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研究生:鄭義郎
研究生(外文):Yi-Lang Cheng
論文名稱:品牌定位、價格促銷與惠顧意圖間關係之研究
論文名稱(外文):Relationship Between Brand Positioning ,Price Promotionand Customer’s Purchase Intention
指導教授:關復勇關復勇引用關係
指導教授(外文):Fu-Yung Kuan
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:101
中文關鍵詞:資訊整合理論價格促銷品牌定位
外文關鍵詞:price promotioninformation integration theorybrand positioning
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由於近年來,台灣整體經濟環境不佳,衝擊程度較以往更甚,餐飲業者為了維持穩定的業績,也推出各式各樣的促銷,回饋消費者活動,如貴賓券、生日卷、折價券,希望獲得消費者的青睞,提高消費者的惠顧意願。
在促銷活動中,折扣促銷是餐廳業者最常使用的方式之一。但過去的研究報告指出,折扣促銷雖可增加短期顧客的惠顧意願,但也影響到消費者對於品牌的評估。例如,Oglivy(1963)認為採行價格促銷會影響消費者對品牌的評估。 Raghubir and Corfman(1999)進一步指出,當價格促銷讓消費者聯想到較差的品質時,則透過價格促銷所預期的經濟誘因及伴隨之銷售量增加,將可能因而受到抵銷。
近年來,有關「品牌定位」以及「價格促銷」對消費者惠顧意願之影響的研究較多,但選擇以餐廳業消費者為對象之研究較少,故本研究特以餐廳業為例,針對以「品牌定位」或價格促銷之單一訊息呈現時,對消費者惠願意願之影響,探討二訊息同時呈現時,消費者如何作決策判斷,以形成其惠顧意願。
本研究先以問卷方式,進行前測以確認餐廳之「品牌定位」是否存在於消費者心中,再經由模擬故事情節的實驗設計方式,以資訊整合理論為主軸並透過信度檢驗、敘述統計、變異數分析等分析工具,來驗証所提出之理論及假設,並檢證消費者對於「品牌定位」以及「價格促銷」之二訊息呈現時,消費者如何整合以形成其惠顧意願,並作決策。接著探討價格促銷的折扣幅度對於消費者惠顧意願之影響。

經由分析實驗結果,本研究獲得以下結論:
1.消費者心中,確實有「品牌定位」的概念存在。
2.消費者面對「品牌定位」以及「價格促銷」二個訊息呈現時,在33位實驗對象中有36.36%採用相加模式加以整合其惠顧意願。又有24.24%採用等權平均模式來整合其惠顧意願。
3.當餐廳的價格促銷的幅度愈大,則餐廳消費者惠願意願愈高。
4.餐廳業者雖有「價格促銷」之行為,但若「品牌定位」不明者,將大大影響消費者之惠顧意願。
根據研究結果,建議餐廳業者,除應致力價格促銷以達成銷售目標外,亦應考慮到品牌形象,以順應社會急速變化,建立獨特且持續的競爭優勢,如此方能永續經營。
In recent years, the aggregate economic environment in Taiwan was impacted and worsened due to many factors, such as the local manufacturing operation shifted to the other low labor cost areas. The restaurant managements in pursuit of steady and increasing sales usually offer a variety of promotion activities, such as Special Discount Coupon, Birthday Card and VIP membership, etc., to stimulate the customers to come to enjoy their cuisine.

In the promotion activities, the price discount is one of the most common methods offered by the restaurants in this business sector. Prior research has indicated that price discount promotion may, though, drive a short-term business boom and attract customer’s intention to consume, it will also casue the customers to re-evaluate the positioning of the brand name and image of the restaurant in the market and may generate a negative influence on it in the long run.
For example, Oglivy(1963) mentioned that the price promotions unfavorably affect brand evaluations. Priya Raghubir and Kim Corfman (1999)said that if the customers link the inferior quality to the price discount promotions which will not make the anticipated sales achieved.

There are many studies concerning the customers’ intention on the relationship between the brand positioning and pricing promotion strategy in many respects and business sectors. But, it is very few to study the case of restaurant on this subject. This study will focus on restaurants and see the influence on the intention of customers’ consumption at the restaurants by the two informations, brand positioning and price promotion, emerging at the same time and how the customers make final decision to have the willingness and intention to consume.

