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研究生:張凱詠
研究生(外文):Kai-Yung Chang
論文名稱:促銷方式與品牌權益對消費者購買意願之研究-以連鎖式便利商店為例
論文名稱(外文):The Exploratory Research of Promotion Methos, Brand Equity and Purchase Intention-An Example of Convenient Chain Stores
指導教授:吳啟絹吳啟絹引用關係
指導教授(外文):Chi-Chuan Wu
口試委員:吳啟絹
口試委員(外文):Chi-Chuan Wu
口試日期:2013-06-16
學位類別:碩士
校院名稱:大同大學
系所名稱:事業經營學系(所)
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
論文頁數:154
中文關鍵詞:品牌權益購買意願結構方程模式促銷方式
外文關鍵詞:Monetary promotionBrand equityPurchase Intention
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連鎖式便利商店進入台灣已經超過30多年,各品牌之間競爭激烈,各品牌都努力維持本身的競爭力,達到永續經營的目標。連鎖式便利商店近年來使用了多種不同的促銷方式吸引消費者至店進行消費,在這過程中,連鎖式便利商店的市占率隨著不同的促銷方式慢慢改變,同時這些促銷方式也帶給各家連鎖式便利商店非常可觀的獲利。長時間下來,消費者會到不同品牌的連鎖式便利商店進行消費,心中會慢慢建立起消費者對於各家品牌的品牌權益,無論是忠誠度、聯想、品質或是品牌知名度,都會隨著每個人的經驗或體驗而有所不同。無論各品牌之間使用那一種促銷方式或是在消費者心中建立起多強烈的品牌權益,對於消費者的購買意願都會有不一樣的影響。本研究以消費者的觀點來探討,連鎖式便利商店不同的促銷方式與其品牌權益對於消費者的購買意願是否有影響,並由過去的文獻的相關變數來提出假設。利用問卷調查的方式,針對台北市與新北市20歲以上的上班族作為研究對象,共發放170份問卷,有效問卷為153份,並以SPSS 18.0與AMOS 18.0作為主要分析的工具,來驗證所提出的假設,驗證結果如下:(1) 連鎖式便利商店的金錢式促銷方式對消費者的購買意願會產生正向影響。(2) 連鎖式便利商店的非金錢式促銷方式對消費者的購買意願會產生正向影響。(3) 連鎖式便利商店的品牌權益對消費者的購買意願會產生正向影響。文末提出建議、管理意涵以及未來研究方向,供學術產業之參考。
Convenient chain stores have a huge influence to the living in Taiwan. According to the Fair Trade Commission of Taiwan, as economics and consumer behavior change, convenient chain stores pursues a characteristic of convenience, it releases new operation method of providing bills and fees collection、door to door delivery、preorder products and online multiple products and services. There were about 28.78 hundred million customers in convenient chain store industry in 2011, comparing to 27.36 hundred million in 2010, it increased 1.42 hundred million, with twenty four-seven working hours, it have become a high reliable retail store for customers in Taiwan.This is an exploration study of monetary promotion, non-monetary promotion, and brand equity to consumer purchase intention. Use the industry of convenient chain stores example, and propose hypotheses according to previous studies and literature review of variables. The topic of this study is “The exploration research of promotion and brand equity- an example of convenient chain stores”, specify the research object as the salary men from Taipei city and New Taipei city of Taiwan. The survey duration is from January to March 2013. This study handed out 170 surveys in paper, and reclaims 153 surveys; the rate of reclaim is 90%. By Using the analysis tools of SPSS 18.0 and AMOS 18.0, this study verified the hypotheses as below: (1) Monetary promotion method has a positive influence to purchase intention in convenient chain store. (2) Non-monetary promotion method has a positive influence to purchase intention in convenient chain store. (3) Brand Equity has a positive influence to purchase intention in convenient chain store. At the end of this study, we propose managerial implication, research suggestions and research direction for future study, this study can be the reference for academic guild line.
摘要 i
誌謝辭 iii
目錄 iv
表目錄 vi
圖目錄 viii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程 5
第二章 文獻探討 6
第一節 促銷方式 6
第二節 品牌權益 11
第三節 購買意願 21
第四節 促銷方式、品牌權益與購買意願 24
第三章 研究方法 27
第一節 研究架構 27
第二節 研究假設 28
第三節 研究變數之定義、衡量與問卷題項 29
第四節 分析方法 32
第五節 問卷設計與研究對象 34
第六節 前測 35
第四章 研究結果 37
第一節 問卷回收 37
第二節 樣本結構與敘述性統計分析 37
第三節 測量模式分析 40
第四節 結構模式分析 45
第五章 結果與建議 48
第一節 研究結果 48
第二節 管理意涵 49
第三節 研究限制與未來研究建議 50
參考文獻 53
附錄:問卷 62
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