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研究生:林芸光
研究生(外文):YUN-KUANG LIN
論文名稱:不同類型消費者在促銷之下的行為意圖
論文名稱(外文):he Behavior of Different Consumer Types under Sales Promotion
指導教授:葉明義葉明義引用關係
指導教授(外文):Ming-Yih Yeh
口試委員:葉明義
口試日期:2011-06-24
學位類別:碩士
校院名稱:國立臺灣科技大學
系所名稱:管理學院MBA
學門:商業及管理學門
學類:其他商業及管理學類
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:24
中文關鍵詞:個人差異小氣鬼奢侈鬼促銷
外文關鍵詞:Individual DifferencesTightwadsSpendthriftsPromotion
相關次數:
  • 被引用被引用:1
  • 點閱點閱:221
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:0
本研究檢驗消費者在日常生活中普遍發生但被忽略探討的促銷話題-常見的促銷手法如何影響消費者的購買行為。從兩個實驗中驗證,當賣方使用免費禮物的促銷方法,花錢不敏感的奢侈鬼(Spendthrifts)比起對於花錢總是斤斤計較的小氣鬼(Tightwads)有較高的價格公平知覺與購買意願(experiment 1)。此外,本研究進一步發現,兩類型消費者僅在折價促銷標示明確時間限制時產生出差異性的購買意願(experiment 2)。本研究的發現除了擴充對於小氣鬼和奢侈鬼的探討範圍,並可以幫助行銷者增加促銷活動的效益。
This research examines pervasive but ignored promotions situation which consumers encounter in life-how they influence on purchase behavior. We demonstrate from two studies that Spendthrifts who spend with no sensitivity have higher perception of price fairness and purchase intention than Tightwads who spend with calculating when seller provides free gift promotion(experiment 1)。Moreover, This study has further findings that two types of customers have differentiation purchase intention only when price reduction promotion with explicit time limit.(experiment 2)。These findings can not only expand Tightwads and Spendthrifts’ research scopes, but also help marker to increase the effectiveness when they hold promotion activities.
摘要 I
ABSTRACT II
誌謝 III
目錄 IV
第一章 緒論 1
第一節 研究動機與目的 1
第二章 文獻探討 4
第一節 折價與免費禮物促銷 4
第二節 小氣鬼與奢侈鬼 4
第三節 價格不公平知覺 5
第四節 限制與限時因素 7
第三章 實驗一:消費者類型與促銷類型對價格公平性和購買意願之影響 10
第一節 研究架構與假說 10
第二節 研究設計 10
第二節 研究結果與設計 11
第三節 討論 13
第四章 實驗二:消費者類型與折價促銷類型對購買意願之影響 15
第一節 研究架構和假說 15
第二節 研究設計 15
第三節 研究結果與分析 16
第四節 討論 17
第五章 結論與建議 18
第一節 研究貢獻 18
第二節 管理意涵 18
第三節 未來展望 19
參考文獻 21
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