又愛又恨?流行意識與價格意識對女性消費者購買韓國商品行為影響之探討 - 政大學術集成

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(1)立. 政 治 大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v.

(2) 立. 政 治 大. ‧ 國. 學 Blue. ‧. MAD101. n. er. io. sit. y. Nat. al. Ch. engchi. I. i n U. v.

(3) 2012. 12. 2010. 立. 政 治 大. ‧. ‧ 國. 學 y. Nat. n. al. er. io. sit. 243. Ch. engchi. II. i n U. v.

(4) ...............................................................................................................1 ......................................................................................1 ..................................................................................................3 .......................................................................................................4 ..................................................................................4 ..................................................................................................5 ..................................................................................................8. .....................................................................................................19. 學. ................................................................................................19 ................................................................................................20 ....................................................22. ‧. ................................................................................................28. sit. y. Nat. ...............................................................................29. io. ............................................................................................29. er. ‧ 國. ............................................................................10 治 政 ............................................................................................14 大 立. al. n. v i n Ch ................................................................................................35 engchi U ................................................................................................36 ................................................................................................34. ................................................................................................45 ………………….................................................................................46 ............................................................................................46 ....................................................................................48 ....................................................................49 .....................................................................................................................51 ................................................................................56 …………….................................................................................58 III.

(5) 3-3-1. ...............................................................................................22. 3-3-2. ...............................................................................................23. 3-3-3. ..........................................................................24. 3-3-4. ...........................................................................................26. 3-3-5. ...............................................................................27. 4-1-1. .......................................................................................29. 4-1-2. ...........................................................31. 4-1-3. ...................................................................................32. 4-1-4 4-2-1. 立. 4-3-1. .......................................................................35 …….......................................................................37. ‧ 國. ………….......................................................................43. ‧. io. sit. y. Nat. n. al. er. 4-4-2. …….......................................................................34. 學. 4-4-1. 治 政.......................................................................33 大. Ch. engchi. IV. i n U. v.

(6) 1-1 ....................................................................................................................................2 2-2. ............................................................7. 3-1. ..................................................................................................19. 3-4. ..........................................................................................28. 立. 政 治 大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. V. i n U. v.

(7) ……. 立. 政 治 大. ‧. ‧ 國. 學. n. al. er. io. sit. y. Nat. 2000. Ch. engchi. 2010. 2012. 12. 1. i n U. v.

(8) 1. 1-1 40.0%. 35.2%. 35.0% 30.0%. 28.8%. 27.8%. 27.6%. 25.0% 20.0%. 14.3%. 13.5%. 15.0% 10.0%. 7.7%. 5.9%. 5.0% 0.0%. 1-1. 立. 政 治 大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. 1. 23. Ch. engchi. i n U. v. 2012 10 21 http://www.taiwanthinktank.org/chinese/page/5/60/2522/0 2. 2013. 10.

(9) 立. 政 治 大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 3. i n U. v.

(10) 2. 3C. 56%. 25.7%. 25%. ‧ 國. 學 32% 16%. ‧. 23%. 13.9%. 政 治 大. 立 3. 39.2%. 12%. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. 3C. 2 3. 2011 1 2013 2. 295 19. 2013 10 26 http://chinese.visitkoreayear.com/chinab/community/community_01_01_01_view.asp?bidx=527&st=& sech=&page=1 4.

(11) price-consciousness. 立. fashion-consciousness. 政 治 大. ‧ 國. 學. Kotler, 1999. Zeithaml 1988. ‧. p.10. er. io. sit. y. Nat. al. 1993. Ch. v. Lichtenstein, Ridgway & Netemeyer,. n. price-consciousness. engchi. Lichtenstein. i n U. Ridgway. Netemeyer. 1993. “… the degree to which the consumer focuses exclusively on paying low prices. ”, p.235. 5.

(12) Monroe, 1990 Sinha. Batra 1999. price sensitivity. 立. Dodds. 政 治 大 1985. 學. perceived quality. ‧. ‧ 國. Monroe. price elasticity. perceived sacrifice. sit. n. al. er. io. p.14. y. Nat. perceived value. Ch. engchi. i n U. v. Zeithaml, 1988. 6.

