跳到主要內容

臺灣博碩士論文加值系統

(3.235.140.84) 您好!臺灣時間:2022/08/15 02:07
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果 :::

詳目顯示

我願授權國圖
: 
twitterline
研究生:陳蕙美
研究生(外文):Hui-Mei Chen
論文名稱:促銷誘因型式與提供時機對消費者購買意願影響之探討-以行動電話門號為例
論文名稱(外文):The effects of incentive types and reward timing of sales promotion on consumers’ purchase intentions - an empirical study of the mobile phone services
指導教授:黃鵬飛黃鵬飛引用關係
指導教授(外文):Perng-Fei Huang
學位類別:碩士
校院名稱:國立高雄第一科技大學
系所名稱:行銷與流通管理所
學門:商業及管理學門
學類:行銷與流通學類
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:145
中文關鍵詞:行動電話服務促銷活動品牌轉換意願重複購買意願促銷誘因
外文關鍵詞:repurchase intentionsbrand switching intentionssales promotionmobile phone servicespromotion incentives
相關次數:
  • 被引用被引用:25
  • 點閱點閱:1331
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:8
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
一、中文部份1.中華電信網站,網址:http://www.chtldm.com.tw2.王又鵬,1996,促銷活動對消費者購買行為影響之研究,政大企業管理研究所博士論文3.王保進,1999,視窗版SPSS與行為科學研究,心理出版社,台北。4.王雲民,2000,參考價格區間與知覺品質對知覺價值與購買意願之影響,東吳大學企業管理學系碩士論文。5.交通部電信總局,網址:http://www.dgt.gov.tw 6.台灣大哥大網站,網址:http://www.twngsm.com.tw 7.交通部統計處,自由時報,2002年6月20日,第八版。8.沈道康,1998,泛歐數位式(GSM)行動電話消費者的市場區隔及對促銷活動偏好的研究,東吳大學企業管理學系碩士論文。9.林明相,1997,台灣行動電話顧客滿意影響因素之研究-以大台北地區為例,國立交通大學管理科學研究所碩士論文。10.林永杰,1997,行動電話服務品質之實證研究,輔仁大學管理學研究所碩士論文。11.林靈宏,1999,消費者行為學,五南圖書出版有限公司,台北市。12.泛亞電信網站,網址:http://www.tat.com.tw13.和信電信網站,網址:http://m01ws015.mobitai.com.tw14.東信電訊網站,網址:http://www.kgt.com.tw 15.徐心怡,2000,消費者促銷知覺價值與促銷偏好程度之研究-產品類別干擾效果之探討,元智大學管理研究所碩士論文。16.許慶賜,1993,行動電話使用者生活型態與市場區隔之研究,私立淡江大學管理科學研究所碩士論文。17.曾冠喬,1998,行動電話市場區隔之研究-以台北市為例,國立中興大學企業管理學系碩士論文。18.楊秉杰,1998,台北市行動電話用戶之市場區隔研究,國立交通大學經營管理研究所碩士論文。19.莊麗卿譯, 2001, Schultz, Don E. and William A. Robinson 著,實用促銷手冊(Sales Promotion Essentials),遠流出版事業股份有限公司,台北市。20.葉永泰,1998,我國行動通訊產品通路分析,通訊雜誌,第52期。21.劉得安,2001,數位式行動電話消費者市場區隔之研究-以大台北地區大學生為例,東吳大學企業管理學系碩士論文。22.劉欽彥,1998,GSM行動電話系統服務品質之研究-以中華電信和太平洋電信之台北市消費者為例,東吳大學企業管理學系碩士論文。23.劉美琪,1998,促銷管理-理論與實務,正中書局,台北市。24.陳景堂,1996,統計分析:SPSS For Windows 入門與應用,儒林圖書有限公司。25.賴佩玲,2000,行動電話門號市場之顧客忠誠度探討,國立成功大學交通管理學系碩士論文。26.遠傳電信網站,網址:http://www.fetnet.com.tw27.郭美懿,1999,台灣大哥大掌握時間機會財,通訊雜誌,第71期。28.蔡偉文,2000,品牌名稱、促銷活動、與產品認知性態度對消費者認知價值與購買意願影響之研究-以個人品牌電腦為例,銘傳大學國際企業管理研究所碩士論文。29.魏錫鈴,2000, 行動電話消費者購買行為及其市場區隔之研究,國立交通大學經營管理研究所碩士論文。30.蘇美惠,2001,大台北地區行動電話用戶對其系統商滿意度與忠誠度之研究,國立交通大學經營管理研究所碩士論文。 二、英文部份1.Aaker, David A.,1973, ”Toward a Normative Model of Promotional Decision Making,” Management Science, Vol.19, No.6, pp.593-603.2.Ailawadi, Kusum L., Donald R. Lehmann, and Scott A. Neslin, 2001, “Market Response to a Major Policy Change in the Marketing Mix: Learning From Procter & Gamble’s Value Pricing Strategy,” Journal of Marketing, vol.65, pp44-61.3.Bawa, Kapil, and Robert W. Shoemaker,1987, “The Effects of a Direct Mail Coupon on Brand Choice Behavior,” Journal of Marketing Research, pp.370-376.4.Beem, Eugene R. and H. Jay Shaffer, 1981, “Triggers to Customer Action-Some Elements in a Theory of Promotional