This study will first be in the form of questionnaire to preview if the brand positioning has been existent in the mind of the customers, then emulate it by a virtual case as empirical design method so that it can be reviewed by the theory of information integration as the main axis through Cronbach test, descriptive statistic ANOVA tool. To verify the proposed theory and assumption, and probe how customers integrate the information of brand positioning and pricing promotion strategy when the two informations appear at the same time and then how the customers make final decisions of their intention to consume. Subsequently, we will study how much discount rate of the promotion price will affect the customers’ intention to consume.

Through the result of the analytical experiment, it may conclude that as follows:

1.There exists the idea of brand positioning in customers’ mind.
2.When the customers of the 33 surveyed receive the two informations, brand positioning and price promotion, there are 36.6% of them use the addition model to integrate their intention, while the other 24.24% adopt the mean weight model to do it.
3.According to this study, we found that the higher the price discount, the higher the customers’ intention.
4.Although there is promotion price activity, the unclear band positioning will affect the intention of the customers’


Eventually, the restaurants should build up their good brand image while expecting to achieve the sales target at promotion price. In this highly fast changing society, to prevent from being shifted out the market, a unique and consistent comparative advantage for a restaurant is a must toward continued growth and successful development.
致謝詞.......................................i
中文摘要.....................................ii
英文摘要.....................................iv
目錄.........................................vi
表目錄.......................................ix
圖目錄........................................x

第一章 緒論.................................1
第一節研究背景及動機的..............................................2
第三節研究範圍及對象..............................................3
一、餐飲業的分類..............................................4
二、我國餐飲服務業之現況..............................................6

第二章 文獻探討..............................................7
第一節品牌定位及其與惠顧意願間之關係............................7
一、定位觀念的演進..............................................7
二、品牌定位的定義..............................................8
三、品牌定位的策略.............................................10
四、品牌定位與惠顧意願間之的關係....................................11
第二節價格促銷及其與惠顧意願之關係...................................15
一、價格促銷之涵義.............................................15
二、價格促銷之類型.............................................18
三、價格促銷之採用時機..................................................19
四、價格促銷與惠顧意願之間關係...........................................20
第三節品牌定位及價格促銷二者對惠顧意願之交互影響……………..20
一、資訊整合理論之概述..............................................21
二、認知代數模式............................................................24
三、認知代數模式之彙整.....................................................32
四、顧客行為研究中之資訊整合觀點.........................................33

第三章 研究架構與研究假設之建立..........................................39
第一節 研究架構.................................................39
第二節研究變項之定義……………………………………………………....40
第三節研究假設之建立……………………………………………………....41

第四章 研究方法…………………………………………………………………....43
第一節 消費者心中對於品牌定位的概念………………………………........43
一、 問卷樣本……………………………………………………………..43
二、 問卷內容……………………………………………………………..44
三、 問卷之信度分析…………………………………………………....45
第二節 情境刺激的實驗接受者之訊息整合實驗……………………....……45
一、 實驗受試者……………………………………………………….....45
二、 實驗題材與自變數………………………………………………….46
三、 依變項及其衡量………………………………………………….....47
四、 實驗進行過程…………………………………………………….....48
五、 資料分析方法…………………………………………………….....49
第三節 研究方法二階段之彙整……………………………………………....50

第五章 研究結果與討論…………………………………………………………....53
第一節 品牌定位前測評量結果……………………………………………....53
第二節 訊息整合對惠顧意願之影響………………………………………....53
一、 情境實驗的操控檢驗…………………………………………….....54
二、 整體樣本對於訊息之整合模式…………………………………….54
三、 個別樣本對於訊息之整合模式…………………………………….58
四、 對惠顧意願之資訊整合模式的綜合討論………………………….65
五、 事後問卷之分析....................................................65
第三節 對餐飲服務行銷管理的啟示…………………………………………66

第六章 研究結論及未來研究議題…………………………………………………68
第一節研究結果之彙整…………………………………………….... .....68
第二節品牌定位、價格促銷對於惠顧意願關係之驗証…………………69
第三節研究限制及未來相關研究議題…………………………………. 71

附錄
一、消費者心中品牌定位概念問卷…………………………………………………72
二、惠顧意願之情境實驗……………………………………………………………75
三、實驗後問卷………………………………………………………………………86

參考文獻
一、 中文部份………………………………………………………………………....89
二、英文部份……………………………………………………………………….. 90
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