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題名 通路價格整合與銷售檔期對於品牌態度和購買意願之影響
The impact of omni-channel price integration and promotion period on brand attitude and purchase intention － The case of skincare product
作者 許鈺欣
Hsu, Yu Hsin
貢獻者 邱志聖
Chiou, Jyh Shen
許鈺欣
Hsu, Yu Hsin
關鍵詞 多通路
全通路
通路整合
品牌態度
購買意願
銷售檔期
專櫃保養品
日期 2016
上傳時間 1-Jul-2016 14:54:02 (UTC+8)
摘要 近年來隨著網際網路和智慧型裝置的蓬勃發展，網路購物已成為了民眾日常生活的一部分，消費者的購物習慣也逐漸從實體商店轉向虛擬商城交易，為了因應這樣的購物需求，過往擁有傳統通路優勢的零售品牌商開始積極佈局線上購物市場，紛紛建立自有網路通路或者是與虛擬通路商合作，開闢新的虛擬通路以開創新商機和新客群。本研究想要了解不同種類的產品是否皆適合建立虛擬通路，以涉入程度較高的專櫃保養品做為主要研究產品類別，探討有無虛擬通路對於品牌態度的影響，並且能否藉由正面的品牌態度替品牌商帶來實際的銷售。
此外，當消費者能夠自由的選擇任一通路進行交易時，對於跨通路的購物體驗需求也就越高，因此，本研究將進一步探討實體和虛擬通路之整合議題，且依據專櫃保養品的通路策略，選擇通路價格整合程度和銷售檔期作為主要的操控變數，藉以了解不同的通路價格整合程度搭配不同的銷售檔期對於品牌態度的影響是否有所差異。
本研究採2(通路價格整合程度：高、低) x 2(銷售檔期：平日、特殊檔期)的兩因子實驗設計，再加上無虛擬通路的控制組，共分五組。
研究結果和部分假設吻合，本研究發現建立虛擬通路對於品牌態度有正面影響的假設僅部分成立，而品牌態度對於購買意願確實有正向的影響。此外，當不同的通路價格整合程度搭配不同的銷售檔期，對於品牌整體感觀和通路配置喜好程度有顯著的影響效果，而不論在平日或是特殊檔期，通路價格整合程度越一致，消費者對於品牌態度皆會越好，但特殊檔期相較於平日對於品牌態度的改變程度則沒那麼顯著，也就是說，本研究發現，專櫃保養品牌在思考通路策略時，在平日應盡量保持各通路價格一致，但在特殊檔期時，則可以因應通路檔期活動，讓價格有所差異，對於品牌態度的影響也沒有平日來的顯著。
參考文獻 英文部分
Aaker, D. A. (1996), “Measuring Brand Equity Across Products and Markets,” California Management Review, 38 (3), 102-120.
Alvarez Alvarez, B., & Vázquez Casielles, R. (2005), “Consumer evaluations of sales promotion: the effect on brand choice,” European Journal of Marketing, 39(1/2), 54-70.
Bagozzi, R. P., & Burnkrant, R. E. (1979), “Attitude organization and the attitude–behavior relationship,” Journal of Personality and Social Psychology, 37(6), 913-929.
Balabanis, G., & Reynolds, N. L. (2001), “Consumer attitudes towards multi-channel retailers` web sites: The role of involvement, brand attitude, Internet knowledge and visit duration,” Journal of Business Strategies, 18(2), 105-132.
Bennett, R., Härtel, C. E., & McColl-Kennedy, J. R. (2005), “Experience as a moderator of involvement and satisfaction on brand loyalty in a business-to-business setting 02-314R,” Industrial Marketing Management, 34(1), 97-107.
Berman, B., & Thelen, S. (2004), “A guide to developing and managing a well-integrated multi-channel retail strategy,” International Journal of Retail & Distribution Management, 32(3), 147-156.
Brown, S. P., & Stayman, D. M. (1992), “Antecedents and consequences of attitude toward the ad: A meta-analysis,” Journal of Consumer Research, 34-51.
Cronbach, L. J. (1951), “Coefficient alpha and the internal structure of tests.” Psychometrika, 16(3), 297-334.
Dholakia, R. R., Zhao, M., & Dholakia, N. (2005), “Multichannel retailing: a case study of early experiences,” Journal of Interactive Marketing, 19(2), 63-74.
Eagly, A. H., & Chaiken, S. (1993), The Psychology of Attitudes. Fort Worth, TX: Harcourt Brace Jovanovich College Publishers.
Fishbein, M., & Ajzen, I. (1975), Belief, attitudes, intention, and behavior: An introduction to theory and research. Massachusetts: Addison-Wesley.
Geyskens, I., Gielens, K., & Dekimpe, M. G. (2002), “The market valuation of internet channel additions,” Journal of Marketing, 66(2), 102-119.
