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題名 店內行銷對於消費者品牌轉換決策之影響
The Influence of In-Store Marketing on Consumer Brand Switching
作者 張世婷
Chang, Shih Ting
貢獻者 張愛華
Chang, Ai Hua
張世婷
Chang, Shih Ting
關鍵詞 店內行銷
非計畫購買
品牌轉換
In-store marketing
unplanned purchase
brand switch
日期 2013
上傳時間 6-Aug-2014 11:38:39 (UTC+8)
摘要 根據李郁文(2002)研究，有66%的購買決策是在店內形成，代表店內行銷活動會對消費者購買決策造成影響，進而導致品牌轉換的行為。因此，本研究將以製造商角度出發，專注探討店內行銷活動對消費者品牌轉換決策的影響。
本研究採用便利抽樣方式，抽樣對象為大台北地區在個人用品店購買臉部護膚品的20-49歲女性消費者。選擇屈臣氏及康是美，於2014年5月2日至5月18日展開問卷調查，由訪員先觀察消費者購買行為，當購物完畢後立即上前詢問其受訪意願，篩選條件為本次購買品牌與目前使用品牌不一致。經過三週訪問，總計接觸335位受訪者，回收105份有效問卷。問卷分析採用交叉分析及皮爾森卡方檢定，來瞭解兩個和兩個以上類別或等級變相之間的關係，判定變數之間是否有顯著差異。研究結果發現：
一、根據受訪者購買行為，分為非計畫購買(32%)、計畫購買品類(22%)、變更計畫品牌(37%)、購買計畫品牌(9%)。消費者有極高的比例(91%)是在店內形成購買決定，因此，店內行活動對於消費者品牌轉換決策有很大的影響。
二、店內行銷因素影響消費者購買決策前五名分別為：產品訴求符合需要(80%)、正在有折扣及促銷(76%)、試用後，覺得質地適合自己(59%)、是新品上市，所以想嘗試(36%)、店員、藥師或促銷小姐主動推薦(30%)。
三、消費者購買行為對品牌轉換決策之影響：原使用不同品牌的消費者因產品使用經驗的不同，導致其轉換理由會有所差異。品牌轉換因素的前五名是喜歡嘗試不同的產品(70%)、目前沒有促銷折扣(55%)及產品效用不如預期(50%)、產品質地不適合自己(29%)及銷售人員推薦(18%)。
四、消費者特性對品牌轉換決策之影響：年齡與收入對不同購買行為有顯著差異，而到店時間間隔則沒有顯著差別。非計畫購買者及變更購買計畫者，其年齡與收入較低；購買計畫品牌者，年齡與收入較高。
參考文獻 中文文獻
1.今津次郎，1994，POP廣告理論與圖案製作，台北：藝風堂出版社
2.尼爾森公司，2014，2014年消費者購物行為研究，未出版
3.李郁文，2003，消費者在商店內之商品選購決策研究—以個人用品店購買開架式保養品為例，政治大學企業管理研究所碩士論文。
4.吳縱橫，1994，「商品陳列的技巧與原則」，流通世界雜誌，第44 期， 79-86。
5.吳明德，1999，產品價格、品牌知名度、偏好與降價幅度對組合產品購買意願之影響－以紅配綠銷售方式為例，成功大學國際企業研究所碩士論文。
6.東方線上公司，2013，E-ICP東方消費者行銷研究，未出版
7.陳銘慧，2002，溝通策略、消費者衝動性特質、產品特質對衝動性消費行為之影響，臺灣大學商學研究所博士論文。
8.黃雨菁，2001，「POP的靈活運用與相關陳列物所帶來的視覺活化」，藥業市場雜誌，71期，40-49。
9.黃俊英，1997，行銷學，台北：華泰書局。
10.莊景雄，1998，POP廣告實務綜合篇，台北：美工圖書社。
11.滕青芬，2006，「收銀機前的行銷決勝點」，遠見雜誌，239期，79-83。
12.薛思新，1981，商品陳列技術，台北：華聯出版社。
13.蘇宗雄，1979，POP的實際與理論，台北：北屋出版事業股份有限公司。

英文文獻
1.Aaker, D. A., 1973, “Toward A Normative Model of Promotional Decision Marketing,” Management Science, Vol.19, No.6, 593-603.
