臺灣博碩士論文加值系統

近年來，展場促銷小姐（Show Girl）已成為各式各樣展覽、會場中的靈魂人物，廠商無不賣力於製造各種噱頭來吸引人氣，不過人氣便等於買氣嗎？本研究即根據時下本土火熱的現象，探討企業在運用Show Girl促銷的同時，是否確實達到購買意願上升的效果，以及其他關於促銷的效果，並且對溫和情色與否及產品類別做一搭配之研究。

本研究採2×2之實驗設計的方式，欲透過Show Girl情色形式和產品類別兩個因素之操弄，以了解其對促銷效果之影響。希望本研究之發現，一方面能彌補過去研究與理論架構上之不足，另一方面也期望能在實務上提供廠商制定促銷策略之參考。經由實證研究得到下列結論：
1. Show Girl的促銷活動，確實對購買意願產生影響。
2. Show Girl服裝上的差異，對消費者的知覺並不會有太大的影響。
3. Show Girl的促銷效果，跟促銷的產品有關。

Recent years, more and more enterprises chooses the appearance beautifully sales person in the specific situation, even puts on few clothes to attract people intention for purchase was mad. There occurs the all new kind of commercial role who calls “show girl” in commercial exhibition, forms one kind of Taiwan unique industry phenomenon.

Enterprise employs show girl in order to attract people intention, but the effect transform for purchase intention generate or not? In addition, the enterprise is adopting this new type of promotion technique, whether once considered increased the human intention but reduce the brand image which the enterprise originally established. This paper study whether the usage of show girl in the form of mild erotica will have a significant effect on the purchase intention, and which product of categories will be suit usage. It would be the contribution of this research to commerce.

The outcome of the questionnaire surveys show that：
1. Promotion Activities with show girl have a significant effect on the purchase intention.
2. The different of show girl’s clothes don’t affect consumer perception.
3. The effect of show girl on promotion have relationship with product class.

第一章　　　 緒論
第一節　研究動機………………………………………………………………1
第二節　研究目的………………………………………………………………3
第二章　　　 文獻回顧
第一節 SHOW GIRL之探討………………………………………………………4
第二節 促銷與購買意願之關係……………………………………………………9
第三節　溫和情色之效果…………………………………………………………14
第四節 產品類別之效果…………………………………………………………17
第三章　　　 研究方法
第一節　研究架構………………………………………………………………24
第二節　研究變數………………………………………………………………24
第三節　研究假說………………………………………………………………26
第四節　研究設計………………………………………………………………28
第四章　　　 實證分析
第一節 前測分析…………………………………………………………………33
第二節　樣本資料分析……………………………………………………………35
第三節 信度與效度分析…………………………………………………………36
第四節 正式實驗分析……………………………………………………………41
第五節 假說檢定…………………………………………………………………46
第五章　　　 結論與建議
第一節 結論……………………………………………………………………51
第二節 管理意涵………………………………………………………………53
第三節　研究限制………………………………………………………………54
第四節 後續研究建議…………………………………………………………55
參考文獻
中文部份…………………………………………………………………………58
英文部分…………………………………………………………………………60
附錄
研究問卷…………………………………………………………………………65
問卷圖片…………………………………………………………………………68

