臺灣博碩士論文加值系統

過去促銷類型的學術研究多是專注於確定促銷，關於不確定促銷的研究較為稀少，而在這為數不多的不確定促銷研究中，又多聚焦於確定內容不確定價格的不確定促銷，相對忽略了在實務應用中相當常見的確定價錢不確定內容的不確定促銷（具價的神祕贈品）。因此，本研究將以具價的神祕贈品做為不確定促銷的類型，以三個自變項：促銷類型：確定促銷／不確定促銷、思維方式：理性思維／經驗思維、性別：男性／女性，探討消費者的不同思維方式及性別是否會影響促銷類型的促銷效果（包含產品態度及購買意願）。
研究結果證實，不論消費者的思維方式是傾向「理性思維」或是「經驗思維」，其對「確定促銷」的「產品態度」皆高於「不確定促銷」，其「購買意願」則是沒有顯著差異；而「男性」及「女性」的「思維方式」沒有顯著差異；「女性」對「確定促銷」的「產品態度」高於「不確定促銷」，「購買意願」沒有顯著差異；「男性」則是對兩種促銷類型的「產品態度」及「購買意願」都沒有顯著差異；而「思維方式」與「性別」對於促銷類型的促銷效果，皆不會產生顯著調節效果。

第一章、 緒論 1
第一節 研究背景及動機 1
第二節 研究目的 4
第二章、 文獻探討 5
第一節 不確定性 5
一、 不確定性（Uncertainty）的定義及概念 5
二、 不確定性的正負面效果 5
三、 小結 8
第二節 促 銷 9
一、 促銷活動 9
二、 促銷活動的類型 9
三、 贈品（free gift）的類型及策略有效性 11
四、 小結 15
第三節 消費者理性-經驗思维 16
一、 理性-經驗思維的理論基礎及概念 16
二、 理性-經驗系統的劃分 17
三、 理性-經驗系統的廣告研究 17
四、 理性-經驗系統的測量 19
五、 理性-經驗思維的性別差異 20
第三章、 研究架構與假設 22
第一節 研究架構 22
第二節 研究假設 23
第四章、 研究方法 24
第一節 研究方法與實驗設計 24
一、 研究方法 24
二、 實驗設計 24
三、 受試者招募 25
四、 實驗流程 25
第二節 實驗刺激物選擇及設計 27
一、 實驗刺激物產品主題選擇 27
二、 實驗刺激物設計說明 27
第三節 實驗前測 28
一、 前測目的 28
二、 前測測量概念 28
三、 前測對象及流程 29
四、 前測分析及結果 30
第四節 研究變項之操作性定義與測量 36
一、 自變項定義及操作方式 36
二、 依變項定義及操作方式 38
三、 變項檢定之測量 40
四、 共變項之測量 40
第五章、 研究結果分析 43
第一節 實驗受試者樣本分布 43
第二節 信度檢測 44
一、 思維方式量表 44
二、 刺激尋求量表 44
三、 產品態度量表 44
四、 購買意願量表 45
五、 產品涉入度量表 45
第三節 操弄檢定 46
一、 操弄變項 46
二、 操弄檢定目的與方式 46
三、 操弄檢定結果 46
第四節 假設驗證 47
一、 共變項分析 47
二、 主要效果 49
三、 假設檢定 51
四、 假設檢定小結 58
第六章、 結論 59
第一節 發現與討論 59
一、 思維方式有無調節促銷類型之促銷效果 59
二、 性別對思維方式之影響 59
三、 性別有無影響促銷類型之促銷效果 60
四、 忽略的變項：風險規避 60
五、 不論促銷類型，理性思維與促銷效果正相關 61
第二節 學術貢獻 62
一、 開拓不確定促銷研究範疇 62
二、 性別與思維方式無顯著差異 62
第三節 研究限制與未來建議 63
一、 研究限制 63
二、 未來建議 64
第七章、 參考文獻 66
第八章、 附錄 74
附錄一、贈品前測問卷 74
附錄二、正式實驗問卷 80

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