臺灣博碩士論文加值系統

在全球化競爭的時代，人們接觸到各式各樣不同的產品，可快速的區分產品的就是品牌。所以廠商經營品牌形象以勝出，為了提升業績都推出各種促銷活動。促銷活動對品牌形象有不利影響，經營的品牌形象與促銷活動的執行會使消費者心中產生知覺風險。本研究聚焦在品牌形象對促銷活動吸引力與知覺風險的關係。

本研究依文獻探討建立研究架構，加入產品涉入為干擾變項。研究對象為18歲以上的消費者，採便利抽樣法，進行紙本與網路問卷發放，共發放320份，回收有效問卷283份，以SPSS統計軟體，使用t檢定、迴歸分析、ANOVA等進行分析。

研究結果顯示，品牌形象好，促銷活動吸引力強；品牌形象差，促銷活動吸引力弱。品牌形象好，消費者知覺風險低；品牌形象差，消費者知覺風險高。產品涉入會干擾品牌形象對促銷活動吸引力及消費者知覺風險的影響。本研究建議廠商強化品牌形象，以提升促銷活動的吸引力，同時可降低消費者知覺風險

In the era of global competition, people are exposed to all kinds of products and brands. Since consumers use brand to distinguish product, companies make their effort to enhance brand image. Meanwhile, companies launch various sales promotion to create better sales volume nevertheless the negative impact on brand image. This study focus on the effect of brand image on sales promotion and consumers perceived risk. And product involvement was put into research structure to discuss the moderating effect.

This study establishes of research structures based on literature review. The study object is consumers over 18 years old, convenient sampling method by paper and online questionnaires is applied. The effective questionnaires amount is 283, and analysed by statistical software, for t-test, regression analysis, ANOVA analysis.

The study results show that the group of, good brand image has strong sales promotion attraction；bad brand image group, the sales promotion attraction is weak. With good brand image, the consumer perceived low risk；bad brand image, the consumer perceived high risk. When product involvement put into discussion of brand image on sales promotion and consumer perceived risk is interactive. This study suggests that companies should rather strengthen the brand image to increase the sales promotion attraction, also decrease consumer perceived risk.

目錄
第一章 緒論………………………………………………………………1
第一節 研究背景與動機………………………………………………1
第二節 研究問題與目的………………………………………………3

第二章 文獻探討…………………………………………………………4
第一節 品牌形象………………………………………………………4
第二節 促銷活動吸引力………………………………………………10
第三節 消費者知覺風險………………………………………………14
第四節 產品涉入………………………………………………………19

第三章 研究方法…………………………………………………………24
第一節 研究架構………………………………………………………24
第二節 研究假說………………………………………………………25
第三節 研究變數定義與衡量…………………………………………30
第四節 問卷設計………………………………………………………36
第五節 研究設計………………………………………………………38
第六節 資料分析方法…………………………………………………42
第七節 信度與效度分析………………………………………………45

第四章 資料分析方法……………………………………………………46
第一節 品牌形象對促銷活動吸引力及消費者知覺風險之關係 ……47
第二節 銷活動吸引力對消費者知覺風險之關係 ……………………50
第三節 產品涉入程度干擾效果 ………………………………………52

第五章 結論與建議 …………………………………………………… 65
第一節 研究結論………………………………………………………65
第二節 實務建議………………………………………………………69
第三節 研究限制與建議 …………………………………………………71

參考文獻 …………………………………………………………………73
附錄一 問卷………………………………………………………………77

圖目錄

圖 2-1 Keller 品牌知識圖…………………………………………………8
圖 2-2涉入概念圖…………………………………………………………21
圖 3-1本研究架構圖………………………………………………………24
圖 3-2研究分析流程圖……………………………………………………43
圖 4-1產品涉入程度對促銷活動吸引力的干擾圖………………………54
圖 4-2產品涉入程度對消費者知覺風險的干擾效果圖…………………57
圖 4-3產品涉入程度對財務績效風險的干擾圖…………………………59
圖 4-4產品涉入程度對身體風險的干擾圖………………………………61
圖 4-5產品涉入程度對社會風險的干擾圖………………………………63

