and Contents of Human Values?” Journal of Social Issues, 50 (4), 19-45.
    Sheth, Jagdish N., Bruce I. Newman, & Barbara L. Gross (1991). “Why We Buy What We Buy: A Theory of Consumption Value,” Journal of Business Research, 22, 159-170.
    Sobel, Michael E. (1981). Lifestyle and Social Structure: Concept, Definitions, Analyses, New York: Academic Press Inc.
    Sobel, Michel E. (1983), “The American Behavior Scientist: Lifestyle Expenditures in Contemporary American Relations Between Stratification,” The American Behavioral Scientist, 26 (4), 521-533.
    Vinson, Donald E., Scott, Jerome E., & Lamont, Lawrence M. (1977). “The Role of Personal Values in Marketing and Consumer Behavior,” Journal of Marketing, 41 (2), 44-50.
    Wills, William D. (1974). “Life Style and Psychographics: Definitions, Uses and Problem,” Life Style and Psychographics, Wells, William D., ed. Chicago: AMA, 317-363.
    Wind, Yoram & Green, Paul E. (1974). “Some Conceptual, Measurement, and Analytical Problems in Life Style Research” Life Style and Psychographics, Wells, William D., ed. Chicago: AMA, 99-126.
    Young & Rubicam (1988). “Cross Cultural Consumer Characterisation (4Cs).” Y & R Consumer Insight, 3 (3).
    Zablocki, Benjamin D. & Rosabeth Moss Kanter (1976). “The Differentiation of Life-styles,” Annual Review of Sociology, 2, 269-298.
    三、網路資料
    行政院主計處
    http://www.dgbas.gov.tw/mp.asp?mp=1，擷取日期：2011/11/20
    東方線上 E-ICP 東方消費者行銷資料庫
    http://www.isurvey.com.tw/index.aspx，擷取日期：2011/11/05
    波蘭統計局
    http://www.stat.gov.pl/gus/index_ENG_HTML.htm，擷取日期：2011/11/20
    歐盟官方網站
    http://europa.eu/documentation/index_en.htm，擷取日期：2011/11/20
    學者Geert Hofstede的網站
    http://www.geert-hofstede.com/，擷取日期：2011/10/30
    SBI (Strategic Business Insights) 網站http://www.strategicbusinessinsights.com/vals/presurvey.shtml，擷取日期：2011/11/05
    Young & Rubicam 網站
    http://www.4cs.yr.com/global/，擷取日期：2011/11/05
    描述: 碩士
    國立政治大學
    企業管理研究所
    98355027
    100
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0098355027
    数据类型: thesis
    显示于类别:[企業管理學系] 學位論文

    文件中的档案:

    档案 大小格式浏览次数
    502701.pdf1739KbAdobe PDF22240检视/开启


    在政大典藏中所有的数据项都受到原著作权保护.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 回馈