查詢結果分析
來源資料
相關文獻
- 印象概推與商店印象測量關係之研究:以速食連鎖商店為例
- 類神經網路在WWW上之購買意願分析
- 連鎖便利商店顧客購買行為及商店印象之研究--以嘉義市及臺北縣為例
- 消費者的特徵與情境因素對商店選擇及商店印象的影響--以我國中、西式速食店為例
- 消費者對商店印象及滿意度之實證研究--以連鎖便利商店與大型量販店為例
- 新興零售業的商店印象屬性、消費者購物型態之實證研究--以連鎖便利商店與大型量販店為例
- 連鎖便利商店顧客購買行為及商店印象之比較研究--以嘉義市消費者為例
- 連鎖醫療體系行銷策略規劃與其運作成效之研究:以LK動物醫院為例
- 南部民眾對大型購物中心之看法與實證研究
- 有機餐廳商店印象與消費者消費行為之研究
頁籤選單縮合
題 名 | 印象概推與商店印象測量關係之研究:以速食連鎖商店為例 |
---|---|
作 者 | 曾國雄; 鄧文娟; | 書刊名 | 管理與系統 |
卷 期 | 1:2 1994.07[民83.07] |
頁 次 | 頁265-291 |
分類號 | 498.1 |
關鍵詞 | 印象概推; 商店印象; 評審方法; 速食連鎖商店; Halo effect; Store image; Measurement method; Fast food chain-store; |
語 文 | 中文(Chinese) |
中文摘要 | 印象概推,簡言之,即不考慮某物或某人的各個不同特點而僅基於對 他們的整體印象(形象)來作判斷或表示看法的一種傾向。這種評審的偏差傾向 早在60多年前已被証實存在於人事評鑑上,並影響主管對部屬的績效評估。據 此,三個質疑被推演出:(1)印象概推是否也存在於同屬評審問題的商店印象評審 中?(2)可否藉Symonds(1925)所提出的評審方法來降低印象概推的程度?(3)商店 屬性的重要性、商店熟悉度及評審者個體屬性等是否對印象概推有影響? 本研究就速食連鎖店為例,進行實証研究,結果發現:(1)評審者之熟悉度與印象 概推有絕對之影響(即熟悉度高印象概推之程度為低);(2)個人屬性如性別與教 育程度對印象概推稍有影響;(3)高印象概推評量法與低印象概推評量法,對印象 概推的影響程度不顯著;(4)重要的商店屬性與非重要的商店屬性,對印象概推的 影響不顯著。 |
英文摘要 | Halo effect means, simply to say, a judgment or a perspective which is based on a person's integrated impression, or IMAGE. The details will not be considered. We have known halo effect exists and influences the performance appraisal for more than six decades. Hence, three questions were deduced on the basis of the knowledge and phenomenon of halo effect at this study: (a) Is the halo effect existing in the consumer's rating about a fast-food chain's image? (b) Can the degree of halo effect be reduced by the method proposed by Symonds (1925)? (c) Does the attribute importance, familiarity, and rater's attribute have impact on the degree of halo effect? In this paper an empirical study was made about the case of fast food chain-stores. The results are obtained as follows: (a) The degree of familiarity of raters is absolutely influential on halo effect (i.e., the higher the degree of familiarity, the lower the degree of halo effect); (b) The individual attribute, such as sex and education-level is moderately influential on halo effect; (c) The rating methods between the higher halo effect and the lower halo effect are not significantly influential on halo effect; (d) Important store-attributes and unimportant store-attributes are not significantly influential on halo effect. |
本系統中英文摘要資訊取自各篇刊載內容。