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研究生:劉志鋒
研究生(外文):LIU,CHIH-FONG
論文名稱:綑綁銷售與購買意圖之關係
論文名稱(外文):A Study of Relationship between Bundling and Purchase Intention
指導教授:周建亨周建亨引用關係
指導教授(外文):CHOU,CHIEN-HENG
口試委員:楊台寧李月華
口試日期:2017-05-12
學位類別:碩士
校院名稱:中國文化大學
系所名稱:國際企業管理學系碩士在職專班
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:2017
畢業學年度:105
語文別:中文
論文頁數:49
中文關鍵詞:綑綁銷售購買意圖
外文關鍵詞:bundlingpurchased intention
相關次數:
  • 被引用被引用:1
  • 點閱點閱:262
  • 評分評分:
  • 下載下載:63
  • 收藏至我的研究室書目清單書目收藏:0
論文提要內容:
結合資訊和財會的資訊服務業帶動我國中小企業財稅e化腳步,讓台灣多達135萬3049家的中小企業業主處理財稅問題不再傷腦筋。然而欲在資訊服務服務業脫穎而出,不僅要表現在軟體和財稅專業,如能降低消費者必需付出成本,以能激發市場反應。
綑綁銷售是商業競爭中業者常使用的精妙策略,本研究意圖了解財稅相關從事業者或企業主對於綑綁銷售的感受,以及財稅相關從事業者或企業主因其本身所具備的專業,是否會對產品多加評估。
本研究採情境設計之實驗方式,設有綑綁銷售六種情境,分別是單獨產品、小套裝和大套裝產品,以財稅相關業者或企業主為訪問對象,總計發放380份問卷,實際回收263份,扣除因填寫漏答、勾選答案不合理狀況等無效問卷2份,計有效問卷共361份。研究結果發現,綑綁銷售所設計的套裝組合產品與購買意願呈顯著正向關係,並且套裝組合產品會提高消費者的購買意願。


Software Design Services combine financial and tax with information system, they push the pace of Taiwan's SMEs financial and tax e-business. Let more than 1,353,049 Taiwan' SMEs owners don't feel they are difficult to deal with financial and tax issues. However, If you want to stand out in Software Design Services, you need to show not only software design but also financial plus tax professional ability. If you can reduce consumer' costs paid and stimulate the market reaction.
Bundling is a good marketing strategy, it is always used in business area of com-petition. The purpose of this study examine the effects on and relations to bundling and purchased intention in case of Software Design Services in financial and tax e-business field .
The study adopted experimental design ways and sorted six scenarios of bun-dling included separate products, small packages and large packages of products con-ducted through a questionnaire survey targeting consumer. In total, 380 questionnaires were distributed and 363 were returned. By eliminating 2 invalid questionnaires in which answers were incomplete or obviously unreasonable, there were 361 valid ques-tionnaires in total. It means there is a positive moderating effect on bundling and pur-chased intention .


中文摘要 ..................... ii
英文摘要 ..................... iii
誌謝辭  ..................... iv
內容目錄 ..................... v
表目錄  ..................... vii
圖目錄  ..................... vii
第一章  緒論................... 1
  第一節  研究背景與問題 .......... 1
  第二節  研究目的 ..........
第三節 研究架構 ............. 3
4
第四節 研究範圍與限制 ............. 5
第二章  文獻探討 ............... 6
  第一節  綑綁銷售.............. 6
  第二節  購買意圖............. 13
第三節 研究假說 ............. 16
第三章  研究方法 ............... 19
  第一節  資料來源與蒐集方法........ 19
  第二節  變數操作性定義與問卷設計..... 23
  第三節  資料分析............. 25
第四章  資料分析與結果.............. 26
第一節 樣本敘述性統計...............26
第二節 信度分析...............
第三節 相關分析............... 29
31
第四節 成對樣本t檢定 .......... 33
第五章  結論與建議................ 34
第一節 結論與意涵 ............
第二節 後續研究建議 ........... 34
34
參考文獻  .................. 36
附錄A 研究問卷 ............... 46

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