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論文名稱(中文) 零元手機促銷方案與品牌形象對知覺品質及知覺犧牲之影響
論文名稱(英文) The Effects of Zero-Price Handset Promotion and Brand Image on Consumer’s Perceived Quality and Sacrifice
校院名稱 成功大學
系所名稱(中) 電信管理研究所
系所名稱(英) Institute of Telecommunications and Management
學年度 98
學期 2
出版年 99
研究生(中文) 蔡汶儒
研究生(英文) Wen-Ju Tsai
學號 r9697104
學位類別 碩士
語文別 中文
論文頁數 70頁
口試委員 指導教授-蔡東峻
口試委員-李奇勳
口試委員-陳勁甫
口試委員-黃光渠
中文關鍵字 零元行銷  品牌形象  知覺品質  知覺犧牲 
英文關鍵字 Free Marketing  Brand Image  Perceived Quality  Perceived Sacrifice 
學科別分類
中文摘要 電信自由化以來,台灣手機的普及率已超過百分之百;在如此激烈競爭的市場中,電信業者無不推出各式廣告促銷,以吸引消費者目光。為了促使消費者使用服務,廠商甚至推出以零元或低價手機為號召的促銷方案,目的就在於以低門檻吸引消費者進入,再透過通話費及其他費用來補貼零元手機之成本。
過去對於零元行銷進行研究的文獻較少,且多以單一商品的探討為主。因此在電信產業的特性下,促銷方案中零元及非零元商品對消費者知覺評估會產生怎樣的差異,將是一個有趣的議題。除了價格外,電信廣告中通常也會提供品牌、功能等相關的資訊。綜合以上所述,本研究想探討促銷方案的手機價格及手機品牌形象對消費者知覺品質及知覺犧牲的影響,並將知覺品質及知覺犧牲分別以手機及整體進行個別衡量。
本研究在文獻回顧後,作者發展研究架構來探討各購面的關係。本研究以2(促銷方案:零元手機促銷方案、非零元手機促銷方案)×2(手機品牌形象:高、低)實驗設計的方式來蒐集資料並進行分析,有效樣本為137人,所得之結論如下:
1. 不同促銷方案的知覺品質沒有顯著差異,但零元手機促銷方案會明顯降低消費者的知覺犧牲
2. 高手機品牌形象的知覺品質較高,但手機品牌形象對知覺犧牲沒有顯著影響
3. 促銷方案和手機品牌形象對知覺品質存在顯著的交互作用,且在零元手機促銷方案時,品牌形象對知覺品質的影響較大
4. 促銷方案和手機品牌形象對手機知覺犧牲存在顯著的交互作用,且在零元手機促銷方案時,品牌形象對知覺犧牲的影響較大

關鍵字:零元行銷、品牌形象、知覺品質、知覺犧牲
英文摘要 The number of mobile phone user in Taiwan has grown rapidly since the deregulation in 1996. Today, the penetration rate of mobile phone in Taiwan is over 100%. In such competitive market, mobile-retailer and service operator use promoti
on such as zero-price handset or low-price handset to attract customer. How the service operator profit from zero-price handset? First, the operator attract customer to subscribe the telecom service. Second, they profit from the call fee and the other service fee, then use these profit to subsidy the cost of zero-price handset.
There are few literatures about free or zero marketing in the past, and most of them are focus on the single product. As a result, it is a interesting subject that how the price (zero-price and normal-price) influence on customer’s evaluation. Otherwise, the telecom operator also provided the brand and other information in the advertisement.
In sum, the purpose of this study is to understand the effect of price and handset brand on customer’s perceived quality and sacrifice. Further, this study also discussed the perceived quality and sacrifice for handset product.
Total 137 effective samples were collected via experiment design and analyzed. The conclusions of this study are (1) The zero-price handset promotion and the normal-price handset promotion does not has significant difference on consumers’ perceived quality, but zero-price handset will decrease consumers’ perceived sacrifice. (2) The promotion with high brand image will increase consumers’ perceived sacrifice, but it has no significant effect on consumers’ perceived sacrifice. (3) The promotion and brand image have interaction effect on consumers’ perceived quality, and the brand image will have higher influence on consumers’ perceived quality in zero-price handset promotion. (4) The promotion and brand image have interaction effect on consumers’ perceived sacrifice, and the brand image will have higher influence on consumers’ perceived sacrifice in zero-price handset promotion.

Key words:Free Marketing, Brand Image, Perceived Quality, Perceived Sacrifice
論文目次 第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 3
第二章 文獻回顧 5
第一節 電信產業的零元行銷 5
第二節 零元手機促銷方案對知覺品質與知覺犧牲之影響 7
第三節 品牌形象對知覺品質之影響 11
第四節 零元手機促銷方案與品牌形象對知覺品質與知覺犧牲之交互影響 13
第五節 知覺品質、知覺犧牲與知覺價值對購買意圖之影響 14
第三章 研究方法 16
第一節 研究架構與假設 16
第二節 研究設計 18
第三節 變數操弄與衡量 20
第四節 正式實驗設計 25
第五節 資料分析方法 27
第四章 結果分析與討論 29
第一節 樣本結構 29
第二節 基本資料敘述性統計分析 30
第三節 研究變數的操弄檢定 31
第四節 不同促銷方案和手機品牌形象對知覺品質的影響 35
第五節 不同促銷方案和手機品牌形象對知覺犧牲的影響 38
第六節 知覺品質與知覺犧牲對知覺評估之影響 42
第五章 結論與建議 44
第一節 研究結論 44
第二節 實務上的建議 46
第三節 研究限制與未來研究建議 48
參考文獻 51
附錄一 54
附錄二 63
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