Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/23139
標題: Female Chinese consumer values towards marketing of organized religion as brand: The case of LDS & Tzu Chi
中國女性消費者對於宗教組織品牌行銷的價值觀:以摩門教和慈濟為例
作者: 程意雯
Chen, Yi-Wen
關鍵字: Jane Lu;擴散理論;Ji-Tsuen Huang;品牌知名度;品牌信任;品牌個性;宗教組織;慈濟;摩門教;驗證性因素分析;紮根理論;隱喻抽取技術
出版社: 行銷學系所
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摘要: 
擴散理論常用於新產品的推廣,卻鮮少有關宗教產品差異的實證研究,因此本研究提出以兩個早期台灣新進的兩個宗教組織為例,探討宗教組織在擴散理論上的實證研究。
本研究的研究方法囊括了量化與質性方法,在量化研究採行問卷調查法,調查的對象為台灣600名女性消費者,並利用成對樣本t檢定、重複量數ANOVA及SEM之驗證性因素分析作為研究分析方法;在質性研究方面,則是利用紮根理論,透過ZMET的方式蒐集訪談資料,其研究對象為13名女性消費者。
研究的結果顯示,兩種文化差異很大的宗教組織在Rogers創新的五大屬性差異極大,並影響消費者對該品牌之認知。總結而言,此研究成為了理論和實務的橋樑,並做為跨國企業在社會層面上行銷自己的產品到新市場之借鏡。

Diffusion theory frequently applies to the promotion of new product. However, there has been little empirical research on the difference of innovation in religious organization. Therefore, this study provides an empirical study with the examples of two organized religions which were new entry to early Taiwan.
This research consists of both quantitative and qualitative methods. The quantitative research involves a questionnaire survey examining the traditional metric of brand personality. The research frame included 20 to 59 years of age for 600 female consumers. Analysis method includes paired t tests, repeat ANOVA, and the confirmatory factor analysis (CFA). Qualitative research employs ground theory to obtain interview data using the ZMET process. Participants include 13 female consumers.
Results of this study reveal that these two culturally distant religions have very different innovation on Roger's 5 attributes which influence consumers' adoption. To conclude, this study builds a bridge between theory and practice. Also, it provides a multi-national corporation an example of marketing its new products to new market places on a social scale.
URI: http://hdl.handle.net/11455/23139
其他識別: U0005-2407201114463800
Appears in Collections:行銷學系所

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