Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/99693
|
| Title: | 先驅消費者資料映射研究 |
| Authors: | 官星辰 |
| Contributors: | 別蓮蒂
Bei, Lien Ti
官星辰 |
| Keywords: | 創新消費者
口碑 |
| Date: | 2016 |
| Issue Date: | 2016-08-03 13:31:50 (UTC+8) |
| Abstract: | 本研究之目的是受龍吟華人市場研發論壇中心(以下簡稱龍吟研論)之委託，針對該機構2013到2015年的14個主題，運用統計上「資料映射」(mapping)的概念，推估其各組受訪者在全台灣的一般成年民眾中，是否確實屬於「先驅消費者」的族群。 龍吟研論隸屬於智榮基金會，係由宏碁創辦人施振榮先生號召國內企業及法人單位所創立。其主要工作目標之一，係希望找到各領域的先驅消費者，藉由與他們進行深度訪談的方式，進而剖析消費者的需求特性與生活趨勢。
本研究運用東方消費者行銷資料庫(以下簡稱E-ICP)的樣本反映台灣社會母體的特性，並利用此資料庫對大眾的分群，將龍吟研論的受訪者歸入此資料庫的既有分群中，以檢驗各受訪者是否確屬先驅消費者的族群。執行步驟係先經過兩階段的挑選以設計問卷，並利用現場或網路發放的方式讓龍吟研論的受訪者填答。同時也利用龍吟研論挑選受訪者的前測問卷，挑選和E-ICP題庫中相近的題目以增加可比對的題目數量。透過上述步驟所回收之樣本，則利用最小平方法的計算方式，將各受訪者依據其填答選項歸類進既有的E-ICP分群之中。
研究結果顯示，在龍吟研論的樣本中，除健康類相關受訪者並非屬於先驅消費者外，其餘主題的受訪者均可視為先驅消費者的族群，此結果將有助於後續趨勢研究之進行。另外，本研究在其他三個方面亦有所斬獲：其一，本研究針對兩個不同資料庫的比對方式提供後續研究者一個路徑，以作為日後發展資料融合的基礎。其二，本研究的問卷設計係從既有題庫刪減而來，此步驟的挑選與驗證提供了較具經濟效率的調查方式。其三，本研究所進行的樣本分群，提供新加入之樣本歸類至既有分群的不同方式，進而能延伸推論新加入樣本的相關消費特性。
Chinese Consumer Center (CCC) belongs to Stans Foundation, which was established by Stan Shih, the founder of Acer Group. As its main objectives, CCC wants to defind leading consumers in various fields, and analyzes their characteristics and lifestyle by using in-depth interviews. The purpose of this research is to confirm whether the respondents recruited by CCC are leading consumer or not. CCC’s respondents covered 14 topics from 2013-2015.
This research used the mapping concept in statistics with E-ICP database to identify the leading degree of respondents. The E-ICP database had samples which were the representatives of Taiwanese consumers. This study selected 60 lifestyle questions from E-ICP to survey CCC’s respondents, and further used the CCC screening questions which were comparable to some E-ICP questions to form the data for the mapping process. Each CCC respondent was mapped and categorized into E-ICP’s lifestyle group to illustrate the leading degree.
This research shows that except for the respondents of the health related topics, the rest of the respondents are all belong to the group of leading consumers. The major contributions of this research showed in three aspects. First of all, it demonstrated a method to compare two different databases; second, it provided an efficient way to size down a long questionnaire; third, it suggested a relatively simple method to classify the new respondents into the existing groups. |
| Reference: | Arndt, J. (1967). Role of Product-related Conversations in the Diffusion of a New Product. Journal of Marketing Research, 4(1), 291-295.
Bansal, H. S. & Voyer, P. A. (2000). Word-of-Mouth Processes within a Services Purchase Decision Context, Journal of Service Research, 3, 166-177.
Bass, F. M. (1969). A new Product Growth Model for Consumer Durables, Management Science, 15, 215-227.
Betz, F. (1993). Strategic Technology Management, McGraw-Hill, 283-294.
