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研究生:許敦維
研究生(外文):Duen-Wei Shiu
論文名稱:消費者參加連續劇和卡通Callin促銷活動之行為分析
論文名稱(外文):Analyzing the behavior intention of the consumers participate call-in promotion activities
指導教授:徐村和徐村和引用關係
指導教授(外文):Tsuen-Ho Hus
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:156
中文關鍵詞:銷售促進功利主義享樂主義產品知識市場區隔
外文關鍵詞:market segmentationproduct knowledgehedonismutilitarianismsales promotion
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  台灣地區從90年代後,開放電信事業,付費語音資訊電話有0203、0204二種,但相關研究卻付之闕如,因此本研究欲探討消費者參加電視連續劇call in電話之原因,人口統計變數可否透過心理統計變數影響消費者參加電視連續劇call in電話之意圖,產品知識是否會干擾心理統計變數與參加call in意圖之關係,最後要以心理統計變數將0203、0204市場分群,描述各群之特性,以利廠商制定行銷策略。
  本研究的樣本為高雄地區樣本,抽樣方法為分層抽樣,收看0203 call in電話的卡通節目之樣本年齡為13到35歲之間;收看0204 call in電話的連續劇節目之樣本年齡為13到50歲之間。研究方法以三階段迴歸來探討心理統計變數在「人口統計變數、收看時間」與行為意圖間是否具有中介效果。將知覺價格、知覺品質、享受、革新、多樣化搜尋、衝動、專家等心理統計變數與產品知識以K-means集群分析分為高低二組,用雙因子變異數分析來探討產品知識高低對心理統計變數與撥打0203、0204意圖間的干擾效果。最後以K-Means集群分析做0203、0204的市場區隔。
  本研究以三階段迴歸分析發現,消費者覺得call in電話很好玩、會主動搜尋其他節目call in電話、覺得call in問題簡單而想撥打、對節目了解程度高,其收看卡通或連續劇時間越長時,撥打0203、0204意圖有增加效果。以雙因子變異數分析發現產品知識高低會干擾消費者撥打0203電話意圖,但卻無法干擾撥打0204電話意圖。再者,對0203和0204進行市場區隔,0204市場可區分為「高撥打意圖」、「中撥打意圖」和「低撥打意圖」三群,0203市場可區分為「高撥打意圖」、「低撥打意圖」四群。
  研究貢獻:廠商應多注意消費者對於call in電話內心的感覺,可透過消費者內心的感覺使撥打意願增加,但在0203市場中,產品知識高低會干擾消費者內心的感覺與撥打意圖間的關係。在0204市場中,針對中撥打意願者,廠商可與鄉土味較重的節目合作,且在call in電話本身的內容作一調整,使消費者撥打此電話不僅是為了得獎,且覺得此電話很有趣,提高中撥打意願者的撥打意願。在0203市場中,廠商可針對低撥打意願者,降低部分卡通call in節目之收費,提高撥打意願。


  After 90 era, Taiwan open telecommunication industry. Then there are two kinds of payable information telephone-0203, 0204, but relative studies are not enough. This thesis discusses the reasons that consumers participate call-in activities of TV programs. We want to verify how demographic statistics variables affect call-in intentions through psychographics and if product knowledge will moderate this relationship. Lastly, using psychographics to segment market for making marketing strategies.
  Samples are in Kaohsiung area. Sampling method is multi-layer sampling. People between 13-35 watch 0203’s cartoons and between 13-50 watch 0204’s serial programs. We use three-stage regression method to discuss the mediator effects of psychographics; K-means cluster analysis to segment market, and two-way ANOVA to analyze the moderator effects of product knowledge.
  This study’s main results find that consumer will participate call-in activities for fun, easy questions, more knowledge about TV programs. And product knowledge will moderate 0204’s call-in intentions. Finally, three are three segments in 0204’s market and four segments in 0203’s market.
  The main contributions of this study include: first, companies should notice consumers’ felling at heart, which can increase call-in intentions. But, in 0203’s market, product knowledge will moderate this relationship. In 0204’s market, company can focus on regionalism and increase interests for the viewers of middle call-in intentions. However, in 0203’s market, company can lower the price of cartoon to increase call-in intentions for the viewers of low call-in intentions.


中文摘要……………………………………………………Ⅰ
英文摘要……………………………………………………Ⅱ
誌謝…………………………………………………………Ⅲ
目錄…………………………………………………………Ⅳ
表目錄………………………………………………………Ⅴ
圖目錄………………………………………………………Ⅷ
第一章 緒論
第一節研究背景及動機………………………………1
第二節研究目的………………………………………3
第三節研究流程………………………………………4
第二章 文獻探討
第一節促銷活動………………………………………5
第二節功利主義與參加銷售促進意圖之關係……17
第三節享樂主義與參加銷售促進意圖之關係……29
第四節產品知識對行為意圖之干擾………………45
第五節研究架構……………………………………51
第六節研究假設……………………………………52
第三章 研究設計與方法
第一節個案分析……………………………………53
第二節假設與架構之適合性分析…………………64
第三節定義變數與問卷設計………………………68
第四節研究方法……………………………………73
第五節問卷之信度效度分析………………………76
第六節抽樣設計與問卷回數………………………80
第四章 研究結果與討論
第一節「心理統計變數」與「行為意圖」間之關係…85
第二節「人口統計變數、收看時間」與「行為意圖」間之關係…90
第三節「心理統計變數」之中介歷程效果…………95
第四節「產品知識」對「心理統計變數」與「行為意圖」之影響…103
第五節市場區隔分析……………………………..113
第六節0203與0204之異同…………………………119
第七節心理統計變數在人口統計變數與收看時間上之差異分析…122
第五章 結論及建議
第一節研究結論……………………………………128
第二節研究意涵……………………………………133
第三節後續研究之建議……………………………135
第四節研究限制……………………………………136
參考文獻………………………………………………137
附錄一 前測問卷……………………………………145
附錄一 正式問卷……………………………………151


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