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題名 促銷型式對消費者購買行為的影響：賭博式與固定折扣之比較
The Effect of Price Promotion Types on Consumer Behavior:Gambled Price versus Traditional Price Promotion
作者 呂文豪
Lu, Wen Hao
貢獻者 樓永堅
呂文豪
Lu, Wen Hao
關鍵詞 促銷型式
賭博式促銷
促銷後選擇
日期 2015
上傳時間 24-Aug-2015 10:25:19 (UTC+8)
摘要 本研究主要目的是探討促銷型式(賭博式促銷vs.固定促銷)對消費者購買行為的影響，而由於促銷可以增進當下短期的購買，但卻有可能會降低促銷後消費者的觀感以及其後續的購買行為，所以本研究將針對自變數：促銷型式(賭博式促銷vs.固定促銷)以及調節變數：產品價格(高價vs.低價)對消費者購買行為的影響以及促銷後行為做討論。因此本研究利用實驗設計的方式，設計3促銷型式(固定式、極端賭博式以及非極端賭博式) × 2產品價格(高價格以及低價格)共6種實驗問卷進行發放，回收有效問卷268份，利用SPSS統計軟體進行獨立樣本t檢定、二因子變異數分析所得到的結果，獲得以下結論：

1. 賭博式促銷對未來期望價格下降的影響較固定促銷為小。
2. 賭博式促銷會比固定促銷有較高的購買意願；而在面對高價格產品時，極端賭博式促銷會較固定促銷有更明顯高的購買意願。
3. 固定式促銷相較於賭博式促銷對知覺品質會有較負面的影響。
參考文獻 一、中文部分
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)
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.
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).
方寧，"折扣呈現型式與促銷深度對於消費者購買行為之影響"國立政治大學企業管理研究所碩士論文 (2013)
朱冠宇，"價格折扣與限制性促銷對知覺品質和購買意願之影響". 淡江大學國際企業學系碩士論文 (2012)
翁雅婷， "廠商抽獎促銷活動對消費者情緒影響之研究." 實踐大學企業管理研究所碩士論文 (2000)
張重昭、周貞宇，"知覺品質與參考價格對消費者知覺價值與購買意願之影響. " 企業管理學報 45 (1999)：1-36.

二、英文部分
Alba, Joseph W., et al. "The effect of discount frequency and depth on consumer price judgments." Journal of Consumer Research 26.2 (1999): 99-114.
Assael, Henry. Consumer behavior and marketing action. Vol. 3. Boston: Kent Publishing Company (1987): 1-700
Baumgartner, Hans and Jan-Benedict E.M. Steenkamp. "Exploratory consumer buying behavior: Conceptualization and measurement." International Journal of Research in Marketing 13.2 (1996): 121–37.
Bem, Daryl J. "Self-perception: An alternative interpretation of cognitive dissonance phenomena." Psychological review 74.3 (1967): 183-200.
Cacioppo, John T., and Richard E. Petty. "The need for cognition." Journal of personality and social psychology 42.1 (1982): 116.
Chandrashekaran, R., and Grewal, D. (2003). Assimilation of advertised reference prices: The moderating role of involvement. Journal of Retailing, 79(1), 53-62.
Daniel Kahneman and Amos Tversky(1979). "Prospect Theory: An Analysis of Decision under Risk. " Econometrica 47(2): 263-291
Darke, P. R., and Chung, C. M. (2005). Effects of pricing and promotion on consumer perceptions: it depends on how you frame it. Journal of Retailing, 81(1), 35-47.
Darke, P. R., and Freedman, J. L. (1993). Deciding whether to seek a bargain: Effects of both amount and percentage off. Journal of Applied Psychology, 78(6), 960.
DelVecchio, Devon, David H. Henard, and Traci H. Freling. "The effect of sales promotion on post-promotion brand preference: A meta-analysis." Journal of Retailing 82.3 (2006): 203-213.
DelVecchio, H. Shanker Krishnan, and Daniel C. Smith. "Cents or percent? The effects of promotion framing on price expectations and choice." Journal of Marketing (2007): 158-170.
Dodds, William B., and Kent B. Monroe. "The effect of brand and price information on subjective product evaluations." Advances in consumer research 12.1 (1985): 85-90.
Dodds, Kent B. Monroe, and Dhruv Grewal. "Effects of price, brand, and store information on buyers` product evaluations." Journal of marketing research (1991): 307-319.
Gupta, Sunil, and Lee G. Cooper. "The discounting of discounts and promotion thresholds." Journal of consumer research (1992): 401-411.
Kahn and Therese A. Louie. "Effects of retraction of price promotions on brand choice behavior for variety seeking and last purchase loyal consumers." Journal of Marketing Research 27 (1990): 279–289.
Kolter, Philip. Marketing management: Analysis, planning, implementation and control. New York: Prentice Hall International Editions 9 (1997): 1-756
Lattin, James M., and Randolph E. Bucklin. "Reference effects of price and promotion on brand choice behavior." Journal of Marketing Research (1989): 299-310.
Monroe, Kent B. "Measuring price thresholds by psychophysics and latitudes of acceptance." Journal of Marketing Research (1971): 460-464.
Olson, J. C., &; Reynolds, T. J. (1983). Understanding consumers’ cognitive structures: Implications for advertising strategy. Advertising and consumer psychology, 1, 77-90.
Pauwels, Koen, Dominique M. Hanssens, and Sivaramakrishnan Siddarth. "The long-term effects of price promotions on category incidence, brand choice, and purchase quantity." Journal of Marketing Research (2002): 421-439.
Raghubir, Priya, and Kim Corfman. "When do price promotions affect pretrial brand evaluations?" Journal of Marketing Research (1999): 211-222.
Rothschild, Michael L., and William C. Gaidis. "Behavioral learning theory: Its relevance to marketing and promotions." Journal of Marketing (1981): 70-78.
Sascha Alavi, Torsten Bornemann, and Jan Wieseke. "Gambled Price Discounts: A Remedy to the Negative Side Effects of Regular Price Discounts. " Journal of Marketing (2015): Vol. 79, No. 2, pp. 62-78.