Goersch, D. (2002), “Multi-channel Integration and its Implications for Retail Web Sites,” paper presented at the European Conference on Information Systems, Gdansk, Poland, 748-758.
Keller, K. L. (1993), “Conceptualizing, measuring, and managing customer-based brand equity,” Journal of Marketing, 57(1) 1-22.
Kim, J., & Park, J. (2005), “A consumer shopping channel extension model: attitude shift toward the online store,” Journal of Fashion Marketing and Management, 9(1), 106-121.
Kotler, P.(2000), Marketing Management: Analysis, Planning, Implementation and Control, 10th Edition, .NJ: Prentice Hall.
Kumar, V., & Venkatesan, R. (2005), “Who are the multichannel shoppers and how do they perform?: Correlates of multichannel shopping behavior,” Journal of Interactive Marketing, 19(2), 44-62.
Lee, H. H., & Kim, J. (2008), “The effects of shopping orientations on consumers` satisfaction with product search and purchases in a multi-channel environment,” Journal of Fashion Marketing and Management, 12(2), 193-216.
Levin, A. M., Levin, I. R., & Heath, C. E. (2003), “Product Category Dependent Consumer Preferences for Online and Offline Shopping Features and Their Influence on Multi-Channel Retail Alliances,” Journal of Electronic Commerce Research, 4(3), 85-93.
Lutz, R. J., McKenzie, S. B., & Belch, G. E. (1983), “Attitude toward the ad as a mediator of advertising effectiveness: determinants and consequences,” Advances in Consumer Research, 10(1), 532-539.
MacKenzie, S. B., Lutz, R. J., & Belch, G. E. (1986), “The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations,” Journal of Marketing Research, 23(2), 130-143.
Napolitano, M. (2013), “Omni-channel distribution: moving at the speed of" now",” Logistics management (Highlands Ranch, Colo.: 2002), 52(6).
Oh, L. B., Teo, H. H., & Sambamurthy, V. (2012), “The effects of retail channel integration through the use of information technologies on firm performance,” Journal of Operations Management, 30(5), 368-381.
Olson, J. C., & Mitchell, A. A. (2000), “Are product attribute beliefs the only mediator of advertising effects on brand attitude?,” Advertising & Society Review, 1(1), 318-332.
Ostrom, T. M. (1969), “The relationship between the affective, behavioral, and cognitive components of attitude,” Journal of Experimental Social Psychology, 5(1), 12-30.
Piotrowicz, W., & Cuthbertson, R. (2014), “Introduction to the special issue information technology in retail: Toward omnichannel retailing,” International Journal of Electronic Commerce, 18(4), 5-16.
Rangaswamy, A., & Van Bruggen, G. H. (2005), “Opportunities and challenges in multichannel marketing: An introduction to the special issue,” Journal of Interactive Marketing, 19(2), 5-11.
Schiffman, L. G., & Kanuk, L. L. (2004), Customer behavior. New Jersey: Prestice Hall.
Staflund, L., & Kersmark, M. (2015), “Omni-Channel Retailing: Blurring the lines between online and offline,” master’s thesis, Jönköping University.
Spears, N., & Singh, S. N. (2004), “Measuring attitude toward the brand and purchase intentions,” Journal of Current Issues & Research in Advertising, 26(2), 53-66.

中文部分
王曉峰,張永強,吳笑一. (2016). 零售4.0 零售革命，邁入虛實整合的全通路時代 一版. 台北市：天下文化.
尼爾森市場洞察報告.(2016).隨時隨地行動即時購！Shop on the GO: Anytime,Anywhere.
邱志聖.(2014).策略行銷分析：架構與實務應用 四版. 台北市：智勝文化.
邱志聖.(2013).行銷研究 實務與理論應用 三版. 台北市：智勝文化.
