臺灣博碩士論文加值系統

科技的發展加上消費者市場本身的形變；諸如，虛擬市場規模逐漸擴大、需求種類益增的老人市場、更加忙碌而掌握採購權的女性族群、隨著時代變遷而與時俱進的消費知覺與購買行為、更深入日常生活的購物虛擬通路，以及設計精良的購買誘因與促銷情境…等，引發學生對這樣高度變化與多元化的市場中的消費者購買行為的高度研究興趣。
本研究採用（2）x （3）x（2）x（2）實驗設計對研究假說進行驗證。探討高參考價格與低參考價格（2）誘因與限時，限量以及限時加限量（3）的促銷情境是否會影響消費者購買意願？並探討電視、網路購物兩項干擾變數（2）對消費者購買意願是否會產生干擾效果？以及不同知名度代言人（2）之干擾變數對消費者購買意願是否會產生干擾效果？
商品廣告代言人仍然是商品促銷活動對消費者購買意願具影響力的促銷因素之ㄧ，然而當進入電視或網路的購物模式時，廣告代言人對消費者購買意願的干擾效果，影響不顯著。透過電視或網路這樣的環境時，即是進入了ㄧ個價格透明，比價快速，資訊豐富，消費價格與商品更高的知覺環境中，代言人的魅力，被可輕易操控的選台器或發達的搜尋軟體淹沒。廣告代言人對於新世代的消費族群，無法發揮其在其他通路上所呈現的加倍效果。建議企業管理者考慮進入電視、網路購物這個銷售通路時採取廣告代言人促銷策略時，宜更加審慎。

The development of technology and the transformation of consumer market; such as the scale of virtual market has gradually expanded, the demand types have increased in the market for old people, the female groups which are more busy and control the purchasing power, the consuming consciousness and the purchasing behavior have progressed along with time vicissitude, the virtual channels of shopping penetrate even more deeply, as well as the excellent design for purchasing inducement and promotion situation, and so on; highly motivate my research interest on consumers purchasing behavior in this greatly changing and diversified market.
This study adopts (2) x (3) x (2) x (2) experimental design to clarify the research hypotheses. The suggestion by the researcher is that the business managers should take the second consideration using the advertisement spokesperson as the promotion strategy when through the TV shopping/Online shopping channels.

Page
ENGLISH BSTRACT………………………………………………iii
CHINESE ABSTRACT…………………………………………….iv
ACKNOWLEDGEMENTS……………………………..…………...v
TABLE OF CONTENTS…………………………………………..vi
LIST OF FIGURES……………………………………………….viii
LIST OF TABLES…………………………………………………ix
Chapter
Ⅰ INTRODUCTION………………………………………………….................1
1.1 Research Background and Motives……………………………………..1
1.2 Research Objectives…………………………………………………….. 5
1.3Research Procedure………………………………………………………........6
Ⅱ LITERATURE REVIEW………………………………………………….............7
2.1 Sales Promotion………………………………………………………….........7
2.2 Promotion Situation……………………………………………………........9
2.3 Shopping Mode…………………………………………………………..........10
2.4 Products Spokesperson………………………………………………….......16
2.5 Purchasing Intention………………………………………………….….....19
Ⅲ RESEARCH METHODOLOGY…………………………………………….............21
3.1 Conceptual Framework………………………………………………..…......21
3.2 Operational Definitions and Measurements……………………………..23
3.3 Research Hypotheses…………………………………………………….......26
3.4 Research Design………………………………………………………….......30
Ⅳ DATA ANALYSIS AND INTERPRETATION………………………… …..........36
4.1 Reliability Analysis………………………………………………………....36
4.2 Homogeneity of Variance Analysis………………………………………..36
4.3 Variance Analysis ……………………………………………………….....36
Ⅴ CONCLUSIONS AND SUGGESTIONS……………………………………..........40
5.1 Conclusions and Contributions…………………………………………40
5.2 The Managerial Implications……………………………………………42
5.3 Research Limitations ……………………………………………………43
5.4 Suggestions and Directions for Future Research…………….44