Sinha, I., and Smith, M. F. (2000). Consumers` perceptions of promotional framing of price. Psychology and Marketing, 17(3), 257-275.
Smith, M. F., and Sinha, I. (2000). The impact of price and extra product promotions on store preference. International Journal of Retail and Distribution Management, 28(2), 83-92.
Tellis, Gerard J. "Do deals increase, decrease, or have no effect on brand repurchases?" Working paper, University of Southern California. April (1990)
Zeithaml, Valarie A. "Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence." Journal of Marketing (1988): 2-22.
描述 碩士
國立政治大學
企業管理研究所
101355033
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0101355033
資料類型 thesis
dc.contributor.advisor 樓永堅zh_TW
dc.contributor.author (Authors) 呂文豪zh_TW
dc.contributor.author (Authors) Lu, Wen Haoen_US
dc.creator (作者) 呂文豪zh_TW
dc.creator (作者) Lu, Wen Haoen_US
dc.date (日期) 2015en_US
dc.date.accessioned 24-Aug-2015 10:25:19 (UTC+8)-
dc.date.available 24-Aug-2015 10:25:19 (UTC+8)-
dc.date.issued (上傳時間) 24-Aug-2015 10:25:19 (UTC+8)-
dc.identifier (Other Identifiers) G0101355033en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/77904-
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) 101355033zh_TW
dc.description.abstract (摘要) 本研究主要目的是探討促銷型式(賭博式促銷vs.固定促銷)對消費者購買行為的影響，而由於促銷可以增進當下短期的購買，但卻有可能會降低促銷後消費者的觀感以及其後續的購買行為，所以本研究將針對自變數：促銷型式(賭博式促銷vs.固定促銷)以及調節變數：產品價格(高價vs.低價)對消費者購買行為的影響以及促銷後行為做討論。因此本研究利用實驗設計的方式，設計3促銷型式(固定式、極端賭博式以及非極端賭博式) × 2產品價格(高價格以及低價格)共6種實驗問卷進行發放，回收有效問卷268份，利用SPSS統計軟體進行獨立樣本t檢定、二因子變異數分析所得到的結果，獲得以下結論：

1. 賭博式促銷對未來期望價格下降的影響較固定促銷為小。
2. 賭博式促銷會比固定促銷有較高的購買意願；而在面對高價格產品時，極端賭博式促銷會較固定促銷有更明顯高的購買意願。
3. 固定式促銷相較於賭博式促銷對知覺品質會有較負面的影響。		zh_TW
dc.description.tableofcontents 致謝 I
摘要 II
目錄 III
圖目錄 IV
表目錄 V
第一章 緒論 1
第一節 研究動機 1
第二節 研究目的 2
第三節 研究流程 3
第二章 文獻探討 4
第一節 促銷 4
第二節 知覺品質 5
第三節 內部參考價格 7
第四節 促銷後消費者購買行為 8
第五節 促銷型式(固定折扣促銷與賭博式促銷 10
第六節 各研究變數間之關係與假說推論 11
第三章 研究方法 15
第一節 研究架構 15
第二節 研究設計 16
第三節 研究變數定義與操作說明 17
第四節 資料蒐集與分析方法 20
第四章 資料分析與研究結果 22
第一節 樣本結構 22
第二節 信度分析 22
第三節 研究假說驗證 23
第四節 研究結果整理與假說不成立之原因討論 34
第五章 結論與建議 38
第一節 研究結論 38
第二節 管理意涵 39
第三節 研究限制與後續研究建議 40
參考文獻 42
附錄 研究問卷 46		zh_TW
dc.format.extent 1188502 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0101355033en_US
dc.subject (關鍵詞) 促銷型式zh_TW
dc.subject (關鍵詞) 賭博式促銷zh_TW
dc.subject (關鍵詞) 促銷後選擇zh_TW
dc.title (題名) 促銷型式對消費者購買行為的影響：賭博式與固定折扣之比較zh_TW
dc.title (題名) The Effect of Price Promotion Types on Consumer Behavior:Gambled Price versus Traditional Price Promotionen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 一、中文部分
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)
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.
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).
方寧，"折扣呈現型式與促銷深度對於消費者購買行為之影響"國立政治大學企業管理研究所碩士論文 (2013)
朱冠宇，"價格折扣與限制性促銷對知覺品質和購買意願之影響". 淡江大學國際企業學系碩士論文 (2012)
翁雅婷， "廠商抽獎促銷活動對消費者情緒影響之研究." 實踐大學企業管理研究所碩士論文 (2000)
張重昭、周貞宇，"知覺品質與參考價格對消費者知覺價值與購買意願之影響. " 企業管理學報 45 (1999)：1-36.