2.Applebaum, W., 1951, “Studying Consumer Behavior in Retail Scores,” Journal of Marketing, Vol.16, 32-40.
3.Assael, H., 1998, Consumer Behavior and Marketing Action, 6th, South- Western College Publishing, Cincinnati.
4.Bass, F. M., Pessemier, E.A. and Lehmann, D.R., 1972, “An Experimental study of the Relationship between Attitudes, Brand Preferences and Choice,” Behavior Science, Vol.17, No.6, 532-541.
5.Beatty, S.E., and Ferrell, M.E., 1998, “Impulse buying: modeling its precursors,” Journal of Retailing, Vol.74, No.2, 169-191.
6.Bell, D. R., Corsten, D., & Knox, G.,2011, “From point of purchase to path to purchase: how preshopping factors drive unplanned buying,” Journal of Marketing, Vol.75, No.1, 31-45.
7.Bellenger, Danny E., Robertson, Dan H., and Hirschman, Elizabeth C., 1978, “Impulse Buying Varies by Product,” Journal of Advertising Research, Vol.18, No.21, 15-18.
8.Berry, L. L., 1980, “Services Marketing Is Different,” Business, Vol. 30, No.3, 24-29.
9.Chandon, P., Hutchinson, J. W., Bradlow, E. T., & Young, S. H., 2009, “Does in-store marketing work? Effects of the number and position of shelf facings on brand attention and evaluation at the point of purchase.” Journal of Marketing, Vol.73, No.6, 1-17.
10.Davis, Scott, J. Jeffery Inman, and Leigh McAlister, 1992, “Promotion Has a Negative Effect on Brand Evaluations－Or Does It? Additional Disconfirming Evidence,” Journal of Marketing Research, Vol. 29, 143-148.
11.Dholakia, U. M., 2000, “Temptation and Resistence: An Intergrated Model of Consumption Impulse Formation and Enactment, Psychology and Marketing, Vol.17, No.11, 955-982.
12.Engel, J. F., Blackwell, R. D., and Miniard, P.W., 2001, Consumer Behavior, 9th , New York, NY：Harcourt College Publishers.
13.Engel, J. F., Blackwell, R. D., and Miniard, P. W., 1995, Consumer Behavior, 8th, Orlando, FL：Dryden Press.
14.Heilman, C. M., Nakamoto, K., Rao, A. G., 2002, “Pleasant Surprises: Consumer Response to Unexpected In-Store Coupons,” Journal of Marketing Research, Vol.39, No.2, 242-252.
15.Hui, S. K., Huang, Y., Suher, J., & Inman, J. J., 2013, “Deconstructing the “First Moment of Truth”: Understanding Unplanned Consideration and Purchase Conversion Using In-Store Video Tracking.” Journal of Marketing Research, Vol.50, No.4, 445-462.
16.Jeffrey Inman and Russell S. Winer, 1998, “Where the Rubber Meets the Road: A Model of In-Store Consumer Decision Making,” Marketing Science Institute Working Paper, No.98-122. Cambridge, MA: Marketing Science Institute.
17.Iyer E. S., 1989, “Unplanned Purchasing: Knowledge of Shopping Environment and Time Pressure,” Journal of Retailing, Vol.65, No.1, 40-57.
18.James F. E., Roger D.B. and Paul W.M., 2001, Consumer Behavior, 9th, Orlando: Harcourt, Inc.
19.Keaveney, S. M., 1995, “Customer Switching Behavior in Service Industries: An Exploratory Srudy,”Journal of Marketing, Vol.59, No.2, 71-82.
20.Kollat, D.T. and Willet, R.P., 1967, “Consumer Impulse Purchasing Behavior,” Journal of Marketing Research, Vol.4, 21-31.
21.Kotler, P., 1998, Marketing Management Analysis Planning, Implementation and Control, 7th, New Jersey：Prentice Hall International Inc.