表目錄

表 2-1知覺風險構面表……………………………………………………17
表 3-1本研究品牌形象衡量題項…………………………………………31
表 3-2本研究促銷活動吸引力衡量題項…………………………………32
表 3-3本研究消費者知覺風險衡量題項…………………………………34
表 3-4本研究產品涉入衡量題項…………………………………………35
表 3-5問卷回收情形………………………………………………………40
表 3-6樣本結構統計………………………………………………………41
表 3-7消費者知覺風險之因素分析………………………………………44
表 3-8本研究問卷信度分析………………………………………………45
表 4-1品牌形象情境操弄t檢定…………………………………………46
表 4-2品牌形象對促銷活動吸引力的影響………………………………47
表 4-3品牌形象對消費者知覺風險的影響………………………………48
表 4-4品牌形象對財務績效風險的影響…………………………………48
表 4-5品牌形象對身體風險的影響………………………………………49
表 4-6品牌形象對社會風險的影響………………………………………49
表 4-7促銷活動吸引力對消費者知覺風險之迴歸分析…………………51
表 4-8產品涉入程度分類…………………………………………………52
表 4-9產品涉入程度對促銷活動吸引力干擾之敘述性統計表…………53
表 4-10產品涉入程度對促銷活動吸引力的干擾效果……………………54
表 4-11產品涉入程度對消費者知覺風險干擾之敘述性統計表…………56
表 4-12產品涉入程度對消費者知覺風險的干擾效果……………………56
表 4-13產品涉入程度對財務績效風險干擾之敘述性統計表……………58
表 4-14產品涉入程度對財務績效風險的干擾效果………………………59
表 4-15產品涉入程度對身體風險干擾之敘述性統計表…………………60
表 4-16產品涉入程度對身體風險的干擾效果……………………………61
表 4-17產品涉入程度對社會風險干擾之敘述性統計表…………………62
表 4-18產品涉入程度對社會風險的干擾效果……………………………63
表 5-1 研究假設結果彙整…………………………………………………68

英文文獻
1.Aaker, D. A.(1973), “Toward A Normative Model of Promotional Decision Making,” Management Science, Vol.19, No.6,593-603
2.Aaker, D. A., & Keller, K. L. (1990). Consumer evaluations of brand extensions. Journal of Marketing, 54(1), 27-41.
3.Beem, E. R. and Shaffer, H. J., (1981). Triggers to Customer Action-Some Elements in a Theory of Promotional Inducement, Marketing Science Institute, 81-106.
4.Biel, A. (1992). How brand image drives brand equity. Journal of Advertising Research, 32, 6-12.
5.Bitta, D. A., K. B. Monroe, and J. M. McGinnis, (1981), Consumer Perceptions of Comparative Price Advertisements, Journal of Marketing Research, 18(November): 416-427.
6.Boschetti, R. B. (2012). Promoção de vendas não monetária e seus efeitos na intenção de compra e na escolha da marca de serviços financeiros. Dissertation (Master's degree). Pontifícia Universidade Católica do Rio Grande do Sul
7.Bullmore, J. (1984) The Brand and Its Image Revisited. International Journal of Advertising, 3, 235-238.
8.Campbell, L. and Diamond, W. D.,”Framing and Sales Promotion: The Characteristics of Good Deal,”Journal of Consumer Marketing, Vol.7, No.4, 1990, 25-31.
9.Chandon, P., Wansink, B., & Gilles, L（2000）.A Benefit Congruency Framework of Sales Promotion Effectiveness. Journal ofMarketing, 64（4）,65-81.
10.Childers, T. L. (1986), “Assessment of the psychometric properties of an opinion leadership scale,” Journal of Marketing Research, Vol.23, No.2, 184-188.
11.D'Astous, A., & Landreville, V. (2003). An experimental investigation of factors affecting consumers' perceptions of sales promotions. European Journal of Marketing, 37(11/12), 1746-1761.
12.Davis, S. J., Inman, J. and Leigh, M. A.(1992),”Promotion Has A Negative Effect on Brand Evaluations-Or Does It? Additional Disconfirming Evidence ,” Journal of Marketing Research, Vol.29, 143-148.
13.Dodds, W. B., K. B. Monroe, and D. Grewal (1991), “Effects of Price, Brand and Store Information on Buyers’ Product Evaluations.” Journal of Marketing Research, 28, No.1, 307-19.
14.Dowling, G. R. and R. S.,(1994), A Model of Perceived Risk and Intended Risk-handling Activity, Journal of Consumer Research, 21(June): 119-133.
15.Fredericks, J. O., & Slater, J. M. (1998). What does your customer really want? Quality Progress, 31, 63-65. Fredericks, J. O., & Slater, J. M. (1998). What does your customer really want? Quality Progress, 31, 63-65.
16.Gardner, B.B. and Levy, S.J. (1955) The Product and the Brand. Harvard Business Review, March-April, 33-39
17.Garretson, J, A. and K. E. Clow(1999), “ The influence of coupon face value on service quality expectations, risk perceptions and purchase intentions in the dental industry.” Journal of Service Marketing, 13, No.1,59-70.
18.Goldsmith, R. E. and Emmert, J. (1991). Measuring product category involvement：A multitrait—multimethod study. Journal of Business Research, 23, 363-371
19.Guilford, J. P. (1965). Fundamental statistics in psychology and education, New York: McGraw-Hill.
20.Houston, M. J., & Rothschild, M. L. (1978). Conceptual and methodological perspectives on involvement. In S. C. Jain (Ed.), Research frontiers in marketing: Dialogues and direction . 184-187). Chicago: American Marketing Association.
21.Kamins, M. A. and L. J. Marks. (1991), “The Perception of Kosher as a Third Party Certification Claim in Advertising for Familiar and Unfamiliar Brands,” Journal of the Academy of Marketing Science, Vol. 19, No.3, 177-185.
22.Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
23.Keller, K. L. (1998). Strategic brand management: Building, measuring and managing brand equity. Upper Saddle River, NJ: Prentice Hall.
24.Knox, S and D. Walker, (2003), “Empirical Developments in the Measurement of Involvement, Brand Loyalty and Their Relationship in Grocery Markets,” Journal of Strategic Marketing, Vol.11 , 271-286.
25.Kotler, P. (1996), Marketing Management: Analysis, Planning, Implementation and Control, 9th ed., NJ: Prentice-Hall.
26.Kotler , Philip (2000), Marketing Management, Millenium Edition,Custom Edition for University of Phoenix.
27.Kwok, S., & Uncles, M. (2005). Sales promotion effectiveness: the impact of consumer differences at an ethnic-group level. Journal of Product & Brand Management, 14(3), 170-186.
28.Laurent, Gilles & Jean-Noel Kapferer (1985), “Measuring Consumer InvolvementProfiles”, Journal of Marketing Research, Vol.22,41, February
29.Levy, S.J. (1978) Marketplace Behavior—Its Meaning for Management. Amacom, New York.
30.Martineau, P. (1957) Motivation in Advertising. Journal of Marketing Research, February, 35-40.
31.Marion, F. M. (1987). A delphi analysis of a definition of sales promotion. Unpoublished doctoraldissertation, Memphis State University.
32.Mela, C. F., Gupta, S. and Lehmann, D. R., (1997), “The Long-Term Impact of Promotion and Advertising on Consumer Brand Choice,” Journal of Marketing Research,Vol.34, No.2, 248-261
33.Park, B. J. Jaworski, and D. J.Maclnnis ( 1986 ) ,"Strategic Brand Concept –image Management" ,Joumal of Marketing,Vol. 50, 135-145.
34.Prentice, R. M., (1975),The FCB Approach to Advertise/Promotion Spending. In Strang, R. A., ed., The Relationship Between Advertise and Promotion in Brand Strategy. Cambridge: Marketing Science Institute, 75-90
35.Raghubir, P. and K. Corfman, (1999),”When Do Promotion Affect Prettial Brand Evaluations?,” Journal of Consumer Research, 36, 211-222
36.Richardson, P. S., Dick, A. S., & Jain, A. K. (1994). Extrinsic and intrinsic cue effects on perceptions of store brand quality. Journal of Marketing, 58(4), 28-36
37.Romaniuk, J., & Sharp, B.（2003）, Measuring brand perceptions: Testing quantity and quality, Journal of Targeting, Measurement and Analysis for Marketing, Vol.11, No.3, 218-229.
38.Sherif, M., and Cantril, H. (1947)The Psychology of Ego Involvements, Social attitudes and Identifications, Wiley Press, New York.
39.Simonson, I., Carmon, Z., & O'Curry, S. (1994). Experimental evidence on the negative effect of product features and sales promotions on brand choice. Marketing Science, 13(1), 23-40.
40.Steenkamp, J. B. E. M. (1990), “Conceptual Model of the Quality Perception Process.” Journal of Business Research,. 21, No.1, 309-33.
41.Stern, L., El-Ansary, A., and Coughlan, A., (1996)Marketing Channels, 5th ed. Englewood Cliffs, NJ: Prentice-Hall.
42.Traylor, M. B., (1981)“Product Involvement and Brand Commitment”, Journal of Advertising, Vol. 21, December 1981, 51-56.
43.Zaichkowsky, J. L (1985), “Measuring the involvement construct”, Journal of Consumer Research, Vol.12, 341-352.
44.Zaichkowsky, J. L., (1986) Conceptualizing Involvement. Journal of Advertising, Vol.15 , 4-15.

