臺灣博碩士論文加值系統

促銷已是一個探討已久的課題，然而多年來國內外對於促銷的研究多半是來自於金錢性的促銷工具，如折扣和折價券，且當企業經常以金錢性的促銷工具為手段時亦會所帶來部分的負面影響。近年來，國內便利商店業者競相投入贈品促銷的策略，掀起了各種形式之贈品促銷大戰，搶占贈品促銷活動所能帶來的無限商機。本研究主要是探討台灣便利商店之贈品促銷活動、商店品牌形象、顧客滿意度、商店環境、消費者購買行為之間關係影響，並經由結構方程模式的運用，藉此瞭解國內便利商店贈品促銷活動之現象，提出其管理意涵與擬訂對應的行銷策略。

綜合本研究之實證分析結果與討論，本研究之主要研究發現及其重要義涵，分別為：(1)研究模式的適配度：經由結構方程模式的適配度檢定，可以發現本研究整體理論模式適配符合達到可接受的適配度檢定標準，表示本研究的架構模型可獲得支持。(2)贈品促銷活動、商店品牌形象、顧客滿意度、商店環境、消費者購買行為之
間關係影響中，發現贈品促銷活動對便利商店顧客滿意度、便利商店顧客滿意度對消費者購買行為、便利商店實體環境對消費者購買行為的直接影響效果是不顯著的。
但在贈品促銷活動對消費者購買行為、贈品促銷活動對便利商店品牌形象、便利商店品牌形象對消費者購買行為、便利商店品牌形象對顧客滿意度、便利商店顧客滿意度對商店品牌形象、便利商店實體環境對消費者購買行為、便利商店實體環境對商店品牌形象、便利商店實體環境對顧客滿意度的直接影響效果是產生顯著的效果。最後，本研究的樣本結構發現，大部分對於贈品促銷產生購買行為的消費者族群都來自於學生族群，然而學生族群的消費能力有限，因此，建議便利商店業者可以選擇擴大促銷的族群，不論在贈品的選擇上，甚至推出符合更廣泛消費族群的促銷手法，藉此搶佔更大的市場，增加更多族群的消費額度。

目錄
頁次
中文摘要............................................ Ⅲ
目錄................................................ Ⅳ
表目錄...............................................Ⅴ
圖目錄.............................................. Ⅴ
第一章 緒論…........................................1
第一節 研究背景與動機.............................1
第二節 研究目的.............................. ....2
第三節 研究範圍.............................. ....2
第四節 研究流程.................................. 3
第二章 文獻探討..................................... 5
第一節 促銷之類型與定義以及促銷活動種類.......... 5
第二節 商店形象...................................9
第三節 顧客滿意度............................... 13
第四節 商店環境................................. 15
第五節 消費者購買行為........................... 16
第三章 研究方法.....................................20
第一節 研究架構..................................20
第二節 研究假設..................................21
第三節 研究變數衡量與操作性定義..................23
第四節 問卷設計..................................26
第五節 抽樣設計..................................28
第六節 資料分析方法..............................29
第四章 資料分析與實證結果...........................30
第一節 樣本資料收集與概述........................30
第二節 信度與效度分析............................34
第三節 結構方程式模式分析........................36
第五章 討論與實務管理意涵...........................43
第一節 實證研究結果與討論........................43
第二節 實務管理意涵..............................45
第六章 結論與研究限制...............................46
第一節 結論......................................46
第二節 研究限制..................................46
第三節 未來後續研究建議..........................47
參考文獻............................................48
附錄、問卷..........................................53
圖目錄
頁次
【圖1-1】研究流程圖..................................4
【圖3-1】研究架構...................................20

表目錄
頁次
【表3-1】操作行定義.................................25
【表3-2】問卷設計內容...............................26
【表4-1】受訪者樣本人口統計變數.....................31
【表4-2】受訪者樣本消費概況.........................32
【表4-3】便利商店贈品促銷形式概況...................33
【表4-4】信度分析...................................34
【表4-5】估計參數的相關值...........................37
【表4-6】整體模式適配度檢驗標準.....................38
【表4-7】本研究之整體模式配適度檢定.................39
【表4-8】本研究各假設適配度檢定.....................40
【表4-9】本研究各個假說驗證.........................41
【表4-10】理論結構模式路徑係數與假說驗證............42

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黃芳銘(民94)。社會科學統計方法學-統計方程式模式，台北:五南。