22.Kotler, Bowen, and Makens, 2003, Marketing for Hospitality and Tourism, 3rd , Upper Saddle River.
23.Mela, C. F., Gupta, S. and Lehmann, D. R., 1997, “The Long-Term Impact of Promotion and Advertising on Consumer Brand Choice,” Journal of Marketing Research, Vol.34, No.2, 248-261.
24.Paul, P. J. and Jerry, C.O., 1990, Consumer Behavior & Marketing Strategy, Irwin, IL: Homewood Company.
25.Piron, Francis, 1991, “Defining Impulse Purchasing,” Advances in Consumer Research, Vol.18, No.1, 509-514.
26.Raghubir, P. and Corfman, K., 1999, “When Do Price Promotions Affect Pretrial Brand Evaluations?” Journal of Marketing Research, Vol. 36, No.1, 211-222.
27.Rook, Dennis W., 1987, “The Buying Impulse,” Journal of Consumer Research, Vol.14, No.2, 189-199.
28.Rook, D. W. and S. J. Hoch, 1985, “Consuming Impulse,” Advances in Consumer Research, Vol.12, 23-27.
29.Rust, Roland T. and Anthony J. Zahorik,1993 , “Customer Satisfaction, Customer Retention, and Market Share,” Journal of Retailing, Vol.69, No.2, 193-215
30.Shankar, V., Inman, J. J., Mantrala, M., Kelley, E., & Rizley, R., 2011, “Innovations in Shopper Marketing: Current Insights and Future Research Issues.” Journal of Retailing, Vol.87, 29-42.
31.Shimp, T., 1997, Advertising, Promotion, and Supplemental. Aspects of Integrated Marketing Communications, 4th, Dryden Press, New York, NY.
32.Stern, H., 1962, “The Significance of Impulse Buying Today,” Journal of Marketing, Vol.26, No.2, 59-62.
33.Van Trijp, J. C. M., Hoyer, W, D., and Inman, J. J., 1996, “Why Switch? Product Category-Level Explanations for True Variety-Seeking Behavior,” Journal of Marketing Research, Vol.33, No.3, 281-293.
34.Weinberg, P. & W. Gottwald, 1982, “Impulsive Consumer Buying as a Result of Emotions,” Journal of Business Research, Vol.10, No.1, 43-57.
35.Wells, W. D. and Prensky, D., 1996, “Group Influence and Consumer Risk Taking: An Experimental Study,” Unpublished Doctoral Dissertation, Pennsylvania State University.
36.Weun, S. E., Jones M. A., and Beatty S. E. ,1998, “The Development and Validation of the Impulse Buying Tendency Scale”, Psychological Reports, Vol.82, No.3, 1123-1133.
37.Wood, M., 1998, “Socio-Economic Status, Delay of Gratification, and Impulse Buying,” Journal of Economic Psychology, Vol.19, 295-320.
描述 碩士
國立政治大學
企業管理研究所
101355015
102
資料來源 http://thesis.lib.nccu.edu.tw/record/#G1013550151
資料類型 thesis
dc.contributor.advisor 張愛華zh_TW
dc.contributor.advisor Chang, Ai Huaen_US
dc.contributor.author (Authors) 張世婷zh_TW
dc.contributor.author (Authors) Chang, Shih Tingen_US
dc.creator (作者) 張世婷zh_TW
dc.creator (作者) Chang, Shih Tingen_US
