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研究生:梅玉笙
研究生(外文):Mei Yu-sheng
論文名稱:口碑、產品屬性、促銷方式與通訊系統對手機使用者購買意願影響之研究
論文名稱(外文):Discussion The Impact of Word-of-Mouth, Promotion Type, Product attributes and Mobile Network system on Phone User Purchase Intention
指導教授:洪世雄洪世雄引用關係
指導教授(外文):Hung shih-Hsiung
學位類別:碩士
校院名稱:中國文化大學
系所名稱:國際企業管理研究所
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:2007
畢業學年度:95
語文別:中文
論文頁數:154
中文關鍵詞:PHS口碑產品屬性通訊系統功率價格促銷
外文關鍵詞:PHSword-of-mouthproduction attributesmobile network systempowerprice promotion
相關次數:
  • 被引用被引用:17
  • 點閱點閱:580
  • 評分評分:
  • 下載下載:35
  • 收藏至我的研究室書目清單書目收藏:6
由於3G時代的來臨,使的廠商為因應產生更多元的促銷方式並開發更多元的手機功能。另由於上網人口的不斷增加,網友可利用網路平台對手機作出不同的好壞評價,使的網路口碑的影響性較以往大增。而過去的研究中,並未衡量通訊系統是否會造成對消費者的影響。故本研究將以口碑、產品屬性、促銷方式、並加入通訊系統為干擾變項來探討其對於手機使用者購買意願的影響。
本研究把口碑分為網路與實體口碑正反面評價來衡量,而產品的屬性則綜合過去的研究及現今市場上手機的功能來衡量產品屬性的變項。在促銷方式方面,則以「價格促銷」與「非價格促銷」兩種分類來衡量。干擾變項則以兩種通訊系統,「高功率通訊系統」與「低功率系統」來加入探討。並以問卷調查的方式,了解其對於購買意願的實際影響。
根據資料分析的結果,本研究發現不同的口碑方式對購買意願皆具有影響,而其中又以網路口碑的影響較大。消費者會因手機的不同產品屬性及促銷方式而影響其購買意願。此外,若加入不同通訊系統來探討後,發現高功率通訊系統的購買意願較低功率通訊系統的購買意願高。
With mobile phone technology developing , resulting in mobile operator got using variety of promotion type, and develop new function on mobile phone. Beside, surfing internet of people continuously increased, and people could criticize the phone by surf-ing the net ,so that the impact of electronic word-of-mouth arised than pass. Moreover, the research in pass didn’t examine the impact of mobile network on consumer. Hence, the research use word-of mouth, product attributes, promotion type, and mobile network system to discuss mobile phone user purchase intention.
This research divide word-of-mouth type into electronic word-of-mouth and word-of-mouth. Product attitude examines mobile phone function by integrating the pass research and reflect mobile phone market state of play. The research also dived promotion into price promotion and non price promotion. Moderate variable chooses mobile network to add to discuss and separate that into high power system and low power system. Furthermore, this research adopts to questionary research to examine the impact on mobile phone user purchase intention.
According to data analysis outcome, the research finds that different word-of-mouth type influence the purchase intention, and word-of-mouth have much more impact on that. Consumer influenced from different product attributes and promo-tion type on purchase intention. Additionally, after adding mobile network system to discuss, high power network system have much more impact than low network system on purchase intention.
中文摘要 ..................... iii
英文摘要 ..................... iv
誌謝辭  ..................... vi
內容目錄 ..................... vii
表目錄  ..................... ix
圖目錄  ..................... xii
第一章  緒論................... 1
  第一節  研究背景............... 1
  第二節  研究問題與研究目的.......... 3
第三節  研究範圍............... 5
第四節  研究流程............... 5
第二章  文獻探討................. 7
  第一節  口碑的相關文獻............ 7
  第二節  促銷活動的相關文獻.......... 20
第三節 產品屬性的相關文獻.......... 30
第四節 通訊系統的相關文獻.......... 35
第五節 購買意願的相關文獻.......... 46
第六節 各變數間與購買意願間的關係...... 50
第三章 研究方法................. 54
第一節 研究架構............... 54
第二節 變數之操作性定義與衡量........ 54
第三節 研究假設............... 63
第四節 問卷設計............... 68
第五節 資料收集............... 72

第六節 分析方法............... 73
第四章 資料分析................. 76
第一節 基本資料分析............. 76
第二節 敘述統計分析............. 78
第三節 信度與效度分析............ 84
第四節 相關分析............... 88
第五節 迴歸分析............... 90
第六節 人口統計變數之變異數分析....... 115
第三章 結論與建議................ 119
  第一節  研究結論............... 119
  第二節  研究貢獻與實務建議.......... 122
第三節  研究限制與後續研究建議........ 124
參考文獻 ..................... 127
附錄A 研究問卷(高功率)............... 147
附錄B 研究問卷(高功率)............... 151
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