臺灣博碩士論文加值系統

儘管近年來家戶的平均所得及可支配所得都較往年增加，然而相對地，在什麼都漲唯有薪水不漲的年代，使得消費者越來越會精打細算，好好看管自己的荷包，因此越來越多的企業為了刺激買氣，而推出琳瑯滿目的優惠方案，以冀提高消費者的購買意圖。實務上最常見到集點送贈品、滿額現金回饋、折價券等促銷方式，使得企業業績可在短期內大幅成長。然而這些促銷方案真如企業所預期，可以提高消費者購物金額嗎？若真如企業所預期，那這些促銷方法到底如何促使消費者自掏腰包購買商品？因此本研究將針對忠誠方案、滿額現金回饋及折價券價值進一步探討，藉此了解當消費者受到吸引後，進而會採取什麼行為。此外，試圖探究當企業只提供單一促銷手法時，消費者之心態轉變；若企業同時提供兩種促銷方案，消費者之購物心態是否轉變會更大？
本研究研究目的，主在探討忠誠方案、滿額現金回饋及折價券價值對荷包佔有率之影響。研究方法採用2 × 3實驗設計，以購買筆記型電腦之行為進行研究設計。實驗一主探討忠誠方案（低門檻/高門檻）× 滿額現金回饋（滿萬送千/滿千送百/滿百送十）對荷包佔有率之影響；實驗二主探討折價券價值（折現金/享折扣）× 滿額現金回饋（滿萬送千/滿千送百/滿百送十）對荷包佔有率之影響。
研究結果發現如下：（一）低門檻之忠誠方案較容易吸引消費者興趣，進而提高提高荷包佔有率。（二）折價券價值對荷包佔有率有部分顯著性影響，其中以享折扣之折價券價值較容易提高荷包佔有率。（三）忠誠方案與滿額現金回饋對荷包佔有率無交互作用。（四）折價券價值與滿額現金回饋對荷包佔有率無顯著交互作用。

Although the average income of every family is higher than ever, but everything is more expensive than many years ago, according to that, consumers want to save money, so they will be a price sensitive person. However, many companies use several of new type promotion activities to attract consumers. Many companies use many kinds of promotion tool, cash reward and coupon to attract consumers and let them be willing to buy more goods. Do these promotion tools really work? If that is true, how do the companies let their consumers buy more goods by these promotion tools? So this article will focus on loyalty programs, cash reward and coupon value, to know when consumers are attracted by these promotion projects, what will they do next? To discuss how one promotion tool and two promotion tools usage influences on final purchase behaviors?
The main purpose of this article is using 2 × 3 experimental design to discuss the effect of loyalty programs, cash reward and coupon value on share of wallet. First experiment: Discussing how loyalty program and cash reward affect the share of wallet. Second experiment is treating about coupon value and cash reward affecting share of wallet.
The results are as follow:
1. Loyalty program with lower threshold can easily improve customer’s share of wallet.
2. The effect of coupon value on share of wallet has partial significance, but according to the mean, the discount of coupon value can raise customer’s share of wallet.
3. There isn’t interaction between loyalty programs and cash reward.
4. There isn’t interaction between cash reward and coupon value.

謝誌……………................………………………………………………………..... Ⅰ
中文摘要……………………………………………………………………........... II
英文摘要……………………………………………………………………........... Ⅲ
目錄…………………………………………………………………….................... IV
表目錄……………………………………………………………………............... VI
圖目錄……………………………………………………………………..............VII
第一章 緒論…………………………………………………………………….....1
第一節 研究背景與動機…………………………………………………….....1
第二節 研究目的…………………………………………………………….....3
第二章 文獻回顧……………………………………………………………....... 4
第一節 促銷相關理論……………………………………………………….....4
第二節 忠誠方案……………………………………………………….……. 10
第三節 折價券價值…………………………………………………….……. 16
第四節 滿額現金回饋…………………………………………………..…… 21
第五節 荷包佔有率……………………………………………………..…… 23
第六節 忠誠方案與荷包佔有率之關係………………………………..…… 27
第七節 忠誠方案和滿額現金回饋與荷包佔有率之關係……………..…… 29
第八節 折價券價值與荷包佔有率之關係……………………………..…….30
第九節 折價券價值和滿額現金回饋與荷包佔有率之關係…………..…… 31
第三章 研究方法………………………………………………………..………32
第一節 研究架構與假說…………………………………………………….. 32
第二節 變數之操作性定義…………………………………………………...34
第三節 研究設計……………………………………………………………...36
第四章 研究結果………………………………………………………….....….43
實驗一 忠誠方案與滿額現金回饋對荷包佔有率之影響………………..… 43
實驗二 折價券價值與滿額現金回饋對荷包佔有率之影響……………..… 48
第五章 結論與討論…………………………………………………...…...…...55
第一節 重要研究發現與討論……………………………………………….. 55
第二節 實務意涵................…………………………………………………...57
第三節 研究限制及未來建議………………………………………………... 59
參考文獻………………………………………………………………………...... 60
附錄………………………………………………………………………………... 67
附錄一 正式問卷宣傳廣告單………………………………………………...72
附錄二 正式問卷問項………………………………………………………...75

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