長久以來，價格一直都是消費者選擇產品主要決定因素之一，而價格促銷是廠商常運用在短期銷售誘因工具，其設計目的是用來刺激消費者，使消費者有更快的反應被吸引或購買更多產品或服務。本研究從「促銷頻率」角度來探討，並且也將「促銷深度」設定為自變數，以「品牌形象」為干擾變數，衡量消費者對商品的「消費者態度」、「知覺品質」與「購買意願」是否有顯著性的差異。

　　本研究以台北某大專院校大學部及研究所學生為受試者，本研究前測分為兩次，第一次前測為選取出日常生活中常使用到的洗面乳品牌及手機品牌，各選出形象高與形象低的品牌，第二次前測為選出洗面乳及手機之頻率高與低、深度高與低，而後將正式問卷設計成八組，分為兩種促銷深度及兩種促銷頻率，再將問卷打散，分發於受測者進行實驗，判斷品牌形象高或低，受測者對產品的消費者態度、知覺品質與購買意願有何影響。

　　經後續假設驗證，發現消費者面對不同「價格促銷頻率」，其消費者態度與知覺品質有顯著差異，在促銷深度方面，不同「價格促銷深度」其消費者態度與知覺品質亦有顯著差異，「品牌形象」在不同價格促銷頻率與不同價格促銷深度，對消費者態度、知覺品質與購買意願具有干擾效果。

Price is always one of the key factors that affect consumers’ willingness to purchase. To increase the short-term sales, firms usually draw on price promotion, which stimulates and motivates consumers to buy more products/services in a shorter time. From the perspective of promotion frequency, the research explores that if there are substantial differences among consumer’s attitude, perceived quality, and purchase intention toward goods. The independent variable is promotion depth; the moderating variable, brand image.  

The research targeted both college and graduate students of a certain university in Taipei. There were two pretests. The first pretest selected two brands of facial foams and two of mobiles. In each category, one is of higher brand image; the other, of lower brand image. The subsequent pretest measured the promotion frequency and promotion depth with regard to the previously selected brands. The official questionnaire had eight sections. Each section contained promotion depth and promotion frequency. Two varied levels of both promotion depth and promotion frequency were given. Then the questionnaires were dispersed to testers who determined the level of brand image. They also revealed their consumer attitude, perceived quality and purchase intention about those four products.

  After the hypotheses were examined, the study found out that substantial difference between consumer attitude and perceived quality existed when the consumers faced different price promotion frequencies. Different price promotion depths resulted in striking differences between consumer attitude and perceived quality. Under the circumstances of distinctive price promotion frequencies and varied price promotion depths, the brand image can interrupted consumer attitude, perceived quality, and purchase intention.

目錄


第一章　　緒論.... ...... ...... .... ...... ...... .... ..... .......1
　　第一節　　研究動機與背景.... ...... ...... .... ...... ....... ..1　
    第二節　　研究目的.... ...... ...... .... ...... ...... .........3
第二章　　文獻探討.... ...... ...... .... ...... ...... .... ....... 4
　　第一節　　促銷.... ...... ...... .... ...... ...... .... ...... ..4
　　第二節　　價格促銷.... ...... ...... ...........................12
　　第三節　　品牌形象.... ...... ...... .... ...... ...... ..... ...16
　　第四節　　費者態度、知覺品質與購買意願.... ...... ............. .24
第三章　　研究方法.... ...... ...... .... ...... ...... .... ....... ..35
　　第一節　　觀念性架構.... ...... ...... .... ...... ...... ......35
　　第二節　　研究假設.... ...... ...... .... ...... ...... ........36
　　第三節　　研究變數定義與衡量.... ...... ...... .................41
　　第四節　　前測.... ...... .......... ...........................44
　　第五節　　正式問卷設計.... ...... ...... ..... ...... ...... .....58
　　第六節　　統計分析方法.... ...... ...... .... ...... ...... ....62
第四章　　研究結果分析.... ...... ...... ...........................63
　　第一節　　觀念性架構.... ...... ...... .... ...... ...... ......63
　　第二節　　假說驗證.... ...... ...... .... ...... ...... .... .....67
　　第三節　　討論.... ...... ...... .... ...... ...... ...... ...... .74
第五章　　研究結論與建議...... ...... ...... .... ...... ...... ..... 77
　　第一節　　研究結論.................... ........................77
　　第二節　　研究貢獻與管理意涵..... . ............................81
　　第三節　　研究限制與後續研究建議....... .......................84

