進階搜尋


下載電子全文  
系統識別號 U0026-1906201916484800
論文名稱(中文) 行動電子折價券對於知覺價值與知覺風險是否影響消費者購買意願
論文名稱(英文) The Influence of Perceived Value and Perceived Risk on Purchase Intentions for Mobile Coupons
校院名稱 成功大學
系所名稱(中) 企業管理學系
系所名稱(英) Department of Business Administration
學年度 107
學期 2
出版年 108
研究生(中文) 李苡瑄
研究生(英文) Yi-Syuan Li
學號 R46061227
學位類別 碩士
語文別 中文
論文頁數 97頁
口試委員 指導教授-蔡惠婷
口試委員-謝惠璟
口試委員-張巍勳
中文關鍵字 知覺價值  知覺價格  品牌知名度  購買意願  行動折價券 
英文關鍵字 perceived value  perceived price  brand awareness  purchase intention  mobile coupon 
學科別分類
中文摘要 本文最重要的目標便是期望能夠深入探討行動折價券的兌換是否會改變消
費者對行動折價券的促銷強度、其非價格促銷類型、行動折價券之品牌知名度
進而透過知覺價格以及知覺風險,非直接的影響其購買意願之關係,期望能夠
透過本研究的結論實證出消費者針對行動折價券之相關學術貢獻。
本研究以網路問卷之調查形式進行調研,於研究期間以 357 位有效問卷中獲得研究結論。其結論發現,行動折價券的促銷強度對於知覺價值及購買意願 具有正向相關的影響; 行動折價券中的非價格類型對於知覺價值及消費者的購 買意願具有正向相關的影響 ; 品牌知名度對於知覺價值及消費者的購買意願具 有正向相關的影響,然而對於知覺風險則無顯著影響。而知覺價格對於知覺價 值及購買意願也具有正向相關的影響。
而在檢驗中介變數的過程中,知覺價值對消費者的購買意願也具有正向相
關的影響,而在中介效果的知覺風險針對行動折價券來說,則無顯著正向相關
的影響性。
綜合分析下,影響行動折價券的兌換意願下,最需多加重視的影響因子來
自於知覺價值,也就是說當消費者使用行動折價券時,最具影響其購買意願的
為消費者感受其折價券對自己來說是否具有價值。
英文摘要 Thesis title: The Influence of Perceived Value and Perceived Risk on Purchase Intentions for Mobile Coupons
Author’s name: Yi Syuan Li
Advisor’s name: Huei Ting Tsai
Department and college: Business Administration Department, National Cheng Kung University

The purpose of this research is understanding mobile coupon whether to change customer purchase intention with sales promotion intensity, non-price promotion type, brand awareness, and perceived price and perceived risk. I hope that I can dedicate this research to realize and demonstrate the relevant academic contributions of kinds of result that when customer purchase promoted-products with using mobile coupons.
In the past, there are few kinds of research conducted about the perceived value to affect purchase intention, particularly customer using mobile coupons. In addition, there is lack of research to talking about mobile coupon in recent year. However, as consumer more and more relay on mobile device and the Internet in their daily life, the mobile coupon becomes more and more important and crucial for purchasing process and decision making of the consumer. According to these reasons, in this research, will focus on what is the most important factors affect purchase intention when customer using mobile coupons to buy something product was promoted.
According past researches about promotion of marketing fields, especially coupon in the part of promotion researched, I set several variables in my structure, my independent variables are sales promotion intensity, non-price type, perceived price, brand awareness; and mediation variables are perceived value and perceived risk, and dependent variable is purchase intention.
In my research, those survey was conducted in the form of online questionnaires, and the research conclusions were obtained in 357 valid questionnaires during the period. In my data, all of the data made up of young people who are highly Internet users (including students and white-collar workers). Therefore, in the result will focus on young people who use to using mobile coupons to buy products.
The result of my study shows that four variables have a significant positive impact on the perceived value then have a significant positive impact on the purchase intention. The sales promotion intensity of mobile coupons has a positive impact on perceived value and purchase intention; non-price type of mobile coupons have a positive impact on perceived value and purchase intention; brand awareness has a positive effect on perceived value and purchase intention. However, brand awareness has no significant effect on perceived risk. Perceived prices have a positive impact on perceived value and purchase intention. In the testing of mediation variables, perceived value has a positive impact on the sales promotion intensity to purchase intention which means perceived value is a full mediation variable in these relationship; non-price type of promotion has a positive impact on the purchase intention which means perceived price is a partial mediation variable in these relationship; in the relationship within brand awareness and purchase intention, perceived value has a positive impact which means perceived value is a partial mediation in this relationship; and perceived value in perceived price and purchase intention, perceived value has a positive impact which means perceived value is a partial mediation variable in this relationship. However, it is no significant positive influence with perceived risk to mobile coupons.
