品牌喜好引發的排隊與消費行為之探索性研究

An Exploratory Study of Queuing and Consuming Behavior Induced by Brand Preference

吳偉豪(Wei-Hao Wu)

指導教授 ： 曾光華

國立中正大學/管理學院/企業管理系行銷管理研究所/碩士(2015年)

摘要

在你我的生活中，排隊的現象每天都在發生。對於「排隊」這件事，每個人的看法與解讀不盡相同；對於進行「排隊消費」，更是各有不同的立場，有人認為用時間追求商品是一種快樂；有人認為效率才是首要之務，排隊是浪費時間。然而，對於願意加入長時間排隊的人，他們的熱情來源為何？品牌又為何能創造排隊價值？而排隊的人在整個歷程中究竟有什麼感受與收穫？
俗話說「時間就是金錢」，但是對排隊的人來說，時間的價值又是如何與排隊商品作衡量？不同類別的排隊消費者，又是否有什麼共同的特點？因此，本研究以這群「長時間排隊」的消費者為對象，探討其內在心理與外在行為，深入此族群在排隊情感與認知、參與排隊之等待模式、消費行為與特性及購後行為等各種態度。
本研究採用半結構式深度訪談，透過文獻回顧與立意抽樣的方式篩選基於品牌喜好而加入排隊、排隊時間超過一個小時且中途沒有放棄，最後成功購買商品的排隊消費者，以一對一訪談的方式，進行資料的蒐集與分析。
歸納後，於「情感與認知」中，揭露排隊消費者的不同內在動機、品牌提供的價值與對於不同角色的看法與態度；在「排隊參與之模式」中，透視單一和群體消費者的事前準備、排隊策略及消遣模式；接著，在「行為與特性」的部分，探究排隊者對於消費金額、時間、以及對其他消費模式的態度；最後，透過「購後行為」，歸納排隊消費者購後的感受、分享行為，以及對於商品問題的處理方式。
本研究的結果，將於最後一章進行整體的呈現，並透過服務業行銷領域的七個面向進行實務上的建議，並提出未來可研究的學術面向，供後續對於排隊現象有興趣、有熱情的學術研究者更多具有研究潛力的目標。

關鍵字

排隊認知 ； 排隊行為 ； 排隊消費 ； 排隊民眾 ； 從眾 ； 排隊 ； 購後行為

並列摘要

In our daily lives, “Queuing Phenomenon” is always happened. Everyone has different viewpoints about this issue. As for queuing for consuming, everyone has various interpretations as well. Some people think that lining up for pursuing a product is a happy task; however, others think efficiency is the most significant and views the queuing behavior as a time-wasting folly. But for those who are willing to stand in the line, what is the source of their enthusiasm? How did brands create the value for their product and attract the crowd? And, how about the feeling and harvest people got from the process?
As the saying goes, “time is money. “ But for those queuing crowd, how did they evaluate the waiting time with the product? Is there any similarity among various queuing categories? Hence, this research focused on this queuing group and explored their internal mindset and external behavior. Then the researcher deeply explored their attitudes toward the queuing affection and recognition, waiting modes of participation, consuming behavior and habit, and post-purchase behaviors.
The researcher conduct semi-structured interview. Depending on the literary reviews and purposive sampling, the researcher chose the queuing consumers who had the experience in queuing for at least one hour because of brand preferance, never gave up in the process, and successfully bought the product. We used depth interview method to talk with the chosen candidates one by one. In the end, we collected the date and conduct further analysis deliberately.
After the conclusion, we had several outcomes. First, in “Affection and Cognition” section, we revealed diversified queuing crowd’s motivations, found out the value that brands provided, and realized their attitudes toward different people surrounding them. Second, in” Waiting Modes of Participation” section, we learned a lot about individuals and groups how they prepared in advance, came up strategies, and chose entertainments when deciding to line up. And next, at the part of “Consuming Behavior and Habit,” we realized their mindset according to the price they paid, time they spent, and how they felt when encountering special purchasing scenarios. Last, from the section of “Post-Purchase Behavior,” we concluded their feeling, sharing behaviors, and also figured out the actions they took when facing the product problems.
Through this research, different aspects was revealed and concluded. In addition, this research provides some suggestions for practice field according to the seven aspects of service marketing thoery, and also addresses potential academic issues for those who are passionate at the research of queuing phenomenon in the future.

並列關鍵字

queuing behavior ； queuing for consuming ； queuing crowd ； conformity ； herding ； lining up ； queuing ； queuing cognition ； post-purchase behavior

參考文獻

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