臺灣博碩士論文加值系統

為贏得消費者之青睞，廠商之間的價降競爭日趨激烈，許多商家也相繼推出各式各樣的折價券做為促銷工具之ㄧ，希望藉由折價券的發放得到競爭優勢並且提升其知名度及銷售量。既有的研究顯示，折價券不只提供消費者價格上的優惠，也影響了消費者本身的購買意願進而影響購買行為。
本研究探討折價券的五項特性對於消費者購買意願的影響，以深度訪談為前測，再依訪談結果轉化為問卷。研究結果顯示，折價券特性確實對於消費者購買意願產生影響，以折價券的折扣幅度對消費者兌換意願之影響最大，接著依序為折扣顯示方式、廣告訊息、傳遞方式及使用期限。消費者最喜愛的折扣顯示方式為直接顯示折扣之金額，而傳遞方式中消費者則較偏愛網路的折價券。

Past researches had illustrated that releasing coupon does not only provide consumers with a better price but also influence their purchase inclinations of the products, which, in turn, influence consumers’ purchase behaviors.
This study is aimed to investigate how characteristics of a coupon impact consumers’ purchase inclination. In-depth interviews were conducted from contents of interviews to examine the five major characteristics of a coupon. A follow-up questionnaire was implemented to obtain further information. It is found that characteristics of a coupon, the discount rate has the most influence on consumers’ motive to redeem the coupon, followed successively by discount methods, accompanying advertisement, coupon delivery methods, time of expiration.

摘要 I
ABSTRACT II
誌謝 III
目錄 V
圖目錄 VII
表目錄 VIII
第一章 緒論 1
1.1研究背景與動機 1
1.2研究目的 3
1.3論文架構與研究流程 3
第二章 文獻探討 4
2.1知覺價值的定義 4
2.2知覺價值之相關研究 5
2.3知覺價值構面相關研究彙整 15
2.4折價券使用背景及動機 19
2.5折價券理論發展 22
2.6折價券實證研究 26
第三章 研究方法 29
3.1研究性質與方法 29
3.2深度訪談流程 32
3.3訪談綱要的形成 33
第四章 研究結果與分析 34
4.1受訪者介紹 34
4.2有關價格之構面 35
4.3有關品質之構面 36
4.4有關社會之構面 38
4.5有關情感之構面 40
4.6訪談結果與問卷設計 42
4.7問卷結果分析 45
第五章 研究結論與建議 50
5.1研究結論 50
5.2學術及管理意涵 51
5.3研究範圍與限制 52
5.4未來建議 53
參考文獻 54
附錄一:正式問卷 59

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