台灣與泰國地方特色產業消費行為因果模式之比較研究

A COMPARATIVE STUDY ON CAUSE-EFFECT-MODEL OF COMSUMING BEHAVIORS BETWEEN TAIWAN AND THAILAND

許美齡(Mei-Ling Xu)

指導教授 ： 洪英正

共同指導教授 ： 張雍昇(Yong-Sheng Zhang)

淡江大學/管理學院/企業管理學系碩士班/碩士(2011年)

https://doi.org/10.6846/TKU.2011.00366

摘要

本研究之題目為"台灣與泰國地方特色產業消費行為因果模式
之比較研究"。台灣與泰國於地理、經濟、政治、商業、生活型態、文化、傳統等方面的均
不相同，因此，台灣與泰國之OTOP 勢必具有差異。OTOP 之關鍵成功因素為擴展行銷組合
(7P's)，分別為產品、價格、地點、促銷、人員、程序以及實體，如產品類別、 OTOP 中心
之行政與作業管理、人員語言能力、其他設施、OTOP 中心的地理位置等。本研究著重於比
較台灣與泰國OTOP 專案，為本研究之動機。
本研究之理念建構為探討目前於台灣與泰國OTOP 中心在於消費者行為的關鍵成功因
素，並同時辨識能促進消費者行為的新關鍵成功因素。本研究著重於台灣與泰國消費者對
於OTOP 產品之滿意度以及重複購買意圖。本研究之研究方法透過假說的方式進行驗證。本
研究利用為團體訪談法，訪談對象為OTOP 中心的經理與員工，以及於曼谷、台北兩地之OTOP
中心購買過OTOP 產品之消費者。
研究問題
問題一：何為OTOP 中心之關鍵成功因素？
問題二：何為影響OTOP 中心之消費者屬性？
問題三：OTOP 中心之關鍵成功因素，在泰國與台灣之消費者認知間是否具有顯著不同？
問題四：何時消費者會對OTOP 中心產生滿意度與再購意願之行為？

關鍵字

地方文化偏好 ； 消費動機 ； 創新人格特質 ； OTOP中心/購物成功的關鍵因素 ； 對OTOP中心的態度 ； 消費者行為 ； 消費者滿意度 ； 消費者再購買行為

並列摘要

The objective in this research is “A comparative study on cause-effect model of OTOP consuming
behaviors between Taiwan and Thailand.” Both of Taiwan and Thailand have difference such as geographical,
economical, political, commercial, the way of life, cultural, tradition, etc. Thus, Thailand and
Taiwan OTOP is certain difference. The element of key success factor on OTOP is “Extended Marketing
Mix” (7P’s) that is focus on product, price, place, promotion, people, process and physical evidence
such as the categories of products, Administrative and Operation Management in the OTOP
center, staff proficiency in the language skill, other facilities, the location and construction of OTOP
center or shop. This research is comparative in Thailand and Taiwan OTOP project in the conclusion;
this is the reason for this research study.
The conceptual framework describes about the consumer behaviors of OTOP products by maintaining
current the key success factors of OTOP Centers in Thailand and Taiwan and at the same time identifying
new Key Success factors that can generate the consumer behavior. This research is aim to the
customer behaviors of OTOP product by focus on the consumer satisfaction and consumer repurchasing
in the OTOP products between Thailand and Taiwan. Research methodology used proposition to prove
on this study. Research population is focus on the group interview that is interviewing the manager and
employee in OTOP center, and consumer who have buying OTOP product in Bangkok, Thai OTOP
center and Taipei, Taiwan OTOP center.
Research of Question
Question1: What would be the Key Success Factors of OTOP Center?
Question2: What attributes of consumers will influence the attitude to OTOP Center/Shop?
Question 3: Are there significant differences of consumers’ cognition on the key success factors of
OTOP Center/Shop between Thailand and Taiwan consumers？
Question 4: When the consumer who has more positive attitude to OTOP has more satisfaction and
repurchasing behavior?

並列關鍵字

THE LOCAL CULTURAL PREFERENCE ； MOTIVATION OF CONSUMER ； INNOVATIVE PERSONALITY ； THE KEY SUCCESS FACTORS OF OTOP CENTER ； ATTITUDE TOWARD OTOP ； CONSUMER BEHAVIOR ； CONSUMER SATISFACTION ； CONSUMER REPURCHASING BEHAVIOR

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