Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/92516
DC FieldValueLanguage
dc.contributorHsin-You Chuoen_US
dc.contributor卓信佑zh_TW
dc.contributor.authorWen-Yu Huangen_US
dc.contributor.author黃玟瑀zh_TW
dc.contributor.other行銷學系所zh_TW
dc.date2015zh_TW
dc.date.accessioned2015-12-16T03:23:30Z-
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dc.identifier.urihttp://hdl.handle.net/11455/92516-
dc.description.abstractThis study aims to examine influencing factors of consumer boycott participation as enterprise's egregiousness occurs, and how these factors affect the relationship between the egregiousness and boycott participation level. A sample consisting of 334 consumers who have ever purchased milk is obtained through a purposive sampling procedure by online survey. The survey collects consumers' attitudes toward the boycott against Ting Hsin International Group for selling recycled waste oil. Principal component analysis is used to examine respondents' boycott motivations and then hierarchical regression analysis is subsequently performed to reveal the relationships between the influencing factors and respondents' boycott participation. The results show that enterprise's egregiousness has a significant positive influence on boycott participation level. It means sample members who perceive the firm's actions to be more egregious are more likely to boycott. 'counterarguments' has a significant negative influence on boycott participation level. The more respondents engage in counterarguments, the less likely they will boycott. Besides, 'individuation' has a significant positive influence on boycott participation level. The more respondents engage in individuation, the more likely they will boycott. In terms of moderating effect, the more respondents engage in counterarguments, the positive relationship between the egregiousness and boycott participation level will be more weakened. Based on the results, academic implications and managerial applications are further discussed.en_US
dc.description.abstract本研究之目的是驗證:在企業產生不當行為時影響消費者參與抵制之因素,以及這些因素會如何影響不當行為與抵制參與程度之間的關係。本研究採取立意抽樣,使用線上問卷調查法,共計334位曾經有購買過鮮乳經驗之消費者所組成的研究樣本,利用問卷彙整對頂新販售餿水油事件引發之抵制行為的相關看法。經主成分分析找出抵制動機,以及階層迴歸分析得出之結果顯示:知覺企業不當行為對抵制參與程度會有顯著影響;意即樣本成員知覺企業不當行為程度愈高,愈容易參與抵制;在影響抵制參與因素部分,「抗辯行為」與抵制參與程度是負向相關的,抗辯行為愈強則樣本成員參與抵制程度將會愈低;「個人主義」與抵制參與程度為顯著正向相關,個人主義程度愈高的樣本成員愈容易投入抵制參與;而干擾效果的部分,抗辯行為愈強,則不當行為對抵制參與程度之間的正向關係會被顯著削弱。本研究將呈現、闡釋研究之結果背後的學術意義及管理意涵。zh_TW
dc.description.tableofcontents第壹章 緒論 1 第一節 研究背景與動機 1 第二節 研究問題 3 第貳章 文獻回顧 4 第一節 消費者抵制的文獻 4 第二節 知覺企業不當行為 7 第三節 抵制參與動機 8 第參章 研究方法 11 第一節 研究假設 11 第二節 研究架構 12 第三節 研究設計 13 第四節 資料分析方法 15 第肆章 資料分析結果 16 第一節 樣本敘述與人口統計變數敘述統計 16 第二節 性別 17 第三節 年齡 17 第四節 個人平均月收入 18 第五節 其他 18 第六節 問項敘述性統計 19 第七節 題項信度分析 20 第八節 主成分分析 21 第九節 研究架構 24 第十節 研究假設驗證 26 第伍章 研究結論與建議 29 第一節 研究結果 29 第二節 研究結論 30 第三節 管理意涵 32 第四節 研究限制 33 第四節 未來研究 34 參考文獻 35 附錄- 問卷 40zh_TW
dc.language.isozh_TWzh_TW
dc.rights同意授權瀏覽/列印電子全文服務,2016-08-11起公開。zh_TW
dc.subject消費者抵制zh_TW
dc.subject抵制參與動機zh_TW
dc.subjectConsumer boycotten_US
dc.subjectboycott participation motivationen_US
dc.title影響消費者抵制行為因素之研究zh_TW
dc.titleA Study of Factors Influence Consumer Boycott Participation.en_US
dc.typeThesis and Dissertationen_US
dc.date.paperformatopenaccess2016-08-11zh_TW
dc.date.openaccess2016-08-11-
item.languageiso639-1zh_TW-
item.cerifentitytypePublications-
item.grantfulltextrestricted-
item.openairetypeThesis and Dissertation-
item.openairecristypehttp://purl.org/coar/resource_type/c_18cf-
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