臺灣博碩士論文加值系統

本研究以網路金融服務為例，探討認知需求、人口統計變數與網路促銷方式對消費者知覺促銷利益的影響，並進一步比較使用者與非使用者對消費者知覺促銷利益認知是否有顯著差異。以台灣地區網路消費者為樣本，採便利抽樣方式，透過網路問卷進行調查，共計回收302份有效問卷。
本研究問卷資料使用Cronbach’s α檢驗信度，運用變異數分析與迴歸分析驗證假說。研究結果發現： (1)認知需求對消費者知覺促銷利益有正向影響。(2)性別、年齡、婚姻狀況、教育程度、職業及每週上網時數對消費者知覺促銷利益有顯著的影響。(3)折價促銷、免費試用及贈品促銷對消費者知覺促銷利益各構面皆有正向影響，抽獎、競賽及會員集點則有部份構面無正向影響，其中抽獎及會員集點對品質及便利利益無正向影響，競賽對節省、品質、便利及價值傳達利益無正向影響。(4)在認知需求對消費者知覺促銷利益影響部份，使用者與非使用者之間差異不大，大部份有顯著的正向影響，僅使用者的精挑細選因素對節省及娛樂利益無正向影響。(5)在人口統計變數對消費者知覺促銷利益影響部份，使用者與非使用者在性別、年齡、婚姻狀況、職業、每月所得及每週上網時數上有明顯的差異。(6)在網路促銷方式對消費者知覺促銷利益影響部份，使用者與非使用者對折價促銷、贈品、抽獎及會員集點產生消費者知覺促銷利益的看法略有差異。

Through a case study on online financial services, this research investigates Internet users’ perceived value of internet promotions under the following variables: cognitive demand, demographic variables, and promotion types. Furthermore, this research compares users' and non-users' perceived value of the promotions. Targeting Internet consumers in Taiwan, the research uses convenience sampling and Internet questionnaires. In all, 302 valid questionnaires are collected.
In this research, questionnaire data reliability is measured with Cronbach's α, and ANOVA and regression analysis are used to test the hypothesis. Findings:
(1) Cognitive demand has positive influence on consumer’s perceived value of Internet promotions.
(2) Demographic variables (gender, age, marital status, education level, occupation, and number of hours per week spent online) have significant influence on consumers' perceptions.
(3) Various types of promotions have influence on various dimensions of consumers' perceptions. Discount promotion, free trials, and gift promotion have positive influence on all dimensions. Prize draws and membership points systems are influential, except on the dimensions of quality and convenience. Competition promotion is also influential, except on the dimensions of money savings, quality, convenience, and value to communicate.
(4) Cognitive demand has influence on most dimensions of consumers' perceived value of Internet promotions. However, there is little difference between users and non-users. In addition, users' pickiness doesn’t contribute positive value on money saving and entertainment.
(5) In regard the influence of demographic variables on consumers' perceptions, there are significant differences between users and non-users when it comes to sex, age, marital status, occupation, monthly income, and number of hours a week spent online.
(6) In regard the types of promotions, discount promotion, free gifts, prize draws, and membership reward systems result in different perceptions of value for users and non-users.

目 次 I
表 次 III
圖 次 VI
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究流程 3
第二章 文獻探討 4
第一節 促銷方式 4
第二節 消費者行為理論 12
第三節 認知需求 17
第四節 消費者知覺促銷利益 19
第五節 網路金融服務 21
第六節 變數間影響效果的相關研究 24
第三章 研究方法 26
第一節 研究架構 26
第二節 研究假說 27
第三節 研究變數之操作性定義 29
第四節 研究設計 30
第五節 資料分析方法 33
第四章 資料分析 34
第一節 信度效度分析 34
第二節 樣本結構分析 35
第三節 消費者經驗分析 36
第四節 因素分析 39
第五節 假說驗證及彙總 41
第六節 使用者與非使用者差異分析 69
第五章 結論與建議 82
第一節 研究結論 82
第二節 研究建議 86
第三節 研究限制與後續研究建議 88
參考文獻 89
一、 中文部份 89
二、 英文部份 90
附錄、消費者使用網路金融服務研究問卷 97

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