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研究生:蔡依達
研究生(外文):I-TA Tsai
論文名稱:促銷方式、折扣幅度、商店形象與心理帳面價值對消費者替換購買意願的影響─以行動電話為例
論文名稱(外文):The Effect of Promotion Type, Discount Level, Store Image, and Mental Book Value on Consumers’ Replacement Purchase Intentions─An Empirical Study of Handsets
指導教授:蔡東峻蔡東峻引用關係
指導教授(外文):Tung-Chun Tsai
學位類別:碩士
校院名稱:國立成功大學
系所名稱:交通管理學系碩博士班
學門:運輸服務學門
學類:運輸管理學類
論文種類:學術論文
論文出版年:2002
畢業學年度:90
語文別:中文
論文頁數:89
中文關鍵詞:折扣幅度替換購買意願促銷方式心理帳面價值商店形象促銷方式折扣幅度商店形象心理帳面價值及替換購買意願
外文關鍵詞:Discount LevelStore ImageMental Book ValueReplacement Purchase IntentionPromotion Type
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摘 要
近年來,新產品推陳出新的腳步越來越快,消費者對於耐久財的購買大部分都是屬於替換購買的情境。業者為了能吸引更多消費者提早更新他們舊有的產品,因此隨處可見各式各樣的促銷活動。在這眾多的促銷方式裡,「以舊換新」是少數有考量到消費者原有舊產品的促銷方式之一。那麼當業者所提供的折扣幅度相同時,「以舊換新」和「直接降價」兩種促銷方式對於消費者替換購買意願的影響是一樣的嗎?在「直接降價」促銷方式下,過去研究已證實隨著折扣幅度的提高,消費者的知覺折扣幅度和促銷活動中的折扣幅度之間的差距也會跟著提高。然而,如透過不同的促銷方式(以舊換新和直接降價)來呈現促銷活動,當折扣幅度提高時,在不同促銷方式下的效果是一樣的嗎?
此外,商店形象往往會影響到消費者對促銷產品的知覺品質,那商店形象的高低是否會干擾不同促銷方式對替換購買意願的影響呢?而消費者原有舊產品在其心中剩餘的心理帳面價值又會有何影響呢?為探討以上問題,本研究利用實驗設計的方式來蒐集資料以分析促銷方式、折扣幅度、商店形象和心理帳面價值對消費者替換購買意願的影響。本研究所得之重要結論如下:
(1)以舊換新下的消費者替換購買意願顯著高於直接降價下的消費者替換購買意願。
(2)商店形象的高低對促銷方式影響替換購買意願的干擾效果是顯著的。
(3)促銷方式和折扣幅度對替換購買意願的交互影響並不顯著。
(4)促銷方式能否彌補消費者心理帳面價值的損失,是「以舊換新」和「直接降價」此兩不同促銷方式對消費者替換購買意願影響有差異的原因。
ABSTRACT
In recent years, new products are introduced at a quicker pace than ever. Current sales of most consumer durable goods are accounted for by replacements. In order to encourage more consumers to replace their own old product more earlier, retailers use miscellaneous promotions on the market. Among the various promotion methods, “Trade-ins” is one of the few promotion types involving the consumers’ old product. When retailers offer the same discount level in either trade-ins or price-offs promotions, is the effect the same in either case? Past researches have proved that in price-offs promotion, the gap between consumers’ perceived discount and advertised discount will increase as the discount level rises. However, if we present the promotion activities in different promotion types(trade-ins and price-offs), is the effect of raising the discount level the same in either case?
Besides, store image often affects consumer’s perceived quality of the promoted product. Hence, does store image moderate the influence of different promotion types on consumer’s replacement purchase intention? How about the influence of the consumer’s remained mental book value of the old product he already has? To investigate the questions mentioned above, this research utilize experimental design in collecting data so as to analyze how promotion types, discount level, store image and mental book value influence the consumers’ replacement purchase intentions. The main results are as follows:
(1)Consumers’ replacement purchase intentions in trade-ins promotion are significantly higher than those in price-offs promotion..
(2)The moderating effect of store image on the influence of promotion types on consumers’ replacement purchase intention is significant.
(3)The moderating effect of discount level is not significant.
(4)Whether the promotion type can offset the loss of consumers’ mental book value is the reason why “trade-ins” and “price-offs” have significant different influences on consumers’ replacement purchase intentions.
Keywords:Promotion Type, Discount Level, Store Image, Mental Book Value, Replacement Purchase Intention
目 錄
摘 要Ⅰ
英文摘要Ⅱ
目 錄Ⅲ
表 目 錄Ⅴ
圖 目 錄Ⅵ
第一章 緒論1
第一節 研究動機與背景1
第二節 研究目的4
第二章 文獻回顧5
第一節 替換購買5
第二節 促銷方式對消費者替換購買意願的影響6
第三節 折扣幅度對消費者替換購買意願的影響9
第四節促銷方式和折扣幅度對於消費者替換購買意願之交互影響10
第五節商店形象對消費者替換購買意願的影響13
第六節心理帳面價值對消費者替換購買意願的影響14
第三章 研究方法16
第一節研究架構16
第二節研究範圍與對象17
第三節研究設計18
第四節正式實驗設計27
第四章 結果分析與討論31
第一節樣本結構31
第二節研究變數之操弄檢定32
第三節促銷方式、折扣幅度、商店形象與心理帳面價值對消費者替 換購買意願的影響36
第四節小結44
第五章 結論與建議45
第一節研究結論45
第二節實務上的建議47
第三節理論上的意涵48
第四節研究限制與未來研究之建議50
參考文獻52
附錄一 前 測 問 卷55
附錄二 正式實驗問卷60
附錄三 正式問卷廣告81
表目錄
表 3-1 本研究之因子設計19
表 3-2 前測樣本對通路銷售商商店形象之看法25
表 3-3 前測樣本對高低折扣幅度之看法27
表 4-1 各實驗組之有效樣本分佈表31
表 4-2 受測者對通路銷售商商店形象之看法32
表 4-3 受測者對折扣幅度的看法之t檢定33
表 4-4 變異數同質性檢定表33
表 4-5 信度分析結果表35
表 4-6 各實驗組之替換購買意願平均值36
表 4-7 替換購買意願之四因子變異數分析摘要表37
表 4-8 不同促銷方式下各折扣幅度之替換購買意願平均值表39
表 4-9 不同商店形象水準下促銷方式之單純主效果分析表40
表 4-10 不同商店形象水準下促銷方式之替換購買意願平均值表40
表 4-11 不同心理帳面價值水準下促銷方式之單純主效果分析表40
表 4-12 不同心理帳面價值水準下促銷方式之替換購買意願平均值表41
表 4-13 兩促銷方式下受測者對促銷產品的相關知覺情形42
表 4-14 研究假設驗證彙整表44
圖目錄
圖 3-1 本研究之概念性架構圖16
圖 4-1 各變數之常態機率圖34
圖 4-2 促銷方式和折扣幅度之交互作用圖(替換購買意願)38
圖 4-3 促銷方式和商店形象之交互作用圖(替換購買意願)39
圖 4-4 促銷方式和心理帳面價值之交互作用圖(替換購買意願)41
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