Please use this identifier to cite or link to this item:
https://ah.lib.nccu.edu.tw/handle/140.119/120332| 題名: | 消費者思維方式對促銷類型之促銷效果之影響 The effect of thinking style on the promotion effect of promotion type |
作者: | 姚穎 | 貢獻者: | 張卿卿 姚穎 |
關鍵詞: | 促銷類型 不確定促銷 思維方式 性別 產品態度 |
日期: | 2018 | 上傳時間: | 1-Oct-2018 | 摘要: | 過去促銷類型的學術研究多是專注於確定促銷，關於不確定促銷的研究較為稀少，而在這為數不多的不確定促銷研究中，又多聚焦於確定內容不確定價格的不確定促銷，相對忽略了在實務應用中相當常見的確定價錢不確定內容的不確定促銷（具價的神祕贈品）。因此，本研究將以具價的神祕贈品做為不確定促銷的類型，以三個自變項：促銷類型：確定促銷／不確定促銷、思維方式：理性思維／經驗思維、性別：男性／女性，探討消費者的不同思維方式及性別是否會影響促銷類型的促銷效果（包含產品態度及購買意願）。\r\n研究結果證實，不論消費者的思維方式是傾向「理性思維」或是「經驗思維」，其對「確定促銷」的「產品態度」皆高於「不確定促銷」，其「購買意願」則是沒有顯著差異；而「男性」及「女性」的「思維方式」沒有顯著差異；「女性」對「確定促銷」的「產品態度」高於「不確定促銷」，「購買意願」沒有顯著差異；「男性」則是對兩種促銷類型的「產品態度」及「購買意願」都沒有顯著差異；而「思維方式」與「性別」對於促銷類型的促銷效果，皆不會產生顯著調節效果。 | 參考文獻: | 一、中文部份\r\n張靜中（2017）。《現代市場營銷學教程》。台北：崧博出版事業有限公司。\r\n謝安田、顏昌華(2004)。〈顧客參與對服務人員工作投入影響之研究〉。《中華管理學報》，5(3)，P.43-58。\r\n二、英文部份\r\nAilawadi, K. L., Gedenk, K., Langer, T., Ma, Y., & Neslin, S. A. (2014). “Consumer response to uncertain promotions: An empirical analysis of conditional rebates.”, International Journal of Research in Marketing, 31(1), 94-106.\r\nAllport, G. W. (1937). Personality: A Psychological Interpretation. New York: Holt, Rinehart & Winston.\r\nBoverie, P.E., Scheuffele, D.J. & Raymond, E.L.(1994) . “Multimethodological approach to examining risk-taking.”,Current Psychology,13(4), 289-302.\r\nBruce D. Weinberg.(2001). “Research in Exploring the Online Consumer Experience”, Advances in Consumer Research, 28(1), 227-232.\r\nCacioppo, J. T., Petty, R. E., Kao, C. F., & Rodriguez, R. (1986). “Central and peripheral routes to persuasion: An individual difference perspective.”, Journal of Personality and Social Psychology, 51(5), 1032-1043.\r\nChristensen, L. (2007). Experimental methodology.(1st ed.). Boston: Pearson, Allyn and Bacon.\r\nCosta, P. T., Terracciano, A. & McCrae, R.R. (2001). “Gender Differences in Personality Traits Across Cultures: Robust and Surprising Findings.”, Journal of Personality and Social Psychology, 81(2), 322-331.\r\nDarke, P. R., & Chung, C. M. Y. (2005). “Effects of pricing and promotion on consumer perceptions: It depends on how you frame it.”, Journal of Retailing, 81(1), 35-47, Retrieved from https://doi.org/10.1016/j.jretai.2005.01.002\r\nDeaux, K. (1984). “From individual differences to social categories: Analysis of a decade`s research on gender.”, American Psychologist, 39(2), 105-116.\r\nDenes-Raj, V., & Epstein, S. (1994). “ Conflict between intuitive and rational processing: When people behave against their better judgment. ”, Journal of Personality and Social Psychology, 66(5), 819-829. Retrieved from http://dx.doi.org/10.1037/0022-3514.66.5.819\r\nDhar, S., González-Vallejo, C., & Soman, D. (1999). “Modeling the Effects of Advertised Price Claims: Tensile versus Precise Claims?”, Marketing Science, 18(2), 154-177, Retrieved from http://www.jstor.org/stable/193214\r\nDowney, H. K., and Slocum, J.(1975). “Uncertainty: Measures, research, and sources of variation”, Academy of Management Journal, 18, 562-578.\r\nEckel, Catherine C. & Grossman, Philip J.,(2008). “Men, Women and Risk Aversion: Experimental Evidence.”, HANDBOOK OF EXPERIMENTAL ECONOMICS RESULTS,1(113), 1061-1073.\r\nEpstein, S., Lipson, A., Holstein, C, & Huh, E. (1992). “Irrational reactions to negative outcomes: Evidence for two conceptual systems. ”, Journal of Personality and Social Psychology, 62, 328-339.