(13) 政 治 大 Monroe, K. B. and R. Krishnan, 1985. The Effect of Price on Subjective 立 2-2. ‧ 國. MA: Lexington Books, pp.209-232.. 學. Product Evaluations, In Perceived Quality, J. Jacoby and J. Olson, eds., Lexington,. ‧. n. er. io. sit. y. Nat. al. Ch. engchi. H1a H1b H1c. 7. i n U. v.

(14) Reynolds, 1968. 立. 1981. Sproles. 1979. 政 治 大. Sproles,. ‧. ‧ 國. 學. fashion-consciousness. y. sit. io. Fenigstein Scheier. v. self-consciousness. n. al. er. Nat. Summers, 1970 Gutman & Mills, 1982 Nam et al., 2006. CBuss h e1975 ngchi. i n U. private self-consciousness self-consciousness. public Gould. Stern. 1989 an everyday concept of. fashion consciousness. 8.

(15) Sproles, 1981. 立. Walsh et al., 2001. 學 ‧. ‧ 國. Mills, 1982. 1970 政 治 Summers, 大 Wan, Youn & Fang, 2001. n. er. io. sit. y. Nat. al. Ch. engchi. H2a H2b H2c. 9. i n U. v. Gutman &.

(16) consumer ethnocentrism. Sumner 1906. ethnocentrism. in-group. out-group Shimp & Sharma, 1987. Sumner. 政 治 大. 立. ‧ 國. 學. “…this view of things in which one's own group is the center of everything, and all others are scaled and rated with reference to it. …Each group nourishes its own pride. ‧. and vanity, boasts itself superior, exalts its own divinities and looks with contempt on. al. n. Shimp. Sharma. Ch. 1987. engchi. er. io. sit. y. Nat. outsiders.”, p.13. i n U. v. “…the beliefs held by American consumers about the appropriateness, indeed morality, of purchasing foreign- made products. ”, p.280. Shimp & Sharma, 1987. 10.

(17) Shimp. CETSCALE. Sharma. 1987. Consumer Ethnocentric Tendencies Scale CETSCALE Netemeyer Durvasula. Lichtenstein 1991 CETSCALE. 立. ‧. io. sit. y. Nat. al. Klein, v 2002 i n. Durvasula, Andrew & Netemeyer, 1997. n. Herche, 1994. Ch. engchi U. er. ‧ 國. Sharma. 學. Shimp. 政 治 大. Han, 1988 Sharma, Shimp & Shin, 1995 Klein & Ettenson, 1999. 11.

(18) Sharma et al., 1995 Watson & Wright, 2000 Balabanis & Diamantopoulos, 2004. 立. 政 治 大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. H3a. H3b. 12. i n U. v.

(19) H3c. 立. ‧. ‧ 國. 學. H4a. 政 治 大. n. al. er. io. sit. y. Nat H4b. Ch. engchi. H4c. 13. i n U. v.

(20) consumer animosity. Klein Ettenson. 1998. Morris. : “…the remnants of antipathy. related to previous or ongoing military, political, or economic events…”, p.90. 立. ‧. ‧ 國. 學. 1999. io. y. sit. Nat. general specific. n. al. er. Ettenson. 政 治 大Klein et al., 1998. Ch. engchi. 14. i n U. v. Klein.

(21) Klein, Ettenson & Morris, 1998. Rose, Rose & Shoham, 2009. — 2010 49. 8. 9:0. 政 治 大. 立. ‧ 國. 學. European Union. 4. 173. 2010. 12. Antitrust Law. ‧. Samsung Electronics. n. al. er. io. sit. y. Nat. 5. 2012. Ch. engchi. 6. 11%. 4. 10. 20. 2013. 10. 5. 6. 2013. 11. 10. i n U 61%. v. 2012. 12. 2010 11 18 2013 http://www.appledaily.com.tw/appledaily/article/headline/20101118/32971103 2010 12 9 4 173 20 http://money.chinatimes.com/100rp/01top10/4-1.htm 2012 11 13 11 14 21 http://www.insightxplorer.com/index.html 15.

(22) Klein et al. 1998. Klein. Ettensoe 1999. al. 1998 政Klein et治 大. 立. ‧. ‧ 國. 學 y. Ettensen & Klein,. io. sit. Nijssen & Douglas, 2004. n. al. er. 2005. Shin, 2001. Nat. Witkowski, 2000. Ch. engchi. Cui, Wajda & Hu, 2012. 16. i n U. v.

(23) H5a. H5b. H5c. 立. 政 治 大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. H6a. H6b. 17. i n U. v.