On the whole, the most important factor – perceived value, will affect the willingness of the consumer to use the mobile coupon through the purchasing process. For manufactures, perceived price is one of the most important factors affecting brand value. Using mobile coupons make consumers feel that the coupons have high value. Therefore, it is believed that the value of the products is higher. For the consumer, the brand awareness will be a factor that affect consumer purchase intention during the purchase decision process. And when the brand awareness is higher, that is, the impression of brand in consumer’s mind will be more stronger, so consumer will increase their willingness to using mobile coupon. When they purchase promoted-products. In the result, when the consumer uses the mobile coupon, the consumer who has the most influence on the purchase will convince the mobile coupon that has value for the consumer.
In addition, perceived risk may decrease the willingness of the consumer to purchase promoted-products with mobile coupon. However, due to the customer who is high-level internet users fully understand how to use the internet to get the mobile coupon and know how to protect their private information, perceived risk not to be seen as crucial affect when consumer purchase promoted-products with using the mobile coupon. That is to say, brand or firm need to realize how to set the promotion strategy with mobile coupon to shorten the distance of customer between brand, so that firm can get more benefit, such as enhancing brand awareness, increasing perceived value and purchase intention.
About Managerial Contribution, I have three points. One is mobile coupon can increase consumer purchase intention, so mobile coupon can use for promotion strategy. Seconds, Retailers should consider how to use mobile coupons as a promotional strategy in conjunction with brand awareness. Final, Think about how to increase brand awareness from promotion activities, and enhance perceived value of mobile coupon, so that the brand can effectively operate for a long time.
論文目次 目錄
第一章 緒論............................................................................................................................. 1
第一節 研究動機.................................................................................................................1
第二節 研究背景.................................................................................................................4
第三節 研究目的.................................................................................................................7
第四節 研究問題.................................................................................................................8
第五節 研究流程.................................................................................................................9

第二章 文獻探討...................................................................................................................10
第一節 行動折價券...........................................................................................................10
一、 行動折價券...........................................................................................................10
第二節 促銷強度...............................................................................................................15
一、 促銷定義...............................................................................................................15
二、 促銷強度的衡量...................................................................................................16
第三節 促銷類型...............................................................................................................18
一、 促銷類型定義.......................................................................................................18
二、 促銷類型之分類...................................................................................................18
三、 非價格促銷工具之種類.......................................................................................21
第四節 品牌知名度...........................................................................................................24
一、 品牌知名度定義...................................................................................................24
二、 品牌知名度之構面...............................................................................................25
第五節 知覺價格...............................................................................................................27
一、 知覺與價格...........................................................................................................27
二、 知覺價格定義.......................................................................................................27
三、 知覺價格構面.......................................................................................................28
第六節 知覺價值...............................................................................................................30
一、 知覺價值定義.......................................................................................................30
二、 知覺價值形成.......................................................................................................30
第七節 知覺風險...............................................................................................................34
一、 知覺風險定義.......................................................................................................34
二、 知覺風險構成要素...............................................................................................35
第八節 消費者購買意願及行動折價券使用意願 ........................................................... 37
一、 購買意願定義.......................................................................................................37
二、 消費者購買意願之構面.......................................................................................38
第三章 研究方法...................................................................................................................