\r\nEpstein, S., Pacini, R., Denes-Raj, V and Heier, H. (1996). “Individual Differences in Intuitive-Experiential and Analytical - Rational Thinking Styles.”, Journal of Personality and Social Psychology, 71(2), 390-405.\r\nEpstein, S., Pacini, R., Denes-Raj, V., & Heier, H. (1996). “Individual differences in intuitive–experiential and analytical–rational thinking styles. ”, Journal of Personality and Social Psychology, 71(2), 390-405. Retrieved fromhttp://dx.doi.org/10.1037/0022-3514.71.2.390\r\nGodek, John and Murray, Kyle B. (2008). “Willingness to Pay for Advice: The Role of Rational and Experiential Processing. ”, Organizational Behavior and Human Decision Processes, Retrieved from: https://ssrn.com/abstract=1091262\r\nGolden, Linda & A. Johnson, Keren. (1983), “The Impact of Sensory Preference and Thinking Versus Feeling Appeals on Advertising Effectiveness”, Advances in Consumer Research, 10, 203-208.\r\nGoldsmith K., and Amir(2010). “Can Uncertainty Improve Promotions? ”, Journal of Marketing Research, 47(6), 1070-1077.\r\nGupta, Sunil (1988). “Impact of Sales Promotions on When, What, and How Much to Buy.”, Journal of Marketing Research (JMR), 25, 342-355.\r\nHayes, J. & Allinson, C. W. (1998). “Cognitive style and the theory and practice of individual and collective learning in organizations.”, Human Relations, 51, 847-871.\r\nJochen Wirtz, Patricia Chew, (2002). “The effects of incentives, deal proneness, satisfaction and tie strength on word‐of‐mouth behavior”, International Journal of Service Industry Management, 13(2), 141-162, Retrieved from https://doi.org/10.1108/09564230210425340\r\nJundong Hou, Lanying Du, Jianfeng Li, (2008). “Cause`s attributes influencing consumer`s purchasing intention: empirical evidence from China”, Asia Pacific Journal of Marketing and Logistics, 20(4)363-380, Retrieved from https://doi.org/10.1108/13555850810909704\r\nKnight Frank H.(1921). Risk, Uncertainty and Profit, Boston: Houghton Mifflin.\r\nKotler, P. & Armstrong, G.(1994). Principles of Marketing(6rd ed.), New Jersey: Prentice-Hall.\r\nKotler, Philip J.,(1991). Marketing Management(7rd ed.), Englewood Cliffs, NJ: Prentice-Hall.\r\nLaran, J., and Tsiros, M.(2013). “An investigation of the effectiveness of uncertainty in marketing promotions involving free gifts”, Journal of Marketing, 77(2), 112-123.\r\nLee, Yih Hwai, and Qiu, Cheng. (2009). “When uncertainty brings pleasure: The role of prospect imageability and mental imagery”, Journal of Consumer Research, 36, 624-635.\r\nLeland Campbell, William D. Diamond, (1990). “Framing and Sales Promotions: The Characteristics of a Good Deal”, Journal of Consumer Marketing, 7(4), 25-31, Retrieved from https://doi.org/10.1108/EUM0000000002586\r\nLevin, I. P., Snyder, M. A., & Chapman, D. P. (1988) . “The interaction of experiential and situational factors and gender in a simulated risky decision-making task.”, The Journal of Psychology: Interdisciplinary and Applied, 122(2), 173-181.\r\nLord, K. R., & Kim, C. K. (1995). “ Inoculating consumers against deception: The influence of framing and executional style.” Journal of Consumer Policy, 18(1), 1-22, Retrieved from https://doi.org/10.1007/BF01018086\r\nMcquarrie, E., & Mick, D. (1999). “Visual Rhetoric in Advertising: Text‐Interpretive, Experimental, and Reader‐Response Analyses.”, Journal of Consumer Research, 26(1), 37-54, Retrieved from https://doi.org/10.1086/209549\r\nMeyers-Levy, J., & Sternthal, B. (1991). “Gender Differences in the Use of Message Cues and Judgments.”, Journal of Marketing Research, 28, 84-96.