English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  全文筆數/總筆數 : 110658/141571 (78%)
造訪人次 : 47354286      線上人數 : 777
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜尋範圍 查詢小技巧:
  • 您可在西文檢索詞彙前後加上"雙引號",以獲取較精準的檢索結果
  • 若欲以作者姓名搜尋,建議至進階搜尋限定作者欄位,可獲得較完整資料
  • 進階搜尋
    請使用永久網址來引用或連結此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/136734


    題名: 折扣形式與商品屬性對消費者購買行為之影響
    The Effect of Price Promotion Types and Product Types on Consumer Behavior
    作者: 程紹怡
    Cheng, Shao-Yi
    貢獻者: 樓永堅
    Lou, Yung-Chien
    程紹怡
    Cheng, Shao-Yi
    關鍵詞: 折扣形式
    商品屬性
    認知需求
    購買意願
    再購買意願
    內部參考價格
    知覺品質
    日期: 2021
    上傳時間: 2021-08-04 16:38:45 (UTC+8)
    摘要: 本研究欲以2種折扣形式(固定式折扣、賭博式折扣)及2種商品屬性(實用性產品、享樂性產品)作為自變數,探討兩者間的交互作用,是否會影響消費者的購買意願、再購買意願、內部參考價格、知覺品質。基於此觀點,再加入2種認知需求(高、低認知需求)作為調節變數,研究在三階交互作用下,消費者可能產生的各種購買行為,提供廠商作為制定折扣策略的參考方向。
    本研究採用4種問卷進行發放,總共收回364份問卷,將無效樣本去除後,剩餘282份有效問卷,有效樣本率為82.7%,獲得以下結論:
    1.購買實用品時,賭博式折扣相較固定式折扣,降低消費者的購買意願
    2.高認知需求者購買享樂品,固定式折扣相較賭博式折扣,提升消費者的購買意願
    3.低認知需求者購買享樂品,賭博式折扣相較固定式折扣,提升消費者的購買意願
    4.購買實用品時,賭博式折扣相較固定式折扣,提升消費者的再購買意願
    5.購買享樂品時,固定式折扣相較賭博式折扣,提升消費者的再購買意願
    6.購買享樂品時,固定式折扣相較於賭博式折扣,內部參考價格高
    參考文獻: 一、中文文獻
    王又鵬、黃俊英、洪順慶,1994。價格促銷策略對消費者再購行為影響之研究。管理評論,第十三卷二期:49-86。

