臺灣博碩士論文加值系統

促銷活動為零售商刺激消費者購買意願的重要工具，促銷活動的內容非常多元，包含價格折扣和贈品促銷等。因此不同促銷方式對於購買意願與品牌評價的影響與在不同情境下的效果是本研究欲探討的目標。本研究探討金錢促銷與非金錢促銷對於購買意願與品牌評價的影響，並以產品類別與績效風險為干擾變數。

本研究以實驗設計之方式來進行，有兩組2x2的實驗。為2(促銷方式:金錢性促銷、非金錢性促銷)x2(產品類別:儲存性產品與非儲存性產品與2(促銷方式:金錢性促銷、非金錢性促銷)x2(績效風險:低績效風險、高績效風險)的實驗設計。透過敘述統計、Cronbach’s α信度檢驗、t檢定和變異數分析來進行檢驗。

研究結果為不同的促銷方式對於購買意願與品牌評價並無顯著的影響。但是在不同的產品類別與績效風險下，促銷方式對與購買意願與品牌評價有部份的影響效果。

Promotion activities are important tools to stimulate consumers’ purchase intension. They are very diverse, including price discount, buy one get free one, etc. Therefore, the effects of different promotion types on purchase intention and brand evaluation in different situations are discussed in this research. It discusses the effects of money promotions and non-monetary promotions on purchase intention and brand evaluation, and moderating effects of product category and performance risk.

This research uses experiment design, including two sets of 2x2 experiments. It contains 2 (promotions: monetary promotions and non-monetary promotions) x 2 (product category: stock products and non-stock products and 2 (promotions: monetary promotions and non-monetary promotions) x 2 (performance risk: low performance risk and high performance risk) experiment designs. The research methodologies are descriptive statistics, Cronbach's α reliability test, t test and analysis of variance test.

The research results are that the influences of different promotions on purchase intention and brand evaluation are not significant. But product category and performance risk have portion moderating effects on purchase intention and brand evaluation.

目錄..................................iv
表目錄.................................v
圖目錄.................................vi
第一章 緒論.............................1
第一節 研究動機與背景.....................1
第二節 研究目的..........................3
第三節 研究流程..........................4
第二章 文獻探討..........................5
第一節 促銷活動..........................5
第二節 購買意願..........................8
第三節 品牌評價..........................9
第四節 產品類別.........................13
第五節 績效風險.........................15
第三章 研究方法.........................17
第一節 研究架構.........................17
第二節 研究變項之操作性定義與衡量...........18
第三節 研究假說.........................21
第四節 實驗設計.........................27
第五節 分析方法.........................31
第六節 問卷設計.........................31
第四章 實證分析與結果....................33
第一節 樣本結構.........................33
第二節 信度分析.........................36
第三節 變異數分析之假設檢定................38
第四節 假設驗證結果分析...................41
第五章 結論與建議........................61
第一節 研究結論..........................61
第二節 行銷實務上的意涵...................63
第三節 研究限制.........................64
第四節 未來研究建議......................65
參考文獻...............................66
附錄一：前測問卷.........................75
附錄二：正式問卷.........................82
附錄三：實驗模擬情境廣告...................86

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2.李德治 童惠玲 (2009)，多變量分析:專題及論文常用的統計方法 臺北市: 雙葉書廊
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