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系統識別號 U0026-0707201300215300
論文名稱(中文) 促銷框架與參考價格—以牙膏為例
論文名稱(英文) Sales Promotion Framing and Reference Price- A Toothpaste Example
校院名稱 成功大學
系所名稱(中) 企業管理學系碩博士班
系所名稱(英) Department of Business Administration
學年度 101
學期 2
出版年 102
研究生(中文) 葉俐萱
研究生(英文) Li-Hsuan Yeh
學號 R46001235
學位類別 碩士
語文別 中文
論文頁數 58頁
口試委員 指導教授-葉桂珍
口試委員-王瑜琳
口試委員-陳明惠
中文關鍵字 框架效應  金錢促銷  非金錢促銷  參考價格  品牌忠誠度  知覺價值  知覺品質 
英文關鍵字 Framing Effect  Monetary Promotions  Nonmonetary Promotions  Reference Price  Brand Loyalty  Perceived Value  Perceived Quality 
學科別分類
中文摘要 廠商為了吸引更多的消費者購買產品,推出各式各樣的促銷手法,促銷方式可分為金錢促銷(例如:直接降價、第二件半價)與非金錢促銷(例如:買一送一、增量促銷、贈品促銷)兩種方式。金錢促銷由於和商品售價為相同計量單位,易與商品價格相連結,通常被框架為降低損失,而非金錢促銷不容易與商品價格連結,通常被框架為利得。過往文獻發現金錢促銷比非金錢促銷更容易傷害消費者的參考價格,即金錢促銷比非金錢促銷易使消費者產生較低的參考價格。本論文主要擬透過四種情境框架法:第二件半價、買一送一、增量促銷、贈品促銷,來檢驗這主張的真實性,主要目的包括: (1)促銷的影響性:即促銷活動都會降低消費者的參考價格。 (2)正反面訊息敘述對參考價格的影響性;即金錢促銷(反面訊息敘述)是否比非金錢促銷(正面訊息敘述)更容易傷害消費者的參考價格? (3)品牌忠誠度的調解性:即金錢/非金錢促銷與參考價格間關係是否會受到消費者品牌忠誠度所影響。 (4)品牌忠誠度的調解性:即金錢/非金錢促銷與知覺價值與知覺品質間關係是否會受到消費者品牌忠誠度所影響。
研究結果顯示,不論是金錢或非金錢促銷都會降低消費者的參考價格,但卻不影響消費者對產品的知覺價值與品質的認知。另外非金錢性的促銷對參考價格的傷害比起金錢促銷要來得低。在調節效果方面,品牌忠誠度對於促銷方式與參考價格關係之間並沒有產生調節效果。另外品牌忠誠度對於促銷方式與知覺價值和品質關係之間也沒有產生調節效果。
英文摘要 Companies use a lot of sales promotions to attract customers to buy the products. Sales promotions could be divided into monetary promotions (such like price discounts and buy one get another at half price) and nonmonetary promotions (such like buy one get one free, bonus pack and premium attached). Monetary promotions are in the same units as the sales prices; therefore they will be more easily integrated with the sales prices. Monetary promotion is likely to be seen as a reduced price. However, nonmonetary promotions are more difficult integrated with the sales prices. Therefore, this kind of promotion is likely to be seen as a separate gain. For the purpose, this research uses a scenario framing approach to example if a monetary promotion can reduce the reference price of a promoted product more than a nonmonetary promotion. The goals are three folds: (1) Examining if monetary and nonmonetary promotions result in similar reference prices; (2) Examining if “monetary promotion” framing lowers the reference price of a promoted product more than “nonmonetary promotion” framing; (3) Analysis whether brand loyalty moderates the relationships of monetary/nonmonetary promotion framing with reference price, as well as with perceived value and perceived quality.
The results of the study show that both monetary promotion and nonmonetary promotion can reduce the reference prices whereas the reductions of the nonmonetary promotion are less than those of monetary promotion. Further, brand loyalty shows no moderating effect on the three relationships tested.
論文目次 中文摘要 I
Abstract II
致謝 III
目錄 IV
表目錄 VI
圖目錄 VII
第壹章 緒論 1
第一節 研究動機 1
第二節 研究目的 3
第三節 研究流程 5
第貳章 文獻探討 6
第一節 展望理論 6
第二節 框架效應 8
第三節 促銷分類準則 11
第四節 知覺價值與品質 11
第五節 內部參考價格 13
第六節 品牌忠誠度 16
第參章 研究方法 18
第一節 研究架構與假設 18
第二節 各變數之操作性定義與衡量 19
第三節 研究設計 22
一、實驗設計與研究情境設計 22
二、研究產品的選擇 25
三、產品設計 25
四、實驗過程 26
五、問卷設計 27
第四節 資料分析方法 28
一、 敘述性統計分析 28
二、 因素分析法 28
三、 信度分析 29
四、 相關分析 29
五、 變異數分析 30
六、 成對樣本T檢定 30
七、 迴歸分析 30
第肆章 資料分析 32
第一節 樣本資料統計 32
第二節 因素與信度分析 34
第三節 相關分析 35
第四節 變異數分析 37
第五節 成對樣本T檢定 37
第六節 迴歸分析 40
第伍章 討論與建議 44
第一節 結論 44
第二節 研究貢獻 46
第三節 管理意涵 46
第四節 研究限制與後續研究建議 48
參考文獻 50
附錄一、正式問卷 54
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