描述 碩士
國立政治大學
國際經營與貿易學系
103351019
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0103351019
資料類型 thesis
dc.contributor.advisor 邱志聖zh_TW
dc.contributor.advisor Chiou, Jyh Shenen_US
dc.contributor.author (Authors) 許鈺欣zh_TW
dc.contributor.author (Authors) Hsu, Yu Hsinen_US
dc.creator (作者) 許鈺欣zh_TW
dc.creator (作者) Hsu, Yu Hsinen_US
dc.date (日期) 2016en_US
dc.date.accessioned 1-Jul-2016 14:54:02 (UTC+8)-
dc.date.available 1-Jul-2016 14:54:02 (UTC+8)-
dc.date.issued (上傳時間) 1-Jul-2016 14:54:02 (UTC+8)-
dc.identifier (Other Identifiers) G0103351019en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/98532-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營與貿易學系zh_TW
dc.description (描述) 103351019zh_TW
dc.description.abstract (摘要) 近年來隨著網際網路和智慧型裝置的蓬勃發展，網路購物已成為了民眾日常生活的一部分，消費者的購物習慣也逐漸從實體商店轉向虛擬商城交易，為了因應這樣的購物需求，過往擁有傳統通路優勢的零售品牌商開始積極佈局線上購物市場，紛紛建立自有網路通路或者是與虛擬通路商合作，開闢新的虛擬通路以開創新商機和新客群。本研究想要了解不同種類的產品是否皆適合建立虛擬通路，以涉入程度較高的專櫃保養品做為主要研究產品類別，探討有無虛擬通路對於品牌態度的影響，並且能否藉由正面的品牌態度替品牌商帶來實際的銷售。
此外，當消費者能夠自由的選擇任一通路進行交易時，對於跨通路的購物體驗需求也就越高，因此，本研究將進一步探討實體和虛擬通路之整合議題，且依據專櫃保養品的通路策略，選擇通路價格整合程度和銷售檔期作為主要的操控變數，藉以了解不同的通路價格整合程度搭配不同的銷售檔期對於品牌態度的影響是否有所差異。
本研究採2(通路價格整合程度：高、低) x 2(銷售檔期：平日、特殊檔期)的兩因子實驗設計，再加上無虛擬通路的控制組，共分五組。
研究結果和部分假設吻合，本研究發現建立虛擬通路對於品牌態度有正面影響的假設僅部分成立，而品牌態度對於購買意願確實有正向的影響。此外，當不同的通路價格整合程度搭配不同的銷售檔期，對於品牌整體感觀和通路配置喜好程度有顯著的影響效果，而不論在平日或是特殊檔期，通路價格整合程度越一致，消費者對於品牌態度皆會越好，但特殊檔期相較於平日對於品牌態度的改變程度則沒那麼顯著，也就是說，本研究發現，專櫃保養品牌在思考通路策略時，在平日應盡量保持各通路價格一致，但在特殊檔期時，則可以因應通路檔期活動，讓價格有所差異，對於品牌態度的影響也沒有平日來的顯著。		zh_TW
dc.description.tableofcontents 第一章 緒論 6
第一節 研究動機 6
第二節 研究目的 8
第三節 研究程序 9
第二章 文獻探討 10
第一節 通路變革 10
第二節 品牌態度(brand attitude) 12
第三節 購買意願(purchase intention) 13
第四節 銷售檔期－有無特殊促銷檔期 14
第五節 產品種類 14
第六節 研究假設 15
第三章 研究設計 19
第一節 變數的定義與衡量 19
第二節 實驗設計 20
第三節 問卷設計與資料收集 21
第四節 研究的信度與效度分析 23
第四章 研究結果 25
第一節 整體概念與分析架構 25
第二節 問卷分析結果 26
第五章 結論與建議 40
第一節 研究結論 40
第二節 行銷意涵與建議 41
第三節 研究限制與未來研究建議 42
第四節 研究貢獻 44
參考文獻 45
附錄 49
問卷 49		zh_TW
dc.format.extent 1019484 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0103351019en_US
dc.subject (關鍵詞) 多通路zh_TW
dc.subject (關鍵詞) 全通路zh_TW
dc.subject (關鍵詞) 通路整合zh_TW
dc.subject (關鍵詞) 品牌態度zh_TW
dc.subject (關鍵詞) 購買意願zh_TW
dc.subject (關鍵詞) 銷售檔期zh_TW
dc.subject (關鍵詞) 專櫃保養品zh_TW
dc.title (題名) 通路價格整合與銷售檔期對於品牌態度和購買意願之影響zh_TW
dc.title (題名) The impact of omni-channel price integration and promotion period on brand attitude and purchase intention － The case of skincare producten_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 英文部分
Aaker, D. A. (1996), “Measuring Brand Equity Across Products and Markets,” California Management Review, 38 (3), 102-120.
Alvarez Alvarez, B., & Vázquez Casielles, R. (2005), “Consumer evaluations of sales promotion: the effect on brand choice,” European Journal of Marketing, 39(1/2), 54-70.
Bagozzi, R. P., & Burnkrant, R. E. (1979), “Attitude organization and the attitude–behavior relationship,” Journal of Personality and Social Psychology, 37(6), 913-929.
Balabanis, G., & Reynolds, N. L. (2001), “Consumer attitudes towards multi-channel retailers` web sites: The role of involvement, brand attitude, Internet knowledge and visit duration,” Journal of Business Strategies, 18(2), 105-132.
Bennett, R., Härtel, C. E., & McColl-Kennedy, J. R. (2005), “Experience as a moderator of involvement and satisfaction on brand loyalty in a business-to-business setting 02-314R,” Industrial Marketing Management, 34(1), 97-107.
Berman, B., & Thelen, S. (2004), “A guide to developing and managing a well-integrated multi-channel retail strategy,” International Journal of Retail & Distribution Management, 32(3), 147-156.