參考文獻..................................... .....................87









圖目錄
圖 2-1　品牌形象三要素概念圖.... ...... ..... .... ...... ...... .....21
圖 2-2　知覺品質之影響.... ..... ...... .... ...... ...... .... ......31
圖 2-3　消費者購買決策過程概念圖.... ...... ...... .... ...... ...... 32
圖 3-1　觀念性架構.... .... ..... .... ...... ...... .... ...... ......35
















表目錄
表2-1　促銷相關文獻整理....... . ....................... ...........5
表2-2　品牌形象定義彙整.... .... .... ....... .. .... ...............17
表2-3　購買意願定義..... ...... ...... ...... ...... ...... ...... ...34
表3-1　假說彙整.......... ...... ...... ..................... ......39
表3-2　品牌形象的衡量題項..... ...... ...... ...... ...... ...... .42
表3-3　手機與洗面乳品牌問卷...... ...... ...... ............ .......45
表3-4　商品品牌形象問卷之性別分析.... ...... ...... .... ...... .....46
表3-5　手機品牌形象問卷分析-敘述統計.. ...... ...... .... ..... .....46
表3-6　手機品牌形象問卷分析-T檢定.... ...... ...... .......... .....47
表3-7　洗面乳品牌形象問卷分析-敘述統計.. ...... ...... .... ...... ..47
表3-8　洗面乳品牌形象問卷分析-T檢定...... .... ...... ...... ... ....48
表3-9　本研究手機與洗面乳之實驗產品. ...... ...... .... ...... ..... 48
表3-10　價格促銷頻率問卷.... .... .................................49
表3-11　價格促銷頻率問卷男女比例.... ...... ...... .... ........ .. .49
表3-12　手機品牌價格促銷頻率問卷分析-敘述統計... ...... .... ...... 50
表3-13　手機價格促銷頻率高低之選取.... ...... ...... ...............50
表3-14　手機價格促銷頻率問卷分析-T檢定... ...... ...... .... ...... .51
表3-15　洗面乳品牌價格促銷頻率問卷分析-敘述統計.... ...... .... ....52
表3-16　洗面乳價格促銷頻率高低之選取..... .... ...... ...... .... ...52
表3-17　洗面乳價格促銷頻率問卷分析-T檢定. .... ...... ...... .... ...53
表3-18　本研究手機與洗面乳之實驗促銷頻率.... ...... ...... .........53
表3-19　價格促銷深度問卷.... ...... ...... .... ....................54
表3-20　價格促銷頻率問卷.... ...... ...... .........................54
表3-21　手機品牌價格促銷深度問卷分析-敘述統計...... ...... .... ....55
表3-22　手機價格促銷深度問卷分析-T檢定..... .... ...... ........... 55
表3-23　洗面乳品牌價格促銷深度問卷分析-敘述統計... .... ...... .....56
表3-24　洗面乳價格促銷深度問卷分析-T檢定.... .... ...... ...... ...57
表3-25　本研究手機與洗面乳之實驗促銷深度..... .... ...... ...... ...57
表3-26　各實驗組的操弄.... .. .. ..... .... . ....... ..... .... ......59
表3-27　本研究問卷的填答問項設計.................. ................60
表3-28　消費者態度的衡量題項............. . .......................61
表3-29　知覺品質的衡量題項.......................... . ............62
表3-30　購買意願的衡量題項....................... . ...............62
表4-1　本研究各組有效樣本結構彙整表.... ...... .. . ... .... ...... ..63
表4-2　本研究問卷信度分析結果.... ...... ...... . . ......... ...... .64
表4-3　 KMO與Bartlett檢定.... ...... ...... .... .. .... ...... .... .64
表4-4　因素分析-消費者態度.. ...... ...... .... ...... ...... .... ...65
表4-5　因素分析-知覺品質.... ...... ...... .... ...... ...... .... ...65
表4-6　因素分析-購買意願.... ...... ...... . . .. ...... ....... .... .66
表4-7　促銷頻率和促銷深度對消費者態度、知覺品質與購買意願的影響(一般線性模式-單變量分析) . ...... . . ...... . . ...... . . ...... . . ......68
表4-8　促銷頻率和促銷深度下的消費者態度、知覺品質與購買意願........ 69
表4-9　促銷頻率和促銷深度透過「品牌形象高」對消費者態度、知覺品質與購買意願的影響(一般線性模式-單變量分析) ... . . ...... .................71
表4-10　促銷頻率和促銷深度透過「品牌形象低」對消費者態度的影響(一般線性模式-單變量分析) . . . ...... ......................................73
表4-11　本研究假說檢定結果表...................................... 74

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