臺灣博碩士論文加值系統

台灣在近幾年來網路及電視購物日趨興盛，而促銷是經常被使用的短期銷售誘因工具，用來刺激消費者以產生較快速或更多特定產品或服務的購買。本研究希望瞭解參考價格與促銷情境對購買意願的影響，其中加入兩個干擾變數-產品涉入(高涉入、低涉入)及購買模式(網路購物、電視購物)來深入探討。
本研究採四因子組間實驗設計。為2（參考價格：高、低）ｘ2（產品涉入程度：高涉入、低涉入）ｘ4（促銷情境：限量、限時、限時限量、不限制）×2（購買模式：網路購物、電視購物）的實驗設計。
以大同大學在學學生為實驗對象，透過變異數分析等資料分析工具驗證所提出之理論，探討在產品涉入及購買模式兩個干擾變數下，參考價格與促銷情境如何對購買意願造成影響。

In this study, we used a 2 reference prices (high /low)*4 promotion situations (No Limited/Time Limited/Amount Limited/Time and Amount Limited)*2 product involvements (High/Low)*2 shopping mode (TV/Online Shopping) between-subjects experiment design to examine the effect of reference prices and promotion situations on purchasing intention. In addition, we also examined the moderating effect of TV/Online Shopping and product involvements. The results indicate that the reference prices and promotion situations significantly affect consumer’s purchasing intention. The interaction effects of promotion situations and TV/Online Shopping have significant differences on purchasing intention. It means TV/Online Shopping have the moderating effect. We also find the product involvements have not the moderating effect.

ABSTRACT IN ENGLISH………………………………………………. iii
ABSTRACT IN CHINESE………………………………………………. iv
ACKNOWLEDGEMENT………………………………………………... v
LIST OF TABLE………………………………………………………….viii
LIST OF ILLUSTRATION……………………………………………….ix
CHAPTER
Ⅰ INTRODUCTION………………………………………………...…...1 Research Background and Motives………………………………………………1
Research Objectives…………………………………….…..…………………….3
Research Procedure…………………………………………………………...….4
Ⅱ LITERATURE REVIEW……………………………………………..5
Reference Price……………………………………………………………..........5
Promotion Situation…………………………………………….……………….6
Product Involvement…………………………………………….………………8
Purchasing Intentions…………………………………………….……………..9
Purchasing Mode……………………………………………………………….10
Ⅲ RESEARCH METHODOLOGY…………………………………….14
Conceptual Framework…………………………………………………………14
Research Hypotheses……………………………………………………………15
Operational Definitions…………………………………………………………21
Research Design…………………………………………………………………23
Ⅳ DATA ANALYSIS AND INTERPRETATION…………………….27
Reliability Analysis……………………………………………………...........27
Homogeneity of Variance Analysis……………………………….………….27
Variance Analysis……………………………………………………………..27
Summary of Hypothesis Tests………………………………………………..31
Ⅴ CONCLUSIONS AND SUGGESTIONS…………………………..33
Conclusions……………………………………………………………………33
Managerial Implication………………………………………………………34
Limitations and Directions for Future Research…………………………...35
BIBLIOGRAPHY………………………………………………………37
APPENDIX………………………………………………………….…..42
VITA…………………………………………………………………….73

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