(24) H6c. 立. 政 治 大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 18. i n U. v.

(25) H3. H4. 學. H1. ‧. ‧ 國. 立. 政 治 大 a. Nat. sit. y. b. n. al. er. io. H2. v H5 H6 i n Ch engchi U. 3-1. 19. c.

(26) H1a H1b H1c. 立. n. al. er. io. sit. y. Nat. H3a. ‧. H2c. ‧ 國. H2b. 學. H2a. 政 治 大. Ch. engchi. H3b. H3c. 20. i n U. v.

(27) H4a. H4b. H4c. 立. ‧ 國. ‧ y. sit. n. al. er. io. H5c. Nat. H5b. 學. H5a. 政 治 大. Ch. engchi. H6a. H6b. H6c. 21. i n U. v.

(28) Lichtenstein. Netemeyer. 1993. ‧ 1988. Likert. n 7. Black. er. io. al. Bloch. Ch. sit. y. Nat. Lichtenstein. 3. Ridgway. 學. ‧ 國. 立. 政 治 大. engchi U. v ni. 1. 3-3-1 3-3-1 1.. I usually buy running shoes when they are on sale.. 2.. I buy the lowest pricedrunning shoes that will suit my needs.. 22.

(29) 3.. When it comes to choosing a pair of running shoes for me, I rely heavily on price.. Summers, 1970 Gutman & Mills, 1982 Nam et al., 2006 Gould Likert. 1. ‧ 國. 3-3-2. 3-3-2 I’m very involved with the clothes I wear. I’m very involved with fashion. al. n. 4. 5.. sit. I reflect about the fashion I wear a lot. er. io. 3.. y. Nat. 2.. 13. ‧. 1.. 立. 治 政 1989 大 學. 7. Stern. i n U. v. I’m more fashionable than the average person. Ch. e n g c hI’mi very conscious of the fashions. related to my own gender 6.. I’m always shopping for new fashions. 7.. I’m very alert to changes In fashion. 8.. I would say I’m very fashion conscious. 9.. I’m usually the first to try new fashions. 23.

(30) 10.. I’m very fashionable. 11.. Other people think I’m very fashionable. 12.. I usually only shop in fashionable stores. 13.. Other people ask me what is fashionable. Shimp. Sharma. 學. Shimp. Sharma 1987. 10. CETSCALE. ‧. 17. Nat. CETSCALE. sit. io. Likert. n. al. 7. 10. 3-3-3. Ch. 10. y. 10. er. ‧ 國. 立. 治 政 1987 大. engchi. i n U. 1. v. 3-3-3 1.. Only those products that are unavailable in the U.S. should be imported.. 2.. American products, first, last, and foremost.. 3.. Purchasing foreign-made products is. 24.

(31) un-American. 4.. It is not right to purchase foreign products, because it puts Americans out of jobs.. 5.. A real American should always buy American-made products.. 6.. We should purchase products manufactured in America instead of letting other countries get rich off us.. 立. 7.. 政 治 大. ‧ 國. 學. Americans should not buy foreign products, because this hurts American business and causes unemployment.. ‧. 8.. It may cost. Nat. sit. We should buy from. n. al. er. io. 9.. y. me in the long-run but I prefer to support American products.. i n U. v. foreign countries only those products that we cannot obtain within our own country.. Ch. engchi. 10.. American consumers who purchase products made in other countries are responsible for putting their fellow Americans out of work.. Klein Ettenson. Morris. 25. 1998. :.

(32) Jung. 立. 11. 2002. Klein. 政 治 大 Likert. 3-3-4. America/Japan has never been fair to my. n. al. er. America/Japan is not reliable.. io. 2. country.. sit. y. Nat. 1.. ‧. ‧ 國. 3-3-4. 1. 學. 7. Ch. engchi. 3.. i n U. v. America/Japan is a friend of my country only in good times.. 1.. 1998. I dislike the Americans/Japanese.. 2.. I feel angry towards the Americans/Japanese.. 3.. I do not want to be friends with the Americans/Japanese.. 26.

(33) 1.. Japan is not a reliable trading partner.. 2.. Japan wants to gain economic power over China.. 3.. Japan is taking advantage of China.. 4.. Japan has too much economic influences in China. The Japanese are doing business unfairly with 治 政 大. 5. China.. 立. ‧. ‧ 國. 學. al. n. 2.. y. 3-3-5. er. io. 1.. sit. Nat. 3-3-5. Ch. engchi. 3.. 27. i n U. v.

