臺灣博碩士論文加值系統

由於百貨業競爭激烈，促使業者競相推出各式各樣的促銷花招，來吸引消費者購買；但在眾多的促銷活動中，究竟什麼樣的促銷方法才能有效刺激消費者的購買欲望？而百貨公司各樓層所販賣的商品皆不同，消費者是否會因為所面對的產品不同，而對各促銷活動所產生的購買意向有所不同?而這些不同產品之促銷活動的適用性是否與人口統計變數有關?這些問題即是本研究所欲探討的重點，而根據研究的結果將對台灣百貨業者提出具體的促銷建議。
以下將研究結論摘要如下：
在產品部分：整體而言，降價在五種產品的購買意向上都是最高的，而惠顧酬賓及抽獎活動都是最低的。至於贈品、折價券、試用樣品及加量不加價包裝，則因產品的不同而有所不同。而人口統計變數部分：消費者購買意向在性別、年齡、教育程度及婚姻狀況上有顯著的差異。（1）女性對促銷的購買意向平均高於男性。（2）消費者的購買意向有隨著年齡下降的趨勢。（3）教育程度在國中以下的族群，對促銷活動的購買意向明顯低於其他教育程度的族群。（4）未婚族群對於試用樣品有較高的購買意向。

Due to highly competitive nature of department stores, vendors execute and implement a wide variety of promotional plans to attract consumers. Among these numerous promotions, what will be the most effective method to stimulate consumers to make purchases? Different categories of merchandise are sold on different floors in department stores. Will different sales promotion for different product categories affect consumer’s purchase intention? Is understanding of consumer demographic related to develop a suitable sales promotion for different product categories? This research is designed to answer above questions. The conclusion of this research will provide specific sales- promotion suggestions to department stores.
The research conclusion is summarized as following:
First，generally, price-off promotes higher purchase intention on all 5 products. In contrast, patronage rewards and sweepstakes promotional methods have the lowest consumer purchase intention. The effectiveness of sampling, coupons and bonus packs methods vary with different product categories. Second，demographic such as sex, age, education and marital status exhibit significant differences in consumer purchase intention.

第一章 緒 論
1－1 研究動機.........................................1
1－2 研究目的.........................................2
1－3 研究範圍.........................................2
1－4　研究流程.........................................3
第二章 文獻探討
2－1 百貨公司的定義...................................4
2－2 消費者特性.......................................5
2－3 促銷活動定義 .....................................6
2－4 促銷活動的理論基礎...............................7
2－5 促銷活動工具的種類及分類........................10
2－6 促銷活動相關文獻探討............................17
第三章 研究方法
3－1 概念性架構......................................22
3－2 研究假設........................................24
3－3　問卷設計........................................26
3－4　資料收集及樣本..................................27
3－5　分析方法........................................29
3－6　研究限制........................................30
第四章　統計結果與分析
4－1　消費者購買意向差異性檢定........................31
4－2　消費者購買意向在人口統計變數上之差異性檢定......45
第五章 結論與建議
5－1 研究結論........................................57
5－2 學術貢獻與行銷建議..............................59
5－2－1 學術貢獻.....................................59
5－2－2 行銷建議.....................................60
5－3 後續研究之建議..................................62
參考文獻..............................................63
附錄一：本研究之問卷..................................67