中文部份
(一)報章雜誌部份
1.「展場Show girl有夢最美」，17, July, 2005，民生報B7版。
2.世新大學民調中心，「資訊產品消費行為大調查」，PC home電腦家庭雜誌116期，Sep, 2005，pp.101。
3.盧誠輝，「SHOW GIRL火辣搶錢，女學生打工第一志願」，TVBS週刊416期，20, Oct, 2005。
(二)書籍部份
1.方世榮譯（2000），Kolter 原著，行銷管理學，東華書局。
2.古永嘉（1996），企業研究方法，華泰文化事業有限公司。
3.林建煌（2000），行銷管理，智勝出版社。
4.周文賢（2004），多變量統計分析，智勝出版社。
5.邱皓政（2005），結構方程模式-LISREL的理論、技術與應用，雙葉書廊。
(三)論文部份（依出版日期排列）
1.許益彰，產品利益無關屬性、訊息涉入程度、產品類別與廣告效果及產品評價之關係，國立交通大學商學研究所碩士論文，民國八十四年六月。
2.許展儒，非價格促銷對消費者價格認知的影響，淡江大學管理科學研究所碩士論文，民國八十六年六月。
3.徐心怡，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，民國八十九年六月。
4.李奇勳，價格、保證及來源國形象對產品評價與購買意願的影響，國立成功大學企業管理研究所碩士論文，民國九十年六月。
5.林妙冠，臺灣花卉產品分類與其行銷策略之研究—以中部四縣市為例，朝陽科技大學企業管理研究所碩士論文，民國九十一年六月。
6.賀傳智，廣告模特兒吸引力與產品類別搭配之廣告效果研究，國立臺灣大學商學研究所碩士論文，民國九十一年六月。
7.湯立群，來源國屬性與產品資訊特性搭配一致性之研究—產品類別的干擾效果，元智大學管理研究所碩士論文，民國九十一年六月。
8.蔡依達，促銷方式、折扣幅度、商品形象與心理帳面價值對消費者替換購買意願的影響—以行動電話為例，國立成功大學交通科學管理研究所碩士論文，民國九十一年六月。
9.薛賢文，促銷方式、產品線延伸策略、產品涉入與品牌評價之關係，國立中正大學企業管理研究所碩士論文，民國九十一年六月。
10.張馨云，主題廣告、促銷活動與品牌層級之綜效研究—考慮產品類別之調節效果，國立政治大學企業管理研究所碩士論文，民國九十二年七月。
11.江惠蘭，不同性刺激形式所引發的性幻想程度對廣告效果之影響，國立中央大學企業管理研究所碩士論文，民國九十二年七月十一日。
12.陳富美，品牌權益、促銷方式及促銷效果關聯之研究—以運動鞋及衛生紙為例，朝陽科技大學企業管理研究所碩士論文，民國九十二年七月十五日。
13.賴俊明，不同產品涉入程度下通路型態與促銷方式對品牌權益的影響，國防大學國防管理學院資源管理研究所碩士論文，民國九十三年六月。
14.陳彥芳，價格促銷、認知價值與商店形象對購買意願影響之研究－以大台北地區3C連鎖家電為例，真理大學管理科學研究所碩士論文，民國九十三年六月。
15.賴彥如等，展場中的靈魂人物—Show Girl，國立台灣大學社會心理學系未出版論文，民國九十四年。
16.黃藍媖，Show Girl的女體促銷世界，世新大學社會心理學系未出版論文，民國九十四年。

