臺灣博碩士論文加值系統

旅展是台灣旅遊業常用的促銷管道之一， 價格導向促銷(price-oriented
promotion)以及非價格導向促銷(non-price oriented promotion)為主要方式。價格促銷
給予消費者的是金錢花費的減少，贈品則可提供消費者的是價值上的提升與利益
的增加。近年來，免費贈品的促銷方式被廣泛應用在各產業之中。此外，業者經常
會搭配限時與限量購買的條件，來提高消費者購買誘因及吸引消費者的注意力，並
藉其稀少性，促使消費者產生立即購買的行為。
本研究以實驗設計探討不同導向的促銷方式搭配限制性促銷會如何影響消費
者的知覺價值與消費者對產品的購買意願，為2(價格導向/非價格導向)×3(限時/限
量/限時且限量)受試者間實驗設計。運用獨立樣本t檢定與變異數分析討論受試者知
覺價值的影響，並用迴歸分析看知覺價值對受試者購買意願的影響，以驗證本實驗
之各項假設。問卷發放方式為便利抽樣，發放330份，回收300份。
本研究結果顯示：
(一) 價格導向與非價格導向促銷方式消費者無明顯偏好，在三萬元左右的套裝旅
遊產品之下，如採現金折扣的促銷方式，建議搭配限時且限量的情境可達到
最佳的消費者知覺價值。如想採用贈品方式的促銷，則建議搭配限時的情境。
(二) 旅遊業者在促銷產品的同時，若搭配限制性促銷的確能增加消費者的知覺價
值。在套裝旅遊產品的促銷下，限制時間的情境效果會優於限制數量。
(三) 旅行社業者若能提升消費者對旅遊產品的知覺價值，則可大幅增加消費者購
買產品的意願。

Travel fairs are one of the usual promotion channels for the tourism industry. Priceoriented
promotion and non-price oriented promotion are commonly used. Priceoriented
promotion allows consumers to save money. Premiums such as free gifts can
provide customers with an increase in value and benefits. In recent years, the free gift
promotion method has been widely applied among industries. In addition, businesses
will often combine this with limited time and limited purchase conditions to increase
purchase incentive for consumers and attract consumer attention. This added limitation
encourages consumers to purchase immediately.
This study adopts an experimental design to explore how the consumer perceived
value and the consumer purchase intention towards products are affected by the different
directions of promotion methods with limited promotion with 2 (price-oriented / nonprice
oriented) x 3 (limited time / limited purchase / limited time and limited purchase).
By applying an independent-sample t test and analysis of variance, the participants’
perceived value impact is discussed while a regression analysis is also applied to look at
the impact of perceived value towards the participants’ purchase intention and verify the
hypothesis of this experiment. A questionnaire distribution method with convenience
sampling was adopted, and of the 330 issued questionnaires, 300 were returned.
The result are as follows,
1. There was no obvious preference for price-oriented or non-price oriented promotion
package tour products of about NTD 30,000. For promotion methods such as cash
discounts, it is recommended that they are combined with the condition of limited
time and limited purchase to achieve the best consumer perceived value. For
promotion methods that adopt free gifts, it is recommended that it is combined with
the condition of limited time.
iv
2. If a tourism business promotes its products and simultaneously combines this with
limited time promotion, the consumer perceived value can indeed be increased. For
promotion of tour package products, the condition of limited time is better than
limited purchase.
3. If travel agents are able to increase the consumer’s perceived value of tourism
products, it can substantially increase the consumer’s purchase intention.

目錄
表目錄 ............................................................................................................................. III
圖目錄 ............................................................................................................................ IV
第一章 緒論 .................................................................................................................... 5
第一節 研究背景與動機 ........................................................................................ 5
第二節 研究目的 .................................................................................................... 7
第三節 研究流程 .................................................................................................... 8
第二章 文獻探討 .......................................................................................................... 10
第一節 旅遊產業的介紹 ...................................................................................... 10
第二節 銷售促銷 .................................................................................................. 15
第三節 限制性促銷………………………………………………………………….………………………23
第四節 知覺價值 .................................................................................................. 26
第五節 購買意願 .................................................................................................. 29
第六節 促銷、限制性對知覺價值、購買意願之關係 .................................... 30
第三章 研究方法 .......................................................................................................... 32
第一節 觀念性架構 .............................................................................................. 32
第二節 研究變項之操作性定義與衡量 .............................................................. 33
第三節 實驗設計 .................................................................................................. 36
第四節 分析方法 .................................................................................................. 39
第四章 研究結果 .......................................................................................................... 40
第一節 樣本結構與信度分析 ............................................................................ 40
第二節 自變數－促銷方式對知覺價值的影響 .................................................. 43
第三節 自變數－限制性促銷對知覺價值的影響 .............................................. 44
第四節 促銷方式與促銷限制性對知覺價值之影響 ........................................ 45
第五節 迴歸分析 .................................................................................................. 48
II
第六節 研究假設結果摘要 .................................................................................. 49
第五章 研究結論與建議 ............................................................................................ 50
第一節 研究結果與發現 ...................................................................................... 51
第二節 實務上的建議 ........................................................................................ 53
第三節 研究限制與給未來研究者之建議 ........................................................ 54
參考文獻 ........................................................................................................................ 55
中文文獻 ................................................................................................................ 55
英文文獻 ................................................................................................................ 57
附錄 ................................................................................................................................ 62

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