(35.175.212.130) 您好!臺灣時間:2021/05/15 11:06
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果

詳目顯示:::

我願授權國圖
: 
twitterline
研究生:郭紋君
研究生(外文):Kuo, Wen-Chun
論文名稱:購物網站促銷策略對消費者購買意圖之影響:消費者衝動性特質、產品涉入、網站知名度之調節變數
論文名稱(外文):The Effects of the Promotion Strategies of Online Shops on Consumers’ Purchase Intentions : Consumer Impulsivity、Product Involvement and Web Awareness as a Moderator
指導教授:張國雄張國雄引用關係
指導教授(外文):Chang, Kuo-Hsiung
口試委員:吳立偉李元恕
口試委員(外文):Wu, Li-WeiLee, YunShu
口試日期:2011-06-09
學位類別:碩士
校院名稱:東海大學
系所名稱:國際貿易學系
學門:商業及管理學門
學類:貿易學類
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:67
中文關鍵詞:促銷策略衝動性特質產品涉入網站知名度購買意圖
外文關鍵詞:promotion strategyconsumer impulsivityProduct InvolvementWeb Awarenesspurchase intentions
相關次數:
  • 被引用被引用:6
  • 點閱點閱:848
  • 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:1
過去許多促銷策略的研究都是單純以貨幣性、非貨幣性的促銷策略或者以限時限量促銷策略對消費者購買意圖進行探討,但卻沒有研究將四種促銷策略混合後進行探討。因此本研究主要是探討貨幣性限時促銷策略、貨幣性限量促銷策略、非貨幣性限時策略、非貨幣限量促銷策略對消費者購買意圖的影響,並且加入消費者衝動性特質、產品涉入以及網站知名度是否會干擾購買意圖。本研究以382位有網路購物經驗的消費者為研究樣本,進行實證分析,研究結果顯示貨幣性促銷策略對低涉入產品有顯著影響,非貨幣性促銷策略對高涉入產品有顯著影響。
There is a great deal of studies that make a study of monetary and limited time promotion strategy, nonmonetary and limited time promotion strategy, monetary and limited amount promotion strategy, and nonmonetary and limited amount promotion strategy for consumer purchasing intentions.

However, there was not a study combine these four strategies to do research. Therefore, this main intention of this study is the effects of monetary and limited time promotion strategy, nonmonetary and limited time promotion strategy, monetary and limited amount promotion strategy, and nonmonetary and limited amount promotion strategy for customers’ purchasing intentions; also, the characteristic of consumer impulsivity, the product involvement, and the popularity of website as a moderating variable.

This study is based on 382 people who have experience of shopping on the Internet as study samples. After empirical analyzing, the results of this study are the effect of monetary promotion strategy for low product involvement and the effect of nonmonetary promotion strategy for high product involvement.

目錄
摘要 I
Abstract II
表目錄 IV
圖目錄 IV
第一章 緒論 1
第一節 研究背景及動機 1
第二節 研究目的 3
第二章 研究架構與研究假說 4
第一節 購買意圖 5
第二節 促銷策略 6
第三節 產品涉入 8
第四節 消費者衝動性特質 10
第五節 網站知名度 12
第三章 研究方法 14
第一節 樣本與資料蒐集 14
第二節 變數操作型定義與衡量 17
第三節 資料處理與分析 20
第四章 研究結果與分析 24
第一節 相關分析 24
第二節 變異數分析 25
第五章 研究結論與建議 36
第一節 研究結論 36
第二節 管理意涵 38
第三節 研究限制與未來發展 40
網站參考部份 41
中文參考文獻 41
英文參考文獻 41
附錄:問卷 44
表目錄
表2 - 1促銷策略分類方式 6
表3-1研究樣本之資料特性 15
表3-2配適度衡量指標 21
表3-3構面之驗證性分析與信效度分析 23
表4-1各研究構面之敘述性統計與相關分析 24
表4-2促銷策略對購買意圖-低涉入產品ANOVA分析 25
表4-3促銷策略對購買意圖-高涉入產品ANOVA分析 26
表4-4高衝動性特質干擾促銷策略與購買意圖-低涉入產品之ANOVA分析 27
表4-5高衝動性特質干擾促銷策略與購買意圖-高涉入產品之ANOVA分析 28
表4-6低衝動性特質干擾促銷策略與購買意圖-低涉入產品之ANOVA分析 29
表4-7低衝動性特質干擾促銷策略與購買意圖-高涉入產品之ANOVA分析 30
表4-8高網站知名度干擾促銷策略與購買意圖-低涉入產品之ANOVA分析 31
表4-9高網站知名度干擾促銷策略與購買意圖-高涉入產品之ANOVA分析 32
表4-10低網站知名度干擾促銷策略與購買意圖-低涉入產品之ANOVA分析 33
表4-11低網站知名度干擾促銷策略與購買意圖-高涉入產品之ANOVA分析 34
表4-12研究假設檢定結果 35
表 5 - 1 研究結論總整理 37
圖目錄
圖 2- 1 研究架構圖 4


網站參考部份
財團法人資訊工業策進會 http://www.iii.org.tw/。

中文參考文獻
李佳勳(2004),「探討數量稀少性對個人決策偏離原有偏好之影響」,中央大學企業管理研究所碩士論文。
許智誠(1998),「廠商之促銷目的與促銷事件誘因特性關聯性研究-以專家及消費者觀點探討」,中原大學企業管理研究所碩士論文。
吳萬益(2000),「企業研究方法」,台北市:華泰總經銷。

