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研究生:詹雅安
研究生(外文):Ya-An Chan
論文名稱:整合性行銷溝通對消費者知覺價值與購買意願之研究─以平價服飾為例
論文名稱(外文):A Study of Integrated Marketing Communication on Consumer''s Perceived Value and Purchase Intention- The Case of Budget Fashion
指導教授:陳瑞貴
指導教授(外文):Jui-Kuei Chen
口試委員:莊忠柱馬財專
口試日期:2013-06-20
學位類別:碩士
校院名稱:淡江大學
系所名稱:未來學研究所碩士班
學門:社會及行為科學學門
學類:綜合社會及行為科學學類
論文出版年:2013
畢業學年度:101
語文別:中文
論文頁數:64
中文關鍵詞:平價流行服飾整合性行銷溝通知覺價值購買意願結構方程模型
外文關鍵詞:Budget FashionsIntegrated Marketing CommunicationPerceived ValuePurchase IntentionStructural Equation Model
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根據行政院主計處的統計資料顯示,消費者物價指數在2010年年增率為0.96%,2011年為1.42%,2012年為1.93%,可看出物價指數是逐年上升,但是年所得並沒有上升,民眾的薪資沒有提高,但是物價卻是越來越高的情況下,貧富的差距拉大,因此民眾的消費習慣也就分成了平價與頂級消費此兩種區塊。在M型的社會下,現今消費者越來越精打細算,以創造更經濟的平價奢華,也對各種行銷活動越來越敏感,因此平價流行服飾逐漸受到重視。本研究針對29(含)歲以下的青年族群做問卷調查,探討平價流行服飾的整合性行銷溝通、消費者的知覺價值、購買意願之間的影響。
本研究共計完成250份有效問卷,使用結構方程模型(SEM)分析研究變數之間的關係,研究結果發現:一、「整合性行銷溝通」對消費者「知覺價值」的影響有顯著正相關,消費者會受到廣告(例如:平面或電子廣告等)、促銷活動、公共報導的好壞、會因銷售人員的推銷或建議以及新型態的行銷方式等的吸引。其結果顯示若企業能夠將各種行銷方式加以整合,使消費者感覺良好時,必定能夠增加消費者的購買意願;二、消費者「知覺價值」對「購買意願」有顯著正相關,當消費者對於商品感受良好時,購買意願也就相對的提高,消費者認為價值就是低價、能獲得自己想要的就是價值、價值就是自己所付出的價格而得到的品質、價值是經過一切所換來的結果;三、「知覺價值」在「整合性行銷溝通」與「購買意願」關係中扮演中介角色,證明了整合性行銷溝通並不會直接影響消費者的購買意願,一定會透過知覺價值才會產生購買意願。


According to Executive Yuan who is the Directorate-General of Budget, Accounting and Statistics, the annual growth rate of consumer price index (CPI) in 2010, 2011 and 2012 were 0.96%, 1.42% and 1.93% respectively. This indicates that the price index is rising with year. However, the public annual income is not growing commensurately. This coupled with the situation of low wages and high living costs has culminated in the increased disparity between the rich and the poor. Thus, the consumption habit of the public can be divided into two segments which are budget and lavish consumers. In the current M-shaped society, customers are more concerned about their spending in order to achieve a more economical and affordable luxury. Consumers are also more aware of marketing activities; hence budget fashions gradually attracting more public attention. The survey of this study focuses on the age group which is under twenty-nine-year-old. The study aims to investigate the influences between budget fashion and the following concepts including the Integrated Marketing Communication (IMC), customer perceived value and purchase intention.

This study collected 250 valid questionnaires. Structural Equation Model (SEM) is adapted to analyze the relationships between research variables. The results reveal that: (1) there is a positive relationship between Integrated Marketing Communication and consumer perceived value. Customers can be attracted by advertisements (e.g. print advertisement or electronic advertisement), promotion activities, comments on social media, recommendations from salespersons and other new types of marketing methods. The results indicate that if organizations can integrate different marketing methods to enhance customers satisfaction, the purchase intention of consumer will be increased. (2) There is a positive relationship between customer perceived value and customer purchase intention. When customers are satisfied with products, their purchase intention will be elevated. Customers believe that value is obtaining what they want with low price, what they pay with perceived product quality, and also what they receive from their investment. (3) Perceived value plays an intermediary role between integrated marketing communication and purchase intention. This insinuates that integrated marketing communication does not affect customer purchase intention directly. In other words, the necessary requirement to generate purchase intention in customers is the perceived value.


目錄
目錄 I
表目錄 II
圖目錄 III
第一章 緒論 1
第一節 研究動機 1
第二節 研究目的 2
第三節 研究流程 3
第二章 文獻回顧 4
第一節 整合性行銷溝通 4
第二節 知覺價值理論 8
第三節 消費者購買意願 15
第四節 各變數間的關聯性 20
第五節 情境分析 24
第三章 研究方法 26
第一節 觀念性研究架構 26
第二節 研究假說 27
第三節 操作性定義與衡量 28
第四節 研究設計 32
第五節 問卷設計 32
第六節 資料分析方法 34
第七節 情境分析法 35
第四章 資料分析與討論 36
第一節 樣本結構基本分析 36
第二節 結構方程模型分析 42
第三節 未來情境 47
第五章 結論與建議 52
第一節 研究發現 52
第二節 研究建議與實務應用 53
第三節 後續研究 54
參考文獻 55
附錄 問卷 61

表目錄
表2- 1整合性行銷溝通的定義 7
表2- 2知覺價值的定義 10
表2- 3知覺價值的衡量構陎 14
表2- 4消費者購買意願的定義 16
表3- 1整合性行銷溝通問項29
表3- 2知覺價值衡量問項 30
表3- 3購買意願衡量問項 30
表3- 4問卷題項設計表 33
表4- 1樣本性別百分比統計表 36
表4- 2樣本年齡百分比統計表 37
表4- 3樣本職業百分比統計表 37
表4- 4樣本教育程度百分比統計表 38
表4- 5樣本每月帄均治裝費百分比統計表 38
表4- 6「青年族群」消費者對帄價流行服飾個構陎認知狀況 39
表4- 7衡量題項統計數據表 40
表4- 8信度分析表 41
表4- 9誤差變異數表 43
表4- 10整體模式配適度之檢定表 44
表4- 11路徑係數表 47

圖目錄
圖1-1 本研究流程圖 3
圖2-1 交易效用理論11
圖2-2 知覺價值衡量構陎13
圖2-3 知覺價值與購買意願關係 21
圖2-4 消費者的價格、品質與價值認知模型 22
圖2-5 行銷計畫與行銷組合 23
圖3-1 研究架構26
圖3-2 Amos路徑圖 31

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三、網址部分
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