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系統識別號 U0026-0812200914101657
論文名稱(中文) 以知覺不公平的角度探討目標促銷之效果及其干擾變數之影響
論文名稱(英文) The Examination of the Impacts of Targeted Promotions and the Moderating Effects from the Perspective of Perceived Unfairness
校院名稱 成功大學
系所名稱(中) 國際企業研究所碩博士班
系所名稱(英) Institute of International Business
學年度 96
學期 2
出版年 97
研究生(中文) 李曉青
研究生(英文) Hsiao-Ching Lee
電子信箱 r6890101@ccmail.ncku.edu.tw
學號 r6890101
學位類別 博士
語文別 中文
論文頁數 138頁
口試委員 指導教授-蔡東峻
召集委員-樓永堅
口試委員-吳萬益
口試委員-李奇勳
口試委員-劉宗其
中文關鍵字 方案複雜性  關係強度  內部參考價格  顧客身份  不相等情況  顧客關係  購買意願  目標促銷  知覺價格不公平  負面情緒  知覺價值 
英文關鍵字 purchase intentions  negative emotion  perceived value  customer relationship  targeted promotion  inequality conditions  perceived price unfairness  cutomer identification  internal reference price  relationship strength  complexity 
學科別分類
中文摘要 過去有關目標促銷方案的研究中,大部份皆是從廠商的角度探討目標促銷方案的競爭意涵和最佳的目標促銷方案,而較少有研究從消費者的角度去探討消費者在面對目標促銷方案時的心理狀態。其次,在許多探討促銷方案的研究中,皆指出促銷方案的使用確實將有效的提升消費者的購買意願。當目標促銷方案在針對不同顧客提供不同的促銷方案時,不同顧客對此目標促銷方案的看法是過去研究所沒有探討到的,且有可能引起負面的效果。本研究的主要研究目的是以知覺價格不公平的角度探討目標促銷方案對消費者知覺價格不公平之影響,進而探討顧客身份、內部參考價格、關係強弱和促銷方案的複雜性如何干擾目標促銷對知覺不公平的影響。最後瞭解知覺不公平如何認知地影響知覺價值和情感地影響負面情緒,再影響購買(重購)意願以及顧客關係。
為了蒐集本研究所需資料,共進行了四個組間因子設計的實驗,資料蒐集後,再進行變異數分析、線性結構模式和迴歸分析來分析資料以驗證假設。本研究結果發現:(一)當消費者同樣面臨不利和相等的目標促銷方案時,舊顧客所產生的知覺不公平比新顧客更高,但在面臨有利目標促銷方案時,新舊顧客的知覺不公平並無差異。(二)知覺價格不公平對購買意願的影響將透過認知面的知覺價值和情感面的負面情緒的中介。(三)內部參考價格並未干擾目標促銷方案對知覺價格不公平的影響,且也不受時間因素的影響。(四)關係強度會干擾目標促銷方案對知覺價格不公平的影響。(五)方案內容的複雜度可有效降低消費者對目標促銷方案的知覺價格不公平。(六)消費者的知覺價格不公平愈高將會使顧客關係惡化。本研究最後研究結果提出相關之理論貢獻和管理意涵以供管理者在提出目標促銷方案時作一參考,同時還提出本研究的限制和後續研究方向以作為未來研究的研究方針。
英文摘要 Previous research about targeted promotion focuses on its competitive implications and the way to develop optimal programs from the viewpoint of frims. Less research discusses customers’ psychological states toward targeted promotions. In ddition, many studies have shown that promotions can effectively enhance the purchase intentions. However, since targeted promotions offer different promotion programs to different customer segements, the customers of different segments may have different perceptions on the targeted promotion and the targeted promotion may induce negative effects. The above-mentioned issues are lack of examination. Based on the view of perceived price unfairness, the purposes of this research are to examine the effect of targeted promotions on consumers’ perceived price unfairness. And then, we examine the moderating effects of customer identifications, internal reference price, relationship strength, and complexity of progrom context between targeted promotions and perceived price unfairness. Finally, the mediating effects of perceived value and negative emotions between perceived price unfairness and purchase intentions, and the effect of perceived price unfairness on customer relationship are examined.
Four factorial between-subject design experiments are conducted to collect the data. Then, we use analysis of variance, structural equation model and regression to analyze the data and test the hypotheses. The findings of the results are six. First, current custoemrs’ perceived price unfariness is higher than the potential customers when both of them face the unfavored or equal targeted promotions. However, the perceived price unfairness between current and potential customers is no difference when both of them face the favored targeted promotions. Second, the effect of perceived price unfariness on purchase intentions is through the mediator of perceived value and negative emotions. Third, the internal reference price does not moderate the effect of targeted promotion on perceived price unfairess even cofounded by the time factor. Fourth, relationship strength moderates the effect of targeted promotions on perceived price unfairness. Fifth, the complexity of program context reduces consuemrs’ perceived price unfairness of targeted promotions. Sixth, the high perceived price unfairness detorioate customer relationship. Finally, the theoretical contributions and managerial implications are proposed as suugestions for implementing effective targeted promotions. Research limitations and future research suggestions are provided for future research devodting to the study of targeted promotions and perceived price unfairness.
論文目次 中文摘要 Ⅰ
英文摘要 Ⅱ
誌謝 Ⅳ
目錄 Ⅵ
表目錄 Ⅸ
圖目錄 ⅩⅠ
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 5
第三節 研究的範圍與對象 5
第四節 研究步驟 6
第二章 文獻回顧 8
第一節 目標促銷方案和知覺不公平性的相關理論 8
第二節 目標促銷方案對知覺不公平性的影響 12
第三節 知覺價值和負面情緒在知覺不公平和購買(再購)意願之間的中介效果 14
第四節 內部參考價格的干擾效果 16
第五節 知覺價格不公平和知覺顧客關係 18
第六節 關係強度的干擾效果 19
第七節 目標方案複雜性的干擾效果 21
第三章 研究方法 23
第一節 研究架構 23
第二節 研究方法 27
第三節 資料分析方法 38
第四章 研究結果 40
第一節 研究一的研究結果 40
第二節 研究二的研究結果 53
第三節 研究三的研究結果 59
第四節 研究四的研究結果 62
第五章 結論與建議 67
第一節 研究結論 67
第二節 研究理論貢獻與管理意涵 70
第三節 研究限制與後續研究建議 74
參考文獻 77
附錄一 研究一問卷 86
附錄二 研究一控制組問卷 94
附錄三 研究二問卷 100
附錄四 研究三問卷 113
附錄五 研究四問卷 122
附錄六 研究一變數相關係數表 131
附錄七 知覺價值和負面情緒的中介效果(研究一~研究四所有資料的分析結果) 132
作者簡歷 138
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