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研究生:許展儒
研究生(外文):Xu, Zhan-Ru
論文名稱:非價格促銷對消費者價格認知的影響
論文名稱(外文):The Ifluence of Non-price Promotion on Consumers'''' Price Perception
指導教授:李培齊李培齊引用關係
指導教授(外文):Peirchyi Lii
學位類別:碩士
校院名稱:淡江大學
系所名稱:管理研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:1997
畢業學年度:85
語文別:中文
論文頁數:57
中文關鍵詞:購買意願認知價值價格認知管理
外文關鍵詞:purchase intentionperceived valueprice perceptionMANAGEMENT
相關次數:
  • 被引用被引用:9
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  • 收藏至我的研究室書目清單書目收藏:4
Promotion is regularly used in marketing, it not only can
stimulate buyers'''' purchasing behavior to increase sales, it even
can attract other buyers who use the same products of different
brands. In fact, the goal of using promotions is to increase
buyers'''' purchase intention through buyers'''' feeling of getting
additional benefit from promotions. But, is the influence of
promotions on consumers'''' purchase behavior always positive? For
example, for many low-involvement products, distributors often
use price promotion to encourage consumers to buy the products.
Although distributors can get a significant increase on sales,
this is only a short- term effect. Sellers can hardly get a
long-term benefit. When the promotion is over, consumers
probably won''''t buy the same products any more or even decrease
the purchase volume. For high-involvement products, distributors
don''''t often use price-promotion. One reason is that consumers
always that price and quality are inter-connected. Reducing
price suddenly will make consumers doubt about the product.
Distributors should therefore avoid using price-promotion. Non-
price promotion may be the other alternative. Recently the use
of non-price promotion is very common at car market, so we
choose car market as the research object of this thesis. The
goal is to investigate the influence of non-price promotion on
consumers'''' purchasing behavior. Results of the findings are as
follows:1. Non-price promotion has favorable influence on
consumers'''' price perception.2. The influence on consumers''''
price perception between different non-price promotions is
statistically insignificant. 3. Non-price promotion could
increase consumers'''' perceived value.4. Non-price promotion could
increase consumers'''' purchase intention.5. The influence of non-
price promotion on consumers'''' purchase intention will probably
go through consumers'''' perceived value.
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