影響消費者對於促銷產品或服務之選擇因素研究

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林依琳(Yi-Ling Lin) 查詢紙本館藏

畢業系所

企業管理學系

論文名稱

影響消費者對於促銷產品或服務之選擇因素研究
(A study on the effecting factors of choosing promotional products or service for customers)

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摘要(中)

近年來，廠商為了增加銷售量與提高獲利，紛紛打出價格戰，更常藉由各種促銷活動來吸引更多消費者的注意，而在眾多促銷手段中，廠商最常使用的就是「折價券」和「直接降價」。而在過去文獻研究已證實折價券的使用確實比直接降價還要有更高的評價，然而若是原價折數組合為高原價高折數，或者廠商標榜首度降價折扣，不同的促銷手段是否會對消費者購買造成顯著影響？
　　折扣促銷的活動不僅僅只運用在一般的商品，在各服務業組織也逐漸將促銷預算從廣告轉向銷售促銷工具上，而商品和服務的特性基本上有很大的差異，因此不同的產品種類在做促銷時，產品種類的不同也會影響消費者的購買意願。除此之外，由於產品和服務可能在品質和品牌不同的因素下，所以在價格呈現上會有所差距，因此廠商在制定折扣促銷時，高價位、低價位也是對於消費者購買的一個影響因素。
　　許多廠商在制定促銷廣告時，不僅僅是將特惠價格呈現出來，在廣告上會將對產品有益的圖樣、文字、敘述呈現給消費者。像是推薦人和認證，廠商會希望藉由此兩者的陳述，可以吸引到消費者的注意並加深購買意願。因此消費者實際購買產品或服務時並不只會受到價格因素所影響，推薦人與否、認證與否、人格特質…等，都可能會對消費者的購買行為產生不同的影響。所以本研究以促銷手段、產品種類、高低價位、認證與否、推薦人與否為干擾變項，探討這些因素對消費者購買意願影響的干擾效果。

摘要(英)

Recently, a factory owner in order to increase sales and make a profit, they use all kinds of promotion activities to attract more consumers. In these promotion methods, a factory owner frequently use coupons and price-off. Past literatures research have verified that the use of coupons truly have high evaluation than price-off. However, are different promotion methods have influence on customers, whether high original price and high discount or promotion for the first time?
Promotion activities are not only used on general goods , all kinds of service industry also gradually transfer promotion budget to promotion methods. Besides, owing to different quality and brand, product and service have a gap in price. Therefore, when factory owner set up promotion, high price and low price are also an influence factor on customers’ purchase intention.
Many factor owners set up promotion advertisement, they are not only show their special price, but also show beneficial pattern, characters and statement to customers. Factory owner hope to rely on recommenders and license to attract customers’attention and purchase intention. Therefore, when customer purchase products and service, they are not only influence by price factor. So, my research consider promotion methods, products type, recommender and license as Interference variables , and confer these factor how to influence customers’purchase intention.

關鍵字(中)

★ 促銷

關鍵字(英)

★ license
★ promotion methods
★ promotion activities
★ recommender

論文目次

中文摘要……………………………………………………………………………….i
英文摘要……………………………………………………………………………iii
目錄…………………………………………………………………………………...iv
表目錄………………………………………………………………………………..vii
圖目錄………………………………………………………………………………...ix
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　文獻回顧……………………………………………………………………5
　　第一節　價格折扣促銷定義與影響……………………………………………5
　　　　一、價格折扣促銷定義……………………………………………………5
　　　　二、價格折扣促銷對於購買意願的影響…………………………………6
　　第二節　促銷手段的分類與影響………………………………………………8
　　　　一、促銷手段的分類………………………………………………………8
　　　　二、促銷手段對購買意願的影響…………………………………………11
　　第三節　產品種類分類與影響……………………………………………….11
　　　　一、產品的定義和分類…………………………………………………..11
　　　　二、服務的定義與特性…………………………………………………..12
　　　　三、產品種類和服務業的分類…………………………………………..14
　　　　四、產品種類對購買意願的影響………………………………………..15
　　第四節　廣告推薦人………………………………………………………….16
　　　　一、廣告代言人的分類…………………………………………………..16
　　　　二、參考群體對於行銷的意涵…………………………………………..17
　　　　三、廣告推薦人的理論基礎…………………………………………….18
　　第五節　產品高價位、低價位的影響………………………………………..20
　　第六節　人格特質…………………………………………………………….21
　　　　一、人格特質的定義與內涵……………………………………………..21
　　　　二、人格五因素論的介紹………………………………………………...22
　　第七節　產品態度和購買意願的關係……………………………………….27
　　　　一、態度的定義與組成要素……………………………………………..27　
　　　　二、態度與購買意願的關係……………………………………………..28
　　第八節　價格知覺和購買意願的關係……………………………………….30
第三章研究方法………………………………………………………………….32
　　第一節　研究架構…………………………………………………………….32
第二節研究假說…………………………………………………………….33
第三節產品的選擇標準和對象…………………………………………….45
　　　　一、產品的選擇標準…………………………………………………….45
　　　　二、研究對象…………………………………………………………….47
　　第四節　研究設計…………………………………………………………….48
　　　　一、實驗研究設計………………………………………………………..48
　　　　二、正式實驗設計………………………………………………………..52
　　　　三、正式問卷設計………………………………………………………..57
　　　　四、分析方法……………………………………………………………..59
第四章研究結果………………………………………………………………….60
　　第一節　實驗一分析………………………………………………………….60
　　　　一、樣本回收狀況……………………………………………………….60
　　　　二、實驗一對研究假設之驗證…………………………………………..61
　　第二節實驗二分析…………………………………………………………...83
　　　　一、樣本回收狀況……………………………………………………….83
　　　　二、實驗二對研究假設之驗證………………………………………….85
第五章研究結果與建議…………………………………………………………101
　　第一節　研究結論……………………………………………………………101
　　第二節　理論意涵…………………………………………………………..105
　　第三節　實務意涵與建議…………………………………………………..107
　　第四節　研究限制與對後續研究的建議…………………………………...108
參考文獻…………………………………………………………………………110
附錄一：第一次前測問卷………………………………………………………116
附錄二：第二次前測問卷…………………………………………………………118
附錄三：正式問卷………………………………………………………………120

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指導教授

林建煌(Chien-Huang Lin)

審核日期

2007-6-14

推文