臺灣博碩士論文加值系統

近年來，實務界時常運用贈品作為促銷工具以吸引消費者目光及增加購買意願。促銷活動一直是行銷領域所關切的議題，但過去的研究大部分的研究都集中於對主產品促銷深度的探討，很少探討有關贈品促銷深度對購買意願之影響。此外，亦較少研究探討時間距離與選擇性之干擾效果。本研究之目的即在探討時間距離與選擇性對贈品促銷深度與購買意願關係之干擾效果。本研究透過情境模擬的方式，設計2(贈品促銷深度：高與低)×2(贈品取得時機：直接贈送與延遲贈送)及2(贈品促銷深度：高與低)×2(贈品選擇性：有與無)之情境進行實驗，利用403份問卷進行分析，主要結果發現:(1)贈品促銷深度高，消費者有較高的購買意願(2)消費者在面對直接贈送會較延遲贈送時，產生較高購買意願(3)消費者在面對贈品有選擇會較贈品無選擇時，產生較高購買意願(4)贈品取得時機有干擾效果。最後依據研究結果提出管理意涵與後續研究建議之討論。

In recent years, businesses often use premiums as promotion tools to draw consumer’s attention and increase their purchase intention. Sales Promotion is an importance issue in marketing area. Most of previous studies had focused on the main product promotion depth, however, there are few studies mentioned about the effects of premium promotion depth on purchase intentions. There are also lack of the studies of moderating effects of temporal distance and selectable. The purpose of this study is to examine the relationship between the moderating effects of temporal distance and selectable on Premium promotion depth and purchase intentions. This study uses a 2 (Premium Promotion Depth: High &Low) × 2 (Temporal Distance: Direct premiums & Delayed premiums) and a 2 (Premium Promotion Depth: High &Low) × 2 (Selectable: Have & None) scenario experimental method to examine. The findings based on 403 participants are:(1)the deeper premium promotion depth was, the higher purchase intentions; (2)when facing direct premiums and Delayed premiums, consumers prefer to choose direct premium with better evaluation at the same time; (3)the more the premium were, the higher purchase intentions; (4)temporal distance had the mediating role. Finally, this study proposes some managerial implications and suggestions for future researches.

中文摘要 i
ABSTRACT ii
目 錄 iii
表目錄 v
圖目錄 vi
第一章 緒論 1
1.1 研究動機 1
1.2 研究目的 3
1.3 研究流程 4
第二章 文獻回顧 6
2.1 贈品促銷 6
2.1.1 促銷活動 6
2.1.2 贈品促銷 10
2.1.3 贈品促銷深度 12
2.2 購買意願 16
2.3 時間距離 19
2.4 贈品可選擇性 21
2.5 研究架構 25
第三章 研究方法 26
3.1 變數操作性定義 26
3.2 實驗設計 27
3.2.1 情境設計 27
3.2.2 最終實驗情境 30
3.3 資料蒐集 32
3.4 統計分析方法 33
第四章 研究結果 35
4.1樣本結構 35
4.2信效度分析 36
4.3贈品促銷深度對消費者購買意願之影響(H1) 37
4.4贈品取得時機之干擾效果(H2) 38
4.5贈品可選擇性之干擾效果(H3) 43
第五章 結論與建議 50
5.1 結論 50
5.2管理意涵 52
5.3 研究限制及未來研究方向 54
5.3.1研究限制 54
5.3.2未來研究方向 55
參考文獻 57
附錄一 前測問卷 66
附錄二 正式問卷A01 67
附錄三 正式問卷A02 68
附錄四 正式問卷A03 69
附錄五 正式問卷A04 70
附錄六 正式問卷A05 71
附錄七 正式問卷A06 72
附錄八 正式問卷A07 73
附錄九 正式問卷A08 74

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