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博碩士論文 etd-0719118-150356 詳細資訊
Title page for etd-0719118-150356
論文名稱
Title
送禮與促銷框架之研究
The Research on Gift-Giving and Promotional Frames
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
137
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2018-07-26
繳交日期
Date of Submission
2018-08-30
關鍵字
Keywords
送禮情緒、產品類型、送禮、解釋水平理論、促銷框架
Promotional Frames, Gift-Giving, Gift-Giving Emotion, Construal Level Theory (CLT), Product Type
統計
Statistics
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The thesis/dissertation has been browsed 5679 times, has been downloaded 1 times.
中文摘要
對重視人際關係的華人社會而言,送禮不只有禮尚往來的特性,也具有致令消費者重視送禮的傳統,而當進行自用購買決策時,促銷常是重要的影響因素之一,但過去較少研究結合送禮與促銷,檢視在送禮情境下,促銷框架是否仍會影響購物決策。鑑此,本研究以送禮為消費用途之情境,並利基於解釋水平理論,探討消費者對於不同促銷框架之購買意願,並以產品類型及送禮情緒為干擾,釐清價格與非價格促銷對於消費者之影響為何,並進一步將非價格促銷區分為增量、升級和贈品,比較其差異效果。
本研究採用實驗法驗證假說,以促銷框架為自變數,購買意願為應變數,產品類型(享樂型 vs. 功能型)及送禮情緒(正面感謝 vs. 負面愧疚)為干擾變數;進行4(促銷框架:增量 vs. 升級 vs. 贈品 vs. 折扣)x 2(產品類型:享樂型 vs. 功能型)x 2(送禮情緒:正面感謝 vs. 負面愧疚)之三因子受測者間實驗設計 ( between-subject factorial design ),形成16個實驗組,本研究以便利抽樣方式調查,於全國邀請年滿18歲的一般消費者參與本實驗。研究結果證實:(1)在送禮情境下,使用升級和贈品促銷(相較於增量和折扣促銷)可引發較高購買意願;(2)對於享樂型產品,促銷框架不影響購買意願,對於功能型產品且欲表達正面感謝時,贈品促銷對於提升購買意願的效果,優於增量、升級和折扣;對於功能型產品且欲表達負面愧疚時,則升級促銷對提升購買意願的效果,優於增量、贈品和折扣促銷;(3)消費者的性別和年齡也會干擾不同促銷框架的相對效果,男性和年輕消費者較偏好贈品促銷,而女性和較年長消費者較偏好升級促銷。研究結果對送禮、促銷框架、解釋水平理論等領域做出貢獻,並可供業者在禮品行銷推廣時的參考依據。
Abstract
As far as the Chinese society, which exceptionally values interpersonal relationships, is concerned, giving gifts not only conforms to the idea that ‘Courtesy calls for Reciprocity,’ but also urges consumers to attach great importance to the tradition of gift-giving. When it comes to the decision of making purchase for own use, sales promotion is very often considered one of the vital factors; however, less light had been shed upon the research of both gift-giving and promotion together, i.e. to explore whether or not promotion framing would affect purchase decisions under the circumstance of gift-giving. In light of this, by incorporating the Construal Level Theory (CLT) and departing from the circumstance of gift-giving purchase, this study explored different types of promotion framing with different types of purchase intentions, clarified how monetary promotion and nonmonetary promotion affected the consumers by using both product type and gift-giving emotion as moderators, and further put nonmonetary promotion into different categories, i.e. bonus packs, upgrading and free gifts, to acquire comparisons.
This study adopted the experiment survey to test its hypothesis. By using promotion framing as the independent variable, purchase intention as the dependent variable and both product type (hedonic product vs. utilitarian product) and gift-giving emotion (positive appreciation vs. negative guilt) as the intervening variable, an experiment based on three way between-subject factorial design and containing 16 experimental groups, i.e. 4 (promotion framing: bonus packs vs. upgrading vs. free gifts vs. price discount) x 2 (product type: hedonic product vs. utilitarian product) x 2 (gift-giving emotion: positive appreciation vs. negative guilt) was implemented. The convenience sampling was used to invite ordinary consumers (at least 18-year-old) to participate in the experiment and the results showed that (1) under the circumstance of giving gifts, the use of upgrading and free gifts triggered stronger purchase intention compared with bonus packs and price discount, (2) as far as hedonic products are concerned, promotion framing did not affect purchase intention. As far as utilitarian products plus showing positive appreciation are concerned, free gifts increased purchase intention better than bonus packs, upgrading and price discount whereas upgrading increased purchase intention better than bonus packs, free gifts and price discount as far as utilitarian products plus showing negative guilt are concerned, (3) the consumer’s gender and age both intervened the effects created by different promotion framing, e.g. male and younger consumers preferred free gifts whereas female and older consumers preferred upgrading. This study has successfully made contribution to various fields including gift-giving, promotion framing, CLT, etc., and further provided related business operators with references for marketing and promoting their gifts.
目次 Table of Contents
論文審定書 i
摘要 ii
Abstract iii
目錄 v
圖目錄 vii
表目錄 viii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題 6
第三節 研究目的 7
第二章 文獻探討 8
第一節 送禮行為 8
一、送禮行為的意涵 8
二、送禮動機 9
第二節 促銷框架 12
一、促銷框架的定義 12
二、促銷框架的模式 12
三、促銷框架與效果 13
第三節 解釋水平理論 15
一、心理距離 15
二、解釋水平理論 15
三、解釋水平理論的運用 16
第三章 研究架構與假說推論 20
第一節 研究架構 20
第二節 假說推論 22
一、促銷框架對於送禮行為之影響 22
二、產品類型對於送禮行為及不同促銷框架之干擾 23
三、送禮情緒對於送禮行為及不同促銷框架之干擾 25
第四章 研究方法 26
第一節 樣本與實驗設計 26
第二節 實驗刺激和前測 26
第三節 實驗程序 36
第四節 變數衡量 37
第五節 分析結果 39
一、研究樣本 39
二、變數的平均值、標準差及量表信度分析 41
三、研究變數之操弄性檢驗與混淆變數檢驗 42
四、控制變數檢定 45
五、假說檢驗 46
六、補充分析 55
第五章 結論與建議 57
第一節 研究發現與討論 57
第二節 理論意涵 59
第三節 實務意涵 62
第四節 研究限制與未來研究方向 63
參考文獻 65
附錄一、前測問卷 76
附錄二、實驗問卷 111
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三、網路資源
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景氣寒冬禮品市場不冷 !2012年8月6日,中央社,http://www.cna.com.tw/postwrite/Detail/110205.aspx#.WcR3gsgjG1s
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