Inducement,” Working Paper 81-106, Cambridge, MA: Marketing Science Institute.5.Blackwell, Roger D., Paul W. Miniard, and James F. Engel, 2001, Consumer Behavior, 9th edition, Orlando, FL: Harcourt, Inc.6.Blair, Edward A. and E. Laird Landon, Jr. 1981, “The Effects of Reference Prices in Retail Advertisements,” Journal of Marketing, Vol.45, pp.61-69.7.Blattberg, Robert C. and Scott A. Neslin, 1990, Sales Promotion: Concepts, Methods, and Strategies, Englewood Cliffs, NJ: Prentice Hall.8.Borna, Claude,2000,”Combating Customer Churn,” Telecommunications, Vol.34, Mar., pp.83-85. 9.Brunner, Dani,1999, “Preference for Sequences of Rewards: Further Tests of a Parallel Discounting Model,” Elseevier Science Behavioral Processes, pp.87-99.10.Campbell, Leland and William D. Diamond,1990,”Framing and Sales Promotions: The Characteristics of a ‘Goo,” The Journal of Consumer Marketing, Vol.7, pp.25-31.11.Chain Store Age,1998. “New Survey Details Promotional Practices,” November.12.Chandon, Pierre, Brian Wansink, and Gilles Laurent,2000, “A Benefit Congruency Framework of Sales Promotion Effectiveness,” Journal of Marketing, Vol.64, Iss.4, pp.65-81.13.Davidson, J. Hugh,1987, Offensive Marketing: How to make your competitors follow, 2nd ed. England: Gower Publishing Company Limited.14.Dommernuth, William P.,1989, “Promotion: Analysis, Creativity and Strategy,” 2nd ed. Boston, Mass:PWS-Kent Publishing Company.15.Engel, Warshaw, and Kinner, 1987, Promotional Strategy, 6th edition, Homewood, IL: Irwin.16.Gardener, Elizabeth, and Trivedi Minakshi, 1998, “A Communications Framework to Evaluate Sales Promotion Strategies,” Journal of Advertising Research, May/June.17.Gupta, Sunil,1988, “Impact of Sales Promotions on When, What, and How Much to Buy,” Journal of Marketing Research, Vol. XXV(November), pp.342-355.18.Guadagni, Peter M. and John D. C. Little,1983, “A Logit Model of Brand Choice Calibrated on Scanner Data,” Marketing Science, Vol.2, pp.203-238.19.Huff, Lenard C. and Dana L. Alden, 1998, ”An Investigation of Consumer Response to Sales Promotions in Developing Markets: a Three-Country Analysis ,” Journal of Advertising Research, May-June, pp.47-56.20.Jones, Michael A., David L. Mothersbaugh and Sharon E. Betty, 2000, “Switching Barriers and Repurchase Intention in Service,” Journal of Retailing, Vol76, pp.259-274.21.Kotler, Philip,2000, Marketing Management, 10th edition, New Jersey:Prentice Hall.22.Marketing News,1990, “Study: Some Promotions Change Consumer Behavior,” October 15, p.12.23.Mela, Carl F., Sunil Gupta and Donald R. Lehmann,1997, ”The Long Term Impact of Promotion and Advertising on Consumer Brand Choice,” Journal of Marketing Research, Vol.34, May, pp.248-261.24.Ong, Beng Soo,1999,”Determinants of Purchase Intentions and Stock-Piling Tendency of Bonus Packs,” American Business Review, January, pp.57-64.25.Papatla, Purushottam and Lakshman