第二章文獻探討

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1 Allport, Assael 1968 Fishbein and Ajzen 1975 Kotler 2000 Rosenberg and Hanland 1960 cognitive componentaffective component conative component Assael 1992

2 Thurstone and Chave 1929 single component view attitude objectaffective or evaluative response Fishbein and Ajzen Fazio and Zanna 1981 Bagozzi and Burnkrant 1979,1985 Rosenberg and Hovland 1960 tricomponent attitude model cognitive component affective component conative component Schiffman,2000 Congnitive beliefs

and Burnkrant 1979,1985 Rosenberg and Hovland 1960 tricomponent attitude model

3 Affective evaluative emotionally charged states Behavior intent likelihoodtendency intention to buy 85 Hawkins, Best and Coney,

4 Hawkins, Best and Coney(1997) Consumer Behavior: Building Marketing Strategy,7 th edition, p.402. Fishbein and Ajzen(1975) Fishbein Fishbein and Ajzen(1975) /subjective norms attitudinal component 77

5 ipodipod ipodipod Ries and Trout (1986) Ries and Trout (1986) Tauber (1988) Aaker (1990) Keller (1998) Tauber (1988) ( ) 1 (brand association) (quality association) 2

6 3 ( ) (quality image) 4 5

7 ipod ipod Group Schiffman,2000 reference group membership groups primary groups secendary groups aspirational groups dissociative groups Hyman 1942 Merton and Kitt 1950 Park and Lessig 1977

groups aspirational groups dissociative groups

8 Engel 1986 Hawkins Childers and Rao 1992 normative influence comparative influence ; ; 1991 conformity

9 planned behavior Fishbeinand Ajzen(1975) Theory of reasoned actionmodel / Normative Belief Motivation to Comply Deutsch and Grand, Park andlessing,1977 relevant others Wind,1976 Moschis(1987) 2001

to Comply Deutsch and Grand, 1955 88 1 2 3 Park

10 Madrigal(2000) Homans,1950 Feldman,1984 Terry and Hogg(1996) EKB 1972 Jones Jones et al., 1972 ipodipod ipod

11 Richard Jenkins identity identitas idem identity similarity difference Jenkins 1996Staurt Hall Jenkins naturalism Hall 1996 to identify Jenkins classify (oneself) Jenkin 1996 Hall(1996 discursiveapproach process

Jenkins naturalism Hall 1996 to identify Jenkins

12 Lastovica Gardner(1978) pledging binding emotional psychologicalattachment Aaker Aaker, 1990 Ahnsjoe.,1965;Almers, M.1971; Bloch,C., 1972; Minkkimen, S.,1969 Jacoby and Chestunt(1978) Traylor(1981) Robertson(1976) low-commitment behavior

,1965;Almers, M.1971; Bloch,C., 1972; Minkkimen, S.

13 Lastovica Gardner(1978) 2001 ipodipod ipodipod Asset Specificity Buvik& Andersen,

14 Williamson 1985 Asset Specificity Physical-Asset Specificity Human-Asset Specificity ipod Dedicated Asset Specificity brand name capital temporalspecificity

15 (2001) 1-1 DIY P

16 Williamson 1985 Gwinner, Gremier,& Bitner1998;Stauss,et al.2001 Gwinner,Gremler,& Bitner(1998) Bolton,Kannan,& Bramelett(2000) loyalty reward program

17 ipod ipod ipod ipod Barnett(1953) Kegerries, Engel, Blackwell (1970) 1999 Rogers Roger Rogers& Shoemaker 1971

18 Rogers 1962 Kimberly Kimberly Kimberly 1981 Rogers 1996

19 Veryzer 1998 Blythe innovativeness 1996 Rogers Rogers 1983 Popielarz 1967 Donnelly Etzel 1973 cognitive category width 1994 personality construct

20 willingnessto change Fashion innovativeness Goldsmith,2005 Foxall& Bhate 1993 ipod ipod ipod ipod ipod ipod ipod ipod Fornell(1992) 1 (Customer Satisfaction)

21 2 (Switching Barrier) 3 (Customer Voice) Griffin.J(1997) Dick & Basu(1994) (social norms) Griffin(1997)Shoemaker and Lewis(1999) 1 ( ) 2 Smith(1997) Oliver(1980) Oliver

22 2-2 Kandampully(1998) Chaudhuri & Holbrook(2001) - hedonic value and utilitarian value brand differentiation share of voice brand affect Pritchard,Havitz & Howard(1999) Selnes 1993 Koter 1991

23 Self-Perception Theory Dissonance Theory Self-Perception Theory ipod Bem 1972 Dissonance Theory Festinger 1957 Lassar, Mittal and Sharma(1995)

24 ipod ipod ipodipod ipod ipod

25 2-3 H6 H3 H5 H4 H1 H7 H8 H11 H12 H2 H9 H10

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untitled 01 1. 2. 3. 4. 5. (1973) (The Purpose Of Business Is To Creat And Keep A Customer) 2 01 (personal consumer) (organization consumer) 1-1 VS Nicosia(1966) (resell) Engel, Kollat and Blackwell(1973) (Demby,

第二章 文獻探討

第二章文獻探討