博碩士論文 90421029 詳細資訊




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姓名 黃稚倫(Chih-Lun Huang)  查詢紙本館藏   畢業系所 企業管理學系
論文名稱 尷尬對消費順從意願之影響
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摘要(中) 本研究探討『尷尬』的發生使消費行為當中對銷售員或廠商要求的『順從意願』之影響效果。除了將尷尬的來源區分成兩構面:『自我行為失當性』及『社會展現性』,探討其主效果外,並引入三個人格干擾變數:『愛面子傾向』、『自尊傾向』、『自我監控性格傾向』;另外,本研究最後除了驗證尷尬的發生會導致順從意願增加外(引入『不安』為其中的中介變數),並研究尷尬也有可能造成惱羞成怒的場面,亦會透過『憤怒』此一中介變數導致『不順從』。
本研究使用T-test,One-way ANOVA,Two-way ANOVA,及LISREL等統計方法分析資料。研究結果發現,購物情境當中尷尬發生時,如果消費者自己行為有失當,會使消費者更尷尬;另外,自尊傾向越高的人,越不容易尷尬,尤其在自我行為沒有失當的情況下更增強其效果。最後,除了驗證出尷尬發生後的確會透過不安使順從意願提高之外,也發現若是消費者的尷尬情境中同時造成憤怒,可能產生惱羞成怒,則消費者越尷尬,越是憤怒,則消費順從意願也就越低。由此證實了發生尷尬未必會提高順從意願,甚至會使順從意願降低的關
關鍵字(中) ★ 尷尬
★ 尷尬來源
★ 順從
★ 不安
★ 憤怒
★ 愛面子傾向
★ 自尊傾向
★ 自我監控傾向
關鍵字(英) ★ embarrassment
★ emotion
★ compliance
★ 
論文目次 目 錄 I
圖 目 錄 II
表 目 錄 III
第一章 緒論 1
第一節 研究動機 1
第二節 研究目的 3
第三節 研究架構 4
第四節 研究流程 5
第二章 文獻探討 6
第一節 尷尬來源 6
第二節 與尷尬相關的三種人格 15
第三節 與尷尬有關的情緒:不安或憤怒 25
第四節 尷尬對順從意願的影響 31
第三章 研究方法 35
第一節 研究架構 35
第二節 研究假說 36
第三節 變數操作性定義與衡量 41
第四節 研究設計 47
第五節 資料分析方法 51
第四章 研究結果 53
第一節 敘述統計 53
第二節 信效度檢驗 55
第三節 尷尬來源對尷尬程度之影響 57
第四節 人格變數的干擾效果統計結果與分析 62
第五節 尷尬透過不安或憤怒對順從程度的影響 65
第六節 研究假說檢定結果之彙總 73
第五章 結論與建議 74
第一節 研究結論 74
第二節 研究貢獻與管理意涵 77
第三節 研究限制與未來研究方向 79
參考文獻 81
附錄一:前測問卷 89
附錄二 正式問卷(情境1-3,2-2,3-1,4-3) 96
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指導教授 林建煌(Chien-Huang Lin) 審核日期 2003-7-8
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