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博碩士論文 etd-1021111-220112 詳細資訊
Title page for etd-1021111-220112
論文名稱
Title
Groupon電子消費券廣告模式績效之研究
Research on Electronic-Coupon based Advertising Performance - Groupon
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
97
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
2011-07-13
繳交日期
Date of Submission
2011-10-21
關鍵字
Keywords
Groupon、廣告績效、廣告模式、團購、產品類別、成團門檻
Performance of advertising, Threshold of transactions, Product category, Group buying, Advertising model, Groupon
統計
Statistics
本論文已被瀏覽 5830 次,被下載 286
The thesis/dissertation has been browsed 5830 times, has been downloaded 286 times.
中文摘要
Groupon是近年來新興的廣告模式,主要的廣告訴求是高折扣的商品及以電子折價券為交易標的,同時以團購模式呈現,常常設定特定的交易數量。有鑑於Groupon廣告模式的蓬勃發展,本研究藉由實證資料以及過去相關文獻,探討哪些因素會影響到Groupon的廣告績效。
本研究以實際資料與過去相關文獻,歸納出影響Groupon廣告績效之變數可能包括折扣率、特價價格、限量與否、城市所得、城市人口密度、成團門檻以及產品類別等七項因素,本研究將納入這些因素進行迴歸分析。
分析結果發現,「特價價格」、「城市所得」、「城市人口密度」與「成團門檻」等因素,對廣告績效有顯著的影響,其中「成團門檻」的影響最為顯著,表示設置門檻有助於消費者購買廣告商品。消費者會因為「特價價格」高低,增加購買的意願,另外「產品類別」的分析中發現,不同的產品類別對廣告績效會有不同的影響。在城市人口密度發現,人口密度的多寡對Groupon廣告績效並沒有顯著的影響。
Abstract
Recently, there is a new advertising model created by Groupon. Its major attractions include high discount and e-coupon as transaction object. In addition, it is presented as an online group-buying business model and usually has a limit on transaction volume. Due to the prosperous growth of Groupon advertising model, this study explores what factors affect the performance of Groupon advertising model based on the empirical data and literature review.
Based on the literature review and preliminary analysis of the collected empirical data, we proposed seven factors which may affect the performance of Groupon advertising model. They are discount, price, limit on transaction volume, urban income, population density, threshold of transaction and product category. These factors were included as independent variables in the regression model.
The results indicated that discount, urban income, population density and threshold of transaction have significant effects on advertising performance. Among them, the threshold of transaction has the most significant impact. It indicates that setting a threshold of transaction will facilitate the transaction volume. In addition, the results also indicated that different product categories result in different performance. However, the population density has no significant impact on the advertising performance.
目次 Table of Contents
論文審定書 ........................................................................................................................i
誌謝 .................................................................................................................................. ii
中文摘要 .......................................................................................................................... iii
Abstract ............................................................................................................................. iv
圖次 ............................................................................................................................... viii
表次 ................................................................................................................................. ix
第一章 緖論 .............................................................................................................. 1
第一節 研究背景 ................................................................................................................. 1
第二節 研究動機 ................................................................................................................. 2
第三節 研究目的 ................................................................................................................. 5
第四節 研究架構與流程 ..................................................................................................... 6
第五節 論文架構 ................................................................................................................. 7
第二章 文獻探討 ...................................................................................................... 8
第一節 Groupon 商業模式 .................................................................................................. 8
第二節 線上集體購物 ....................................................................................................... 10
一、定義 ......................................................................................................................................... 10
二、成團門檻 ................................................................................................................................. 10
第三節 廣告 ....................................................................................................................... 11
一、廣告定義 ................................................................................................................................. 11
二、網路廣告 ................................................................................................................................. 12
三、廣告績效衡量 .......................................................................................................................... 13
第四節 促銷策略 ............................................................................................................... 16
一、定義 ......................................................................................................................................... 16
二、價格促銷 ................................................................................................................................. 17
三、折扣幅度 ................................................................................................................................. 17
四、限量商品 ................................................................................................................................. 18
第五節 收益管理 ............................................................................................................... 18
第三章 研究模式與方法 ........................................................................................ 20
第一節 Groupon 模式特性 ................................................................................................ 20
第二節 研究模式 ............................................................................................................... 22
第三節 研究方法與資料蒐集 ........................................................................................... 23
一、研究方法 ................................................................................................................................. 23
二、資料蒐集 ................................................................................................................................. 24
第四節 操作型定義 ........................................................................................................... 27
一、自變數 ..................................................................................................................................... 28
二、因變數 ..................................................................................................................................... 30
第四章 分析結果與討論 ........................................................................................ 31
第一節 敘述統計 ............................................................................................................... 31
第二節 資料分析結果與討論 ........................................................................................... 36
一、促銷策略部份 .......................................................................................................................... 66
二、產品類別部份 .......................................................................................................................... 67
三、城市部份 ................................................................................................................................. 68
第三節 綜合論述 ............................................................................................................... 69
第五章 結論與建議 ................................................................................................ 72
第一節 研究發現與建議 ................................................................................................... 72
第二節 研究貢獻 ............................................................................................................... 74
第三節 研究限制 ............................................................................................................... 75
第四節 未來研究 ............................................................................................................... 76
參考文獻 ........................................................................................................................ 77
附錄 ............................................................................................................................... 81
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