臺灣博碩士論文加值系統

本研究之主要目的是為了探討促銷方式對品牌權益及購買意願的影響，對行李箱消費者進行探討，探討在不同的促銷方式之下，促銷評價、品牌權益與購買意願之間的相互關聯性。本研究根據參考文獻彙整結果，將促銷方式分為金錢性促銷及非金錢性促銷，並以現金折扣及贈送贈品作為促銷工具，採用問卷調查的方式收集資料，研究產品為旅行箱，研究品牌為Samsonite及Eminent，本研究顯示出，受測者對非金錢性促銷的評價較金錢性促銷的評價高，顯示受測者對現金折扣促銷有較高偏好，當消費者面臨不同的促銷方式之下，消費者對不同的促銷誘因，會產生不同的知覺反應，進而對促銷方式的評價也會產生差異。本研究中的兩個品牌為Samsonite及Eminent，Samsonite為知名外商品牌，Eminent為台灣本土品牌，研究中發現Samsonite的品牌權益水準較Eminent高，而不同的促銷方式對品牌權益的影響也存在顯著差異，研究結果顯示贈品促銷對品牌權益的貢獻較現金促銷還要有效用。
從品牌權益的構面來看，在兩種不同的促銷方式之下，Samsonite在價值品牌權益構面上無顯著差異，而在社會形象、產品表現、品牌認同及信賴度品牌權益構面皆有顯著差異，且非金錢促銷對品牌權益的分數皆較金錢性促銷高；Eminent在社會形象、品牌認同及信賴度品牌權益構面上無顯著差異，而在產品表現及價值品牌權益構面皆有顯著差異，且非金錢促銷對品牌權益的分數皆較金錢性促銷高。在購買意願方面，Samsonite品牌的贈品促銷較折抵現金促銷更易吸引消費者購買；但Eminent品牌的購買意願，並未因促銷方式不同而有顯著差異。根據迴歸分析結果，不同促銷方式的促銷評價對品牌權益皆有正向影響，又促銷評價及品牌權益對購買意願也有正向影響，且品牌權益對購買意願的正向直接效果較促銷評價的直接效果大。

目次 頁次
中文摘要……………………………………………………………… i
英文摘要……………………………………………………………… ii
誌謝…………………………………………………………………… iii
目錄…………………………………………………………………… iv
表目錄………………………………………………………………… vi
圖目錄………………………………………………………………… vii

第一章 緒論.................................................. 1
1.1 研究背景與動機.......................................... 1
1.2 研究目的................................................ 2
1.3 研究範圍................................... .... ....... 2
1.4 研究流程................................................ 3
1.5 研究限制................................................ 4

第二章 文獻探討..............................................5
2.1促銷活動相關理論........................................ 5
2.1.1促銷活動定義......................................... 5
2.1.2 消費者促銷活動工具的分類.............................6
2.1.3 消費者行為理論為基礎的促銷理論.......................8
2.2品牌權益相關理論........................................ 9
2.2.1品牌權益的定義與概念................................. 9
2.2.2品牌權益的內涵與構面.................................15
2.2.3品牌權益的衡量.......................................16
2.3促銷活動對品牌及購買行為的影響..........................18
第三章 研究方法............................................. 20
3.1研究架構................................................20
3.2 研究假說............................................... 20
3.3研究變數的定義與衡量................... ................22
3.4 問卷設計............................................... 23
3.4.1促銷評價問卷設計..................... ...............23
3.4.2品牌權益問卷設計..................... ...............24
3.4.3購買意願問卷設計..................... ...............24
3.5 資料收集............ .................................. 25
3.6 資料分析方法........................................... 26
第四章 資料分析......... ................................... 28
4.1樣本敘述性統計..........................................28
4.2 信度分析............................................... 29
4.3 品牌權益、促銷評價及購買意願在不同促銷方式之下的分析... 29
4.3.1 不同促銷方式對品牌及促銷評價之分析................. 30
4.3.2 不同促銷方式對品牌及品牌權益之分析................. 30
4.3.3 不同促銷方式對品牌及品牌權益構面之分析............. 31
4.3.4 不同促銷方式對品牌及購買意願之分析................. 32
4.4 同種促銷方式之下，兩個不同品牌之品牌權益水準比較....... 32
4.5 路徑分析............................................... 33
4.6 假設檢定結果........................................... 39
第五章 結論與建議........................................... 41
5.1 研究結論............................................... 41
5.2 行銷意涵............................................... 42 5.3 後續研究建議…......................................... 43

參考文獻.................................................... 44
附錄一 問卷調查表........................................... 49

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參考文獻

中文參考
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2.洪順慶，行銷管理，台北：新陸書局，民國八十九年。
3.陳建霖，「促銷對品牌權益影響之研究」，雲林科技大學企業管理技術研究所碩士論文，民國八十七年。
4.夏心華，「促銷活動與產品涉入對品牌權益影響之研究」，東吳大學企業管理系碩士論文，民國八十七年。

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