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中文論文名稱 價格折扣與限制性促銷對知覺品質和購買意願之影響
英文論文名稱 The influence of price discount and restricted promotion on perceivedquality and purchase intention,
校院名稱 淡江大學
系所名稱(中) 國際企業學系碩士班
系所名稱(英) Master's Program, Department Of International Business
學年度 100
學期 2
出版年 101
研究生中文姓名 朱冠宇
研究生英文姓名 Guan-Yu Chu
學號 699550470
學位類別 碩士
語文別 中文
口試日期 2012-06-15
論文頁數 115頁
口試委員 指導教授-曾忠蕙
委員-黃哲盛
委員-劉怡媛
中文關鍵字 促銷活動  限制性促銷  人格特質  知覺品質  購買意願 
英文關鍵字 Promotion  Restricted Promotion  Personality  Perceivedquality  Purchase Intention 
學科別分類
中文摘要 隨著時代的演進,促銷的手法也不斷地推陳出新,市面上有許許多多的促銷活動,在仔細比對之後,不難發現有些促銷活動是很類似的,本研究特地從常見的促銷活動中選出「打五折」與「加一元多一件」來探討,並且將「限時促銷」和「限量促銷」也納入考量範圍當中,以「人格特質-嚴謹性」及「產品購買頻率」為干擾變數,衡量消費者對商品的「知覺品質」、「購買件數」會否有顯著的差異。
本研究的受試者為台北某大專院校大學部及研究所學生,經問卷前測後,選取日常生活中較常見的洗面乳與髮膠為實驗產品,而後將正式問卷設計成八組,分別具備兩種的促銷活動,再將問卷打散,分發予受測者進行實驗,用以判斷該受測者之人格特質-嚴謹性傾向,以及對產品的知覺品質,和商品的購買件數。
經後續假設驗證,發現消費者面對「加一元多一件」的促銷活動時,其知覺品質與購買件數與「打五折」的促銷活動有顯著差異,而「限制性促銷」在此處的效果並不明顯,「人格特質-嚴謹性」和「產品種類」在打五折與加一元多一件時對商品的購買件數具有干擾的效果,但在知覺品質方面並不具有顯著地差異。
英文摘要 With the evolution of marketing strategies, the way of promotion keeps constantly innovative. Although some promotional activities in market are similar, it is not sure whether their effects are the same. In order to discuss this topic, this study specifically chooses two promotional types-- “fifty % off” and “one more dollar, get another piece” from the common promotional activities. In addition, “limited-time promotion” and “limit-quality promotion” are also included into consideration. Moreover, “personality traits – conscientiousness” and “purchase frequency” are the moderators of the study to measure if there are significant difference in “perceived-quality” or “purchase intention”.
Subjects of this study are undergraduate and graduate collage students in Taipei. By the pre-test, we select two product as the experimental products—cleaner and hair gel. The formal experiment is designed into eight groups respectively with 2 (promotional type) x 2 (limit-time or limit-quality) x 2 (purchase frequency). The formal questionnaire was designed to measure “personality traits – conscientiousness” , “perceive-quality” and “purchase intention”.
After the hypothesis testing, we found promotional type (ie.“one more dollar, get another piece” and “fifty % off”) showed a significant different effect on perceive-quality” and “purchase intention.” But, there was no difference in the effect of “limited-time promotion” and “limit-quality promotion”. Even “personality traits – conscientiousness” and “purchase frequency” both showed moderating effect between promotional type (ie. “one more dollar, get another piece” and “fifty % off”) and purchase intention.
