臺灣博碩士論文加值系統

近幾年來，消費市場的競爭激烈，各零售業者或百貨業是經常透過提供各種促銷的誘因，在短暫的期間內刺激消費者或廠商產生立即性的或更多的購買行為。消費者的價值觀從過去的「一分錢，一分貨」，轉變成以追求產品是否能滿足消費者內心理想自我的價值及特殊品味為主，本研究主要目的在於探討在以不同的促銷方式下(價格促銷與非價格促銷)，在有時間壓力下，是否會對產品產生衝動性的購買，其中是否會因為品牌形象或是消費者本身的衝動性特質來探討，是否會增加產品的購買意願，針對價格促銷、品牌形象以及衝動性購買做深入的探討。
本研究以網路問卷作為調查工具，其包含:「促銷方式」、「品牌形象」、「時間壓力」、「衝動性行為」。共計發放416份，去除無效問卷後（包含廢卷以及資料不完整之問卷），有效問卷為400份，有效問卷回收96.15％。根據本研究所提出的六個假設，在整體模式關係路徑檢定的結果顯示，價格促銷對於衝動性特質無顯著影響，其他假設之路徑關係皆呈現顯著。由此可知，當消費者本身具有衝動性特質時，當促銷方式為價格促銷時，發現消費者對價格折扣較無吸引力，因此無顯著效果。
本研究結果，針對不同的促銷方式，發現不管是何種促銷方式皆顯示對品牌形象有顯著影響，而當消費者具有衝動性特質時，對於價格促銷並不具有顯著影響，當產品具良好的品牌形象時，較容易引發消費者產生購買行為，研究發現品牌形象都是對消費者具有影響力的不但能帶給消費者情感上的滿足，甚至能夠喚起他們心目中理想中的自我形象。

In recent years, intense competition in the consumer market, all retailers or department stores are often provided through a variety of promotional incentives to stimulate consumers or manufacturers to produce immediate or more purchases in a short period. Consumer values from the past, "a penny, a cargo" into whether to pursue the ideal product to meet the consumer mind and self-worth based special taste, this study aims to explore a different marketing approach By (price and non-price sales promotion), under time pressure, whether the product will generate impulse buying, because the brand image in which whether or consumers themselves to explore the characteristics of impulsivity, will increase the product purchase will, for the promotional price, brand image and impulse buying to do in-depth discussion.
In this study, the web questionnaire as a survey tool, comprising: "promotions", "brand", "time pressure", "impulsive behavior." Total issued 416 removal of invalid questionnaires (containing the waste volume and not complete the questionnaire), 400 valid questionnaires, the effective questionnaires were collected 96.15 percent. According to the Institute proposed six assumptions, result in the overall relationship between the path test mode display, price promotions for impulsivity trait no significant impact on the relationship between the path of the other assumptions are showing significant. It can be seen, when the consumers themselves have impulsive characteristics, when promotions as price promotions, consumers find attractive price discounts than those without, so no significant effect.
The results of this study, for different promotions, found that no matter what kind of promotions all showed significant impact on brand image, and when the consumer has impulsive characteristics, for not having a significant impact of price promotions, when a product with good when brand image, more easily lead to consumers buying behavior, the researchers found that the brand image to consumers are influential not only meet consumer can bring emotional, and even arouse their minds the ideal self-image.

摘要 Ⅰ
Abstract Ⅲ
目錄 Ⅳ
圖目錄 Ⅵ
表目錄 Ⅵ

第一章 緒論
第一節、研究背景與動機 1
第二節、研究目的 3
第三節、研究流程 4

第二章 文獻探討
第一節、促銷方式 6
第二節、時間壓力 12
第三節、品牌形象 15
第四節、 衝動性 20

第三章、研究方法
第一節、研究架構 30
第二節、研究假設 31
第三節、問卷設計與研究變數之定義 32
第四節、分析方法 36

第四章、資料分析
第一節、樣本資料之敘述性統計分析 37
第二節、信度分析 41
第三節、假設驗證 43

第五章、研究結果與建議
第一節、研究結果 46
第二節、研究限制與建議 47

參考文獻 48
附錄一 51

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陳姿涵(2014)。以品牌形象對衝動性購買行為干擾之探討-以KOSE為例(未出版碩士論文)。私立南臺科技大學，台南市。
吳佳勳(2012)。消費者對網路廣告之情緒和視覺反應和衝動性購買行為之實證研究(未出版碩士論文)。私立玄奘大學，新竹市。
周子琪(2015)。銷售人員的特質與消費者的人格特質對衝動性購買行為影響之研究(未出版碩士論文)。私立南臺科技大學，台南市。
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