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論文名稱 Title |
促銷方式對消費者知覺價值、購買意願與忠誠度影響之研究-以屈臣氏連鎖藥妝店為例 A Study of Sales Promotion Effects on Perceptive Value, Purchasing Intention and Loyalty- A Case of Watsons Drugstore. |
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系所名稱 Department |
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畢業學年期 Year, semester |
語文別 Language |
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學位類別 Degree |
頁數 Number of pages |
111 |
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研究生 Author |
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指導教授 Advisor |
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召集委員 Convenor |
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口試委員 Advisory Committee |
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口試日期 Date of Exam |
2010-03-01 |
繳交日期 Date of Submission |
2010-03-02 |
關鍵字 Keywords |
衝動性購買特質、購買意願、促銷方式、忠誠度、知覺價值 Impulse purchasing characteristic, Purchasing Intention, Sales Promotion, loyalty, Perceptive Value |
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統計 Statistics |
本論文已被瀏覽 5741 次,被下載 7533 次 The thesis/dissertation has been browsed 5741 times, has been downloaded 7533 times. |
中文摘要 |
隨著金融風暴的影響,造成全球經濟籠罩在衰退的陰影之中,而台灣也無法置身事外。在這經濟不景氣的情況下,消費者對於購買之商品或服務越來越精打細算。所得降低和物價上升使得消費者實質所得降低,而面對日常生活用品這類不可缺少的必需品時,更是深思熟慮。屈臣氏是知名的連鎖藥妝店,它不僅賣藥品和化妝品,它還販售一般的民生用品。所以,本研究以屈臣氏連鎖藥妝店為例,研究不同促銷方式對於消費者的知覺價值、購買意願和忠誠度的影響。本研究的目的為: 1、了解消費者對於屈臣氏促銷活動的看法。 2、研究不同促銷活動對於消費者知覺價值、購買意願與忠誠度的影響。 3、探討知覺價值、購買意願與忠誠度之間的關係。 4、分析衝動性購買特質干擾知覺價值對於購買意願和忠誠度的影響效果。 本研究以「同商品加一元多一件」與「贈品換購」這兩促銷活動為研究對象,並藉由SPSS統計軟體分析消費者對於這兩個促銷活動活動的感受。經由本研究分析結果,研究的結論是: 1、消費者對於「同商品加一元多一件」活動喜好高於「贈品換購」活動。 2、不同促銷活動對於消費者知覺價值、購買意願與忠誠度會有不同的影響。 3、知覺價值顯著影響購買意願與忠誠度。 4、衝動性購買特質不具有干擾的效果。 |
Abstract |
Financial Crisis has seriously shut down global economy and Taiwan also couldn’t escape from the strike of current Financial Tsunami. Under this condition, consumers become stricter on budgeting. Especially as rising price causes real income decrease, consumers would pinch pennies on necessity spending. We all know Watsons is the famous chain store of cosmeceuticals, which sells not only medicine but also cosmetics and commodities. Thus, this research takes Watsons as the example to explore the relationship among sales promotion, perceptive value, purchasing intention, and customer’s loyalty. The main purposes as follows. 1. To understand customer’s view towards sale promotion campaigns of Watsons. 2. To explore whether different sales promotion campaigns influence perceptive value, purchasing intention or customer’s loyalty. 3. To discuss the relationship among sales promotion, perceptive value, purchasing intention, and customer’s loyalty. 4. To analyze whether impulse purchasing characteristics modifies the effect of sales promotion on perceptive value, purchasing intention, and customer’s loyalty. According to SPSS statistic analysis software, I have some findings as follows: 1. Customers prefer “pay one more dollar, get one more item” than “Redeem” 2. Different sales promotion cause different influences on perceptive value, purchasing intention, and customer’s loyalty. 3. The effect of sales promotion on purchasing intention and customer’s loyalty is significant. 4. Impulse purchasing characteristic doesn’t have modified effect. |
目次 Table of Contents |
謝 詞…………………………………………………… I 中文摘要………………………………………………… II 英文摘要………………………………………………… III 目 錄…………………………………………………… IV 表目錄…………………………………………………… VI 圖目錄…………………………………………………… VIII 第一章 緒論……………………………………………  1 第一節 研究背景與動機……………………………… 1 第二節 研究目的……………………………………… 2 第二章 文獻探討……………………………………… 3 第一節 促銷的基礎理論……………………………… 3 第二節 知覺價值理論………………………………… 6 第三節 購買意願相關理論…………………………… 12 第四節 忠誠度相關理論……………………………… 13 第五節 衝動性購買特質相關理論…………………… 16 第六節 各變數之間的關聯性………………………… 24 第三章 產業分析與公司描述………………………… 30 第一節 台灣藥局產業現況與未來發展……………… 30 第二節 屈臣氏公司描述……………………………… 34 第四章 研究方法……………………………………… 42 第一節 研究架構……………………………………… 42 第二節 各變數操作型定義…………………………… 43 第三節 研究假說……………………………………… 46 第四節 實證計畫……………………………………… 48 第五章 資料分析與結果……………………………… 53 第一節 敘述性統計分析……………………………… 53 第二節 信度與效度分析……………………………… 67 第三節 促銷活動影響檢定…………………………… 72 第四節 知覺價值、購買意願與忠誠度關係之檢定… 76 第五節 衝動性購買特質的調節效果………………… 78 第六節 知覺價值、購買意願與忠誠度之間相關性分 析……………………………………………… 81 第六章 結論與建議…………………………………… 83 第一節 研究結論……………………………………… 83 第二節 研究貢獻……………………………………… 86 第三節 管理意涵……………………………………… 87 第四節 研究限制……………………………………… 89 第五節 未來研究建議………………………………… 90 參考文獻………………………………………………… 91 附錄:本研究問卷……………………………………… 98 |
參考文獻 References |
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