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研究生:許惠君
研究生(外文):Hsu Hui-Chung
論文名稱:高價餐廳網路團購折扣幅度、品牌知名度、網路口碑對消費者品牌知覺價值與原價再購意願之影響
論文名稱(外文):The Influences of Discount Depth, Brand Awareness and Online Word-of-Mouth on Consumers' Perceived Value and Original Price Repurchase Intention - An Empirical Study of High-Priced Restaurant Online Group-Buying.
指導教授:陳銘慧陳銘慧引用關係
指導教授(外文):Chen Ming-Hui
口試委員:鄭士蘋邱郁琇陳銘慧
口試委員(外文):Jeng Shih-PingChiou Yu-HsiuChen Ming-Hui
口試日期:2014-06-05
學位類別:碩士
校院名稱:德明財經科技大學
系所名稱:行銷管理系
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:2014
畢業學年度:102
語文別:中文
論文頁數:72
中文關鍵詞:網路團購品牌知覺價值原價再購意願品牌知名度網路口碑
外文關鍵詞:Online Group-BuyingPerceived ValueOriginal Price Repurchase IntentionBrand AwarenessOnline Word of Mouth
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本研究針對團購網站的高價餐廳商品,探討折扣幅度(五折/九折)、品牌知名度(高/低)、網路口碑(正/負/無)對消費者的品牌知覺價值與原價再購意願之影響。為探討因果關係採用實驗設計法,透過三因子問卷設計,發放給有網路團購經驗之消費者。共回收300份有效問卷,進行敘述統計、信效度、迴歸、變異數分析。結果發現:一、促銷後品牌知覺價值越高,則消費者的原價再購意願越高,但團購促銷會降低消費者的品牌知覺價值,尤其對品牌知名度低者影響更甚。二、品牌知名度及網路口碑對網路團購消費者的品牌知覺價值與原價再購意願有影響,折扣幅度則無。三、品牌知名度、網路口碑對促銷後品牌知覺價值之影響具有交互效果,低知名度的高價餐廳進行網路團購促銷後更需重視口碑行銷。
When online group-buying is more popular, then consumer’s online purchase intention about high-price products may be higher because their perceived risk become lower. This research concentrates on the influences of different discount levels (50% off / 10% off), brand awareness (high / low) and online word of mouth (positive / negative/ none) on consumer’s perceived value as well as original price repurchase intention for the high-price restaurant voucher. We adopted a three-factor experimental design (2×2×3) to explore causation of this research framework. By random sampling and snowball sampling, 300 valid samples with online group-buying experience were collected. Statistical methods of data analysis included descriptive statistics, reliability, validity, regression analysis, and analysis of variance. The results of this research indicated:
A.As consumer’s perceived value of a product grows after its promotion, so grows a consumer’s intention at the original price. However, group-buying promotion would reduce consumer’s perceived value, especially for products with lower brand awareness.
B.Brand awareness and online word of mouth affect both consumer’s perceived value and original price repurchase intention. However, different discount levels showed no impact on them at all.
C.Brand awareness and online word of mouth have interaction effect on the perceived value after promotion. It is suggested that high-price restaurants with low brand awareness should regard word of mouth marketing as more important after sales promotion of online group-buying.

致 謝 辭 I
摘 要 II
Abstract III
目 次 IV
表 次 VI
圖 次 VIII
第一章 緒 論 1
第一節 研究背景 1
第二節 研究動機 5
第三節 研究目的 8
第四節 研究流程 8
第二章 文獻探討 10
第一節 知覺價值 10
第二節 再購意願 13
第三節 折扣幅度 16
第四節 品牌知名度17
第五節 網路口碑 18
第六節 變項間交互關係 20
第三章 研究方法 21
第一節 研究架構與研究假說 21
第二節 研究設計 22
第三節 研究變項的操作性定義與衡量 23
第四節 資料蒐集與分析方法 27
第四章 資料分析與結果 29
第一節 操弄檢定描述 29
第二節 樣本結構之敘述性統計分析 29
第三節 信度分析 32
第四節 效度分析 32
第五節 研究假說分析 32
第五章 結論與建議 47
第一節 研究結論 47
第二節 管理意涵 50
第三節 研究限制與未來研究建議 52
參考文獻 54
附 錄 60
一、高價位餐廳團購方案觀察 60
二、「GoodLife」網路口碑內容摘錄 62
三、正式問卷 64
(一)問卷A 64
(二)問卷B 68
四、各實驗組反應變項之平均數與標準差一覽表 72


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