零售業者在台灣的競爭激烈，為了刺激顧客上門，常常會運用各式各樣的促銷折扣來吸引消費者。本研究主要目的是在探討在賭博式價格促銷下，品牌熟悉度、網路口碑與抽獎可控性對消費者之參與意願與單次品牌轉換意願之影響。利用實驗設計之方式，設計出2(品牌熟悉度的高或低)X2(網路口碑的正面或負面)X2(抽獎可控性的高或低)共8組實驗問卷在網路問卷平台進行發放，回收有效問卷共212份，利用SPSS統計軟體進行變異數分析得到的結論有:(1)在賭博式價格促銷下，品牌熟悉度高之單次品牌轉換意願會顯著地高於品牌熟悉度低之單次品牌轉換意願。(2)在賭博式價格促銷下，抽獎可控性高之參與意願會顯著地高於抽獎可控性低之參與意願。(3)賭博式價格促銷下，網路口碑之效果不明顯。

Retailers are highly competitive in Taiwan. In order to stimulate customers’ willingness to go to the store, retailers often make use of a variety of promotional discounts to attract consumers. The purpose of this study is to discuss the influence of brand familiarity, online word-of-mouth and perceived controllability on the willingness of consumer participation and the willingness of once brand switch under the gambled price discount. We take advantage of experimental design to conduct 2 (brand familiarity with the high or low) X2 (online word-of-mouth positive or negative) X2 (perceived controllability of the high or low), and these contain eight experimental questionnaires in the network. We receive 212 valid questionnaires and use SPSS to analyze the results through ANOVA, and find the following conclusions:
(1)Under the Gambled price discount, the willingness of once brand switch with high brand familiarity is significantly higher than low brand familiarity. (2)Under the gambled price discount, the willingness of participation with high perceived controllability is significantly higher than low perceived controllability. (3) Under the gambled price discount, the effect of online word of mouth is not obvious.

目錄III
圖目錄IV
表目錄IV
第一章 緒論1
第一節 研究動機1
第二節 研究目的3
第三節 研究流程4
第二章 文獻探討5
第一節 價格促銷5
第二節 品牌熟悉度10
第三節 網路口碑13
第四節 抽獎可控性18
第五節 參與意願19
第六節 單次品牌轉換意願22
第三章 研究方法26
第一節 觀念性架構26
第二節 研究假設28
第三節 研究變數定義與衡量30
第四節 前測32
第五節 正式問卷設計34
第六節 統計分析方法36
第四章 研究結果分析37
第一節 初步資料分析37
第二節 假設驗證42
第五章 研究結論與建議45
第一節 研究結論45
第二節 管理意涵47
第三節 研究限制47
第四節 未來研究方向48
參考文獻49
附錄一 前測問卷57
附錄二 正式問卷58

圖目錄
圖1-1本研究之研究流程4
圖3-1觀念性架構27

表目錄
表2-1價格促銷定義5
表2-2促銷方式整理表8
表2-3網路口碑之定義13
表2-4傳統口碑與網路口碑之差異15
表2-5轉換意願相關研究定義23
表3-1假說彙整29
表3-2品牌熟悉度量表30
表3-3品牌熟悉度問卷32
表3-5品牌熟悉度問卷分析-T檢定33
表3-6本研究問卷的廣告文案34
表3-7本研究問卷的填答問項設計35
表3-8參與意願的衡量選項35
表3-9單次品牌轉換意願的衡量選項36
表4-1本研究各組樣本結構彙總表37
表4-2本研究問卷信度分析結果38
表4-3KMO 與 Bartlett檢定38
表4-4因素分析-參與意願39
表4-5因素分析-單次品牌轉換意願39
表4-6品牌熟悉度、網路口碑與抽獎可控性下的參與意願40
表4-7品牌熟悉度、網路口碑與抽獎可控性下的單次品牌轉換意願41
表4-8品牌熟悉度、網路口碑、抽獎可控性對參與意願之影響(單變量變異數分析)43
表4-9品牌熟悉度、網路口碑對單次品牌轉換意願之影響(單變量變異數分析)43
表4-10抽獎可控性對參與意願之平均數與標準差44
表4-11品牌熟悉度對單次品牌轉換意願之平均數與標準差44
表5-1本研究假說檢定結果表45

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