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題名 折扣呈現型式與促銷深度對於消費者購買行為之影響
作者 方寧
貢獻者 樓永堅
方寧
關鍵詞 價格策略
促銷深度
折扣呈現型式
日期 2012
上傳時間 2-Sep-2013 15:16:00 (UTC+8)
摘要 本研究主要目的在探討促銷策略對於消費者購買行為之影響。價格促銷可以在當下讓消費者感受到金錢的節省因而增加購買意願，然而卻可能會使其對於產品品質產生負面的感受，或讓消費者不自覺的調降其內心對於該品牌所願意付出的價格，因而減少商品恢復原價時的購買行為。
因此本研究採用兩個自變數：促銷深度及折扣呈現型式，探討深度促銷和淺度促銷，以及國內常見兩種折扣型式：百分比折扣和顯示絕對金額，是否影響消費者面對促銷時的知覺品質感受、未來期望價格、或是促銷期間及促銷後的品牌選擇情形，並檢視人格特質中的認知需求程度是否會成為調節因子。因此本研究利用實驗設計的方式，進行一個2X2的消費者組間實驗，採用虛擬品牌的洗髮乳做為實驗產品，進行問卷發放，取得有效樣本148份。
本研究利用SPSS統計軟體進行獨立樣本t檢定、二因子變異數分析、羅吉斯迴歸分析實驗所得結果，獲得以下結論：
1.促銷深度對知覺品質無顯著影響，但會影響期望價格、促銷當下選擇及促銷後選擇。
2.折扣呈現型式會顯著影響消費者期望價格，但不影響促銷後選擇。
3.深度促銷時和折扣呈現型式有交互作用，即百分比折扣的期望價格較直接顯示折價金額高，淺度促銷時則無差別；但兩者對於促銷後選擇並無發生交互作用影響。
4.認知需求程度對於折扣呈現型式導致期望價格的不同，並不具有調節效果，即消費者判斷價格的方式不受認知需求影響，但高認知需求的消費者會渴望獲得更多產品資訊。
參考文獻 一、中文部分
1. 丁千千， "產品類別和購買動機對價格記憶和網路購物行為之影響." 國立政治大學企業管理研究所碩士論文 (2008): 1-72.
2. 王又鵬， "促銷活動對消費者購買行為影響之研究." 國立政治大學企業管理研究所博士論文 (1993): 1-227.
3. 王又鵬、黃俊英、洪順慶， "價格促銷策略對消費者再購行為影響之研究." 管理評論 13.2 (1994): 49-85.
4. 王又鵬， 廠商促銷活動策略、消費者對促銷活動的認知價值與購買行為間關係之研究. 台北: 華泰書局 (1996).
5. 李曉青， "折扣比例、品牌形象和產品種類對知覺品質和知覺風險的影響." 國立成功大學交通管理學系碩士論文 (2000): 1-100.
6. 林建文， "原品牌態度、知覺契合度與促銷活動形式對品牌延伸後品牌態度與購買意願影響之研究." 實踐大學企業管理研究所碩士論文 (2004): 1-126.
7. 陳澤義、張宏生， 服務業行銷. 台北: 華泰書局 (2006): 1-476
8. 高泉豐， "認知需求的概念與測量." 中華心理學刊，第36卷第1期 (1994): 1-20.
9. 張琍雯， "消費者產品過時與消費決策-以手機產品為例." 政治大學國際經營與貿易研究所碩士論文 (2006): 1-89.
10. 陳嬿伊， "價格離散對消費者價格知覺的影響." 政治大學企業管理研究所博士論文 (2006): 1-186.
11. 曾忠蕙， "贈品促銷深度與品牌形象對知覺價值與價格知覺的影響效果與外溢效果之研究." 政治大學企業管理研究所博士論文 (2007): 1-170. 
12. 劉熙慧， "百貨公司卡友來店禮消費者特性與生活型態之研究―以高雄地區居民為例." 東華大學企業管理研究所碩士論文 (2003): 1-85.
13. 龔昶元、嚴宗銘、張純莉、賴薏如， "消費者人格特質對畸零價效果干擾影響之研究." 朝陽商管評論 (2006): 45-62.

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9. Cacioppo, John T., and Richard E. Petty. "The need for cognition." Journal of personality and social psychology 42.1 (1982): 116.
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11. Campbell, Leland, and William D. Diamond. "Framing and sales promotions: The characteristics of a good deal?" Journal of Consumer Marketing 7.4 (1990): 25-31.
12. Chandon, Pierre, Brian Wansink, and Gilles Laurent. "A benefit congruency framework of sales promotion effectiveness." Journal of marketing (2000): 65-81.
13. Cohen, Arthur R., Ezra Stotland, and Donald M. Wolfe. "An experimental investigation of need for cognition." The Journal of Abnormal and Social Psychology 51.2 (1955): 291.
14. Davis, K. R., Marketing management (4th ed.). New York: John Wiley (1981): 1-778
15. Davis, K. R., Scott, J. Jeffrey Inman and Leigh McAlister. "Promotion has a negative effect on brand evaluations— Or does it?" Journal of Marketing Research, 21 (1992):143-148.
