電子折價券特性對消費者購買行為影響之探討

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吳尚慈(Shang-Tzu Wu) 查詢紙本館藏

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論文名稱

電子折價券特性對消費者購買行為影響之探討
(The influence of coupon characteristics on consumer purchase behavior)

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摘要(中)

折價券促銷活動行之已久且廣泛應用於世界各地迄今。時至今日，隨著網路使用人口提升，折價券亦搭上網路熱潮，以電子化形式發放。藉著電子折價券的發行，節省成本、縮短傳遞時間。本研究整理過去相關文獻，將影響折價券兌換的重要因素應用至電子折價券之上，以求進一步瞭解這些因素在電子折價券使用行為上是否仍具有影響。
本研究目的於探討電子折價券折扣價和品牌形象對消費者知覺風險、兌換意圖的影響；消費者折價券傾向、產品品類風險性的干擾作用；以及知覺風險所扮演的中介變數角色。以實驗室實驗法模擬電子折價券發行情境，並從中操弄上述各變數，研究發現：
1. 折價券折扣價對消費者兌換意圖有顯著影響，但並無透過知覺風險間接影響兌換意圖。
2. 品牌形象會直接影響消費者兌換意圖，也會透過中介變數知覺風險間接影響兌換意圖。
3. 消費者折價券傾向對兌換意圖有顯著影響，且和折價券折扣價有交互作用。
4. 產品品類風險性對消費者知覺風險有顯著影響。高、低風險產品情境中，折價券折扣價和品牌形象的高低改變對知覺風險有所影響。

關鍵字(中)

★ 產品品類
★ 折價券傾向
★ 品牌形象
★ 電子折價券
★ 折價券折扣價

關鍵字(英)

★ e-coupon
★ product category
★ face value
★ brand image
★ coupon proneness

論文目次

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
第三節研究程序 4
第二章文獻探討 5
第一節折價券相關文獻探討 5
第二節知覺風險相關文獻探討 18
第三節品牌形象相關文獻探討 29
第三章研究方法 43
第一節研究架構 43
第二節研究假說 46
第三節變項的定義與操作化 53
第四節研究設計 59
第四章資料分析 64
第一節樣本基本資料分析 64
第二節效度與信度檢測 66
第三節變異數分析基本假設檢定 70
第四節假說檢定 74
第五節假說驗證結果 94
第五章結論與建議 96
第一節研究結論 96
第二節管理實務建議 99
第三節研究限制 101
第四節未來研究方向 102
參考文獻 103
一、中文部分 103
二、英文部分 103
附錄一：前測一問卷 111
附錄二：前測二問卷 114
附錄三：常態性檢定Q-Q 圖 117
附錄四：實驗網站畫面 120

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指導教授

李小梅(Shau-mei Li)

審核日期

2003-6-17

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