英文參考文獻
Bagozzi, R. P., and Yi, Y. (1988), “On the Evaluation for Structural Equation Models,” Journal of the Academy of Marketing Science, 16(1), 74-94.
Bentler, P. M., and Chou, C. P. (1987), “Practical Issues in Structural Modeling,” Sociological Methods and Research, 16(1), 78-117.
Campbell, L., and Diamond W. D. (1990) , “ Framing and Sales Promotions: The Characteristics of a Good Deal ,” Journal of Consumer Marketing, 7(4), 25-31.
Chandon, P., Wansink, B., and Laurent, G. (2000), “A Benefit Congruency Framework of Sales Promotion Effectiveness,” Journal of Marketing, 64(4), 65-81.
Dholakia, U. M. (2000), “Temptation and Resistance: An Integrated Model of Consumption Impulse Formation and Enactment,” Psychology & Marketing, 17(11), 955-982.
Dodds, W. B., Monroe, K. B., and Grewal, D. (1991), “Effects of Price, Brand, and Store Information on Buyers' Product Evaluations,” Journal of Marketing Research, 28(3), 307-319.
Donthu, N., and Garcia, A. (1999), “ The Internet Shopper,” Journal of Advertising Research, 39(3), 52-58.
Engel, J. F., Blackwell, R. D., and Miniard, P. W. (1995), Consumer Behavior, Florida: The Dryden Press
Fornell, C., and Larcker, D. F. (1981), “Evaluating Structural Equation Models with Unobservable Variables and Measurement Error,” Journal of Marketing Research, 18, 39-50.
Garbarino, E. and Johnson, M. S. (1999), “The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationship,” Journal of Marketing, 63(2),70-87.
Grewal, D., Monroe, K. B., and Krishnan, R. R. (1998), “ The Effects of Price-Comparison Advertising on Buyers' Perceptions of Acquisition Value, Transaction Value, and Behavioral Intentions,” Journal of Marketing, 62(2), 46-59.
Hoyer, W. D., and Brown, S. P. (1990), “ Effects of Brand Awareness on Choice for a Common, Repeat-Purchase Product,” Journal of Consumer Research, 17(2), 141-148.
Inman, J., Dyer, J. S., and Jia, J. (1997), “A generalized utility model of disappointment and regret effects on post-choice valuation,” Marketing Science,16(2), 97.
Jarvenpaa, S. L., Tractinsky, N., and Vitale M. (2000), “Consumer trust in an Internet store,” Information Technology and Management,1(12),45-71.
Keegan, W. J., Global Marketing Management, N.J: Prentice-Hall, Inc., 1989:6.
Keller, K. (1993), “Conceptualizing, Measuring, Managing Customer-Based Brand Equity,” Journal of Marketing, 57(1), 1-22.
Moorman, C., Deshpandé, R., and Zaltman, G. (1993), “Factors Affecting Trust in Market Research Relationships,” Journal of Marketing, 57(1), 81-101.
Page, C., and Lepkowska-White, E. (2002) , “Web equity: a framework for building consumer value in online companies,” Journal of Consumer Marketing,19(3),231-248.
Palvia, P. (2009), “The role of trust in e-commerce relational exchange: A unified model,” Information and Management,46(4),213-220.
Piron, F. (1991), “Defining impulse purchasing,”Advances in Consumer Research,18(1), 509-513.
Puri, R. (1996), “Measuring and Modifying Consumer Impulsiveness: A Cost-benefit Framework,”Journal of Consumer Psychology, 5(2), 87-113.
Raghubir, P., and Corfman, K. (1999) , “When Do Price Promotions Affect Pretrial Brand Evaluations? ,”Journal of Marketing Research , 36(2), 211-222.
Rook, D. W., and Fisher, R. J. (1995), “ Normative Influences on Impulsive Buying Behavior,” Journal of Consumer Research, 22(3), 305-313.
Rook, D.W. (1987), “The buying impulse,”Journal of Consumer Research,14(2), 189-199.
Schiffman, L. G. and Kanuk L. L. (2000), Consumer Behavior, 7th ed. Upper Saddle River,N.J.: Prentice Hall.
Tan S.J.(1999), “Strategies for Reducing Consumers’ Risk Aversion in Internet Shopping,” Journal of Consumer Marketing, 16(2),163-180.
Weun, S., Jones, M.A. and Beatty, S.E. (1998) , “The development and validation of the impulse buying tendency scale,” Psychological Reports, 82,1123-1133.
Xiaoni, Z., Prybutok, V. R., and Strutton, D. (2007), “ Modeling Influences on Impulse Purchasing Behaviors During Online Marketing Transactions,” Journal of Marketing Theory and Practice, 15(1), 79-89.
Zeithaml, V. A. (1988), “ Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence,” Journal of Marketing, 52(3), 2-22.
Zaichkowsky, J. L. (1985), “Measuring the involvement construct,” Journal of Consumer Research, 12(3), 341-352.
Zaichkowsky, J. L. (1986), “Conceptualizing involvement,” Journal of Advertising, 15(2), 4-14.
Zaichkowsky, J. L. (1994), “Research notes: The personal involvement inventory: Reduction, revision, and application to advertising,” Journal of Advertising, 23(4), 59-70.

連結至畢業學校之論文網頁點我開啟連結
註: 此連結為研究生畢業學校所提供,不一定有電子全文可供下載,若連結有誤,請點選上方之〝勘誤回報〞功能,我們會盡快修正,謝謝!
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top