中文文獻
1.王杰毅(2011)。品牌形象、涉入程度、生活型態與購買意願關係之研究-以宏碁電腦產品為例」，成功大學高階管理碩士在職專班碩士論文。
2.鐘鈺鈞(2008)。品牌形象、品牌信任與網路口碑關聯性之研究－以線上遊戲「魔獸世界」為例，淡江大學管理科學研究所碩士班碩士論文。
3.邱瑋珍(2006)。品牌形象與品牌態度對購買意願之影響研究，淡江大學國際貿易學系國際企業學碩士班碩士論文。
4.楊孟芳(2010)。台灣化妝品購買意願之研究- 促銷活動、認知價值、品牌形象與生活型態之應用，中興大學行銷學系所學位論文。
5.魏文欽、侯耀庭(2008)。消費者產品涉入、知覺風險對有機蔬果購買意願之實證研究 ，International Journal of Lisrel ； 1卷1期。
6.任國光、湯玲郎(2008)。消費者產品涉入、知覺風險對購買意願之影響－零售通路喜好程度的干擾效果，元智大學管理研究所碩士論文。
7.侯淑雅(2012)。品牌形象、品牌關係、顧客知覺價值對精品購買意願之研究－以產品涉入為干擾變項，樹德科技大學經營管理研究所碩士論文。
8.黃家蔚(2004)。促銷方式、產品涉入程度與促銷情境對消費者品牌評價與購買意願之影響，成功大學企業管理學系學位論文碩士論文。
9.林坤源、徐村和(2002)。促銷策略對消費者行為影響之研究－以加油站為例，高雄第一科技大學行銷與流通管理所碩士論文。