臺灣博碩士論文加值系統

科技變遷讓消費者生活方式漸朝向數位形式發展，尤其是購物行為也逐漸有電子化趨勢。本研究旨在於電腦中介環境涉入程度下，先由貨幣性促銷方式為出發點，探討對購買意願的影響，其次並納入考量商品價格幅度的因素，進一步探討對購買意願的影響。
本研究方法採實驗設計法，分析貨幣性促銷方式及商品價格幅度對於消費者購買意願的影響，設計為「2（貨幣性促銷方式：尾數九《畸零》定價、折扣直接降價）×2（商品價格幅度：低、高）×2」雙因子，以及加入電腦中介環境涉入程度作為干擾變項，閱讀完情境內容後，量測受試者之購買意願。透過實驗情境設計，探究各變數間之因果關係，整理出研究架構，藉由焦點團體座談與實驗法問卷設計方式進行實證探討，受試者共273人，依情境別依序為86人，63人，55人，69人。
研究結果顯示，貨幣性促銷方式與價格幅度對購買意願會有顯著交互作用，亦發現在價格低幅度時，折扣直接降價對購買意願的效果會「高」於尾數九(畸零)定價，但在商品價格高幅度時，「反而」尾數九(畸零)定價對購買意願的效果即反轉，略高於折扣直接降價的效果，兩者呈現反轉現象。另外，電腦中介環境涉入於商品價格幅度與貨幣促銷方式對購買意願的影響中具干擾效果，但進一步發現在電腦中介環境低涉入情況下，雖未見干擾但具加強效果，而電腦中介環境高涉入情況下，即產生了明顯的干擾效果。綜合而言，分析結果有三：
一、尾數九(畸零)定價與折扣直接降價等貨幣性促銷方式，無法恆久地影響購買意願。
二、不考慮到促銷方式情況下，低幅度的商品價格確實能提升購買意願。
三、電腦中介環境低涉入與高涉入所產生的干擾現象有所不同。
由此結果，本研究建議有意發展網路購物平台之業者應審慎考量目標市場後，再制定適切的行銷策略，是為電腦中介環境中，新型態消費空間經營優勢之關鍵，其管理意涵如下。
一、一般而言，兩種貨幣促銷方式，折扣直接降價的效果會高於尾數九(畸零)定價，但值得注意的是，存在有一個令促銷效果反轉的價格水準，當到達該水準值時，兩者效果相反，就實務上應多加善用之。
二、價格幅度的訂定應著重於商品總體價值的呈現，包括商品功能性，取得便利性，使用期間可靠性以及與自我融合歸屬性，還有購買過程娛樂性，而非一昧的僅強調在價格上的低、高，方為上策。
三、行銷人員應善用購買決策法則，即「報償－痛苦」關係，以及發揮電腦中介環境的特性，也就是完整記錄顧客消費歷程資訊，有效促進消費行為風險趨避對策如：試用包，延長保固等，以提升購買意願。

Consumers’ shopping behaviors are changed in the recent years due to the popularity of E-commerce. The purpose of this research is to study the effects of consumers’ purchase intention by different promotions and incentives. The main objective in the research is to observe the impact of shopping intention by the involvement of computer-mediated-communication. Promotions and incentives are put to be the core factor in the experiment in different price models (low and high). The study is aimed to learn how they influence the consumer’s judgments.
The experiment defines three models: Price (low and high), promotions and incentives (discount and odd pricing) and Computer-Mediated-Communication (low and high). The research is to assess the effects of three models and understand their correlation with purchase intension. By taking both questionnaire survey and Focus Group Interview (FGI) to conclude the study and 273 valid questionnaires (86, 63, 55, and 69 questionnaires in four scenarios respectively) are included.
The study shows the prominent interaction between purchase intention and promotion strategies. In the low price goods, the strategy of discount drives stronger purchase momentum than odd pricing, while odd pricing gains more power than discount in the high price goods. In addition, there is influence from the Computer-Mediated-Communication in the experiment. Moreover, we observe there is an influence to increase the purchase intention if the Computer-Mediated-Communication is involved slightly. With too much involvement of Computer-Mediated-Communication will lead to be a strong interference to hesitate the consumer. In short, three analyses below can be concluded.
1. Purchase intention cannot always be driven by promotion strategies.
2. Purchase intention can be increased by lower price.
3. The impact of Computer-Mediated-Communication differs from the degree of its involvement.
From the study, we identify the below directions are the key components to determine the E-commerce strategies for start-up companies.
1. Strategy of discount or odd pricing is working only if their target price is met. In general, discount is more effective than odd pricing. There is a threshold will turn over the strength into weakness when the target price falls into the inappropriate zone. The practice has to be carefully applied.
2. The price strategy is not solely be evaluated by the selling price, the overall commodity value includes the quality, functionality, reliability and even the shopping experience has to be considered as a whole.
3. Marketing strategy has to ally with Consumers Decision Rules, and take advantages of Computer-Mediated-Communication. With comprehensive shopping experience and risk management practice to enhance the Purchase Intentions.

摘 要...................................................I
Abstract................................................III
致 謝...................................................V
目 錄..................................................VI
圖目錄.................................................VIII
表目錄....................................................X
第壹章 緒論...............................................1
第一節 研究背景與動機.....................................1
第二節 研究目的...........................................2
第三節 研究範圍與對象.....................................2
第四節 研究流程...........................................2
第貳章 文獻探討...........................................4
第一節 銷售促銷...........................................4
第二節 價格幅度..........................................10
第三節 購買意願..........................................13
第四節 電腦中介環境涉入..................................17
第參章 研究方法..........................................25
第一節 研究架構及假設....................................25
第二節 研究變數及操作型定義..............................29
第三節 實驗設計..........................................34
第四節 資料蒐集..........................................40
第五節 資料分析方法......................................45
第肆章 研究結果與假說驗證................................47
第一節 貨幣性促銷方式、商品價格幅度對購買意願的關係......47
第二節 貨幣性促銷方式對購買意願的影響....................56
第三節 商品價格幅度對購買意願的影響......................60
第伍章 研究結論與建議....................................64
第一節 研究結果彙整及討論................................64
第二節 研究結果管理意涵..................................70
第三節 研究限制與未來研究方向建議........................72
參考文獻.................................................74
附錄一：焦點團體訪談紀錄.................................78
附錄二：實驗情境問卷....................................104
問卷：實驗情境(一)_低價幅度∕尾數九（畸零）定價.........104
問卷：實驗情境(二)_低價幅度∕折扣直接降價...............108
問卷：實驗情境(三)_高價幅度∕尾數九（畸零）定價.........112
問卷：實驗情境(四)_高價幅度∕折扣直接降價...............116

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三、網站資料
1. 中國海關綜合信息資訊網-海關通關報關諮詢/進口統計數據關稅查詢；折扣的定義，2013年；http://www.china-customs.com/big5/customs/data/4569.htm
2. 創市際市場研究顧問公司，2013年「研究案例：購物網站小調查」；
http://www.insightxplorer.com/ix/news/news_11_28_13.html