臺灣博碩士論文加值系統

當今行銷文文獻中對於「促銷」議題已研究相當成熟，然多數皆著重於探討促銷方式的差異對企業績效的影響，本研究目的旨在探討試用品特性(試用量與品牌知名度)與試用效果(品牌認知、品牌態度、購買意願)之關係，有別於過去從企業角度探討行銷策略績效之思維。因此，本文採實驗設計方法，以非價格促銷策略中的試用樣品為主要探討對象，並以試用品數量多寡及品牌知名度高低為自變項，同時考量正/負向的口耳相傳訊息與先前使用經驗做為情境因素，來驗證試用品對消費者購買意願之影響；綜合上述，進行2×2×2組實驗設計分析。
本研究與資生堂公司及盛香堂公司合作，取得兩家公司的潔面乳試用品，以就讀南部大專院校女性消費者為抽樣對象隨機發予受測，並於一星期試用後聯絡受測者填寫問卷。研究結果顯示：(1)試用品的品牌知名度高低對試用效果有顯著差異；(2)試用品之試用數量多寡對試用效果不具有顯著差異；(3)正面口耳相傳訊息對試用效果優於負面口耳相傳訊息；(4) 具有先前產品使用經驗對試用效果優於無先前使用經驗；本研究結果將可作為廠商訂定試用品促銷策略時參考。

This study discussed about the free samples of Non-price promotion. Brand awareness toward trying and usage toward trying are the independent variables; Word-of-Mouth (WOM) is a moderator variable. And analyzed whether these factors affect the Brand Cognition, Brand Attitude and Purchase Intention or not. In this thesis, the Nested Factor Design manipulates the three independent variables of brand awareness, sample size, and WOM effects.
This research cooperated with Shiseido Company and Shen Hsiang Tang Company, obtained cleaning foam samples of two companies. Using female students in the southern university as the target and send at random. Get in touch after trying one week later.
Findings suggest that no matter the brand awareness toward trying is high or low, it affected the consumer attitude. And the usage toward trying didn’t affect the consumer attitude. Trough the positively WOM, high brand awareness and usage toward trying affect consumer attitude. And if consumer had past purchase experience, it affect consumer attitude.

摘 要 II
THESIS ABSTRACT III
目 錄 IV
表 次 VI
圖 次 VI
第一章 緒論 8
第一節 研究背景與動機 8
第二節 研究目的 9
第三節 研究步驟與流程 10
第二章 文獻探討與假設推論 11
第一節 促銷 11
第二節 試用品 14
第三節 品牌知名度 24
第四節 口耳相傳 33
第五節 使用經驗 39
第三章 研究方法 42
第一節 研究架構 42
第二節 研究假設 46
第三節 變數的操作性定義與問卷設計 47
第四節 抽樣方法與資料蒐集 50
第五節 資料分析方法 54
第四章 結果分析 56
第一節 一致性分析 56
第二節 研究假設驗證 57
第三節 假設檢定總整理 80
第五章 研究結論與建議 82
第一節 研究結論 82
第二節 管理意涵 84
第三節 研究限制 87
第四節 後續研究建議 88
參考文獻 89
附錄 96

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