英文部份
1.Aaker, David A. (1996), Building Strong Brand, New York: The Free Press.
2.Alexander, M. Wayne, and Ben Judd (1978), “Do Nudes in Ads Enhance Brand Recall?” Journal of Advertising Research, Vol. 18 (Feb/Mar), 464-477.
3.Babin, Barry J., William R. Darden, and Mitch Griffin (1994), “Work and/or Fun：Measuring Hedonic and Utilitarian Shopping Value,” Journal of Consumer Research, Vol. 20 (Mar), 644-656.
4.Bettman, James R. (1976), An Information Processing Theory of Consumer Choice, Reading, MA: Addison-Wesley.
5.Campbell, Leland, and William D. Diamond (1990), “Framing and Sales Promotion: The Characteristics of A Good Deal,” Journal of Consumer Marketing, Vol. 7 (4), 25-31.
6.Chandon, Pierre, Brian Wansin, and Gilles Laurent (2000), “A Benefit Congruency Framework of Sales Promotion Effectiveness,” Journal of Marketing, Vol. 64 (Oct), 65-81.
7.Chen, Shih-Fen S., and Monroe, Kent B. (1998) “The effects of framing price promotion messages on consumers' perceptions and purchase intentions,” Journal of Retailing, Vol. 74 (Fall).
8.Chestnut, Robert W., Charles C. LaChance, and Amy Lubitz (1977), “The ‘Decorative’ Female Model: Sexual Stimuli and the Recognition of Advertisements,” Journal of Advertising, Vol. 6 (4), 11-14.
9.Copeland, M. T. (1923), “The Relation of Consumer’s Buying Habits to Marketing Methods,” Harvard Business Review, Vol.1, 282-289.
10.Dodds, William B., Kent B. Monroe, and Dhruv Grewal (1991) “The Effect of Price, Brand, and Store Information on Buyers’ Product Evaluations,” Journal of Marketing Research, Vol. 28, 307-319.
11.Engel, J. E., R. D. Blackwell, and P. W. Miniard (1990), Consumer Behavior, The Dryden Press.
12.Folkes, Valerie, and Rita D. Wheat (1995) “Consumers' price perceptions of promoted products,” Journal of Retailing, Vol. 71 (Fall).
13.Ford, John B., and Michael S. LaTour (1993), “Differing Reaction to Female Role Portrayals in Advertising,” Journal of Advertising Research, Vol. 33 (Sep /Oct), 43-51.
14.Gardner, and Merryl Paula (1985), “Does Attitude to the Ad Affect Brand Attitude Under a Brand Evaluation Set?” Journal of Marketing Research, Vol. 22 (May), 192-198.
15.Gatewood, Robert D., Mary A. Gowan, and Garry J. Lautenschlager (1993), “Corporate Image, Recruitment Image, and Initial Job Choice Decisions,” Academy of Management Journal, Vol. 36 (2), 414-427.
16.Grewal, D., R. Krishnan, J. Baker, and N. Borin (1998), “The Effect of Store Name, Brand Name and Price Discounts on Consumers’ Evaluations and Purchase Intentions,” Journal of Retailing, Vol. 74 (3), 331-352.
17.Hirscman, Elizabeth C., and Morris B. Holbrook (1982), “Hedonic Consumption：Emerging Concepts, Methods and Propositions,” Journal of Marketing, Vol. 46, 92-101.
18.Holbrook M. B., and Howard J. A. (1977), “Frequently Purchased Nondurable Goods and Services,” Selected Aspects of Consumer Behavior, Robert Ferber, ed., Washington, DC: National Science Foundation, 189-222.
19.Holton, R. M. (1958), “The Distinction between Convenience Goods, Shopping Goods, and Specialty Goods,” Journal of Marketing, Vol. 23, 53-56.
20.Lopez, Peter A., and William H. George (1995), “Men’s Enjoyment of Explicit Erotica: Effects of Person-Specific Attitudes and Gender-Specific Norms,” Journal of Sex Research, Vol. 32 (4), 275-289.
21.Mano, Haim, and Richard L. Oliver (1993), “Assessing the Dimensionality and Structure of the Consumption Experience：Evaluation, Feeling, and Satisfaction,” Journal of Consumer Research, Vol. 20 (Dec), 451-466.
22.Monroe, K. B. (1990), Pricing: Making Profitable Decisions, 2nd Ed. New York: McGraw-Hill.
23.Murphy, Patrick E., and Ben M. Enis (1986), “Classifying Products Strategically,” Journal of Marketing, Vol. 50 (July), 24-42.
24.Nigel K. L1. Pope, Kevin E. Voges, and Mark R. Brown (2004), ”The Effect of Provocation in The Form of Mild Erotica on Attitude to the AD and Corporate Image,” Journal of Advertising, Vol. 33 (1), 69-82.
25.Olshavsky R. W., and D. H. Granbois (1979), “Consumer Decision Making ---Fact or Fiction?” Journal of Consumer Research, Vol. 6 (Sep), 93-100.
26.Peterson, Robert A., and Roger A. Kerin (1977), “The Female Role in Advertisements: Some Experimental Evidence,” Journal of Marketing, Vol. 41 (4), 59-63.
27.Piron, Francis, and Murray Young (1996), “Consumer Advertising in Germany and the United States: A Study of Sexual Explicitness and Cross-Gender Contact,” in Global Perspectives in Cross-Cultural and Cross-National Consumer Research, Lalita A. Manrai and Ajay K. Manrai, eds., New York: Haworth Press.
28.Pope, Nigel K. LI., and Kevin E. Voges (1998), “Awareness of Sponsorship and Corporate Image: An Investigation Replicated,” Journal of Marketing Communications, Vol. 5 (1), 17-28.
29.Richmond, David, and Timothy P. Hartman (1983), “Sex Appeals in Advertising,” Journal of Advertising Research, Vol. 22 (Oct/Nov), 53-61.
30.Smith, Stephen M., Curtis P. Haugtvedt, John M. Jadrich, and Mark R. Anton (1995), “Understanding Responses to Sex Appeals in Advertising: An individual Difference Approach,” in Advances in Consumer Research, vol. 22, Frank Kardes and Mita Sujan, eds., Provo, UT: Association for Consumer Research, 735-739.
31.Steadman, Major (1969), “How Sexy Illustrations Affect Brand Recall,” Journal of Advertising Research, Vol. 9 (Feb/Mar), 15-19.
32.Swan John E., and Combs Linda J. (1976), “Product Performance and Consumer Satisfaction: A New Concept,” Journal of Marketing, Vol. 40, 25-33.
33.Zeithaml, V. A. (1988), “Consumer Perceptions of Price, Quality, and Value: AMeans-End Model and Synthesis of Evidence,” Journal of Marketing, Vol. 52, 2-22.