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研究生:林志穎
研究生(外文):Lin,Chih-Ying
論文名稱:廠商全國品牌及通路自有品牌價格促銷對購買意願影響之研究-以沙茶醬為例
論文名稱(外文):Studies on price promotion of manufacturer’s national brand and hyper-market’s private brand influencing consumer purchase behavior- An example based on barbecue sauce
指導教授:王怡強王怡強引用關係
指導教授(外文):Wang,I-Chiang
學位類別:碩士
校院名稱:南台科技大學
系所名稱:行銷與流通管理系
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:2006
畢業學年度:94
語文別:中文
論文頁數:93
中文關鍵詞:價格促銷認知價格認知品質認知價值購買意願。沙茶醬
外文關鍵詞:Price PromotionPerceived PricePerceived QualityPerceived ValuePurchase Willingness.
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在日益競爭的消費性品牌市場,企業為了獲取利潤與求取生存,與通路業者間的品牌運用運作策略愈形重要;以廠商全國品牌與通路的通路自有品牌在品牌營運策略運作上而言,必須考慮到消費者因取得不同品牌的產品或服務之價格多寡而產生對產品認知品質、認知價值,進而影響其購買行為。所以本論文主在探討廠商全國品牌及通路自有品牌兩個品牌之間的「價格促銷」、「認知價格」、「認知品質」、「認知犧牲」對消費者認知價值與購買意願的影響探討,同時以「品牌知名度」來探討「認知品質」、「購買意願」之影響、以作為後續研究者擬定行銷策略時的參考依據。
本研究因以「廠商全國品牌與通路自有品牌經由價格促銷與購買意願之探討」,故採取在大潤發量販店消費者問卷調查的方式,並透過敘述統計、Cronbach's α信度與效度檢驗、因素分析及簡單迴歸分析等資料分析工具驗證所提出之理論,探討消費者經由價格促銷對品牌之間的認知價值與購買意願之影響。經由問卷調查分析所得結果,本研究獲得以下結論:
1.消費者對品牌的價格促銷與認知價格有正向相關,在價格促銷策略下對產品的認知價格亦會下降。
2.消費者的認知價格愈高,認知品質愈高且認知犧牲也愈高。
3.消費者對品牌的認知品質愈高、對認知價格、認知犧牲及認知價值也會愈高;而對品牌的認知價值愈高,對其購買意願亦愈高。
4.品牌知名度愈高,其認知品質愈高且購買意願相對愈高。

關鍵字:價格促銷、認知價格、認知品質、認知價值、購買意願。
Nowadays, in order for the enterprises to survive and obtain profit in the competitive consumption brand market, brand strategy that operates between the enterprise and their distributors become critical. The brand strategy used between manufacturer’s national brand and hyper-market’s private brand has to consider the different brands of products that consumers purchased or the amount of the price charged for the services reflect on their perceived quality and value for the product, which will then cause influence on their purchasing behavior. Besides, brand awareness is also appraised by the consumers in their buying strategy. Thus, the whole idea of this essay is to explore and study the “price promotion”,“perceived price”, “perceived quality” and “perceived sacrifice” between manufacturer’s national brand and hyper-market’s brand affect the perceived value and purchase willingness for the consumers. Meanwhile, it also analyses the impact on the “perceived quality” and “purchase willingness” based on “brand awareness”, which is use as the reference of marketing strategy plan for those researchers.

This essay is focus on explore the price promotion and purchase willingness between the and hyper-market’s private brand. Therefore, it has adopted the method of survey in the RT-mart. It also uses the theory advanced by analysis tools of descriptive statistics, Cronbach's α reliability, validity test, factor analysis and regression analysis. It explores how the perceived value and purchase willingness affect the consumer through the price promotion. By using the result acquired from the survey, it has come to the conclusion as follow:
1.The relation of brand price promotion and perceived price to the consumers is positively proportional; hence, brand price promotion strategy will also lower consumers’ perceived price toward the product.
2.The higher the consumer’s perceived price, the higher the perceived quality and perceived sacrifice.
3.The higher the consumer’s brand perceived quality, the higher the perceived price, perceived sacrifice and perceived value; furthermore, the higher brand perceived value the higher the purchase willingness.
4.The higher the brand awareness,the higher the perceived quality and purchase willingness.

【Key Words】Price Promotion,Perceived Price,Perceived Quality, Perceived Value,Purchase Willingness.
摘 要 iv
Abstract v
誌謝詞 vi
目 錄 vii
表目錄 ix
圖目錄 xi
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 3
1.3 研究流程與步驟 4
第二章 文獻探討 6
2.1 價格促銷 6
2.2 品牌 8
2.3 認知價格 12
2.4 認知品質 14
2.5 認知犧牲 18
2.6 認知價值 19
2.7 購買意願 25
2.8 沙茶醬品牌概況 26
第三章 研究方法 27
3.1 研究架構 27
3.2 研究假說之建立 28
3.3 研究變數之定義 33
3.4 問卷前測 38
3.5 資料分析方法 42
第四章 結果分析與討論 43
4.1 樣本基本資料分析 43
4.2 問卷之信度效度分析 47
4.3 相關分析 52
4.4 假設檢定 55
第五章 結論及建議 65
5.1 研究結論 65
5.2 管理意涵 74
5.3 研究限制 77
5.4 後續研究建議 78
參考文獻 79
參考文獻
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13. 促銷誘因型式與提供時機對消費者購買意願影響之探討-以行動電話門號為例
14. 企業形象與產品設計對消費者購買意願影響之研究-以電子影音專賣店為例
15. 廣告訴求、品牌形象與品牌認知對消費者購買意願影響之研究
 
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