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姓名 孫良政(Liang-Jeng Sun)  查詢紙本館藏   畢業系所 企業管理學系
論文名稱 折扣幅度、產品涉入程度與限制性銷售訴求對產品評價之影響
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摘要(中) 價格促銷對消費者而言能創造出經濟誘因,所以短期間內價格促銷讓銷售量有正面提昇的效果(Blattberg and Neslin, 1990)。但價格促銷所面臨的問題是,雖然其可增加店內客戶流量,增加短期銷售數量,但是也會影響消費者對於產品價格的內在認知與產品品質的評價。
Bowen, Chaffee(1974)認為不同的產品涉入程度會有不同的購買決策方式;Dickson and Sawyer(1990)則主張不同涉入程度的消費者在面對廠商所進行的價格促銷時,其相關的知覺反應也會有所不同。Inman, Peter and Raghubir(1997)的研究結果顯示,限制性銷售訴求(restricted-sale appeal)在高低兩個不同的折扣幅度下確實能影響消費者對交易的評價,進而影響其購買意願。
綜合上述研究發現,本研究基於Grewal et al.(1998)所提出觀念中之部份構面,加入產品涉入程度和限制性銷售訴求兩干擾因素,透過回歸分析以探討產品涉入程度與限制性銷售訴求對折扣幅度與消費者之相關產品評價間的關係是否有關。自變數為折扣幅度,干擾變數為產品涉入程度和限制性銷售訴求,三個依變數分別為內部參考價格、知覺品質和知覺價值。研究結果如下所示:
1.折扣幅度與消費者之內部參考價格呈現負向關係。
2.折扣幅度與消費者之知覺品質呈現負向關係。
3.折扣幅度與消費者之知覺價值呈現正向關係。
4.不同的產品涉入程度會對折扣幅度與內部參考價格間的關係有不同程度的影響。
5.不同的產品涉入程度不會對折扣幅度與知覺品質間的關係有不同程度的影響。
6.不同的產品涉入程度不會對折扣幅度與知覺價值間的關係有不同程度的影響。
7.不同的限制性銷售訴求不會對折扣幅度與內部參考價格間的關係有不同程度的影響。
8.不同的限制性銷售訴求不會對折扣幅度與知覺品質間的關係有影響。
9.不同的限制性銷售訴求會對折扣幅度與知覺價值間的關係有不同程度的影響。
摘要(英) Price promotion is an economic incentive for customers, consequently it raise the sale volume in short term(Blattberg and Neslin, 1990). Nonetheless, price promotion is still having a problem. Though it could increase store traffic and short-term sale volume, it effects customers’ internal cognition of product price and quality appraisal also.
Bowen, Chaffee(1974) argue that different product involvements would lead to different bases of purchasing decision. Dickson and Sawyer(1990) assert that when customers who have different involvements facing price promotions would own different perceptions and responsiveness.
The research results of Inman, Peter and Raghubir(1997) reveal that restricted-sale appeals dose affect customer’s deal evaluation and purchasing intention further while they are at high and low discount levels.
To summarized, this research is based on partial dimensions of ideation Grewal et al.(1998) claimed, and is interfere with two variables, product involvements and restricted-sale appeals. This research is to investigate whether these two interfering variables affecting the relationships of discount levels and customer’s product evaluations or not. In this research, the independent variable is discount level, the interfering variables are product involvement and restricted-sale appeals, and the dependent variables are internal reference price, perceived quality, and perceived value separately. The research results are described below.
1.Discount level is negatively related with customer’s internal reference price.
2.Discount level is negatively related with customer’s internal perceived quality.
3.Discount level is positively related with customer’s internal perceived value.
4.Product involvements will interfere with the relationship of discount level and internal reference price.
5.Product involvemenst will not interfere with the relationship of discount level and perceived quality.
6.Product involvemenst will not interfere with the relationship of discount level and perceived value.
7.Restricted-sale appeals will not interfere with the relationship of discount level and internal reference price.
8.Restricted-sale appeals will not interfere with the relationship of discount level and perceived quality.
9.Restricted-sale appeals will interfere with the relationship of discount level and perceived value.
關鍵字(中) ★ 折扣幅度
★ 產品涉入程度
★ 限時
★ 限量
★ 知覺價值
★ 產品評價
關鍵字(英) ★ discount level
★ product involvement
★ time-limited
★ quantity-limited
★ perceived quality
★ perceived value
論文目次 摘要 I
Abstract II
目錄 IV
圖目錄 VI
表目錄 VII
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究流程 3
第二章 文獻回顧與探討 5
第一節 與促銷相關的理論 5
一、促銷的定義 5
二、促銷的目的與種類 5
三、價格促銷 8
第二節 與知覺價值相關的理論 9
一、折扣幅度 11
二、內部參考價格 11
三、知覺品質 15
四、知覺價值 17
第三節 與限制性銷售相關的理論 18
第四節 與涉入相關的理論 20
一、涉入的定義 20
二、影響涉入程度的因素 22
三、涉入的類型 25
四、涉入程度的衡量 26
第三章 研究方法 29
第一節 研究架構發展與假設建立 29
第二節 研究設計 33
一、變數之定義與衡量 33
二、前測設計與資料分析結果 37
三、資料分析工具 42
四、正式問卷設計 43
五、研究對象與施測方式 44
第四章 資料分析與討論 45
第一節 樣本回收情形 45
第二節 資料處理與轉換 45
一、內部參考價格 46
二、知覺品質 46
三、知覺價值 46
第三節 信度與效度分析 46
第四節 相關分析 48
第五節 迴歸分析 48
一、迴歸分析概念 48
二、迴歸分析適用性探討 49
三、多元迴歸模式之共線性議題 51
四、假設驗証 52
第五章 結論與建議 67
第一節 研究結論 67
第二節 研究貢獻 69
第三節 研究限制 72
第四節 對後續研究之建議 74
參考文獻 76
第一階段前測問卷 81
第二階段前測問卷 85
各種情境陳述 87
正式問卷一 91
正式問卷二 95
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指導教授 謝浩明(Hao-Ming Shieh) 審核日期 2006-7-20
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