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中文論文名稱 百貨公司保養品促銷方式對消費者購買意圖之影響
英文論文名稱 The Influences of Purchasement Intention of Skin Care Products Due to Promotions of Department Store
校院名稱 淡江大學
系所名稱(中) 國際企業學系碩士在職專班
系所名稱(英) Executive Master's Program Of Business Administration (EMBA) In International Busines
學年度 100
學期 2
出版年 101
研究生中文姓名 林孟蒨
研究生英文姓名 Meng-Chien Lin
學號 799550156
學位類別 碩士
語文別 中文
口試日期 2012-06-02
論文頁數 105頁
口試委員 指導教授-蔡政言
指導教授-孫嘉祈
委員-鮑世亨
委員-張淑惠
委員-楊曉文
中文關鍵字 保養品  產品屬性  促銷方式  折扣幅度  購買意圖 
英文關鍵字 Skin Care Products  Product Attribute  Promotion Type  Discount Level  Purchasement Intention 
學科別分類
中文摘要 隨著社會經濟發展與國民生活水準提昇,人際之間的互動頻繁,無論男性女性,對於外在儀態都愈來愈注重,保養品已成為許多人在日常生活中不可或缺的必需品。許多消費者基於對保養品產品屬性的重視,選擇到百貨公司購買保養品,然而,保養品的產品種類眾多且替代性高,因此百貨公司保養品市場常藉由折扣優惠及贈品促銷來刺激消費者產生理性與欲望的購買意圖。
本研究採用便利抽樣的方式,對於曾經在百貨公司購買過保養品的消費者進行問卷調查,包括消費者人口統計、消費動機、產品屬性重視程度、購買意圖,並以SPSS 18做為分析工具,運用卡方檢定、因素分析、單因子變異數分析及T檢定等分析方法,探討百貨公司保養品消費者的人口統計變數與消費動機、產品屬性重視程度、促銷活動影響購買意圖之間的關係,以及促銷方式與折扣幅度對於計劃性和衝動性購買意圖之影響。
研究結果顯示男性在百貨公司購買保養品是以送禮為主要消費動機,女性則多為自用需求;青壯年族群的消費者較在意保養品的流行趨勢及產品價格;平均購買頻率愈短的消費者會比較重視保養品的功能性;女性、未婚或年紀較輕者,愈容易受到促銷活動的誘惑而產生衝動性購買意圖;價格促銷及折扣幅度愈大時,對於大部份的消費者具有較大吸引力,但無論是價格/非價格促銷、中度/高度折扣幅度,消費者的購買意圖都傾向會想預先規劃。
英文摘要 As the socio-economic development and improvement of the national standard of living, interpersonal interaction between frequently, people pay more attention to their appearance. Skin care products have become daily necessities in most people’s life. Many consumers decide to purchase skin care products in department stores because of the features of skin care products. However, there are varieties of skin care products and also due to its high alternative; department stores usually offer discount and premium to enhance the purchasing intentions.
This research used convenience sampling methods, survey by the consumers who has ever buy skin care products in the department stores. This questionnaire survey including consumer population, consumption motivation, value of products features, and purchased intent, analyze by
SPSS 18,and using Chi-square test, Factor Analysis, One Way Analysis of Variance and t-test,etc. as it analyze methods, exploration the relation between skin care products consumers population, consumption motivation, value of products features and sales promotion, also the effect of programmatic and impulsive buying due to promotions and discount margin.
The result shows the main reason for male buyer purchase skin care products is to gift, female buyer is more for personal use; however, young people care more about fashion trend and prices. This result also says, people who don’t buy frequently care more about its function; female, single or young people are easily affected by promotions and impulsive buying skin care products.In conclusion, when department store offer big sale, it will attractive more consumers, but no matter its price/ Non-price promotions, moderate/ high discount range, most consumers prefer to plan ahead before they buy it.