\r\nPacini, R., & Epstein, S. (1999). “The relation of rational and experiential information processing styles to personality, basic beliefs, and the ratio-bias phenomenon. ”, Journal of personality and social psychology, 76(6), 972-87.\r\nPalazon, M., & Delgado-Ballester, E. (2009). “Effectiveness of price discounts and premium promotions.”, Psychology & Marketing, 26, 1108-1129.\r\nPaul Edwin Ketelaar, Jonathan van`t Riet, Helge Thorbjornsen & Moniek Buijzen (2016). “Positive uncertainty: the benefit of the doubt in advertising,” International Journal of Advertising, Retrieved from https://doi.org/10.1080/02650487.2016.1231163\r\nPeppers, Don and Martha Rogers (2004). Managing Customer Relationships: A Strategic Framework., New York: John Wiley & Sons.\r\nPierre Chandon, Brian Wansink, Gilles Laurent (2000). “A Benefit Congruency Framework of Sales Promotion Effectiveness.”, Journal of Marketing, , 64(4), 65-81.\r\nPutrevu, S., & Lord, K. R. (1994). “Comparative and noncomparative advertising: Attitudinal effects under cognitive and affective involvement conditions.”, Journal of Advertising, 23(2), 77-91, Retrieved from http://dx.doi.org/10.1080/00913367.1994.10673443\r\nRaghubir, Priya, J. Jeffrey Inman, and Hans Grande(2004). “The Three Faces of Consumer Promotions”, California Management Review, 46, 23-32.\r\nRaghubir, Priya.(2004). “Free gift with purchase: Promoting or discounting the brand?”, Journal of Consumer Psychology, 14, 181-185.\r\nRuiz, Salvador & Sicilia, Maria. (2004). “The impact of cognitive and/or affective processing styles on consumer response to advertising appeals.”, Journal of Business Research, 57(6), 657-664.\r\nSchultz, Don E., William A. Robinson, and Lisa A. Petrison .(1998). Sales Promotion Essentials, Chicago: NTC Business Books.\r\nSchwarz, N., & Clore, G.L. (1996). “Feelings and phenomenal experiences.”, Social psychology: Handbook of basic principles, 433-465, New York: Guilford.\r\nSladek, R. M., Bond, J. J., & Phillips, P. A. (2010). “Age and gender differences in preferences for rational and experiential thinking. ”, Personality and Individual Differences, 49, 907-911 ,Retrieved from http://dx.doi.org/10.1016/j.paid.2010.07.028\r\nSpigner, C., Hawkins, W., & Loren, W. (1993) . “Gender differences in perception of risk associated with alcohol and drug use among college students.”, Women Health, 20(1), 87-97.\r\nTversky, A., & Kahneman, D. (1992). “Advances in prospect theory: Cumulative representation of uncertainty. ”, Journal of Risk and Uncertainty, 5(4): 297-323.\r\nUrbany, J.E., P.R. Dickson, and W.L. Wilkie.(1989). “ Buyer uncertainty and information search”, Journal of Consumer Research, 16(9), 208–215.\r\nWilson, Timothy D., David B. Centerbar, Deborah A. Kermer, and Daniel T. Gilbert (2005). “The Pleasures of Uncertainty: Prolonging Positive Moods in Ways People Do Not Anticipate”, Journal of Personality and Social Psychology, 88 (1),5-21.\r\nWittgenstein, Ludwig. (1986). On Certainty. , Oxford: Basil Blackwell.\r\nYi, Y. & Yoo, J. (2011). “The long term effects of sales promotions on band attitude across monetary and non-monetary promotions.”, Psychology and Marketing, 28(9), 879-896. | 描述: | 碩士 國立政治大學 傳播學院傳播碩士學位學程 105464012 |
資料來源: | http://thesis.lib.nccu.edu.tw/record/#G0105464012 | 資料類型: | thesis |
| Appears in Collections: | 學位論文 |
Show full item record
Items in NCCU Academic Hub are protected by copyright, with all rights reserved, unless otherwise indicated.