臺灣博碩士論文加值系統

近年來，台灣量販店市場競爭激烈。業者利用廣告宣傳來吸引消費者購買意願。廣告促銷傳單（DM）是最廣泛使用的方法。然而廣告傳單能增加消費者的購買意願嗎？再者，量販店的廣告促銷傳單內容是否會隨著消費者性別、年齡、職業、教育程度及經濟狀況有所影響而改變其購買意願？消費者收到廣告促銷傳單後的反應也常被量販店業者所忽略。因此，本研究想對廣告促銷傳單影響力做進一步探討，找出關鍵的因素後加以實驗操作，做為業者寄送廣告促銷傳單之參考依據。本研究以學甲區居民對國內主要量販店所印製廣告促銷傳單認知為研究對象，有效問卷份數為487份。
本研究經分析結果發現，廣告促銷傳單經假設檢定後證實，具有影響消費者購買之效果，其影響效果具有顯著性。所以廣告促銷傳單還是消費者最能接受，也是效果最好的廣告行銷工具。消費者主要選擇逛量販店的考慮因素是距離；而會選擇逛量販的原因是商品種類齊全。大多數消費者前往量販店不是受量販店有無舉辦活動所影響；消費者最喜歡的行銷活動是滿額折價。活動周期以每個月二至三次為最佳。消費者的背景，部分具有影響消費者前往賣場意圖及購買意圖的效果，其影響效果具有部分顯著性。

The hypermarket has become increasingly competitive in Taiwan in recent years. The industry uses advertisements to appeal to consumers’ desires. Direct mail advertising (DM) are the most widely used method. However, can flyers really increase consumer desire? Furthermore, does consumer gender, age, occupation, level of education and their financial situation influence the content of the flyers from hypermarket and change consumer desire? Consumer reaction upon receiving the direct mail advertising are also often neglected by hypermarket. Thus, this study aims to investigate the influence of direct mail advertising. Once the key element is elucidated, it will be experimentally tried so that it can act as a reference for the industry when sending out direct mail advertising. The target of this study were residents of the Xuejia district and their perception of direct mail advertising from discount stores were assessed; a total of 487 surveys were valid.
The results of this study showed that confirmed the hypothesis that direct mail advertising from hypermarket does indeed affect consumers’ purchases and this effect was significant. Therefore direct mail advertising are the most accepted by consumers and it is also the most effective advetising tool. What consumers considers the most when visiting a hypermarket is its distance, and the reason why they would visit a hypermarket is because it is well-stocked. Most consumer visits are not influenced by hypermarket events, and the most favorable promotional activity is the discount coupon. The occurrence of promotional events is best at two or three a month. The consumers’ background partially affects their desire to go to the hypermarket and their intentions on buying, and only part of it have a significant effect.

摘要.................................................I
ABSTRACT............................................II
謝誌...............................................III
目錄................................................IV
表目錄..............................................VI
圖目錄............................................VIII
第一章 緒論..........................................1
1-1 研究背景與動機...................................1
1-2 研究目的與問題...................................1
1-3 研究範圍、對象及限制.............................2
1-4 研究流程.........................................2
第二章 文獻探討......................................4
2-1 量販店...........................................4
2-2 廣告.............................................5
2-3 DM..............................................11
2-4 促銷............................................12
2-5 消費者購買意願..................................14
第三章 研究設計.....................................16
3-1 研究架構........................................16
3-2 研究假設........................................16
3-3 問卷設計........................................17
3-4 抽樣設計........................................18
3-5 資料分析方法....................................19
第四章 實證結果分析.................................21
4-1 敘述性統計分析..................................21
4-1.1 基本資料分析..................................21
4-1.2 消費者購買行為研究分析........................24
4-1.3 消費者對廣告促銷傳單印象及感受分析............31
4-2 信度分析........................................36
4-3 相關係數分析....................................37
4-4 人口統計變數之變異分析..........................40
4-4.1 性別與各構面之獨立樣本 t 檢定分析.............40
4-4.2 年齡與各構面之單因子變異數分析................41
4-4.3 教育與各構面之單因子變異數分析................44
4-4.4 職業與各構面之單因子變異數分析................47
4-4.5 婚姻狀況與各構面之獨立樣本 t 檢定分析.........51
4-4.6 可支配所得與各構面之單因子變異數分析..........52
第五章 結論與建議...................................56
5-1 研究結論........................................56
5-2 研究建議........................................57
參考文獻............................................59
一、 中文部分....................................59
二、 英文部分....................................61
附錄A 量販店廣告促銷傳單對消費者行為研究問卷.......63
附錄B 訪談實錄(愛買李副理).........................65
附錄C 訪談實錄(大潤發謝先生).......................68

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