Brown, S. P., & Stayman, D. M. (1992), “Antecedents and consequences of attitude toward the ad: A meta-analysis,” Journal of Consumer Research, 34-51.
Cronbach, L. J. (1951), “Coefficient alpha and the internal structure of tests.” Psychometrika, 16(3), 297-334.
Dholakia, R. R., Zhao, M., & Dholakia, N. (2005), “Multichannel retailing: a case study of early experiences,” Journal of Interactive Marketing, 19(2), 63-74.
Eagly, A. H., & Chaiken, S. (1993), The Psychology of Attitudes. Fort Worth, TX: Harcourt Brace Jovanovich College Publishers.
Fishbein, M., & Ajzen, I. (1975), Belief, attitudes, intention, and behavior: An introduction to theory and research. Massachusetts: Addison-Wesley.
Geyskens, I., Gielens, K., & Dekimpe, M. G. (2002), “The market valuation of internet channel additions,” Journal of Marketing, 66(2), 102-119.
Goersch, D. (2002), “Multi-channel Integration and its Implications for Retail Web Sites,” paper presented at the European Conference on Information Systems, Gdansk, Poland, 748-758.
Keller, K. L. (1993), “Conceptualizing, measuring, and managing customer-based brand equity,” Journal of Marketing, 57(1) 1-22.
Kim, J., & Park, J. (2005), “A consumer shopping channel extension model: attitude shift toward the online store,” Journal of Fashion Marketing and Management, 9(1), 106-121.
Kotler, P.(2000), Marketing Management: Analysis, Planning, Implementation and Control, 10th Edition, .NJ: Prentice Hall.
Kumar, V., & Venkatesan, R. (2005), “Who are the multichannel shoppers and how do they perform?: Correlates of multichannel shopping behavior,” Journal of Interactive Marketing, 19(2), 44-62.
Lee, H. H., & Kim, J. (2008), “The effects of shopping orientations on consumers` satisfaction with product search and purchases in a multi-channel environment,” Journal of Fashion Marketing and Management, 12(2), 193-216.
Levin, A. M., Levin, I. R., & Heath, C. E. (2003), “Product Category Dependent Consumer Preferences for Online and Offline Shopping Features and Their Influence on Multi-Channel Retail Alliances,” Journal of Electronic Commerce Research, 4(3), 85-93.
Lutz, R. J., McKenzie, S. B., & Belch, G. E. (1983), “Attitude toward the ad as a mediator of advertising effectiveness: determinants and consequences,” Advances in Consumer Research, 10(1), 532-539.
MacKenzie, S. B., Lutz, R. J., & Belch, G. E. (1986), “The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations,” Journal of Marketing Research, 23(2), 130-143.
Napolitano, M. (2013), “Omni-channel distribution: moving at the speed of" now",” Logistics management (Highlands Ranch, Colo.: 2002), 52(6).
Oh, L. B., Teo, H. H., & Sambamurthy, V. (2012), “The effects of retail channel integration through the use of information technologies on firm performance,” Journal of Operations Management, 30(5), 368-381.
Olson, J. C., & Mitchell, A. A. (2000), “Are product attribute beliefs the only mediator of advertising effects on brand attitude?,” Advertising & Society Review, 1(1), 318-332.
Ostrom, T. M. (1969), “The relationship between the affective, behavioral, and cognitive components of attitude,” Journal of Experimental Social Psychology, 5(1), 12-30.
Piotrowicz, W., & Cuthbertson, R. (2014), “Introduction to the special issue information technology in retail: Toward omnichannel retailing,” International Journal of Electronic Commerce, 18(4), 5-16.
Rangaswamy, A., & Van Bruggen, G. H. (2005), “Opportunities and challenges in multichannel marketing: An introduction to the special issue,” Journal of Interactive Marketing, 19(2), 5-11.
Schiffman, L. G., & Kanuk, L. L. (2004), Customer behavior. New Jersey: Prestice Hall.
Staflund, L., & Kersmark, M. (2015), “Omni-Channel Retailing: Blurring the lines between online and offline,” master’s thesis, Jönköping University.
Spears, N., & Singh, S. N. (2004), “Measuring attitude toward the brand and purchase intentions,” Journal of Current Issues & Research in Advertising, 26(2), 53-66.

中文部分
王曉峰,張永強,吳笑一. (2016). 零售4.0 零售革命，邁入虛實整合的全通路時代 一版. 台北市：天下文化.
尼爾森市場洞察報告.(2016).隨時隨地行動即時購！Shop on the GO: Anytime,Anywhere.
邱志聖.(2014).策略行銷分析：架構與實務應用 四版. 台北市：智勝文化.
邱志聖.(2013).行銷研究 實務與理論應用 三版. 台北市：智勝文化.		zh_TW