論文目次 目錄
謝辭………………………………………………………………………I
目錄………………………………………………………………………V
圖目錄…………………………………………………………………VII
表目錄…………………………………………………………………VIII
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 促銷的定義與工具…………………………………………5
第二節 促銷的效果…………………………………………………15
第三節 限制性促銷定義及影響……………………………………18
第四節 人格特質之意涵……………………………………………23
第五節 產品種類之定義與相關文獻………………………………30
第六節 知覺品質與購買意願之定義與相關研究…………………35
第三章 研究方法……………………………………………………41
第一節 觀念性架構…………………………………………………41
第二節 研究假設……………………………………………………43
第三節 研究變數定義與衡量………………………………………50
第四節 問卷前測……………………………………………………53
第五節 正式問卷設計………………………………………………56
第六節 統計分析方法………………………………………………59
第四章 研究結果分析………………………………………………60
第一節 初步資料分析………………………………………………60
第二節 假設驗證……………………………………………………65
第三節 討論…………………………………………………………71
第五章 研究結論與建議……………………………………………78
第一節 研究結論……………………………………………………78
第二節 研究貢獻……………………………………………………81
第三節 研究限制……………………………………………………85
第四節 後續研究的建議……………………………………………86
參考文獻…………………………………………………………………87
附錄一 前測問卷………………………………………………………94
附錄二 正式問卷………………………………………………………96

圖目錄
圖1-1 本研究之研究流程.............................................................................................................4
圖2-1 知覺品質在消費者決策過程扮演的角色..............................................................35
圖2-2 知覺品質的組成…………………………………………………………………………….…36
圖2-3 消費者購買決策過程…………………………………………………...…………………...38
圖3-1 本研究之觀念性架構………………………………………...…...…………………………41

表目錄
表2-1 學者對促銷的定義……………………………………………………………………………6
表2-2 學者對促銷的分類……………………………………………………………………………10
表2-3 促銷工具的分類……………………………………………………………………………….13
表2-4 時間限制、資訊處理動機及價格水準對知覺品質與貨幣犧牲的影響….20
表2-5 人格特質五因素規準表…………………………………………………………………….27
表2-6 NEO-PI-R 人格特質五因素的組成與構面內容……………………………………28
表3-1 假說彙整………………………………………………………………………………………….48
表3-2 商品購買頻率問卷……………………………………………………………………………52
表3-3 商品購買頻率問卷之性別分析………………………………………………………….53
表3-4 商品購買頻率問卷分析-敘述統計……………………………………………………..53
表3-5 商品購買頻率問卷分析-T 檢定…………………………………………………………54
表3-6 本研究問卷的廣告文案…………………………………………………………………….55
表3-7 本研究問卷的田答問項設計……………………………………………………………..56
表3-8 可能購買件數的衡量題項…………………………………………………………………57
表3-9 知覺品質的衡量題項………………………………………………………………………...57
表3-10 人格特質-嚴謹性分析的衡量題項……………………………………………………..58
表4-1 本研究各組有效樣本結構彙整表………………………………………………………59
表4-2 本研究問卷信度分析結果…………………………………………………………………60
表4-3 因素分析-知覺品質………………………………………………………………………......60
表4-4 因素分析-人格特質嚴謹性………………………………………………………………..61
表4-5 KMO 與Bartlett 檢定………………………………………………………………………...61
表4-6 商品購買頻率、促銷活動與限制性促銷下的知覺品質………………………62
表4-7 商品購買頻率、促銷活動與限制性促銷下的商品購買件數……………….63
表4-8 促銷活動和限制性促銷之交互作用對知覺品質與商品購買件數的影響
(一般線性模式-多變亮分析)…………………………………………………………….65
表4-9 促銷活動透過人格特質-嚴謹性(低/高)對知覺品質與商品購買件數的干
擾作用(一般線性模式-多變量分析)………………………………….…………....67
表4-10 限制性促銷透過人格特質-嚴謹性(低/高)對知覺品質與商品購買件數
的干擾作用(一般線性模式-多變量分析)………………………………………...68
表4-11 促銷活動透過商品購買頻率(低/高)對知覺品質與商品購買件數的干擾
作用(一般線性模式-多變量分析)……………………………………...……………70
表4-12 限制性促銷透過商品購買頻率(低/高)對知覺品質與商品購買件數的干
擾作用(一般線性模式-多變量分析)………………………………………………..70
表4-13 本研究假說檢定結果表…………………………………………………………………….71
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