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研究生:蘇裕軒
研究生(外文):Su-Yu-Shiuan
論文名稱:國際知名品牌贈品促銷購買意願-以數位相機為例
論文名稱(外文):The Study on The Influence of Premiumn Promotion and Purchase Intentionwell-known Brand- An Example of Digital Camera Products
指導教授:莊銘國莊銘國引用關係
指導教授(外文):Chuang, Ming-Kuo
口試委員:杜壯封德台
口試日期:2010-06-28
學位類別:碩士
校院名稱:大葉大學
系所名稱:國際企業管理學系碩士班
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:2011
畢業學年度:99
語文別:中文
論文頁數:73
中文關鍵詞:贈品促銷購後失調再購意願
外文關鍵詞:premium promotionpost purchase dissonance
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本研究旨在探討價格促銷、購後失調與顧客滿意度對再購意願間之關係,本研究以台灣地區曾經購買國際知名品牌數位相機之消費者為研究對象,透過便利性抽樣進行問卷調查,共回收439份有效問卷(回收率73.16%),本研究使用SPSS與AMOS統計軟體,採結構方程模式(SEM)來進行實證研究。
研究結果發現(1)價格促銷對購後失調有顯著正向影響,並未獲得支持;(2)購後失調對顧客滿意度有顯著負向影響;(3)顧客滿意度對再購意願有顯著正向影響;(4)購後失調對再購意願有顯著負向影響;此外(5)顧客滿意度對購後失調與再購意願不具有中介效果。

The purpose of this study is to explore the relation among price promotion, post-purchase dissonance, customer satisfaction and repurchase intention. We used conveni-ence sampling for research method, and returned the 439 valid questionnaire in total (valid return rates of 73.16%) from those consumers who had bought the well- known luxury handbag. This research adopted SPSS and AMOS statistical Software and the li-near structural relation model to test the verification of the research hypothesis.
The results show that (1) price promotion do not have positive significantly influ-ence on post-purchase dissonance; (2) post-purchase dissonance have negative signifi-cantly influence on customer satisfaction; (3) customer satisfaction have positive signif-icantly influence on repurchase intention; (4) post-purchase dissonance have negative significantly influence on repurchase intention; furthermore (5) customer satisfaction do not have mediating role in the relationship between post-purchase dissonance and re-purchase intention.

中文摘要 ...................... iii
英文摘要 ...................... iv
誌謝辭  ...................... v
內容目錄 ...................... vi
表目錄  ...................... vx
圖目錄  ...................... x
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  研究流程................ 2
第二章  文獻探討.................. 4
  第一節  促銷活動與贈品促銷........... 4
  第二節  購後失調................ 10
  第三節  滿意度................. 11
  第四節  再購意願................ 14
  第五節  變數間之關係研究............ 17
第三章  研究方法.................. 21
  第一節  研究架構與假說............. 21
  第二節  操作型定義與衡量............ 22
  第三節  問卷設計................ 24
  第四節  資料蒐集................ 24
  第五節  資料分析方法.............. 24
第四章  研究方法.................. 29
  第一節  前測分析................ 29
  第二節  敘述性統計............... 31
  第三節  人口統計變數與各構面之關係....... 33
  第四節  信度與效度分析............. 37
  第五節  結構模式建立與分析........... 42
第五章  結論與建議................. 49
  第一節  研究結論................ 49
  第二節  管理意涵與理論意涵........... 51
  第三節  研究限制................ 52
  第四節  未來研究建議.............. 52
參考文獻 ........ ..............53
附錄A 研究問卷..... .............. 68

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