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研究生:游于葶
研究生(外文):Yu-TingYou
論文名稱:以促銷活動為干擾變數探討知覺價值對購買意願的影響-以全聯與美廉社為例
論文名稱(外文):The Influence of Promotion on Perceived Value and Purchase Intention – An Empirical Study of Chen-Lian Welfare Center and Simple Mart
指導教授:莊雙喜莊雙喜引用關係
指導教授(外文):Shuang-Shii Chuang
學位類別:碩士
校院名稱:國立成功大學
系所名稱:企業管理學系碩博士班
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:2012
畢業學年度:100
語文別:中文
論文頁數:88
中文關鍵詞:知覺價值促銷活動購買意願
外文關鍵詞:Perceived ValuePromotion ActivitiesPurchase Intention
相關次數:
  • 被引用被引用:10
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  • 評分評分:
  • 下載下載:202
  • 收藏至我的研究室書目清單書目收藏:3
在全球景氣處於低迷,消費者的消費心態趨於保守,零售業者為了刺激買氣,往往會推出各類的促銷活動來吸引消費者登門選購,但零售業者如此的促銷舉動究竟會對購買意願造成何種影響,正是本研究欲探討的主軸。
本研究目的是探討消費者到超市購物時,商店形象、服務品質、知覺價值對購買意願的影響,以及在受促銷活動的干擾下,知覺價值對購買意願的關係是否會出現變化;研究對象以曾到全聯與美廉社兩家店消費過的消費者為目標,採取便利抽樣方式抽樣,共發出問卷700份,有效回收271份,回收率38.7%。所蒐集的資料利用Cronbach’s α檢驗信度,並以變異數分析、迴歸分析等統計方法進行資料分析與驗證。
研究結果顯示:(1)商店形象對知覺價值呈顯著正向關係;(2)服務品質對知覺價值呈顯著正向關係;(3)商店形象對購買意願有正向影響是部分成立的;(4)服務品質對購買意願有正向影響是部分成立的;(5)知覺價值對購買意願呈顯著正向關係;(6)促銷活動對於知覺價值對購買意願的影響不具干擾效果;(7)知覺價值在商店形象、服務品質與購買意願之間具中介效果。
As the world economy is in recession, the consumer mentality tends to be more conservative. In order to stimulate the purchasing power, retailers launch all kinds of promotions to attract customers to purchase their goods every now and then. Nevertheless, exactly what kind of influence promotions will have on consumer’s purchase intentions is the main subject this research would like to explore.
The aim of this research is to probe the effects of store image, quality of service and perceived value on the purchase intention and to see if the relationship between perceived value and purchase intention will change under the effects of promotions. An investigation was conducted on consumers who have purchased at both Pxmart and Simple Mart by the convenience sampling method. Out of 700 questionnaires, 271 valid questionnaires are collected (recovery rate: 38.7%). The Cronbach’s α method is applied to inspect the reliability of the collected data. Then the data analysis and verification are conducted with statistical methods such as analysis of variance and regression analysis.
The results of this study demonstrate that: (1)Store Image positively and significantly influenced Perceived Value. (2)Service Quality positively and significantly influenced Perceived Value. (3)Store Image has partly positive influence on Purchase Intention. (4)Service Quality has partly positive influence on Purchase Intention. (5)Perceived Value positively and significantly influenced Purchase Intention. (6)Promotions Activities do not interfere with the effects of Perceived Value on Purchase Intention. (7)Perceived Value has mediating effect on the relationship between Store Image, Service Quality and Purchase Intention.
摘要 II
Abstract III
表目錄 VII
圖目錄 IX
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 5
第三節 研究範圍 5
第四節 研究流程 5
第二章 文獻探討 7
第一節 超級市場概述 7
第二節 商店形象 10
第三節 服務品質 15
第四節 知覺價值 24
第五節 購買意願 27
第六節 促銷活動 29
第三章 研究方法 33
第一節 研究架構 33
第二節 研究假說 34
第三節 研究變數、操作性定義與衡量 35
第四節 問卷預試 39
第五節 資料分析方法 40
第四章 實證分析與結果 43
第一節 敘述性統計分析 43
第二節 因素分析及信度檢定 48
第三節 人口統計變數在各研究變數之差異性分析 52
第四節 迴歸分析 58
第五章 結論與建議 64
第一節 研究結論 64
第二節 研究貢獻 69
第三節 管理意涵 69
第四節 研究限制與後續研究建議 71
參考文獻 73
附錄-正式問卷 85

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三、網路資料
104市調中心,「品牌搜查線-連鎖超市」,網站:http://www.104survey.com/faces/newportal/viewPointCtx.xhtml?researchId=303
台經院產經資料庫,2011,「2012年綜合商品零售業景氣趨勢調查速報」,網站:
http://tie.tier.org.tw/db/article/list.asp?code=IND29&ind_type=topind
全聯福利中心,網站:http://www.pxmart.com.tw/aboutpxmart/CompanyA-2010.htm
行政院主計總處,2011,「行業標準分類」,網站:http://www.dgbas.gov.tw/ct.asp?xItem=28854&ctNode=5479&mp=1
美廉社,網站:
http://www.simplemart.com.tw/intro.aspx
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