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研究生:陳俊明
研究生(外文):Chen, ChunMing
論文名稱:從心理帳冊觀點探討產品與贈品的關係
論文名稱(外文):The Relationship of Target Product and Free Gift:A Mental Accounting Perspective.
指導教授:陳怡穆陳怡穆引用關係
指導教授(外文):Chen, YiMu
口試委員:陳怡穆蔡璧如黃增隆
口試委員(外文):Chen, YiMuTsai, PiJuHuang, TsengLung
口試日期:2013-06-07
學位類別:碩士
校院名稱:義守大學
系所名稱:企業管理學系
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:2013
畢業學年度:101
語文別:中文
論文頁數:103
中文關鍵詞:產品服務贈品心理帳冊知覺風險
外文關鍵詞:ProductServiceFree giftMental accountingPerceived Risk
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近年來,由於消費市場競爭激烈,各行各業為了吸引消費者光顧,紛紛推出各種促銷活動。以期在短期內的促銷活動刺激消費者能夠產生立即的購買行為,因此行銷人員必須了解各種促銷方式對於消費者知覺風險的影響。

無形的「服務」比有形的「產品」存在更大的知覺風險。另一方面,業者的促銷手法也可分為有形與無形。例如,提供贈品為有形的促銷手法,而提供服務則為無形的促銷方式。本研究試圖探討消費者面臨購買的主產品為產品或服務時,選擇搭配那一種贈品型態 (贈品/服務) 可降低消費者的知覺風險。並加入心理帳冊的概念,進一步討論消費者知覺帳戶(主產品與贈品為同一帳戶或非同一帳戶)的干擾效果。

本研究使用實驗設計方法 (提供故事腳本方式) 創造出8組不同情境,有效樣本共計300份。採用變異數分析 (ANOVA) 進行資料分析與假說檢定。結果顯示不同的產品類別,對於消費者之各知覺風險構面具有顯著的差異。購買有形的產品之知覺風險小於購買無形的服務之知覺風險;產品類別與促銷方式對知覺風險呈現正向關係,在「有形/服務」與「贈品/服務」的交互作用下,購買有形的產品,搭配贈品促銷,使消費者所認知到的風險最低;購買無形的服務,搭配服務促銷,使消費者所認知到的風險最高。知覺帳戶的干擾效果未得顯著結果。本研究同時提出相關的建議予行銷從業人員參考。


In recent years, many companies are now facing fierce competition. Marketers have introduced a variety of promotional activities to attract consumers to purchase. Promotion is the common strategies to stimulate consumers’ buying behavior in a short time. Therefore, that understanding how promotion methods affect consumers' perceived risk is necessary for marketing workers.

Intangible service exhibits greater perceived risk than tangible product from consumers’ perspectives. Extended definition of product can be divided into tangible and intangible. In this research, consumers’ perceived risk of product combinations, the types of target product and free gift are explored. Moreover, consumer perceived target product and free gift in one account or two different accounts are adopted as a moderator.

Eight scenarios, 2 (target product: tangible/intangible) X 2 (free gift: tangible/intangible) X 2 (mental account: one/two), are created. A total of 300 valid samples are collected. Analysis of variance (ANOVA) is adopted to test hypotheses. The results show that consumers perceived different risk in different types of target product and free gift combination. But, in this research, cannot find significant effect of the moderated variable, number(s) of consumers’ perceived account. Related marketing suggestions and further research recommendations are provided.


目 次
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
第三節 研究流程 4
第二章 文獻探討 5
第一節 產品類別 5
第二節 促銷方式 9
第三節 知覺風險 13
第四節 心理帳冊 20
第三章 研究方法 25
第一節 觀念性研究架構 25
第二節 研究假設 26
第三節 變數之操作型定義 27
第四節 研究範圍與對象 28
第五節 前測 29
第六節 實驗設計 33
第四章 研究結果與分析 36
第一節 樣本資料分析 36
第二節 信度檢驗 40
第三節 變異數分析 42
第五章 結論與建議 60
第一節 研究結論 60
第二節 行銷實務上建議 62
第三節 研究限制與未來研究方向 65 
參考文獻 66
一、中文部分 66
二、英文部分 66
附錄A(前測問卷一) 70
附錄B(前測問卷二) 73
附錄C(正式問卷) 74

表 次
表2-1 產品類別分類彙整 8
表3-1 研究假設 26
表3-2 高價位價格區間分析 30
表3-3 低價位價格區間分析 30
表3-4 平板電腦贈品價格/價值次數分配 32
表3-5 國內套裝旅遊行程贈品價格/價值次數分配 32
表3-6 隨身碟贈品價格/價值次數分配 32
表3-7 看電影贈品價格/價值次數分配 33
表3-8 正式實驗組別 33
表4-1 正式問卷之樣本數 36
表4-2 正式問卷之樣本結構 37
表4-3 平板電腦敘述統計量 37
表4-4 國內套裝旅遊之敍述統計量 38
表4-5 隨身碟敘述統計量 38
表4-6 看電影敘述統計量 38
表4-7 高價位組產品類別與促銷方式樣本結構 39
表4-8 低價位產品類別與促銷方式樣本結構 39
表4-9 高價位各構面之信度值 40
表4-10 低價位各構面之信度值 41
表4-11 高價組產品類別與各風險構面之單因子變異數分析結果 43
表4-12 低價組產品類別與各風險構面之單因子變異數分析結果 44
表4-13 驗證假說H1 45
表4-14 高價產品類別、促銷方式與各構面風險之單因子變異數分析 46
表4-15 產品類別、促銷方式與時間風險之描述性統計量(高價組) 46
表4-16 產品類別、促銷方式與身體風險之描述性統計量(高價組) 47
表4-17 產品類別、促銷方式與功能風險之描述性統計量(高價組) 47
表4-18 低價產品類別、促銷方式與各構面風險之單因子變異數分析 48
表4-19 產品類別、促銷方式與整體風險之描述性統計量(低價組) 49
表4-20 產品類別、促銷方式與財務風險之描述性統計量(低價組) 49
表4-21 產品類別、促銷方式與身體風險之描述性統計量(低價組) 50
表4-22 產品類別、促銷方式與功能風險之描述性統計量(低價組) 50
表4-23 產品類別、促銷方式與心理風險之描述性統計量(低價組) 51
表4-24 驗證假說H2 51
表4-25 高價組產品類別、促銷方式與知覺帳戶對各構面風險分析 53
表4-26 產品類別、促銷方式與知覺帳戶對身體風險統計量(高價組) 53
表4-27 產品類別、促銷方式與知覺帳戶對功能風險統計量(高價組) 54
表4-28 低價組產品類別、促銷方式與知覺帳戶對各構面風險分析 55
表4-29 產品類別、促銷方式與知覺帳戶對整體風險統計量(低價組) 56
表4-30 產品類別、促銷方式與知覺帳戶對財務風險統計量(低價組) 57
表4-31 驗證假說H3 58


圖 次
圖1-1 研究流程圖 4
圖2-1 價值方程式圖 22
圖3-1 觀念性架構圖(1) 25
圖3-2 觀念性架構圖(2) 26
圖3-3 實驗設計流程圖 29


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