臺灣博碩士論文加值系統

近年來，市場上各產業競爭激烈，廠商為了吸引消費者購買，無不使用各種方式來增加消費者的購買意願，相較於其他種促銷的方式，折扣促銷是業者最常使用來引發消費者的購買意願和提高其購買量的方法。
但對消費者而言，產品折扣雖可使其支付的金錢或所作的犧牲減少，但消費者對產品的知覺品質是否也會因為折扣的提高而跟著降低呢？以及消費者對此折扣產品所知覺的風險是否也會因而提高？若一產品具有良好之品牌形象，則此產品作折扣促銷時，消費者對此產品的知覺品質和知覺風險的改變是否又有不同？產品的品牌形象是否具有穩定消費者知覺品質和知覺風險的功能呢？另外，商品和服務的特性基本上有很大的差異，因此不同的產品種類在作折扣促銷時，消費者對其知覺的品質和風險是否也會有所不同？為探討以上問題，本研究利用實驗設計的方式來蒐集資料以分析折扣比例、品牌形象和產品種類對消費者知覺品質和知覺風險的影響。本研究所得之重要結論如下：
(1)消費者對高品牌形象產品有較高的知覺品質和較低的總體知覺風險和
社會風險。
(2)折扣比例的高低對消費者知覺品質的影響不顯著，但對知覺財務風
險和心理風險的影響是顯著的。
(3)品牌形象和折扣比例對知覺品質和知覺風險都無顯著的交互作用。
(4)產品種類對於折扣比例和品牌形象影響知覺風險的干擾效果不大。
本研究之結果除驗證有關消費者知覺品質和知覺風險的理論外，亦提出建議供廠商在進行價格促銷策略時之參考。

Lately, competition is fierce in every industry. In order to attract consumers to purchase products, firms will use all kinds of promotions to enhance consumers’ purchase intention. In comparison with other kinds of promotions, price discount is more likely to draw the consumers’ purchase intention, and increase their purchase volumes.
For consumers, they will pay less money or make less sacrifice for discounted product. On the contrary, whether a consumer’s perceived quality for the product will decrease with the rise of price discount? And whether the perceived risk will increase with the rise of price discount? If a discounted product has an excellent brand image, what about consumers’ perceived quality and risk for the product? Whether the brand image has the ability to diminish the consumers’ perceived quality and risk for the product? Besides, there are many differences of basic characteristic between goods and services. Therefore, this research wonders that whether the different discounted product categories will have different influence on consumers’ perceived quality and risk for the product? In order to answer the all questions deeply, an experiment will be designed and implemented to answer how price discount, brand image, and product categories influence consumers’ perceived quality and risk for a product.
The main results of this research are as follows:
(1) The brand image will increase consumer’ perceived quality, but decrease consumers’ total perceived risk and social risk.
(2) The price discount does not have significant influence on consumer’ perceived quality, but have significant influence on financial risk and psychological risk.
(3) The brand image and discount rate do not have interaction effect on consumer’ perceived quality and risk.
(4) The moderating effect of product category is not significant.
The result of this research could be useful for both the theoretical development and the marketing practice. And several useful suggestions for firms to implement the discount promotion strategy effectively are proposed.

目 錄
摘 要 Ⅰ
英文摘要 Ⅱ
誌 謝 Ⅲ
目 錄 Ⅳ
表 目 錄 Ⅵ
圖 目 錄 Ⅷ
第一章 緒 論 1
第一節 研究背景與動機 1
第二節 研究問題與目的 3
第三節 研究步驟 4
第二章 文獻回顧 6
第一節 知覺品質和知覺風險 6
第二節 折扣比例對消費者知覺品質和知覺風險 10
第三節 品牌形象對消費者知覺品質和知覺風險之影響 12
第四節 折扣比例和品牌形象對消費者知覺品質和知覺風險之交互 影響 14
第五節 產品種類的影響 14
第六節 小結 17
第三章 研究方法 19
第一節 研究架構 19
第二節 研究範圍與對象 20
第三節 研究設計 21
第四節 正式實驗設計 27
第四章 結果分析與討論 30
第一節 樣本結構 30
第二節 自變數的操弄檢定 30
第三節 折扣比例、品牌形象和產品種類對知覺品質的影響 32
第四節 折扣比例、品牌形象和產品種類對總體知覺風險的影響 40
第五節 折扣比例、品牌形象和產品種類對各風險構面的影響 44
第五章 結論與建議 65
第一節 研究結論 65
第二節 理論上的貢獻 67
第三節 實務建議 69
第四節 研究限制和對未來研究者之建議 70
參考文獻 73
附錄一 76
附錄二 79
附錄三 96

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