中文部份
1.王又鵬，「促銷活動對消費者購買行為影響之研究」，國立政治大學企業管理研究所，碩士論文，1993年.
2.Kolter著，行銷管理，方世榮譯，東華書局，1998年.
3.杜世洲，「女性消費者對促銷傾向之研究」，淡江大學管理科學研究所，碩士論文，1992年.
4.何志義，「消費者對促銷活動態度之研究」，政治大學企業管理研究所，碩士論文，1989年.
5.林容茹，「差異性促銷對消費者購買意向影響之研究」，元智大學管理研究所，碩士論文，1996年.
6.徐心怡，「消費者促銷知覺價值與促銷偏好程度之研究」，元智大學管理研究所，碩士論文，2000年.
7.張士峰，「消費者對不同促銷方法偏好之研究」，交通大學管理科學研究所，碩士論文，1995年.
8.張紹勳，張紹評，林秀娟，SPSS For Windows 統計分析：初等統計與高等統計，松崗電腦圖書資料股份有限公司，2000年.
9.陳景堂，統計分析：SPSS For Windows入門與應用，儒林圖書公司，2002年.
10.黃憲仁，促銷管理實務，憲業企管顧問公司，1998年.
11.楊亞芬，「『樣品試用』促銷活動下之消費者行為研究」，交通大學管理科學研究所，碩士論文，1996年.
1.Aaker, D. A.,”Toward A Normative Model of Promotion Decision Making ” , Management Science, Vol.19, No.6, pp.593-603，1973.
2.Avery, R. J.,”An Examination of the Psychological Aspects of Purchase Behavior：Motivations for Coupon Use”, American Council on Consumer Interests
Proceedings, pp.271-276，1991.
3.Cacioppo, John T. and Richard E. Petty,”Effects of Message Repetition and
Position on Cognition Response, Recall and Persuasion ”, Journal of
Personality and Social Psychology , Vol.37, pp.97-109, Jan 1979.
4.Campbell, L. and Diamond, W. D. ,”Framing and Sales Promotions：The Characteristics of A Good Deal”, Journal of Consumer Marketing, Vol.7（4）, pp.25-31,1990.
5.Cheong, K. J.,”Are cents-off Coupons Effective? ” Journal of Advertising Research, pp.73-77,March / April 1993.
6.Cotton, B. C.,”Consumer Response to Promotional Deals, ” Journal of Marketing, Vol.32, pp.109-113, July 1978.
7.Dommermuth, W. P., Promotion：Analysis, Creativity and Strategy, 2nd edition. Boston, Mass. PWS-Kent Publishing Company, 1989.
8.Engel, W. and Kinnear., Promotional Strategy, 6 edition., Homewood, IL：
Irwin, 1987.
9.F. D. Reynolds＆ W. D. Wells, Consumer Behavior, pp.34.
10.Gaidis William C. and M. L. Rothschild, “Behavioral Learning Theory：Its
Relevance to Marketing and Promotion”, Journal of Marketing, Vol.45, pp.70-78, Spring 1981.
11.Hulicka, I. M. and R. Weiss,”Age Differences in Retention as a Function of
Learning,” Journal of Consulting Psychology, Vol.29, pp.125-129,Apr 1965.
12. Jolson, M. A., Wiener, J. L. and Rosecky, R. B.,”Correlates of Rebate Proneness,” Journal of Advertising Research, pp.33-43,February / March 1987.
13. Kotler. Philip, Marketing Management：Analysis, Planning, and Control, 5th edition, New Jersey：Prentic-Hall,2000.
14. Krishna, A.,”Consumer Perception of Promotional Activity,” Journal of
Marketing, Vol.55, pp.4-16,April 1991.
15. Low and Lichtenstein,1993
16. McCann, J. M.,”Market Segment Response to the Marketing Decision Variables,” Journal of Marketing Research, Vol.11（4）, pp.339-412,1974.
17. Nord, Walter R. and J. Paul Peter,”A Behavior Modification Perspective on Marketing”, Journal of Marketing, Vol.44, pp.36-47, Spring 1980.
18. Quelch, J. A., Sales Promotion Management, Englewood Cliffs, N. J.：
Prentice-Hall, Inc,1989.
19. Roger A. Strang, “Sales Promotion－Fast Growth, Faulty Management”, Harvard Business Review, pp.1114-1124, July — Aug 1976.
20. Robertson, Thomas S., Joan Zielinski, and Scott Ward, Consumer Behavior, 華泰書局,1984.
21. Sawyer, Alan G., and Peter H. Dictson ,”Psychological Perspectives on Consumer Response to Sales Promotion”, Research on Sales Promotion：Collected Papers, K. E. Jaz, ed., Cambrige, MA：Marketing Science Institute, pp.1-21,1984.
22. Schultz , Don E. and William A. Robinson, Sales Promotion Management, Chicago. IL：Crain Book,1989.
23. Scott, C. A.,”The Effects of Trial and Incentives on Repeat Purchase Behavior,” Journal of Marketing Research, Vol.13, pp.263-269,August 1976.
24. Seipe Carol A., “Premiums Forgotten by Theory”, Journal of Marketing,
, pp.26-34 ,April 1971.
25.Shimp, Terence A., “Consumer-Oriented Sales Promotion,” Promotion
Management＆Marketing Communications, Ed. Harcount Brace Jovanovich,
pp440-462,1993.
26.Stern, and E1-Ansary, Marketing Channels, Prentice-Hall,1992.
27.Strang, Roger A., ”Sales Promotion-Fast Growth, Faulty Management ”,
Harvard Business Review, Vol.54, pp.114-124,1976.
28. William M. Pride, and O. C. Ferrel, Marketing Concept and Strategies,1993.