(34) 政56% 治 大. 立. y. ‧. ‧ 國. 學. Nat. n. er. io. al. sit. 3-4. Ch. engchi. 3-4 28. i n U. v.

(35) 102. 12. 17. 12. 20. 100. 243. 政 治 大. 立. 3. Nat. y. 23. ‧. ‧ 國. 學. 4-1-1. 10,000. n. al. Ch. engchi. er. io. sit. 18. i n U. v. 4-1-1. 23. 0. 3. 3. 100%. 1.2%. 3. 1.2%. 22. 5. 13. 18. 72%. 7.4%. 21. 8.6%. 21. 10. 28. 38. 74%. 15.6%. 59. 24.2%. 20. 16. 47. 63. 75%. 25.9%. 122. 50.1%. 19. 19. 51. 70. 73%. 28.8%. 192. 78.9%. 29.

(36) 18. 11. 40. 51. 78%. 21.1%. 243. 100%. 2,000. 8. 17. 25. 68%. 10.3%. 25. 10.3%. 2,001-4,000. 11. 25. 36. 69%. 14.8%. 61. 25.1%. 4,001-6,000. 19. 33. 52. 63%. 21.4%. 113. 46.5%. 6,001-8,000. 9. 39. 48. 81%. 19.8%. 161. 66.3%. 8,001-10,000. 11. 45. 56. 80%. 23.0%. 217. 89.3%. 10,001. 3. 23. 26. 88%. 10.7%. 243. 100%. 5. 18. 23. 78%. 9.5%. 23. 9.5%. 2. 6. 8. 75%. 3.3%. 31. 12.8%. 17. 33. 50. 66%. 20.6%. 81. 33.4%. 6.6%. 97. 40%. 35.8%. 184. 75.8%. 18.5%. 229. 94.3%. 3.7%. 238. 98%. 243. 100%. 3 21. 7. 9. 78%. 2. 3. 5. 60%. 2.0%. ‧. n. al. er. io. sit. y. Nat. 4-1-2. 2. 學. ‧ 國. 立9. 13 16 81% 治 政 66 87 76% 大 36 45 80%. Ch. engchi. i n U. v. T =2.62 p < 0.01. 4.00. 30. 4.

(37) 4-1-2. 立. 4.99. 1.11. 3.37. 1.08. 政 治 2.62大. 0.80. 4.00. 0.98. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 31. i n U. v.

(38) 4-1-3 0 4-1-3. 1. 36. 14.8%. 2. 59. 6. 政 38 治15.6%大. 38. 15.6%. 17.3%. 27. 11.1%. 12. 4.9%. 4. 1.6%. 6. 2.5%. 12.3%. 31. 12.8%. 15. 6.2%. 17. 7%. 14. 5.8%. 12. 4.9%. 3.3%. 5. 2.1%. 0.4%. 6. 2.5%. 7. 2.9%. io. 2. 0.8%. 1. 0.4%. 0. 0%. 1. 0.4%. 1. 8. 3. 9. 2. 0.8%. 10. 1. 0.4%. 1. 0.4%. 1. 0.4%. 13. 5.3%. 6. 2.5%. 5. 2.1%. al. Ch. 1.2%. i n U. e n1 g c h i0.4%. 32. er. 7. n. 11. 60.1%. 42. 30. 8. 146. ‧. 5. ‧ 國. 4. 31.7%. Nat. 3. 立24.3%. 77. y. 25.1%. sit. 61. 學. 0. v.

(39) 4-1-4. 立. 74.5%. 151. 62.1%. 117. 48.1%. 政 109治 大 84. ‧ 國. 67. 44.9% 34.6%. 學. 7. 27.6% 2.9%. ‧. io. sit. y. Nat. n. al. er. N = 243. 181. Ch. engchi. 33. i n U. v.

(40) Cronbach’s α. .80. 4-2-1. 立. 政 治 大. Cronbach’s α .80 .96 .84. ‧. ‧ 國. 學. .89. n. er. io. sit. y. Nat. al. Ch. engchi. 34. i n U. v.

