题名

從社會價值觀描繪在澳門購買手機電話的消費者

DOI

10.29986/TJA.200703.0006

作者

張文瑜

关键词

消費價值 ; 購買決策 ; 澳門居民 ; 內地旅客 ; 溝通策略

期刊名称

中國廣告學刊

卷期/出版年月

12期(2007 / 03 / 01)

页次

90 - 107

内容语文

繁體中文

中文摘要

消費者在進行購賣決策時,所做出的選擇受到個人的價值觀影響;而個人的價值觀又受所處的環境與文化影響。本研究透過觀察及訪談澳門居民和中國內地旅客到澳門的購賣決策行為,來論證社會價值與消費價值如何影響消費者的購賣行為和溝通方式。以手機電話購賣為例,研究發現雨地中國人的文化價值、對手機電話產品的消費價值,以及使用手機電話的行為與溝通上的差異。例如,澳門居民較為重視個人利益的價值觀,而中國內地旅客則偏向重視集體利益的價值觀。澳門居民的消費價值較重視電話的外型與創新的功能,反映出澳門居民可運用的支配所得較高,可以經常更換手機電話,以趕上潮流和時尚的現象;而中國內地旅客則對手機電話的消費價值屬於功能取向,導致溝通訊息對於時尚型、焦慮型、經濟方便型、謹慎型和冷漠型不同的策略運用。

主题分类 社會科學 > 傳播學
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被引用次数
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  2. 劉仲矩,楊緯剛(2019)。智慧型手機美學與忠誠度關聯之研究:以需求內容為干擾變數探討。Electronic Commerce Studies,17(2),113-140。