臺灣博碩士論文加值系統

由於3C通路的快速擴展與3C產品的特性，3C通路業者相對於製造商已擁有更多談判的籌碼與主控權，「通路為王」的時代已然來臨。且隨著3C通路業者之間的競爭日趨白熱化，促銷活動為業者現今所最常使用的手法。然而從過去研究發現，促銷活動對品牌權益的影響，多以產品品牌權益的角度進行探討且結論不一，對於3C通路品牌權益的探討則更是相對地缺乏。
本研究透過結構方程式模型(SEM)的建立，與SPSS、Amos 統計軟體之輔助，驗證了立即性與延緩性的促銷活動，其三項品牌權益構面對於購買意願的建立，皆具有顯著性的正面影響；而立即性與延緩性的促銷活動，其三項品牌權益構面對於購買意願的建立，則並未具有顯著性的差異。
因此，建議3C通路商未來可發揮權變性行銷策略，利用3C產品特性，及通路大量進貨銷售的優勢，向供應商爭取更有利的促銷空間；或者透過與供應商和其他行業的合作，推出更具優質及多樣化的誘因，來進行促銷活動。

With the expansion of 3C Chain Stores and marked by the characteristic of 3C Products, 3C Chain Stores have already had more bargain power and initiative over manufactures. Recent years have witnessed “Chain is the King” concept, and the competition among 3C Chain has become very tense with the sales promotion being the most popular competitive weapon. However, literature review manifested that the results of the impact of sales promotion on brand equity vary. And the study of the brand equity of 3C Chain Stores is relatively rare.
SEM in this research was established with the aid of Amos, to prove that both kinds of these immediate and delayed sales promotions can make the three constructs of brand equity to exert positive influence on buying intentions. However, there is no obvious impact difference between both kinds of immediate and delayed sales promotions.
Therefore, this study propses 3C Chain Stores can adopt contingency marketing strategies in the future. Making good use of the characteristic of 3C Products and carrying the mass sale into full play to gain more favorable promotion space from the suppliers. Or through the cooperation with the suppliers and other trade partners, to offer high-quality products and differentiated incentives for sales promotion.

第壹章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 4
第四節 研究流程 4
第貳章 文獻探討 7
第一節 3C零售連鎖通路賣場 7
第二節 品牌(brand) 19
第三節 品牌權益(brand equity) 21
第四節 促銷活動(sales promotion) 35
第五節 購買意願(purchase intensions) 46
第參章 研究方法 51
第一節 研究架構 51
第二節 研究假說 54
第三節 研究變數的操作性定義與衡量 56
第四節 研究設計 63
第五節 問卷設計 64
第六節 資料蒐集與分析方法 68
第肆章 資料分析與討論 71
第一節 樣本結構基本分析 71
第二節 結構方程式模型分析(SEM) 91
第三節 假設檢定 111
第伍章 結論與建議 113
第一節 研究結論 113
第二節 研究建議 116
第三節 後續研究建議 116
參考文獻 119
附錄一 研究問卷 127

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