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    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/59217


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/59217


    Title: 促銷形式語意差異對消費者知覺品質、知覺價值及購買意願的影響
    Authors: 劉恁宣
    Contributors: 樓永堅
    劉恁宣
    Keywords: 知覺品質
    知覺價值
    內部參考價格
    促銷
    Date: 2012
    Issue Date: 2013-09-02 15:14:37 (UTC+8)
    Abstract: 消費者面對促銷時，除了會因為優惠感受到交易帶來的愉悅或滿足感外，也可能以較低的促銷後價格去進行產品品質推論，而導致較低的知覺品質，或是在長期觀察產品進行的促銷活動後，調降對該產品的預期價格。在各式各樣的促銷形式間，對於上述消費者認知及最後購買意願的影響是否會有差異，是本研究感興趣的議題。因此，本研究透過三種促銷幅度幾乎一致的常見促銷方式—「買一送一」、「加一元多一件」及「兩件五折」，欲探討消費者是否會因語意上的差異而有不同的產品及交易認知，進而影響其購買意願。研究目的包括以下幾點：
    1. 「買一送一」、「加一元多一件」及「兩件五折」三種促銷深度一致的促銷手法對知覺品質、內部參考價格及知覺交易價值的影響是否有差異？進而使消費者產生不同程度的購買意願。
    2. 三種促銷方式是否影響促銷結束後消費者的購買意願？
    藉回顧文獻建立觀念架構後，本研究的研究架構由單一外生變數（促銷形式）及六組內生變數（知覺品質、內部參考價格、知覺交易價值、知覺獲取價值、購買意願及促銷後購買意願）構成。運用實驗法獲得136份有效問卷，並以SPSS進行單因子變異數分析及迴歸分析後，本研究獲得以下結論：
    1. 相較於「買一送一」及「加一元多一件」，「兩件五折」能使消費者產生較高的知覺交易價值。
    2. 相較於「買一送一」及「加一元多一件」，消費者面對「兩件五折」促銷後的購買意願較低；消費者在促銷期間的知覺交易價值越高，促銷後的購買意願越低。
    3. 知覺品質及知覺交易價值越高時，知覺獲取價值也將越高；知覺獲取價值越高消費者的購買意願也越高。
    Reference: 中文文獻：
    1. 朱冠宇.(2012).價格折扣與限制性促銷對知覺品質和購買意願之影響.淡江大學國際企業學系碩士班學位論文.
    2. 李元恕&王佳綾.(2003).語意線索的價格促銷建構方式對消費者認知與購買意圖的影響.大葉學報. 目錄12(2), 45-54.
    3. 林恩琪. (2006). 探討消費者於非促銷期間, 其促銷期待對價格衡量與購買意願的影響. 成功大學國際企業研究所碩士班學位論文, 1-69.
    4. 張重昭&周貞宇. (1999).知覺品質與參考價格對消費者知覺價值與購買意願之影響.企業管理學報, (45), 1-36.
    英文文獻：
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    Description: 碩士
    國立政治大學
    企業管理研究所
    100355040
    101
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0100355040
    Data Type: thesis
    Appears in Collections:[企業管理學系] 學位論文

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