Bearden, W. O. & Madden, T. J. (1995). Consumer Innovativeness and the Adoption Process. Journal of Consumer Psychology, 4(4), 329-345.
Burt, R. S. (1999). The Social Capital of Opinion Leaders, Annals of the American Academy of Political and Social Science, 566(1), 37-54.
Belch, M. A., Krentler, K. A., & Willis-Flurry, L. A. (2005). Teen Internet Mavens: Influence in Family Decision Making, Journal of Business Research, 58(5), 569-575.
Dichter, R. (1966). How Word of Mouth Advertising Works, Harvard Business Review, 44, 147-166.
Drucker, P. F. (1985). The Innovative Enterprise (1st ed.), Collins.
Elizabeth C. H. (1980). Innovativeness, Novelty Seeking, and Consumer Creativity, Journal of Consumer Research, 7(3), 283-295.
Frankel, E. G. (1990). Management of Technological Change. New York: Kluwer Academic Press.
Feick, L. F. & Price, L. L. (1987). The Market Maven: A Diffuser of Marketplace Information, Journal of Marketing, 51(1), 83-97.
Gobeli, D. H. & Brown, D. J. (1987). Analyzing Product Innovations, Research Management, 30(4), 25-31.
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.
Sampson, P. (1970). Can Consumer Create New Product, Journal of The Market Research Society, 12(1), 42-52.
Schiffman, L. G. & Kanuk, L. L. (1994). Consumer Behavior (7th ed.), NJ: Prentice-Hall. Shocker, A.D.
Sheth, J. N. & Venkatesan, M. (1968). Risk-reduction Processes in Repetitive Consumer Behavior, Journal of Marketing Research, 5, 307-310.
Katz, E. & Lazarsfeld, P. F. (1956). Personal Influence: The Part Played by People in the Flow of Mass Communication, New York: The Free Press.
Kotler P. (1999). Marketing Management: Analysis, Planning, Implementation, and Control (10th ed.), Englewood Cliffs, NJ: Prentice-Hall, Inc.
Lionberger, H. F. (1960). Adoption of New Ideas and Practices, The Iowa State University Press, 5.
Miles, M. B. (1964). Innovation in Education. Bureau of Publication, Teachers College, Columbia University.
Midgley, D. F. & Dowling, G. R. (1978). Innovativeness: The Concept and Its Measurement, Journal of Consumer Research, 4(4), 229-242.
Porter, M. (1990). The Competitive Advantage of Nations, New York: The Free Press.
Robertson, T. S. (1967). The Process of Innovation and the Diffusion of Innovation, Journal of Marketing, 31, 14-19.
Robertson, T. S. (1971). Diffusion Theory and the Concept of Personal Influence, Behavioral and Management Science in Marketing, 214-236.
Rogers, E. M. (1962). Diffusion of innovations (1st ed.), New York: The Free Press.
Rogers, E. M. (1995). Diffusion of innovations (4th ed.), New York: The Free Press.
Rosen, E. (2001). The Anatomy of Buzz (1st ed.), Crown Business.
Ryan, B. & Gross, N. (1943). The Diffusion of Hybrid Seed Corn in Two Iowa Communities, Rural Sociology, 15-21.
Schiffman, L. G. & Kanuk, L. L.(2004). Consumer Behavior (8th ed.), New Jersey: Prentice-Hall.
Schumpeter, J. A. (1932). The Theory of Economic Development, Harvard University Press, M. A., Cambridge.
Webster, Jr. F. E. (1970). Informal Communication in Industrial Markets, Journal of Marketing Research, 7, 186-189.
Weimann, G., Tustin, D. H., Vuuren, D. V. & Joubert, J. P. R. (2007). Looking for Opinion Leaders: Traditional vs. Modern Measures in Traditional Societies. International Journal of Public Opinion Research, 19(2), 173-190.
Wilkie, W. L. (1990). Consumer Behavior, New York Wiley & Sons.
Word of Mouth Marketing Association (http://womma.org/). |
| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
103363088 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0103363088 |
| Data Type: | thesis |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
|
Files in This Item:
| File |
Size | Format | |
|---|
| 308801.pdf | 784Kb | Adobe PDF2 | 92 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
