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系統識別號 U0026-1707201221220300
論文名稱(中文) 遞延贈品的種類對顧客忠誠度的影響—以便利商店為例
論文名稱(英文) The Effect of Delayed Premiums’ Types on Customer Loyalty — A Case of Convenience Store
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 100
學期 2
出版年 101
研究生(中文) 陳羿君
研究生(英文) Yi-Jyun Chen
學號 r66991222
學位類別 碩士
語文別 英文
論文頁數 102頁
口試委員 指導教授-賴孟寬
口試委員-蔡東峻
口試委員-劉佳玲
中文關鍵字 遞延贈品  收藏式贈品  購買意圖  顧客忠誠度 
英文關鍵字 Delayed Premiums  Premiums Collection  Purchase Intention  Customer Loyalty 
學科別分類
中文摘要 近年來超商贈品的促銷而引起的收集風潮相當成功,也為企業增加不少營業收入。但相關文獻對於遞延贈品的討論實有不足,因此本研究主要探討不同型式的遞延贈品和贈品設計可收藏與否的效果對購買意圖和顧客忠誠度的影響。本研究以便利商店為例,研究結果顯示不須加價的贈品知覺價值顯著高於加價贈品;而可收藏性贈品知覺價值高於非收藏性贈品;若贈品型式為不需加價且可收藏性則消費者的知覺價值為最高且引起購買意願和形成顧客忠誠度。而不同的收藏動機也會造成消費者對於遞延贈品和收藏式贈品與知覺價值之間關係的影響。
英文摘要 Nowadays, delayed premiums are getting more and more popular. There are two types of delayed premiums—free premiums and reduced-price premiums. However, few literatures have examined the effectiveness of different types of delayed premiums on consumer behavior. Therefore, this study is aimed to explore the effects of different delayed premiums in specific distribution channel to cause customers buying intention and firm loyalty. In business practices, it is prevalent to design collectable premiums to increase customers’ repurchasing willingness. Hence, this study also investigated the effects of premiums collection on purchase intention and customer loyalty.

The research findings can be concluded as the followings. Free premiums perceived higher value than reduced-price premiums. In addition, collectable premiums have stronger value perception than non-collectable premiums. Customers are more favorably on interaction of free premiums with collectable set. Besides, customers will intent to collect those delayed premiums and through collecting behavior to increasing repurchasing possibilities and become loyalty customers. Moreover, the moderating effect, collecting motivation, positively affects delayed premiums and premiums collection on perceived value. The legitimization can strength acceptance of free premiums. Self-extension has a stronger effect on collectable premiums than non-collectable premiums.
論文目次 摘要 I
ABSTRACT II
TABLE OF CONTENTS IV
LIST OF TABLES VII
LIST OF FIGURES IX
CHAPTER I INTRODUCTION 1
Research Background and Motivation 1
Research Objectives 3
CHAPTER II LITERATURE REVIEW 5
Delayed Premiums 5
Perceived Value 6
The Relationship between Delayed Premiums and Perceived Value 7
The Effect of Premiums Collection on Perceived Value 8
The Interaction between Delayed Premiums and Premiums Collection 9
The Relationship between Perceived Value and Purchase Intention 9
The Relationship between Perceived Value and Customer Loyalty 10
The Relationship between Collecting Motivation, Delayed Premiums and Premiums Collection 11
Conceptual Model 12
CHAPTER Ⅲ METHODOLOGY 14
Research Design 14
Operational Definition of Variables 14
Independent Variables 15
Dependent Variables 17
Moderating Variable 18
Selection of Delayed Premiums 20
Pretest I 23
Pretest II 28
Modification 38
Formal Data Collection 39
CHAPTER IV RESULTS AND DISCUSSIONS 41
Data Handing and Codings 41
Validity and Reliability 44
Variable Indexes 52
Hypothesis Testing 54
CHAPTER V CONCLUSIONS AND SUGGESTIONS 67
Conclusions 67
Empirically Tested Model 70
Research Contributions 70
Limitations and Suggestions for Future Research 72
REFERENCES 74
Appendix A: Pretest for Delayed Premiums Selection 78
Appendix B: Pretest for Formal Questionnaire 86
Appendix C: Hard Copy Version of Formal Questionnaire 95
Appendix D: Hard Copy Version of Experimental Material for Formal Questionnaire 101


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