臺灣博碩士論文加值系統

現代人生活忙碌與緊張，但大多數的消費者在家中除了上網及閱讀外所從事的娛樂活動仍以收看電視為主，而在數位匯流政策及跨產業競爭的影響，電信業中華電信MOD（Multi-media on Demand）也跨入廣電產業，讓消費者在購買付費頻道套餐時有更多不同選擇。在MOD上架的頻道套餐所採取的是政府大力推行的「頻道分組計費」方式，即提供單一或套裝頻道組合等多元化的銷售組合供消費者自行選擇，但因單選頻道、頻道套餐組合琳瑯滿目，增加消費者選購困難，以及各種促銷手段成效不彰。因此，了解MOD的付費頻道套餐是否有較適合的促銷手段影響消費者的品牌評價及購買意願，是值得深入探討的議題。
本研究聚焦於MOD上的付費頻道套餐去探討不同促銷方式(價格折扣或贈品附贈) 與品牌評價及消費者購買意願的關係，並進一步研究是否會受到頻道知名程度的不同而有影響，希望能藉此提升產品經營效益和提高消費者對MOD付費頻道套餐的購買意願。
本研究採用實驗設計（Experimental Design）方式，透過變異數分析工具，探討MOD上的付費頻道套餐之促銷方式（價格折扣、贈品附贈）在頻道知名度的干擾下，對品牌評價和購買意願的影響。研究發現：

1.不同促銷方式對消費者的知覺品質、知覺價值及購買意願有顯著影響。
2.不管頻道知名度高或低的商品，消費者面對贈品附贈所帶來的知覺價值及購買意願都高於價格折扣。
3.頻道知名度高，並不會影響消費者面對贈品附贈及價格折扣所帶來的知覺品質。

Despite the busy and strained life, most of modern people spend their spare time at home mainly by watching TV apart from surfing the internet and reading. Under the impacts of digital convergence policy and cross-industry competition, Chunghwa Telecom MOD (Multimedia on Demand) also steps into the television and broadcasting industry, offering consumers more different options when purchasing paid channels. All channels set on MOD adopt the method of channel tiering charging promoted by the government, providing diversified sales mix such as single- and set-channel for consumers. However, various channel sets make it hard for consumers to make choice and all promotions are not effectively carried out as expected, so it is a topic worth further exploring to learn whether there is an appropriate promotion means for MOD’s paid channel sets to affect consumers’ brand evaluation and purchase intentions.
This study focuses on MOD’s paid channel set to explore the relations between different promotion types such as price discount and gift promotion, brand evaluation and consumers’ purchase intentions, and further investigates whether consumers will be influenced by the different popularity of channels. It is expected to promote the operating efficiency of products as well as consumers’ purchase intention of MOD’s paid channel set.
It employs experimental design method and ANOVA as analysis tool to discuss the impacts of promotion types (price discount, gift promotion) of MOD’s paid channel set on brand evaluation and purchase intentions under the interference of channel popularity. The findings are as follows:
1.Different promotion types have significant impacts on consumers’ perceived quality, perceived value and their purchase intention.
2.In spite of the popularity of products, consumers’ perceived value and purchase intention to gift promotion are higher than that to price discount.
3.The high popularity of channels exerts no effect on consumer’s perceived quality generated by gift promotion and price discount.

目錄

第一章 續論
第一節 研究背景與動機
第二節 研究目的
第三節 研究範圍與對象
第四節 研究流程

第二章 文獻探討
第一節 IPTV產業
第二節 促銷方式
第三節 品牌評價
第四節 購買意願
第五節 品牌知名度

第三章 研究方法
第一節 研究架構
第二節 研究假設
第三節 研究變項之操作型定義
第四節 研究設計
第五節 正式問卷設計

第四章 研究結果
第一節 樣本基本資料分析
第二節 因素分析、信度、效度
第三節 自變數對依變數之檢定(主效果)
第四節 干擾變數對依變數之操弄檢定

第五章 結論與建議
第一節 研究發現與結論
第二節 管理意涵
第三節 研究限制
第四節 未來研究方向與建議


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