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    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/95880
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/95880


    Title: 消費者專業知識及交易成本對品牌通路競合關係之影響-以功能性休閒旅遊服飾產業為例
    Authors: 陳由平
    Contributors: 樓永堅
    陳由平
    Keywords: 交易成本
    專業知識
    外顯單位效益成本
    資訊搜尋成本
    道德危機成本
    專屬陷入成本
    通路/品牌取向
    Date: 2002
    Issue Date: 2016-05-10 15:49:00 (UTC+8)
    Abstract:   本研究目的在於以交易成本的理論架構,運用交易成本的四個構面外顯單位效益成本、資訊搜尋成本、道德危機成本以及專屬陷入成本來分析消費者的通路/品牌取向,並嘗試了解專業知識如何影響交易成本的各構面。
      本研究以功能性休閒旅遊服飾產業為例,以「墾趣生活」的VIP貴賓為研究對象,共郵寄350份問卷,回收有效問卷152份,經統計資料分析,本研究主要結論如下:
      一、費者專業知識程度會影響消費者的內隱交換成本。消費者專業知識程度與其知覺資訊搜尋成本有顯著負相關;消費者專業知識程度與其知覺與通路商間的專屬陷入成本有顯著正相關。只有主觀的專業知識程度會影響消費者知覺的交易成本,客觀的專業知識程度並不會影響消費者知覺的交易成本。
      二、消費者與通路商間的交易成本會影響消費者的通路/品牌取向。消費者知覺通路商外顯單位效益成本與通路取向有顯著負相關;消費者知覺資訊搜尋成本與通路取向有顯著正相關,與品牌取向有顯著負相關;消費者知覺與通路商間道德危機成本與其通路取向有顯著負相關;消費者知覺與通路商間專屬陷入成本與其通路取向有顯著正相關,與品牌取向有顯著正相關。
      三、消費者專業知識程度與消費者通路/品牌取向並無相關。
      本研究同時根據上述結論,對實務運作提出具體建議。
    Reference: 一、中文部分
    1. Onkvisit, Sak著,于卓民譯,國際行銷學-策略篇,華泰書局,民國八十三年
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    3. 林世昌,網際網路電子商店經營之研究-從降低交易成本與提高顧客忠誠觀點探討之,政治大學企業管理研究所未出版碩士論文,民國八十八年
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    11. 張燕勤,品牌與通路策略對行銷績效影響之探討-以女裝企業為實證,輔仁大學織品服裝研究所未出版碩士論文,民國八十七年
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    Description: 碩士
    國立政治大學
    企業管理學系
    89355035
    Source URI: http://thesis.lib.nccu.edu.tw/record/#A2010000523
    Data Type: thesis
    Appears in Collections:[企業管理學系] 學位論文

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