    二、英文文獻
    Alavi, S., Bornemann, T., & Wieseke, J. (2015). Gambled price discounts: A remedy to the negative side effects of regular price discounts. Journal of Marketing, 79 (2), 62-78.
    Ailawadi, K. L., Gedenk, K., Langer, T., Ma, Y., & Neslin, S. A. (2014). Consumer response to uncertain promotions: An empirical analysis of conditional rebates. International Journal of Research in Marketing, 31 (1), 94-106.
    Anderson, R. E., & Srinivasan, S. S. (2003). E-satisfaction and e-loyalty: A contingency framework. Psychology & Marketing, 20 (2), 123-138.
    Bond, C. (1997). Sales Promotions: P&G’s gamble: Price or promotion? Marketing, 13 (1), 30-33.
    Burman, B., & Biswas, A. (2004). Reference prices in retail advertisements: Moderating effects of market price dispersion and need for cognition on consumer value perception and shopping intention. Journal of Product & Brand Management, 13 (6), 379-389.
    Bei, L. T., & Chen, M. Y. (2015). The effects of hedonic and utilitarian bidding values on e-auction behavior. Electronic Commerce Research, 15 (4), 483-507.
    Botti, S., & McGill, A. L. (2006). When choosing is not deciding: The effect of perceived responsibility on satisfaction. Journal of Consumer Research, 33 (2), 211-219.
    Blattberg, R. C., & Neslin, S. A. (1993). Sales promotion models in marketing. Handbooks in Operations Research and Management Science, 5 (1), 553-610.
    Bearden, W. O., & Teel, J. E. (1983). Selected determinants of consumer satisfaction and complaint reports. Journal of Marketing Research, 20 (1), 21-28.
    Bazerman, M. H., Tenbrunsel, A. E., & Wade-Benzoni, K. (1998). Negotiating with yourself and losing: Making decisions with competing internal preferences. Academy of management review, 23 (2), 225-241.
    Clement, M., Fabel, S., & Schmidt-Stolting, C. (2006). Diffusion of hedonic goods: A literature review. The International Journal on Media Management, 8 (4), 155-163.
    Compeau, L. D., & Grewal, D. (1998). Comparative price advertising: An integrative review. Journal of Public Policy & Marketing, 17 (2), 257-273.
    Cacioppo, J. T., & Petty, R. E. (1982). The need for cognition. Journal of Personality and Social Psychology, 42 (1), 116-131.
    Cobb-Walgren, C. J., Ruble, C. A., & Donthu, N. (1995). Brand equity, brand preference, and purchase intent. Journal of Advertising, 24 (3), 25-40.
    DelVecchio, D., Krishnan, H. S., & Smith, D. C. (2007). Cents or percent? The effects of promotion framing on price expectations and choice. Journal of marketing, 71 (3), 158-170.
    Danaher, P. J., & Mattsson, J. (1994). Customer satisfaction during the service delivery process. European Journal of Marketing, 28 (5), 5-16.
    Della Bitta, A. J., Monroe, K. B., & McGinnis, J. M. (1981). Consumer perceptions of comparative price advertisements. Journal of Marketing Research, 18 (4), 416-427.
    Goldsmith, K., & Amir, O. (2010). Can uncertainty improve promotions? Journal of Marketing Research, 47 (6), 1070-1077.
    Grewal, D., & Marmorstein, H. (1994). Market price variation, perceived price variation, and consumers` price search decisions for durable goods. Journal of Consumer Research, 21 (3), 453-460.
    Gilovich, T., Medvec, V. H., & Chen, S. (1995). Commission, omission, and dissonance reduction: Coping with regret in the "Monty Hall" problem. Personality and Social Psychology Bulletin, 21 (2), 182-190.
    Helson, H. (1964). Current trends and issues in adaptation-level theory. American Psychologist, 19 (1), 26-38.
    Holbrook, B. H., & Elizabeth, C. H. (1982). The experiential aspects of consumption: Consumer fantasies, feelings and fun. Journal of Consumer Research, 9 (2), 140-192.
    Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention: A general structural equation model. European journal of marketing, 37 (11), 1762-1800.
    Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic consumption: Emerging concepts, methods and propositions. Journal of marketing, 46 (3), 92-101.
    Haugtvedt, C. P., Petty, R. E., & Cacioppo, J. T. (1992). Need for cognition and advertising: Understanding the role of personality variables in consumer behavior. Journal of Consumer Behavior, 1 (3), 239-260.
    Inman, J. J., McAlister, L., & Hoyer, W. D. (1990). Promotion signal: Proxy for a price cut? Journal of Consumer Research, 17 (1), 74–81.
    Katz, D. (1960). The functional approach to the study of attitudes. Public Opinion Quarterly, 24 (2), 163-204.
    Kalyanaram, G., & Winer, R. S. (1995). Empirical generalizations from reference price research. Marketing science, 14 (3), 161-169.
    Kirmani, A., & Zeithaml, V. (1993). Brand equity and advertising: Advertising’s role in building strong brands. Hillsdale, NJ: Lawrence Erlbaum Associates.
    Lichtenstein, D. R., & Burton, S. (1989). The relationship between perceived and objective price-quality. Journal of Marketing Research, 26 (4), 429-443.
    Laran, J., & Tsiros, M. (2013). An investigation of the effectiveness of uncertainty in marketing promotions involving free gifts. Journal of Marketing, 77 (2), 112-123.
    Monroe, K. B., & Chapman, J. D. (1987). Framing effects on buyers` subjective product evaluations. Association for Consumer Research, 14 (1), 193-197.
    Monroe, K. B., Grewal, D., & Compeau, L. D. (1991). The concept of reference prices: Theoretical justifications and research issues. Paper presented at the Association for Consumer Research Conference, Chicago.
    Monroe, K. B., & Krishnan, R. (1985). The effect of price on subjective product evaluations. Perceived quality, 1(1), 209-232.
    Michell, P., King, J., & Reast, J. (2001). Brand values related to industrial products. Industrial Marketing Management, 30 (5), 415-425.
    Roest, H., & Pieters, R. (1997). The nomological net of perceived service quality. International Journal of Service Industry Management, 8 (4), 336-351.
    Singer, J. L. (1966). Daydreaming: an introduction to the experimental study of inner experience. New York: Random House.
    Steenkamp, J. B. E. M. (1990). Conceptual model of the quality perception process. Journal of Business Research, 21 (4), 309-333.
    Strahilevitz, M., & Myers, J. (1998). Donations to charity as purchase incentives: How well they work may depend on what you are trying to sell. Journal of Consumer Research, 24 (4), 434-436.
    Simon, C. J., & Sullivan, M. W. (1993). The measurement and determinants of brand equity: A financial approach. Marketing Science, 12 (1), 28-52.
    Sherif, M., Taub, D., & Hovland, C. I. (1958). Assimilation and contrast effects of anchoring stimuli on judgments. Journal of Experimental Psychology, 55 (2), 150-155.
    Tsiotsou, R. (2006). The role of perceived product quality and overall satisfaction on purchase intentions. International Journal of Consumer Studies, 30 (2), 207-217.
    Wertenbroch, K., & Dhar, R. (2000). Consumer choice between hedonic and utilitarian goods. Journal of Marketing Research, 3 (3), 60-71.
    Wegener, D. T., & Petty, E. (1995). Flexible correction processes in social judgment: The role of naïve theories in corrections for perceived bias. Journal of Personality and Social Psychology, 68 (1), 36-51.
    Yadav (1994). How buyers evaluate product bundles: A model of anchoring and adjustment. Journal of Consumer Research, 21 (2), 342-353.
    Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidences. Journal of Marketing, 52 (3), 2-22.
    Zhang, Y., & Buda, R. (1999). Moderating effects of need for cognition on responses to positively versus negatively framed advertising messages. Journal of Advertising, 38 (2), 1-15.
    描述: 碩士
    國立政治大學
    企業管理研究所(MBA學位學程)
    108363085
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0108363085
    資料類型: thesis
    DOI: 10.6814/NCCU202100901
    顯示於類別:[企業管理研究所(MBA學位學程)] 學位論文

    文件中的檔案:

    檔案 描述 大小格式瀏覽次數
    308501.pdf2628KbAdobe PDF20檢視/開啟


    在政大典藏中所有的資料項目都受到原著作權保護.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏,無償提供學術研究與公眾教育等公益性使用,惟仍請適度,合理使用本網站之內容,以尊重著作權人之權益。商業上之利用,則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作,已盡力防止侵害著作權人之權益,如仍發現本網站之數位內容有侵害著作權人權益情事者,請權利人通知本網站維護人員(nccur@nccu.edu.tw),維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 回饋