臺灣博碩士論文加值系統

台灣是全世界資訊商品研發以及生產的重鎮，資訊產業在台灣的產業結構中一向扮演著舉足輕重的角色，但隨著網際網路的興起與3C、資訊家電整合的強勁後勢，資訊產業無疑是未來可期的明星產業。
但由於資訊產品更新速度快，因此，價格競爭激烈、利潤微薄成為這個產業的特色。而供應商以及代理商最常使用促銷活動來提高經銷商的購買意願。不過，從實務結果來看，成效並非顯著，而且在資訊產業呈現高度競爭以及長期產品毛利偏低的狀況下，所有的促銷策略都有其限制，因此，透過本研究來了解影響經銷商購買意願的決策因素，並藉此來協助代理商補強此決策因素。
本研究以個案公司合作經銷商為調查對象，透過上網填答方式共取得202份有效問卷，並利用統計軟體SPSS進行描述性統計分析、信效度分析、相關分析，並使用結構方程模組來對研究假設模型進行分析，藉以了解支持程度。
就本研究模型驗證可知，促銷活動對於購買意願並不具因果關係；而銷售服務對購買意願以及品牌評價對購買意願皆具有正向關係。對促銷活動以及銷售服務而言，透過品牌評價中介效果，可增加對購買意願的提升。
因此，代理商除了提升銷售服務機制才能擴大與競爭者的差異，也應努力朝向代理品牌評價高的商品，如果要發展自有品牌，也應該努力去提升自有品牌品質、品牌價值以及品牌信任，才能夠提升經銷商購買的意願。

Taiwan is an essential worldwide base for IT products research, development and manufacture. Furthermore, IT industry plays a decisive role in Taiwan market, and it will be definitely potential commerce in the future because of the highly developed internet and robust integration of 3C and electrical consumer products.
Nevertheless, for the reason of short product lifecycle, bloody price bidding and slight profit are the fate and result to a distinguishing feature of IT industry. Most of the suppliers and distributors consequently motive the desire of resellers through promotion activities. Unfortunately the results of such promotions are not significant in reality. In other words, most insensitive will not get significant profit under the situations of endless extreme competition and suffering lower margin. This study is thus undertaken to define the factors of decision-making, which influence the retailers’ purchasing behavior, in addition, to enhance the business strategies of distributors.
This case study takes the cooperative dealers of a company as the target poll, 202 of effective questionnaires are obtained via web-vote. The statistic program of SPSS is operated for analyzing of Descriptive Statistics, Confidence Level and Correlation, besides Structural Equation Modeling is driven to analyze the hypothetical assumption for understanding of the supporting to this study.
In this study, promotion is not absolutely correlated to the positive intentions of purchasing, whereas the selling services and the brand evaluations of products are to positively motive the purchasing. For this reason, distributors not only ought to improve the mechanism of selling to enlarge the niche position from competitors but also to aim the representation of the high brand evaluations. In the case to develop the Ordnance Bench Mark, distributors have to intensify the quality, value and reliability of the self-brand products to motive the purchasing intentions of resellers.

第壹章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的 5
第貳章 文獻探討 7
第一節 促銷活動 7
第二節 銷售服務 10
第三節 品牌評價 12
第四節 購買意願 14
第五節 文獻探討總結 16
第參章 研究方法 21
第一節 研究架構 21
第二節 研究假說 22
第三節 研究變數定義與衡量 24
第四節 問卷設計與抽樣設計 31
第五節 研究方法 33
第肆章 資料分析與實證研究 37
第一節 項目分析 37
第二節 基本資料分析 48
第三節 相關係數分析 54
第四節 結構方程模組分析 56
第伍章 結論與建議 77
第一節 結論 77
第二節 研究建議 80
第三節 研究限制 83
第四節 未來研究方向 84
參考文獻 85
附錄一 產業市場概況與個案公司簡介 97
附錄二 研究問卷 105

表 目 錄
表 2-1-1 促銷活動的定義 7
表 2-1-2 促銷工具的相關研究與文獻 9
表 2-2-1 銷售服務相關研究與文獻 10
表 2-4-1 購買意願相關研究與文獻 14
表 2-5-1 銷售服務對品牌評價的相關研究與文獻 18
表 3-3-1 促銷活動衡量構面及問項設計 25
表 3-3-2 銷售服務衡量構面及問項設計 26
表 3-3-3 品牌評價衡量構面及問項設計 27
表 3-3-4 購買意願衡量構面及問項設計 30
表 3-4-1 電訪狀況 31
表 3-5-1 模式配適度評量指標 34
表 3-5-2 變數問卷題號表 35
表 4-1-1 觀察值摘要 38
表 4-1-2 獨立樣本檢定 40
表 4-1-3 同質性檢驗 44
表 4-1-4 綜合判斷表 46
表 4-2-1 本研究樣本特徵變項分析 48
表 4-2-2 研究變項之性度分析 50
表 4-2-3 效標關聯效度表 53
表 4-3-1 研究變數之皮爾森積差相關係數矩陣表 54
表 4-3-2 觀測變項之皮爾森積差相關係數矩陣表 55
表 4-4-1 誤差變異數表 57
表 4-4-2 參數估計表 58
表 4-4-3 AMOS常態性考驗表 59
表 4-4-4 極端值檢視及多變項d2 60
表 4-4-5 修正後AMOS常態性考驗表 63
表 4-4-6 建構信度表 64
表 4-4-7 建構信度分析表 65
表 4-4-8 衡量模式的結果 67
表 4-4-9 模式適合度評估表 68
表 4-4-10 第一次模式參數修正指標摘要表 69
表 4-4-11 第二次模式參數修正指標摘要表 71
表 4-4-12 整體模式參數修正指標摘要表 71
表 4-4-13 修飾後模式適合度評估表 72
表 4-4-14 效果分析表度表 74
表 4-4-15 修飾後標準 74
表 5-1-1 結構模型實證分析表 79

圖 目 錄
圖 1-3-1 經銷通路體系圖 5
圖 3-1-1 研究架構圖 21
圖 4-4-1 Amos基本路徑圖 56
圖 4-4-2 第一次釋放後之路徑示意圖 70
圖 4-4-3 修飾後之標準化路徑圖 73
圖 A-1-1 通路建構發展與環境的關係 98
圖 A-1-2 配銷商降低接觸工作量 99
圖 A-1-3 台灣個人電腦市場規模 100

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網站
1.天下雜誌：http://www.cw.com.tw/
2.國際數據資訊IDC：http://www.idc.com.tw/default.asp
3.資策會市場情報中心MIC：http://mic.iii.org.tw/intelligence/
4.網路問卷my3q：http://www.my3q.com/go.php?url=liao0809/94721