dc.date (日期) 2013en_US
dc.date.accessioned 6-Aug-2014 11:38:39 (UTC+8)-
dc.date.available 6-Aug-2014 11:38:39 (UTC+8)-
dc.date.issued (上傳時間) 6-Aug-2014 11:38:39 (UTC+8)-
dc.identifier (Other Identifiers) G1013550151en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/68221-
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) 101355015zh_TW
dc.description (描述) 102zh_TW
dc.description.abstract (摘要) 根據李郁文(2002)研究，有66%的購買決策是在店內形成，代表店內行銷活動會對消費者購買決策造成影響，進而導致品牌轉換的行為。因此，本研究將以製造商角度出發，專注探討店內行銷活動對消費者品牌轉換決策的影響。
本研究採用便利抽樣方式，抽樣對象為大台北地區在個人用品店購買臉部護膚品的20-49歲女性消費者。選擇屈臣氏及康是美，於2014年5月2日至5月18日展開問卷調查，由訪員先觀察消費者購買行為，當購物完畢後立即上前詢問其受訪意願，篩選條件為本次購買品牌與目前使用品牌不一致。經過三週訪問，總計接觸335位受訪者，回收105份有效問卷。問卷分析採用交叉分析及皮爾森卡方檢定，來瞭解兩個和兩個以上類別或等級變相之間的關係，判定變數之間是否有顯著差異。研究結果發現：
一、根據受訪者購買行為，分為非計畫購買(32%)、計畫購買品類(22%)、變更計畫品牌(37%)、購買計畫品牌(9%)。消費者有極高的比例(91%)是在店內形成購買決定，因此，店內行活動對於消費者品牌轉換決策有很大的影響。
二、店內行銷因素影響消費者購買決策前五名分別為：產品訴求符合需要(80%)、正在有折扣及促銷(76%)、試用後，覺得質地適合自己(59%)、是新品上市，所以想嘗試(36%)、店員、藥師或促銷小姐主動推薦(30%)。
三、消費者購買行為對品牌轉換決策之影響：原使用不同品牌的消費者因產品使用經驗的不同，導致其轉換理由會有所差異。品牌轉換因素的前五名是喜歡嘗試不同的產品(70%)、目前沒有促銷折扣(55%)及產品效用不如預期(50%)、產品質地不適合自己(29%)及銷售人員推薦(18%)。
四、消費者特性對品牌轉換決策之影響：年齡與收入對不同購買行為有顯著差異，而到店時間間隔則沒有顯著差別。非計畫購買者及變更購買計畫者，其年齡與收入較低；購買計畫品牌者，年齡與收入較高。		zh_TW
dc.description.tableofcontents 第壹章 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
第貳章 文獻探討 6
第一節 消費者購買決策模式 6
第二節 非計畫性購買 12
一、非計畫性購買定義 12
二、影響非計畫性購買之因素 15
第三節 品牌轉換 16
一、品牌轉換的定義 16
二、影響品牌轉換之相關因素… 17
第四節 店內行銷(In-store Marketing) 19
一、店內行銷的定義 19
二、店內行銷組合 20
第參章 研究方法 23
第一節 研究架構 23
第二節 研究範圍與對象 24
第三節 研究設計 25
第四節 問卷發展與測試 27
第五節 抽樣設計與資料收集 38
第六節 資料分析方法 40
第肆章 研究結果 41
第一節 樣本結構分析 41
第二節 店內行銷對消費者決策之影響 45
第三節 消費者購買行為對品牌轉換決策之影響 53
第四節 消費者特性對品牌轉換決策之影響 59
第五節 訪員實地觀察重點 62
第伍章 結論與建議 65
第一節 研究結論 65
第二節 研究貢獻與管理意涵 70
第三節 研究限制與後續研究建議 72
參考文獻 74
附錄(問卷) 79		zh_TW
dc.format.extent 2455179 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/#G1013550151en_US
dc.subject (關鍵詞) 店內行銷zh_TW
dc.subject (關鍵詞) 非計畫購買zh_TW
dc.subject (關鍵詞) 品牌轉換zh_TW
dc.subject (關鍵詞) In-store marketingen_US
dc.subject (關鍵詞) unplanned purchaseen_US
dc.subject (關鍵詞) brand switchen_US
dc.title (題名) 店內行銷對於消費者品牌轉換決策之影響zh_TW
dc.title (題名) The Influence of In-Store Marketing on Consumer Brand Switchingen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 中文文獻
1.今津次郎，1994，POP廣告理論與圖案製作，台北：藝風堂出版社
2.尼爾森公司，2014，2014年消費者購物行為研究，未出版
3.李郁文，2003，消費者在商店內之商品選購決策研究—以個人用品店購買開架式保養品為例，政治大學企業管理研究所碩士論文。
4.吳縱橫，1994，「商品陳列的技巧與原則」，流通世界雜誌，第44 期， 79-86。
5.吳明德，1999，產品價格、品牌知名度、偏好與降價幅度對組合產品購買意願之影響－以紅配綠銷售方式為例，成功大學國際企業研究所碩士論文。
6.東方線上公司，2013，E-ICP東方消費者行銷研究，未出版
7.陳銘慧，2002，溝通策略、消費者衝動性特質、產品特質對衝動性消費行為之影響，臺灣大學商學研究所博士論文。
8.黃雨菁，2001，「POP的靈活運用與相關陳列物所帶來的視覺活化」，藥業市場雜誌，71期，40-49。
9.黃俊英，1997，行銷學，台北：華泰書局。
