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    Title: 膠囊玩具消費體驗與價值之研究
    Authors: 魏伊苹
    Contributors: 陳建維
    魏伊苹
    Keywords: 膠囊玩具
    扭蛋
    轉蛋
    消費行為
    消費體驗
    顧客價值
    消費價值
    知覺風險
    內外控人格
    收藏行為
    從眾行為
    參考群體
    Date: 2006
    Issue Date: 2009-09-18 19:57:54 (UTC+8)
    Abstract: 膠囊玩具在引進台灣市場時,引起好一陣子的熱潮。有人曾預言膠囊玩具會不會如同蛋塔風潮,來得急,去得也快?近兩三年開始出現在街頭的扭蛋專賣店,說明了即使一窩瘋的熱潮不再,膠囊玩具依舊有其吸引人的地方。本研究主要便想探討膠囊玩具吸引消費者的原因所在,以及喜愛膠囊玩具的消費者又具備何種特性?
    本文研究架構包含消費者特性、中介變數、消費行為等三方的相互關係,其中消費者特性所包含的研究構面有人格特質、收藏行為、從眾行為與參考群體;而中介變數則包含消費體驗、顧客價值與知覺風險。本研究將利用問卷調查與統計分析,探討這些變數與膠囊玩具消費量和願付價格之關連性。
    研究結果顯示,當消費者有外控人格特質傾向、利用收藏膠囊玩具增值、有深刻的情感性消費體驗、重視社會情感層面價值與不在意購買成本等特性,願意在單次消費中購買較多的膠囊玩具;而具有收藏增值行為、情感體驗深刻、不重視購買成本與知覺風險低的消費者,對於扭蛋有較高的願付價格。最後根據研究結論,提供膠囊玩具廠商實務上的建議,期以達到加強膠囊玩具消費行為的效果。

    關鍵字:膠囊玩具、扭蛋、轉蛋、消費行為、消費體驗、顧客價值、消費價值、知覺風險、內外控人格、收藏行為、從眾行為、參考群體
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    Description: 碩士
    國立政治大學
    國際經營與貿易研究所
    94351003
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    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0094351003
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