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描述 碩士
國立政治大學
企業管理研究所
100355038
101
資料來源 http://thesis.lib.nccu.edu.tw/record/#G1003550381
資料類型 thesis
dc.contributor.advisor 樓永堅zh_TW
dc.contributor.author (Authors) 方寧zh_TW
dc.creator (作者) 方寧zh_TW
dc.date (日期) 2012en_US
dc.date.accessioned 2-Sep-2013 15:16:00 (UTC+8)-
dc.date.available 2-Sep-2013 15:16:00 (UTC+8)-
dc.date.issued (上傳時間) 2-Sep-2013 15:16:00 (UTC+8)-
dc.identifier (Other Identifiers) G1003550381en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/59228-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理研究所zh_TW
dc.description (描述) 100355038zh_TW
dc.description (描述) 101zh_TW
dc.description.abstract (摘要) 本研究主要目的在探討促銷策略對於消費者購買行為之影響。價格促銷可以在當下讓消費者感受到金錢的節省因而增加購買意願，然而卻可能會使其對於產品品質產生負面的感受，或讓消費者不自覺的調降其內心對於該品牌所願意付出的價格，因而減少商品恢復原價時的購買行為。
因此本研究採用兩個自變數：促銷深度及折扣呈現型式，探討深度促銷和淺度促銷，以及國內常見兩種折扣型式：百分比折扣和顯示絕對金額，是否影響消費者面對促銷時的知覺品質感受、未來期望價格、或是促銷期間及促銷後的品牌選擇情形，並檢視人格特質中的認知需求程度是否會成為調節因子。因此本研究利用實驗設計的方式，進行一個2X2的消費者組間實驗，採用虛擬品牌的洗髮乳做為實驗產品，進行問卷發放，取得有效樣本148份。
本研究利用SPSS統計軟體進行獨立樣本t檢定、二因子變異數分析、羅吉斯迴歸分析實驗所得結果，獲得以下結論：
1.促銷深度對知覺品質無顯著影響，但會影響期望價格、促銷當下選擇及促銷後選擇。
2.折扣呈現型式會顯著影響消費者期望價格，但不影響促銷後選擇。
3.深度促銷時和折扣呈現型式有交互作用，即百分比折扣的期望價格較直接顯示折價金額高，淺度促銷時則無差別；但兩者對於促銷後選擇並無發生交互作用影響。
4.認知需求程度對於折扣呈現型式導致期望價格的不同，並不具有調節效果，即消費者判斷價格的方式不受認知需求影響，但高認知需求的消費者會渴望獲得更多產品資訊。		zh_TW
dc.description.tableofcontents 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 文獻探討 5
第一節 促銷策略 5
第二節 促銷分類與價格促銷 11
第三節 促銷後購買意願 15
第四節 促銷深度 20
第五節 折扣呈現型式 21
第六節 認知需求 22
第七節 各研究變數間之關係與假說推論 23
第三章 研究方法 27
第一節 研究架構 27
第二節 研究設計 28
第三節 研究變數定義與操作說明 30
第四節 資料蒐集與分析方法 35
第四章 研究結果與討論 40
第一節 樣本結構 40
第二節 信度分析與受試者分群 40
第三節 研究假說驗證 41
第四節 研究結果整理與假說不成立之原因討論 54
第五章 結論與建議 63
第一節 研究結論 63
第二節 管理意涵 65
第三節 研究理論貢獻 67
第四節 後續研究建議 68
參考文獻 71
附錄 研究問卷 80		zh_TW
dc.format.extent 1557483 bytes-
dc.format.mimetype application/pdf-
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G1003550381en_US
dc.subject (關鍵詞) 價格策略zh_TW
dc.subject (關鍵詞) 促銷深度zh_TW
dc.subject (關鍵詞) 折扣呈現型式zh_TW
dc.title (題名) 折扣呈現型式與促銷深度對於消費者購買行為之影響zh_TW
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 一、中文部分
1. 丁千千， "產品類別和購買動機對價格記憶和網路購物行為之影響." 國立政治大學企業管理研究所碩士論文 (2008): 1-72.
2. 王又鵬， "促銷活動對消費者購買行為影響之研究." 國立政治大學企業管理研究所博士論文 (1993): 1-227.
3. 王又鵬、黃俊英、洪順慶， "價格促銷策略對消費者再購行為影響之研究." 管理評論 13.2 (1994): 49-85.
4. 王又鵬， 廠商促銷活動策略、消費者對促銷活動的認知價值與購買行為間關係之研究. 台北: 華泰書局 (1996).
5. 李曉青， "折扣比例、品牌形象和產品種類對知覺品質和知覺風險的影響." 國立成功大學交通管理學系碩士論文 (2000): 1-100.
6. 林建文， "原品牌態度、知覺契合度與促銷活動形式對品牌延伸後品牌態度與購買意願影響之研究." 實踐大學企業管理研究所碩士論文 (2004): 1-126.
7. 陳澤義、張宏生， 服務業行銷. 台北: 華泰書局 (2006): 1-476
8. 高泉豐， "認知需求的概念與測量." 中華心理學刊，第36卷第1期 (1994): 1-20.
9. 張琍雯， "消費者產品過時與消費決策-以手機產品為例." 政治大學國際經營與貿易研究所碩士論文 (2006): 1-89.
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