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研究生:徐慧玲
研究生(外文):Hsu, Hui-Ling
論文名稱:量販店叫賣促銷活動效果之研究~以大潤發新竹忠孝店為例
論文名稱(外文):The Impact of Bark on customer purchase intention: Evidence from HsinchuZhongxiao Store of RT-MART
指導教授:陳基國陳基國引用關係陳銘璋陳銘璋引用關係
指導教授(外文):Chen, Kee-KuoChen, Ming-Chang
口試委員:陳基國陳銘璋黃承傳王烑炫
口試委員(外文):Chen, Kee-KuoChen, Ming-ChangHwang, Cherng-ChwanWang, Jaw-Shen
口試日期:2012-07-05
學位類別:碩士
校院名稱:育達商業科技大學
系所名稱:行銷與流通管理所
學門:商業及管理學門
學類:行銷與流通學類
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:44
中文關鍵詞:量販店叫賣促銷資訊溝通消費情緒
外文關鍵詞:hypermarketsbarkinformation communicationconsumer sentiment
相關次數:
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量販店是以光線亮麗、舒適寬敞的購物環境為訴求,但為提供消費者即時資訊,增加消費者購買意願,常以叫賣方式促銷商品,也因此帶來吵雜之環境,會使喜歡賣場寧靜之情境顧客感覺到不愉悅,因此叫賣促銷對業者是得是失,頗值得探討。本研究以大潤發新竹忠孝店生鮮部為例,探討叫賣促銷活動是否會影響消費者的購買意願。研究結果顯示:能提供正確資訊的叫賣促銷活動對顧客購買意願有正面的影響,且明顯的大於因叫賣造成的負面購買情緒所減少的購買意願。此效果不會因性別、職業、年齡、教育程度及婚姻狀況,而有不同的結果。
Bright light and comfortable and spacious shopping environment make a distractive difference between hypermarkets and traditional markets. However, for providing timely promotional information, the hypermarket of Taiwan usually barks the target goods to attract shopping consumers. The purpose of this study is to explore the impact of barks on the customer purchase intention. After analyzing data surveyed from HsinchuZhongxiao Store of RT-MART, it is found that the bark have a significantly positive influence on customer purchase intention, and that this influence is large enough to offset the negative sentiment effect caused by the bark on the customer purchase intention. The social-economic variables including age, sex, occupation, education and married status have no significant effect on the customer purchase intention.
誌謝
中文摘要
英文摘要
目錄
表目錄
圖目錄
一、緒論
1.1 研究背景與動機
1.2 研究目的
1.3 研究流程
1.4 研究限制
二、文獻探討
2.1 促銷活動
2.1.1 促銷活動定義
2.2 資訊傳遞
2.2.1 聽覺
2.2.2 資訊蒐集
2.2.3 溝通的過程
2.3 消費情緒
2.3.1 情緒的定義與種類
2.3.2 情緒的相關研究
2.3.3 消費者情緒與購買意願
2.4 社經屬性
2.4.1 性別
2.4.2 教育
2.4.3 職業
2.4.4 年齡
2.5 購買意願
三、研究方法
3.1 研究架構
3.2 研究假說
3.3 問卷設計
3.4 資料統計與分析方法
四、樣本信度
4.1 樣本結構
4.2 信度分析
4.2.1 相關分析
4.2.2 構面分析
五、模式建構與分析結果
5.1 實證模式
5.2 研究結果
六、結論與後續研究建議
6.1 研究結論
6.2 後續研究建議
參考文獻
問卷

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