二、英文部分
Alba, Joseph W., et al. "The effect of discount frequency and depth on consumer price judgments." Journal of Consumer Research 26.2 (1999): 99-114.
Assael, Henry. Consumer behavior and marketing action. Vol. 3. Boston: Kent Publishing Company (1987): 1-700
Baumgartner, Hans and Jan-Benedict E.M. Steenkamp. "Exploratory consumer buying behavior: Conceptualization and measurement." International Journal of Research in Marketing 13.2 (1996): 121–37.
Bem, Daryl J. "Self-perception: An alternative interpretation of cognitive dissonance phenomena." Psychological review 74.3 (1967): 183-200.
Cacioppo, John T., and Richard E. Petty. "The need for cognition." Journal of personality and social psychology 42.1 (1982): 116.
Chandrashekaran, R., and Grewal, D. (2003). Assimilation of advertised reference prices: The moderating role of involvement. Journal of Retailing, 79(1), 53-62.
Daniel Kahneman and Amos Tversky(1979). "Prospect Theory: An Analysis of Decision under Risk. " Econometrica 47(2): 263-291
Darke, P. R., and Chung, C. M. (2005). Effects of pricing and promotion on consumer perceptions: it depends on how you frame it. Journal of Retailing, 81(1), 35-47.
Darke, P. R., and Freedman, J. L. (1993). Deciding whether to seek a bargain: Effects of both amount and percentage off. Journal of Applied Psychology, 78(6), 960.
DelVecchio, Devon, David H. Henard, and Traci H. Freling. "The effect of sales promotion on post-promotion brand preference: A meta-analysis." Journal of Retailing 82.3 (2006): 203-213.
DelVecchio, H. Shanker Krishnan, and Daniel C. Smith. "Cents or percent? The effects of promotion framing on price expectations and choice." Journal of Marketing (2007): 158-170.
Dodds, William B., and Kent B. Monroe. "The effect of brand and price information on subjective product evaluations." Advances in consumer research 12.1 (1985): 85-90.
Dodds, Kent B. Monroe, and Dhruv Grewal. "Effects of price, brand, and store information on buyers` product evaluations." Journal of marketing research (1991): 307-319.
Gupta, Sunil, and Lee G. Cooper. "The discounting of discounts and promotion thresholds." Journal of consumer research (1992): 401-411.
Kahn and Therese A. Louie. "Effects of retraction of price promotions on brand choice behavior for variety seeking and last purchase loyal consumers." Journal of Marketing Research 27 (1990): 279–289.
Kolter, Philip. Marketing management: Analysis, planning, implementation and control. New York: Prentice Hall International Editions 9 (1997): 1-756
Lattin, James M., and Randolph E. Bucklin. "Reference effects of price and promotion on brand choice behavior." Journal of Marketing Research (1989): 299-310.
Monroe, Kent B. "Measuring price thresholds by psychophysics and latitudes of acceptance." Journal of Marketing Research (1971): 460-464.
Olson, J. C., &; Reynolds, T. J. (1983). Understanding consumers’ cognitive structures: Implications for advertising strategy. Advertising and consumer psychology, 1, 77-90.
Pauwels, Koen, Dominique M. Hanssens, and Sivaramakrishnan Siddarth. "The long-term effects of price promotions on category incidence, brand choice, and purchase quantity." Journal of Marketing Research (2002): 421-439.
Raghubir, Priya, and Kim Corfman. "When do price promotions affect pretrial brand evaluations?" Journal of Marketing Research (1999): 211-222.
Rothschild, Michael L., and William C. Gaidis. "Behavioral learning theory: Its relevance to marketing and promotions." Journal of Marketing (1981): 70-78.
Sascha Alavi, Torsten Bornemann, and Jan Wieseke. "Gambled Price Discounts: A Remedy to the Negative Side Effects of Regular Price Discounts. " Journal of Marketing (2015): Vol. 79, No. 2, pp. 62-78.

Sinha, I., and Smith, M. F. (2000). Consumers` perceptions of promotional framing of price. Psychology and Marketing, 17(3), 257-275.
Smith, M. F., and Sinha, I. (2000). The impact of price and extra product promotions on store preference. International Journal of Retail and Distribution Management, 28(2), 83-92.
Tellis, Gerard J. "Do deals increase, decrease, or have no effect on brand repurchases?" Working paper, University of Southern California. April (1990)
Zeithaml, Valarie A. "Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence." Journal of Marketing (1988): 2-22.		zh_TW