臺灣博碩士論文加值系統

促銷，一直是行銷領域關切的焦點之一。近年來，廠商受到景氣持續低落的影響，也逐漸增加使用促銷的頻率。組合產品是國內廠商常見的促銷方式，利用增加的產品提供誘因，以促使消費者提高購買的興趣。
對企業而言，考慮組合產品促銷時，有時受策略目的及環境的限制，而無法永改變產品本身與價格的方式，提高促銷的效果。本研究則出於此想法，試圖考慮由促銷行為本身來增進促銷的效果。以較廣泛的定義來說，贈品、買一送一等促銷方式，都可以視作以不同描述來表達相同組合產品。因此，本研究感到興趣的是，以什麼樣方式的描述才能使促銷發揮更佳的效用。
研究欲瞭解不同的文字陳述對消費者的影響，採3×2×2的三因子獨立實驗設計，選擇了組合產品類型、參考價格、促銷期限三個變數，以探討期對消費者知覺價值與購買意圖的影響。本研究採MANOVA為分析工具，研究結果如下︰
1. 產品組合類型不同、參考價格與促銷期限提供與否，皆對消費者知覺價值與購買意圖有顯著的影響。
2. 組合產品類型中，以『免費贈送』的陳述方式，其對知覺價值的影響，會優於『搭配組合』與『自償方式』兩種陳述方式。
3. 同時標示主產品與搭配品的參考價格，相較於無標示者，會有較低的知覺價值與購買意圖。
4. 『促銷期限』的提供讓消費者知覺到『風險』，而影響消費者的知覺價值與購買意圖。

Bundling, one kind of promotion, is often seen in domestic market. Companies usually use bundling strategies to raise sale volumes and new product tried rate. Previous researches suggest that good brand image and degree of discount rate can effect on consumers’ evaluation. And yet, companies not always can change their products content or price with fixed goal or cost. For this reason, we are interesting how the word character impacts on consumers’ purchase behaviors.
In this research, we investigate what kind of effects, both main and interactive effects, the types of bundling (freebie, together or separate), reference price (label, non-label), deadline of promotion (label, non-label) would on consumers’ evaluation. After MANOVA analysis, we have some suggests as follows:
1. In bundling strategy, the ‘freebie’ type, a ‘gain’ declarative sentence, is more positive impact on consumers’ perceived value than ‘together’ or ‘ separate’ types.
2. Reference price labeling in bundling strategy have a different result with other promotion research, non-label form is better effect than label form.
3.‘Deadline of promotion’ gives consumer a “risk” that they may not buy the same products at the same discount in the future and prompts the purchase intention.

目錄
第壹章 緒論 1
一、研究動機 1
二、研究目的 2
第貳章 文獻探討 3
一、促銷的相關文獻 3
二、組合產品促銷型式的相關文獻 5
三、消費者知覺相關文獻 8
四、參考價格相關理論 11
五、 促銷期限相關理論 12
第三章 研究方法 14
一、研究架構 14
二、變數的定義與衡量 15
三、研究假設 17
四、研究設計 19
五、資料蒐集與分析工具 30
第四章 研究結果 32
一、 一致性衡量 32
二、 整體模型顯著性分析 32
三、自變數對知覺價值與購買意圖之影響 33
四、假設驗證 38
第五章 結論與建議 39
一、 研究結論 39
二、 行銷涵義 41
三、未來研究建議 43
四、研究限制 44
參考文獻 45
附錄 48

參考文獻
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