臺灣博碩士論文加值系統

本論文以兩個研究來論證過去研究者較少探討兩種影響消費者行為的特殊行銷影響，其一是需求提醒影響，另一個則是價格促銷對配件購買的影響。第一個研究以理論洞察消費者如何受到提醒需求影響。研究結果論證產品涉入與提醒消費者需求的交互作用如何影響他們的購買行為。除了考慮最重要的需求外，本研究亦發現特別是低涉入產品，較不重要的需求並不能被忽略。這些研究結果對行銷實務上，特別是執行有關提醒消費者「什麼」需求或「如何」提醒消費者需求的策略時有重要含義。而第二個研究主要在探討當消費者面臨產品(主產品與/或配件)降價時，對於其進行配件購買評估的影響。研究結果發現：不論主產品有無降價，消費者對配件的品牌選擇上均偏好品牌形象較佳的品牌，但是主產品價格促銷仍然會影響配件品牌的選擇。而當主產品的品牌不同時，對配件品牌選擇的影響也會不同。此外，主產品的價格促銷亦會影響消費者對相同品牌配件之不同功能等級的購買選擇。最後，如果配件降價，不論何種情況下，消費者均會偏好較高等級的配件(不論是配件的品牌或是功能等級)，特別是在主產品為弱品牌的情況下。

This thesis includes two studies to examine two particular marketing effects on consumer behaviors, which had not been done by previous researchers: one is need reminding effects and the other price promotion effects on accessory purchase. Using theoretical insights, study 1 uncovers how consumers are affected by being reminded of their needs. The research results demonstrate that the interaction of product involvement and reminding of needs influences consumer purchase behaviors. Besides considering the most important needs, the results of this study also indicate that less important needs cannot be ignored, particularly for low-involvement products. These findings have important implications for marketing practice when formulating strategies relating to “what” and “how” to remind consumers of their needs. Study 2 aims at exploring the impact of main product and/or accessories price promotions on consumers’ purchase evaluation of the accessories. The results show that, in the selection of accessories, regardless of main product price cuts, consumers would prefer brands with a stronger image but price promotion of the main product still influences the brand selection of the accessories. When brand image of the main differs, the brand impact of the accessory would be different. In addition, main product price promotion would also affect consumers’ selection of accessories of different function grades under the same brand. Finally, when the accessories are in price promotion, in all scenarios, consumers would prefer accessories of a higher grade (in terms of both brand and function).

目錄
中文摘要 Ⅰ
英文摘要 Ⅱ
誌謝 Ⅲ
目錄 Ⅵ
圖表索引 Ⅴ

Chapter 1 Introduction 1

Chapter 2 Study 1: Reminding Consumers of their Needs through a “What and How” Approach 3
2.1 Conceptual Background and Hypotheses 3
2.2 Research Methods 10
2.3 Results 20

Chapter 3 The Effect of Price Promotion on Consumers’ Purchase Evaluation of Accessories 23
3.1 Conceptual Background and Hypotheses 25
3.2 Research Methods 30
3.3 Results 37

Chapter 4 Discussion 46

Chapter 5 Conclusion 51
4.1 Summary of Research Findings 51
4.2 Managerial Implications 52
4.3 Limitations and Future Research 55

References 56
Appendix 61
作者簡介 63
授 權 書 64

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