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研究生:陳芊妤
研究生(外文):Chien-Yu Chen
論文名稱:促銷策略對消費者購買意願之影響-以直效行銷及產品種類為干擾效果之探討
論文名稱(外文):THE MODERATING EFFECT OF DIRECTING MARKETING AND PRODUCT TYPES ON THE CUSTOMER’S PURCHASING INTENTION OF PROMOTION STRATEGY
指導教授:潘明全潘明全引用關係
指導教授(外文):Ming-Chuan Pan
學位類別:碩士
校院名稱:大同大學
系所名稱:事業經營學系(所)
學門:商業及管理學門
學類:企業管理學類
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:150
中文關鍵詞:促銷情境參考價格購買意願電視購物產品種類網路購物
外文關鍵詞:purchasing intention.promotion situationsproduct typesOnline shoppingreference pricesTV shopping
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本研究採四因子組間實驗設計,為參考價格 x產品種類 x促銷情境 ×直效行銷的實驗設計。
此外,我們同時也檢驗直效行銷的干擾效果對產品種類產生的影響。這個結果指出參考價格對於消費者的購買意願有顯著的影響,直效行銷對參考價格之消費者購買意願的交互作用有顯著的差異,即指直效行銷具有干擾效果。
In this study, we used a reference prices* promotion situations* product types * shopping mode 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 types. The results indicate that the reference prices significantly affect consumer’s purchasing intention. The interaction effects of reference prices and TV/Online Shopping have significant differences on purchasing intention. It means TV/Online Shopping have the moderating effect. We also find the product types 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 Range.. .……..………………………………………………………………4
Research Objectives 5
Research Procedure…………………………………………………………..……….6
II LITERATURE REVIEW 7
Reference Prices 7
Promotion Situations 8
Direct Marketing .10
Product Types……..………………………………………………………………….12
Purchasing Intention 13
III RESEARCH METHODOLOGY 15
Conceptual Framework …………………………………………………………….15
Research Hypotheses 17
Operational Definitions……………..……………………………………………….22
Experiment Unit ...………………….……….……………………………………….25
Experiment Product …...…..………………………………………………………...25
Experiment Design 26
Data Analysis Method .………………………………………………………………28
IV THE RESULT OF ANALYSIS 30
Variance Analysis 30
V RESEARCH CONCLUSIONS 35
The meanings of management 35
Limitations and Directions for Future Research .……………………………….. .37
BIBLIOGRAPHY 38
APPENDIX 43
VITA 80
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