BIBLIOGRAPHY……………………………………………………45
APPENDIXES…………………………………………………….….49
VITA........................................74
第一章 緒論……………………………………………………………… ………76
第一節 研究動機與背景…………………………………………………… 76
第二節 研究目的………………………………………………………………79
第三節 研究流程………………………………………………………………80
第二章 文獻探討……………………………………………………………… … 81
第一節 促銷的定義與方式……………………………………………………81
第二節 促銷情境 ………………………………………………………………83
第三節 虛擬購物通路…………………………………………………………84
第四節 商品代言人……………………………………………………………88
第五節消費者購買意願……………………………………………………… 91
第三章 研究方法………………………………………………………………… 92
第一節 研究架構…………………………………………………………… 92
第二節 研究變數操作性定義與衡量…………………………………………93
第三節 研究假設………………………………………………………………95
第四節 研究設計………………………………………………………………98
第四章 實驗結果…………………………………………………………………103
第一節 信度分析…………………………………………………………… 103
第二節 變異數同質性分析………………………………………………… 103
第三節 變異數分析………………………………………………………… 103
第五章 結論與建議…………………………………………………………… 107
第一節 研究結論與貢獻…………………………………………………… 107
第二節 管理意涵…………………………………………………………… 108
第三節 研究限制……………………………………………………………109
第四節 後續研究建議………………………………………………………110
參考文獻………………………………………………………………………… 111
附錄 中文問卷……………………………………………………………………116
作者個人簡歷…………………………………………………………………… 141

王又鵬，促銷活動對消費者購買行為影響之研究，政治大學企業管理研究所博士論文，1993。

王旭民，參考價格建構方式、脈絡線索對消費者價格認知的影響，中央大學企研所未出版之碩士論文，1995年，頁20-21。

王紫炘，消費者選擇實體與虛擬通路之價值認知結構研究，國立成功大學企管研究所碩士論文，2004。

李秉倫，「折扣深度、產品屬性與促銷情境對品牌評價與購買意願影響之研究」，銘傳大學管理科學研究所碩士論文，2001年，頁16-21。

李佳勳，探討數量稀少性對個人決策偏離原有偏好之影響，中央大學企業管理研究所碩士論文，2004。

許智誠，廠商之促銷目的與促銷事件誘因特性關聯性研究－以專家及消費者觀點探討，中原大學管理學系未出版之碩士論文，1998。

曾鈐潮，大學生購物方式偏好行為之研究，國立中央大學工業管理所碩士論文，2000。

黃家蔚，促銷方式、產品涉入程度與促銷情境對消費者品牌評價與購買意願之影響，國 立 成 功 大 學企 業 管 理 研 究 所碩 士 論 文，2004年，頁22。

蔡淑妹，運動品牌代言人可信度來源因素對消費者購買意願影響之研究，國立台灣科技大學研究所碩士論文，2002。


陳秋雲，廣告代言人與FCB模型之廣告效果研究，淡江大學國際企業研究所碩士論文，2002。

彭金燕，89年碩士論文，「代言人可信度對廣告效果及購買意願影響之研究」。大葉大學事業經營研究所碩士論文。

Cheers雜誌 編譯--吳凱琳2005年4月網路驚爆記 8秒3點的網路心理

ENIGMA GfK網路購物年度調查報告

資策會ACI-IDEA

資策會／經濟部技術處「創新資訊應用研究計畫」創新應用服務研究所 III-IDEAS

日本直銷協會

Banks, Jeffrey and Sridhar Moorthy,“A Model of Price Promotions with Consumer Search,”International Journal of Industrial Organization 17, no.3 (1999):371-372.

Biswas, A. and E.A. Blair,“Contextual Effects of Reference Prices in Retail Vertisement,”Journal of Marketing 55, (1991):1-12.

Cai, Shu-Mei.“The Effect of Consumer’s Purchasing Intention on Sporting Brand Spokesperson Authentic Sourcing,” Unpublished Master’s Thesis, National Taiwan University of Science and Technology, 2002.

Campbell, L. and W. D. Diamond.“Framing and Sales Promotion: the Characteristics of a Good Deal,”Journal of Consumer Marketing 7, no.4 (1990):25-31.

Chen, Yi-Ling.“The Effect of Brand Alliance Between Television Shopping Channel and Manufacturer Brand on Perceived Quality,”Unpublished Master’s Thesis, National Taiwan University, 2004.

Della, B. A. J., Monroe, K. B. and McGinnis, J. M.“Consumer Perceptions of Comparative Price Advertisements,”Journal of Marketing Research 18, no.4 (1981):416-427.

Friedman, H. H., S. Termini and R. Washington,“The Effectiveness of Advertisements Utilizing Four Types of Endorsers,”Journal of Advertisting, Summer Vol. 5, no.3 (1976) 22-24.

Grant A.E., K.K. Guthrie and S.J. Ball.Rokeach,“Television Shopping－Media System Dependency Perspective,”Communication Research 18, no.6 (1991):773.-798.

Grewal, Dhruv and R. Krishnan, “The Effects of Store Name, Brand Name, and Price Discounts on Consumers’ Evaluations and Purchase Intentions,” Journal of Retailing 74, no.3 (1998):331-352.

Hsu, Chih-Cheng.“The Study of Relationships Between Firm Purposes and Pormotional Incentive Characteristics,”Unpublished Master’s Thesis, Chung Yuan Christian University, 1998.

