海洋深層水之體驗情境設計研究－以不信任為干擾變項

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海洋深层水之体验情境设计研究－以不信任为干扰变项

Research on Experiential Scenario Design for the Deep Ocean Water(DOW) –The Moderating Effects of Distrust

陈钰儿 , 硕士　　导师：胡天钟　　

繁体中文

深层海水；品牌形象；知觉价值；不信任；行为意图； Deep ocean water(DOW) ； Brand image ； Perceived value ； Distrust ； Behavioral intentions

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摘要 │ 参考文献 (88) │ 国际计量

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Deep Ocean Water(DOW) industry is not mature yet in Taiwan, consumers are not fully aware of the industry as well as cognitive dissonance, and suffer from the negative impact of the media coverage of the product, resulting in panic and afraid to use the product. Although the industry claims that the product has a number of effects, and has been applied to various fields, consumers still do not trust, do not want to buy.Therefore, how to win the trust of consumers, to create industrial competitive advantage, is the main problem of this study. Through the collection of relevant theoretical literature, we found that user experience, product information and brand image for consumers in the implementation of the purchase decision on the feelings and attitudes are affected. Therefore, this study takes the deep ocean water (DOW) as an example, and adopts the experiential scenario design method to explore whether the user experience, product information, brand image will affect the consumer's perceived value and behavioral intentions or not. Moreover, this study also tested the moderating effect of distrust on the relationship between brand image and behavioral intentions. This study was tested on a sample of 180 customers from general public in Taiwan. The regression results revealed that user experience has a positive impact on perceived value, but the product Information has not a positive impact on perceived value. And brand image has a positive impact on perceived value before and after the experiment. In addition, the perceived value between the brand image and the behavioral intention has an intermediary effect before and after the experiment. Furthermore,distrust interfere the relationship between perceived value and behavioral intentions before the experiment, after the experiment, there is no interference with the factors.The results of this study have a theoretical contribution to the exploration of the DOW industry, this study also puts forward relevant theories and suggestions according to the research results.

参考文献 ( 88 ) 〈TOP〉

Hassenzahl, M. (2005).The thing and I: understanding the relationship between user and product. Funology, 3, 31-42.
连结：
Keller, K. L., (1993). Conceptualizing, Measuring and Managing Customer-based Brand Equity. Journal of Marketing, 57(1), 1-22.
连结：
McKnight, D.H., Choudhury, V., Kacmar, C.J.(2002). Developing and validating trustmeasures for e-commerce: an integrative typology. Information SystemsResearch 13 (3), 334–359.
连结：
Hotelling, H. (1933). Analysis of a complex of statistical variables into principal components.Journal of educational psychology, 24(6), 417.
连结：
Kim, H. K., Han, S. H., Park, J., and Park, W. K. (2014). How user experience changes　over time: A case study of social network services. Human Factors and　Ergonomics in Manufacturing and Service Industries, 24(5), 1-15.
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引用含有DOI的文献

DOI可强化引用精确性、增强学术圈连结，并给予使用者跨平台的良好使用经验，目前在全世界已有超过五千万个对象申请DOI。 如想对DOI的使用与概念有进一步了解，请参考 （ ） 。

DOI可强化引用精确性、增强学术圈连结，并给予使用者跨平台的良好使用经验，目前在全世界已有超过五千万个对象申请DOI。如想对DOI的使用与概念有进一步了解，请参考（）。