Krishnamurghi,1996, “Measuring the Dynamic Effects of Promotions on Brand Choice,” Journal of Marketing Research, Vol. XXXIII(February), pp.20-35.26.Percy, Larry, 1997, Strategies for implementing integrated marketing communication, NTC Business Books.27..Peter, J. Paul and Jerry C. Olson,1999, Consumer Behavior and Marketing Strategy, 5th edition, Irwin/McGraw-Hill companies, Inc.28.Promo: The magazine of promotion marketing, 1996, “Impact in the Aisles,” January, pp.25-28.29.Quelch, John A., 1989 ”Sales Promotion Management, Englewood Cliffs, N. J.:Prentice-Hall, Inc.30.Raghubir , Priya and Kim Corfman,1999,”When do Price Promotions Affect Pretrial Brand Evaluation?”Journal of Marketing Research, Vol.36(May), pp.211-222.31.Reichheld, Frederick F., The Loyalty Effect, Boston: Harvard Business School Press, 1996.32.Robbins, Stephen P., 2001, Organizational Behavior: Concepts, Controversies, Applications, 9th edition, Upper Saddle River, NJ: Prentice Hall, Inc.33.Schultz, Don E. and William A. Robinson, 1982, Sales Promotion Management, Chicago, IL:Crain Book.34.Seibert, Larry J., “What Consumers think about Bonus Pack Sales Promotions,” Marketing News, Feb.17,1997, p.9.35.Seipei, Carl-Magnus,1971, “Premiums-Forgotten by Theory,” Journal of Marketing, Vol.35, pp.26-34.36.Shimp, Terence A.,1990, “Promotion Management and Marketing Communications,” Chicago, IL:Dryden Press.37.Shimp, Terence A.,1997, “Advertising, Promotion, and Supplemental Aspects Integrated Marketing Communications,” 4th edition, Chicago, IL:Dryden Press.38.Soman Dilip,1998, “The Illusion of Delayed Incentives: Evaluating Future Effort-Money Transactions,” Journal of Marketing Research, Vol.xxxv, pp.427-437.39.Seibert, Larry J., 1997,”What consumers think about Bonus Pack Sales Promotion,” Marketing News; Chicago; Feb.17 p.9.40.Tat, Peter K. and Charles H. Schwepker,1998, “An Empirical Investigation of the Relationships between Rebate Redemption Motives: Understanding How Price Consciousness, Time and Effort, and Satisfaction Affect Consumer Rebate Redemption. Journal of Marketing Theory and Practice.41.Tat, Peter, William A. Cunningham III, and Emin Babakus,1988, “Consumer Perceptions of Rebates,” Journal of Advertising Research, August/September, pp.45-50.42.Urbany, Joel E., William O. Bearden, and Dan C. Weilbaker, 1988, “The Effects of Plausible and Exaggerated Reference Prices on Consumer Perceptions and Price Search,” Journal of Consumer Research, Vol.15, pp.95-110.43.Waterschoot, W. V., and Van Den Bulte, C.,1992,”The 4P Classification of the Marketing Mix Revisited,” Journal of Marketing, Vol.56, pp83-93.44.Winer, Russell S.,1986, “A Reference Price Model of Brand Choice for Frequently Purchased Products,” Journal of Consumer Research, Vol.13, pp.250-256.45.Wood, Nora,1998, http://www.incentivemag.com, Incentive, May.
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top