(41) T. 政 治 大M = 3.29. 4. 立. < 0.01. ‧. ‧ 國. 4 p = 0.91. 學. M = 3.99. 4 p. 4-3-1. y. sit. io. T. n. al. 3.29 3.99. Ch. 1.47. e 1.663 ngchi. 35. er. Nat. 4-3-1. i n U. v. P. -7.51. < .01. -.12. .91.

(42) mean-center. 4-4-1. 立. mean-center. 政 治 大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 36. i n U. v.

(43) 立. 政 治 大. ‧. ‧ 國. 學. io. sit. y. Nat. n. er. 37. al. Ch. engchi. i n U. v.

(44) Linear Regression H1a. H1b. H1c. 4-4-1. H1a β = 0.04 p = 0.55. H1a. 立. H1b. ‧ 國. β = -0.01. H1b. ‧. H1c. 學. p > 0.89. 政 治 大. sit. n. al. er. io. H1c. y. Nat p = 0.63. Ch. 4-1-4. engchi. 34.6%. Linear Regression. 38. i n U. v. β = 0.03.

(45) H2a. H2b. H2c. 4-4-1. H2a β = 0.29 p < 0.01. H2a. H2b. < 0.01. H2b. 立. H2c. 政 治 大. ‧ 國. 學. H2c. 74.5%. n. al. Ch. engchi. er. io. sit. y. Nat. 4-1-4. β = 0.30. ‧. p < 0.01. β = 0.35 p. i n U. v. Linear Regression H3a. 39. H3b. H3c.

(46) 4-4-1. H3a. β = 0.06 p = 0.36 H3b. β = 0.02. p = 0.83. H3b. ‧. io. sit. y. Nat. n. al. er. H3c. 政 治 大. 學. ‧ 國. 立. H3a. Ch. β = -0.07 p = 0.35. engchi. i n H3c U. v. Linear Regression H4a. 40. H4b. H4c.

(47) 4-4-1. H4a. β = 0.07. p = 0.28. H4b. β = 0.04. p = 0.54. H4b. ‧. io. sit. y. Nat. er. H4c. 政 治 大. 學. ‧ 國. 立. H4a. n. al. i n H4c β = 0.01C p = 0.89 hengchi U. v. Linear Regression H5a. H5b. H5c. 41. 4-4-1.

(48) H5a. β = -0.04. p = 0.49. H5a. p = 0.90. 治 政 大 H5b. H5b. 學. H5c. n. er. io. al. y. ‧. Nat. β = -0.05 p = 0.51. sit. H5c. 立. ‧ 國. β = -0.01. Ch. engchi. i n U. v. Linear Regression H6a. H6b. H6c. H6a. 42. 4-4-1.

(49) β = -0.05. p = 0.50. H6a. p = 0.27. H6b. H6b. β = -0.08 H6c. β = -0.05 p = 0.52. H6c. y. sit. 4-4-2. n. al. er. io. H1b. ‧. 4-4-2. Nat H1a. 學. ‧ 國. 立. 政 治 大. Ch. engchi. H1c H2a H2b H2c H3a. H3b. 43. i n U. v.

(50) H3c. H4a. H4b. H4c. 立. H5a. ‧ 國. ‧. n. al. er. io. sit. y. Nat. H5c. 學. H5b. 政 治 大. H6a. Ch. engchi. H6b. H6c. 44. i n U. v.

(51) Shimp. Sharma. 1987 Linear Regression. 4-4-1. 政 治 大. 立. ‧ 國. 學. = -0.13. β. p = 0.04. ‧ y. Nat. er. io. Linear Regression. n. al. sit. Klein et al. 1998. Ch. engchi. i n U. v. 4-4-1. β = -0.25 p < 0.01. β = -0.19 p < 0.01 45.

(52) 立. 政 治 大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 46. i n U. v.

(53) 2010. 立. 政 治 大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 47. i n U. v.

(54) β = -0.1 p = 0.12. 立. 政 治 大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 48. i n U. v.

(55) 立. 政 治 大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 49. i n U. v.

(56) 立. 政 治 大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 50. i n U. v.

(57) 立. 政 治 大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. SAMSUNG HYUNDAI 51. LG.

(58) 立. visibility. 政 治 大. ‧. ‧ 國. 學 v ni. C/P. n. al. Ch. engchi U C/P. 52. er. io. sit. y. Nat ratio. brand. Capability/Price.

(59) 2005. -. 2012 2010. 立. 政 治 大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 53. i n U. v.

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