臺灣博碩士論文加值系統

自1997年底行動電話業務開放民營後，我國電信市場在短短四年內急速成長，截至2002年4月底為止，用戶數達2260萬，普及率為100.7%，超越市內電話用戶數成為世界排名第一的國家。市場激烈競爭之局面，可見一斑。各家業者為求銷售量的增加莫不使出渾身解數利用各種促銷活動來吸引消費者的注意，以增加新客戶、保留現有客戶、並減少客戶轉換率。但究竟哪些類型的促銷組合方式能夠有效創造新客戶並保有舊客戶呢？乃缺乏實證加以瞭解；加上過去國內行動電話的研究大都集中在市場區隔，而較少探討消費者促銷工具對購買意願的影響；以及以往對消費者誘因提供時機的研究都以立即性與延緩性作為探討的情境，而未將逐次性列入考慮。因此本研究採用雙因子組間實驗設計，利用三種促銷誘因型式（提供與產品本身相關的誘因、提供與產品價格相關的誘因、提供與產品本身及價格二者皆無關的誘因）與三種誘因回饋時機（立即性、逐次性、延緩性）的矩陣設計，構成九種不同促銷情節，來探討消費者的初次購買意願、品牌轉換意願、及重複購買意願，並探討人口統計變數是否會對消費者的購買意願造成影響。
本研究的主要結論分為三項，分述如下：
一、消費者的初次購買意願、品牌轉換意願、及重複購買意願會因為使用不同的「促銷誘因型式」而有差異，其中使用「與產品價格相關的誘因」之效果最大；使用「與產品本身相關的誘因」之效果次之；使用「與產品本身及價格二者皆無關的誘因」之效果最小。
二、消費者的初次購買意願、品牌轉換意願、與續購意願會因為使用不同的「誘因回饋時機」而有差異。其中使用「逐次性回饋方式」對提高消費者的初次購買意願與品牌轉換意願之效果最大；使用「立即性回饋方式」之效果次之；使用「延緩性回饋方式」之效果最小。使用「立即性回饋方式」與「逐次性回饋方式」對提高消費者的重複購買意願之效果較大；使用「延緩性回饋方式」之效果最小。
三、在九種促銷組合方式中（誘因型式與誘因回饋時機之組合），使用「立即提供與產品價格相關的誘因型式」與「逐次提供與產品價格相關的誘因型式」能夠使消費者產生最高的初次購買意願、品牌轉換意願、及重複購買意願。

本研究發現「逐次性回饋方式」確實可有效激勵消費者的購買意願，其效力與「立即性回饋方式」並駕齊驅，尤其在初次購買意願與品牌轉換意願上更凌駕「立即性回饋方式」，此發現對促銷研究做出新的貢獻。本研究的結果能提供業界選擇適當行銷方式的洞察力，以提高促銷效果同時降低成本。本研究並討論研究發現的涵意、說明研究限制、及提出若干未來研究方向。

The mobile phone market in Taiwan has experienced strong growth over the past four years. The total number of mobile phone subscribers reached 22.6 millions as of April 30, 2002. The mobile phone penetration rate of 100.7% has already exceeded Taiwan’s fixed-line penetration and is the highest in the world. Since the market faces fierce competition, all service providers use various promotion campaigns to attract consumers’ attention to gain sales. However, which types of sales promotion are the most effective for attracting new users and retaining old users is still not fully understood. In addition, most of the past studies focus on the market segmentation; less empirical research address promotion impact on consumer intentions, particularly the effect of reward timing in sales promotion. While immediate and delayed reward promotions have been widely studied, the sequential reward promotions have not. This study uses a 3 ×3 factorial design composed of 3 types of incentives and 3 levels of reward timing of sales promotion to explore consumers’ first purchasing intention, brand switching intention, and repurchasing intention.
The main findings of the study are as follows:
First, for the types of incentives used in sales promotion, the incentives relating to product price are the most effective promotion for enhancing consumers’ first purchasing intention, brand switching intention, and repurchase intention. The incentives relating to product itself are the second-best one, and the incentives not relating to both product itself and price are the least of all.
Second, for the reward timing of sales promotion, sequential reward promotions are the most effective for enhancing consumers’ first purchasing intention and brand switching intention. Immediate reward promotions are the second-best one and delayed reward promotions are the least of all.
Third, for the combination by the types of incentives and reward timing in sales promotion, “the incentives relating to product price” combining with “immediate reward promotions” and with “sequential reward promotions” are the most effective promotion for enhancing consumers’ first purchasing intention, brand switching intention, and repurchasing intention among nine promotional scenarios.
An additional important finding of the study is that sequential reward promotions are very powerful in stimulating consumers’ intentions. Its effect is the same as immediate reward promotions on retaining old users. And it exceeds immediate reward promotions on attracting new triers and switchers.

目 錄
中文摘要……………………………………………………………………………. i
英文摘要…………………………………………………………………………… iii
誌 謝………………………………………………………………………… v
目 錄………………………………………………………………………… vi
表 目 錄 ………………………………………………………………………… viii
圖 目 錄 ………………………………………………………………………… xi
第一章 緒論………………………………………………………........ 1
第一節 研究背景與動機…..………………………………………………. 1
第二節 研究範圍…….…………………………………………………..… 4
第三節研究目的與問題…..………………………………………………. 5
第二章 文獻探討……………………………..……………………………. 8
第一節 行動電話發展及市場促銷概況….……………………….…….… 8
第二節 促銷之定義、目的、與消費者促銷工具的類型及分類.….……. 16
第三節 消費者行為制約之促銷應用…..…………………………………. 26
第四節 促銷誘因型式對購買意願之影響 ………………………..… 29
第五節 促銷誘因回饋時機對購買意願之影響 ………………….…… 33
第三章研究方法 ……………………………………………….….……. 37
第一節 研究架構 …………………………………………….….…… 37
第二節 研究設計 ………………………………………………….… 39
第三節 研究變數的操作性定義與衡量方式……………………….….. 41
第四節 自變數的操弄檢定…………………………………….……….. 43
第五節 研究假設……………………………………………….……….. 46
第六節 實測問卷的擬訂及施行方式……………………….…………… 51
第四章 統計結果與分析………………………………………….……… 55
第一節 樣本描述 ………………………………………..…….……… 55
第二節 促銷誘因型式及回饋時機對購買意願的個別影響 …..……… 57
第三節 促銷誘因型式及回饋時機對購買意願的交互影響……..…... 63
第四節 促銷組合方式對消費者購買意願的影響………………………… 75
第五節 不同促銷誘因型式與回饋時機對消費者購買意願的吸引力程
度之交叉分析…………………………………………………………………… 79
第六節 分析結果彙整…………………………………………… 81
第七節 人口統計變數對購買意願的影響分析……..………… 83
第五章 結論與建議…………….………………………………………. 93
第一節研究結論……………………………………………………… 93
第二節行銷管理涵意…………………………………………………… 99
第三節研究貢獻…..………………………….………………………. 103
第四節研究限制………………………………………………………. 105
第五節對後續研究的建議 ……………………………………….. . 106
參考文獻………………………………………………………………….…… 107
附錄一 前測問卷……………………………………………………….… 113
附錄二 正式問卷……………………………………………………….… 119
附錄三 不同促銷誘因型式下人口統計變數對購買意願的影響分析…… 126
附錄四 不同誘因提供時機下人口統計變數對購買意願的影響分析…. 132
附錄五 不同促銷誘因型式搭配不同誘因提供時機下人口統計變數
對購買意願的影響分析………………………….………………… 138

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