10.莊景雄，1998，POP廣告實務綜合篇，台北：美工圖書社。
11.滕青芬，2006，「收銀機前的行銷決勝點」，遠見雜誌，239期，79-83。
12.薛思新，1981，商品陳列技術，台北：華聯出版社。
13.蘇宗雄，1979，POP的實際與理論，台北：北屋出版事業股份有限公司。

英文文獻
1.Aaker, D. A., 1973, “Toward A Normative Model of Promotional Decision Marketing,” Management Science, Vol.19, No.6, 593-603.
2.Applebaum, W., 1951, “Studying Consumer Behavior in Retail Scores,” Journal of Marketing, Vol.16, 32-40.
3.Assael, H., 1998, Consumer Behavior and Marketing Action, 6th, South- Western College Publishing, Cincinnati.
4.Bass, F. M., Pessemier, E.A. and Lehmann, D.R., 1972, “An Experimental study of the Relationship between Attitudes, Brand Preferences and Choice,” Behavior Science, Vol.17, No.6, 532-541.
5.Beatty, S.E., and Ferrell, M.E., 1998, “Impulse buying: modeling its precursors,” Journal of Retailing, Vol.74, No.2, 169-191.
6.Bell, D. R., Corsten, D., & Knox, G.,2011, “From point of purchase to path to purchase: how preshopping factors drive unplanned buying,” Journal of Marketing, Vol.75, No.1, 31-45.
7.Bellenger, Danny E., Robertson, Dan H., and Hirschman, Elizabeth C., 1978, “Impulse Buying Varies by Product,” Journal of Advertising Research, Vol.18, No.21, 15-18.
8.Berry, L. L., 1980, “Services Marketing Is Different,” Business, Vol. 30, No.3, 24-29.
9.Chandon, P., Hutchinson, J. W., Bradlow, E. T., & Young, S. H., 2009, “Does in-store marketing work? Effects of the number and position of shelf facings on brand attention and evaluation at the point of purchase.” Journal of Marketing, Vol.73, No.6, 1-17.
10.Davis, Scott, J. Jeffery Inman, and Leigh McAlister, 1992, “Promotion Has a Negative Effect on Brand Evaluations－Or Does It? Additional Disconfirming Evidence,” Journal of Marketing Research, Vol. 29, 143-148.
11.Dholakia, U. M., 2000, “Temptation and Resistence: An Intergrated Model of Consumption Impulse Formation and Enactment, Psychology and Marketing, Vol.17, No.11, 955-982.
12.Engel, J. F., Blackwell, R. D., and Miniard, P.W., 2001, Consumer Behavior, 9th , New York, NY：Harcourt College Publishers.
13.Engel, J. F., Blackwell, R. D., and Miniard, P. W., 1995, Consumer Behavior, 8th, Orlando, FL：Dryden Press.
14.Heilman, C. M., Nakamoto, K., Rao, A. G., 2002, “Pleasant Surprises: Consumer Response to Unexpected In-Store Coupons,” Journal of Marketing Research, Vol.39, No.2, 242-252.
15.Hui, S. K., Huang, Y., Suher, J., & Inman, J. J., 2013, “Deconstructing the “First Moment of Truth”: Understanding Unplanned Consideration and Purchase Conversion Using In-Store Video Tracking.” Journal of Marketing Research, Vol.50, No.4, 445-462.
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