論文目次 誌謝辭 ……………………………………………………………………i
中文摘要…………………………………………………………………ii
英文摘要 ………………………………………………………………iii
目  錄 …………………………………………………………………v
表 目 錄 ………………………………………………………………vii
圖 目 錄…………………………………………………………………ix
第一章 緒論………………………………………………………………1
第一節 研究背景與動機………………………………………………1
第二節 研究目的………………………………………………………3
第三節 研究流程………………………………………………………4
第二章 文獻回顧…………………………………………………………5
第一節 化妝品和保養品………………………………………………5
第二節 產品屬性理論 ………………………………………………10
第三節 促銷方式 ……………………………………………………16
第四節 衝動性購買行為 ……………………………………………29
第五節 購買意圖 ……………………………………………………36
第三章  研究方法 ……………………………………………………42
第一節 研究架構與假設 ……………………………………………42
第二節 變數的操作性定義與衡量 …………………………………43
第三節 問卷設計 ……………………………………………………45
第四節 研究對象與抽樣方式 ………………………………………49
第五節 資料處理與分析方法 ………………………………………50
第四章 研究分析 ……………………………………………………54
第一節 敘述性統計分析 ……………………………………………54
第二節 人口統計變數與消費動機之分析 …………………………58
第三節 產品屬性重視程度因素分析 ………………………………62
第四節 人口統計變數與產品屬性重視程度之分析 ………………65
第五節 人口統計變數與促銷活動影響購買意圖之分析 …………72
第六節 促銷方式與折扣幅度影響購買意圖之分析 ………………76
第五章  結論與建議 …………………………………………………83
第一節 研究結論 ……………………………………………………83
第二節 研究限制 ……………………………………………………87
第三節 未來研究建議 ………………………………………………87
參考文獻…………………………………………………………………89
中文文獻…………………………………………………………………89
英文文獻…………………………………………………………………91
網路資料 ………………………………………………………………100
附錄、研究問卷 ………………………………………………………102

表目錄
表2-1 化妝品種類及用途 ………………………………………………6
表2-2 促銷定義之相關研究整理………………………………………17
表2-3 促銷工具的分類…………………………………………………20
表2-4 促銷方式的分類架構……………………………………………23
表3-1 消費動機之衡量題項……………………………………………46
表3-2 產品屬性重視程度之衡量題項…………………………………46
表3-3 促銷活動對購買意圖之影響衡量題項…………………………47
表3-4 促銷方式及折扣幅度的干擾衡量題項…………………………48
表3-5 人口統計變數之衡量題項………………………………………49
表3-6 Cronbach’s α係數之參考範圍………………………………52
表4-1 樣本性別之分佈…………………………………………………54
表4-2 樣本年齡之分佈…………………………………………………55
表4-3 樣本教育程度之分佈……………………………………………55
表4-4 樣本婚姻狀況之分佈……………………………………………56
表4-5 樣本每月可支配所得之分佈……………………………………56
表4-6 樣本平均購買頻率之分佈………………………………………57
表4-7 樣本消費動機之分佈……………………………………………57
表4-8 性別與消費動機之分析…………………………………………58
表4-9 年齡與消費動機之分析…………………………………………59
表4-10 教育程度與消費動機之分析 …………………………………59
表4-11 婚姻狀況與消費動機之分析 …………………………………60
表4-12 個人每月可支配所得與消費動機之分析 ……………………60
表4-13 平均購買頻率與消費動機之分析 ……………………………61
表4-14 人口統計變數與消費動機之分析結果 ………………………62
表4-15 產品屬性重視程度之因素構面 ………………………………63
表4-16 產品屬性重視程度之因素構面一 ……………………………64
表4-17 產品屬性重視程度之因素構面二 ……………………………64
表4-18 產品屬性重視程度之因素構面三 ……………………………65
表4-19 產品屬性重視程度之因素構面四 ……………………………65
表4-20 性別與產品屬性重視程度之分析 ……………………………66
表4-21 年齡與產品屬性重視程度之分析 ……………………………67
表4-22 教育程度與產品屬性重視程度之分析 ………………………68
表4-23 婚姻狀況與產品屬性重視程度之分析 ………………………69
表4-24 個人每月可支配所得與產品屬性重視程度之分析 …………69
表4-25 平均購買頻率與產品屬性重視程度之分析 …………………70
表4-26 消費者人口統計與產品屬性重視程度因素構面之關係 ……71
表4-27 人口統計變數與產品屬性重視程度之分析結果 ……………71
表4-28 性別與促銷活動影響購買意圖之分析 ………………………72
表4-29 年齡與促銷活動影響購買意圖之分析 ………………………73
表4-30 教育程度與促銷活動影響購買意圖之分析 …………………73
表4-31 婚姻狀況與促銷活動影響購買意圖之分析 …………………74
表4-32 個人每月可支配所得與促銷活動影響購買意圖之分析 ……75
表4-33 平均購買頻率與促銷活動影響購買意圖之分析 ……………75
表4-34 人口統計變數與促銷活動影響購買意圖之分析結果 ………76
表4-35 促銷方式對於購買意圖之分析 ………………………………77
表4-36 購買意圖對於促銷方式之分析 ………………………………78
表4-37 促銷方式影響購買意圖之分析結果 …………………………79
表4-38 折扣幅度對於購買意圖之分析 ………………………………80
表4-39 購買意圖對於促銷方式之分析 ………………………………81
表4-40 折扣幅度影響購買意圖之分析結果 …………………………82
表5-1 研究假設驗證結果………………………………………………83

圖目錄
圖1-1 本研究之研究流程 ………………………………………………4
圖2-1 以產品表現方式劃分之產品屬性………………………………14
圖2-2 利益價值鏈………………………………………………………16
圖2-3 以S-> O-> R觀點看消費者行為 ………………………………37
圖2-4 方案評估與購買決策過程………………………………………38
圖3-1 本研究架構圖……………………………………………………42
圖4-1 促銷方式與購買意圖之關係……………………………………79
圖4-2 折扣幅度與購買意圖之關係……………………………………82
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