Huang,.Jia-Wei “The Effect of Promotion, Production and Promotion Situation on Consumer Brand Valuation and Purchase Intention.”Unpublished Master’s Thesis, National Cheng Kung University,2004.

Inman, J. Jeffery, James S. Dyer, and Jianmin Jia.“A Generalized Utility Model of Disappointment and Regret Effects on Post-choice Valuation,”Marketing Science 16, no. 2 (1997):97-111.

Jiang, Hong-Shiang.“Consumer Decision-Making Model for Cable TV Shopping Channels.”Unpublished Master’s Thesis, National Chiao Tung University, 1995.

Keegan, Warren J. Trust: Global Marketing Management (N.J:Prentice-Hall, Inc,1989),6.

Kelman, M.C.“Processes of Opinion Change,”Public Opinion Quarterly, Vol. 25, (1961):57-78.

Lee, Chia-Hsun.“The Effect of Amount Limited on the Personal Preference.”Unpublished Master’s Thesis, Central University, 2004.

Lee, Ping-Lun.“The Study on the Effect of Discounts Depth, Product Attributes, and Situations on Brand Evaluation and Purchase Intention,”Unpublished Master’s thesis, Ming Chuan University, 2001.

Lee, Chia-Hsun,“The Effect of Amount Limited on the Personal Preference,”Unpublished Master’s Thesis, Central University, 2004.

Mathur, Lynette K., Mathur, IKE; Rangan, Nanda(1997), The wealth effects Associated with a celebrity Endorese: the Michael Jordan phenomenon, Journal of Advertising Researc, 37, no.3 (1997):67-74.


McCracken, G.,“Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process,”Journal of Consumer Research, December 16, no.3 (1989):310-321.

Miciak, R. Alan and William L. Shanklin,“Choosing Celebrity Endorsers,”Marketing Management, Chicago; winter Vol. 3, (1994):50-60.

Monroe, K. B.“Theoretical and Methodological Developments in Pricing,”in advances in Consumer Research Vol.11, eds. Thomas C. Kinnear, Provo, UT :Association for Consumer Research, (1984):636-637

Mowen, J. C., S. W. Brown & Schulman,“Theoretical and Empirical Extensions of Endorser Effectiveness,”in AMA Educators’ Conference Proceedings, Beckwith, N. et al., eds. Chicago：American Marketing Association, (1979):258-262.

Peng, Jin-Yan.“The study of Spokesperson Authentic Sourcing on Advertising Evaluation and Customer’s Purchasing,” Unpublished Master’s Thesis, Da-Yeh University, 2000.

Reynolds, F.D. and Wells, W.D. Consumer Behavior. (New York: McGraw－Hill Book co., 1977), 32.

Sherman, Straffordd P.“When You Wish Upon A Star,”Fortune, Aug. 19, (1985):50-55.

Urbany, J. E., W. O. Bearden and D. C. Weilbaker, “The Effects of Plausible and Exaggerated Reference Prices on Consumer Perceptions and Price Search,” Journal of Consumer Research 15, (1988):95-110.

Wang, Xu-Min.“The Effect of Price Construct and Venation Hint on Consumer’s Price Perceived. ”Unpublished Master’s Thesis, National Central University, 1995.

Wang, You-Bang.“The Effect of Promotion Activities on Consumer Purchasing Behavior.”PhD dissertation, National Cheng-Chi University, 1996.

Wei, Jen-Wei.“The Impacts of Bundling Types on Consumers’ Perceived Value and Purchase Intention.”Unpublished Master’s Thesis, Fujen Catholic University, 2003.



Yu, Kuo-Wei.“The Impact of Consumer and Product Characteristics on Purchase Intention in Internet Shopping”Unpublished Master’s Thesis, National Chiao Tung University, 1997.

Zeithaml, Valarie A. “Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence.” Journal of Marketing 52, 1988, no. 3,pp.2-22.

Zeng, Qian-Chao.“The Study of University Students’ Shopping Behavior,”Unpublished Master’s Thesis, Central University, 2000.

http://www.cheers.com.tw/content/053/053072.asp

http://www.cheers.com.tw/content/057/057078.asp

http://www.find.org.tw/find/home.aspx?page=focus&id=314

http://www.find.org.tw/find/home.aspx?page=many&id=134

http://www.find.org.tw/find/home.aspx?page=news&id=4258

http://www.find.org.tw/find/home.aspx?page=news&id=4179

http://www.find.org.tw/0105/news/0105_news_disp.aspx?news_id=3965

http://www.insightxplorer.com/news/news.html

http://www.isurvey.com.tw/cgi-bin/big5/file/pu50?q1=search