39 第一節 研究架構...............................................................................................................39
第二節 研究假設...............................................................................................................40
一、 行動折價券促銷強度對知覺價值之影響 ........................................................... 40 二、 行動折價券促銷類型對知覺價值之影響 ........................................................... 40 三、 品牌知名度對知覺價值之影響 ........................................................................... 41
四、 品牌知名度對知覺風險之影響 ........................................................................... 41
五、 知覺價格對知覺價值之影響...............................................................................42
六、 知覺價值對購買意願之影響...............................................................................42
七、 知覺風險對購買意願之影響...............................................................................42
第三節 研究變數與操作性定義.......................................................................................43
一、 自變數的操作性定義及衡量方式 ....................................................................... 43
二、 依變數的操作性定義及衡量...............................................................................46
三、 中介變數的操作性定義及衡量方式 ................................................................... 47
四、 基本資料...............................................................................................................49
第四節 研究對象...............................................................................................................50
第五節 資料分析方法.......................................................................................................51
一、 敘述性統計分析...................................................................................................51
二、 因素分析...............................................................................................................51
三、 信度分析...............................................................................................................52
四、 效度分析...............................................................................................................52
五、 相關分析...............................................................................................................52
六、 迴歸分析...............................................................................................................53
第四章 研究分析結果...........................................................................................................54
第一節 有效研究樣本基本資料.......................................................................................54
第二節 變數的敘述統計...................................................................................................57
一、 行動折價券之促銷強度.......................................................................................57
二、 行動折價券之非價格促銷類型 ........................................................................... 57
三、 品牌知名度...........................................................................................................58
四、 知覺價格...............................................................................................................59
五、 知覺價值...............................................................................................................60
六、 知覺風險...............................................................................................................61
七、 購買意願...............................................................................................................62
第三節 變數之信效度分析...............................................................................................63
一、 促銷強度...............................................................................................................63
二、 非價格促銷類型...................................................................................................64
三、 品牌知名度...........................................................................................................65
四、 知覺價格...............................................................................................................66
五、 知覺價值...............................................................................................................67
六、 知覺風險...............................................................................................................68
七、 購買意願...............................................................................................................69
第四節 各變數相關分析...................................................................................................70
第五節 各變數之迴歸分析...............................................................................................71
一、 促銷強度對知覺價值...........................................................................................71
二、 非價格促銷類型與知覺價格...............................................................................71 三、 品牌知名度與知覺價值.......................................................................................72
四、 品牌知名度與知覺風險.......................................................................................72
五、 知覺價格與知覺價值...........................................................................................73
六、 知覺價值與購買意願...........................................................................................74
七、 知覺風險與購買意願...........................................................................................75
八、 促銷強度以中介效果知覺價值對購買意願 ....................................................... 75
九、 非價格促銷類型與中介效果知覺價值對購買意願 ........................................... 77 十、 品牌知名度與中介效果知覺價值對購買意願 ................................................... 78 十一、 知覺價格與中介效果知覺價值對購買意願 ................................................... 79 十二、 模型迴歸整理...................................................................................................80
第五章 結論與建議...............................................................................................................81
第一節 研究結論...............................................................................................................81
一、 研究假設與驗證結果...........................................................................................81
第二節 研究貢獻...............................................................................................................82
一、 促銷強度、非價格類型促銷活動、品牌知名度與知覺價格正向影響知覺價值
......................................................................................................................................... 82
二、 知覺價值正向影響購買意願...............................................................................83
第三節 管理意涵...............................................................................................................84
一、 訂定促銷策略,提升消費者知覺價值 ............................................................... 84 第四節 研究限制與研究建議...........................................................................................85
一、 新增其他變數構面...............................................................................................85
二、 擴大不同類型之研究樣本數...............................................................................85
附錄:問卷調查表 ................................................................................................................. 94
參考文獻 中文部分
參考文獻
1. Yahoo 奇摩 2017 年電商紫皮書(2017)
2. 王又鵬(1993),「促銷活動對消費者購買行為影響之研究」,政治大學企業管理研究所博士論文。
3. 高子傑(2007)。電視廣告代言人及優惠券使用行為對購買意願之影響-以麥當勞為例,南台科技大學休閒事業管理系碩士論文
4. 陳韶瑋(2010)。行動條碼優惠券之研究(碩士論文)。朝陽科技大學資訊管理系碩士論文
5. 曾宏鈞(2011)。女性運動服裝消費者生活型態、促銷方式與消費者行為之研究—以臺北市百貨公司為例,國立臺灣師範大學運動與休閒管理系碩士論文
6. 曾忠蕙(2007),「贈品促銷深度與品牌形象對知覺價值與價格知覺的影響效果與外溢效果之研究」,政治大學企業管理研究所博士論文。
7. 黃仲薇(2012)。消費者知覺風險、人格特質暨促銷方式對合購意願之影響,銘傳大學傳播管理學系碩士論文
8. 黃家蔚(2004)。促銷方式、產品涉入程度與促銷情境對消費者品牌評價與購買意願之影響,國立成功大學企業管理學系碩士論文。
9. 經濟部(2015)虛擬經濟 – 行動支付之影響與商機研究國際篇行動支付趨勢與業者動態
10. 蔡佩勳(2014)。知覺價格、品牌形象、商店形象對知覺價值與購買意願之關係研究─以西班牙服飾品牌 ZARA 為例,國立中山大學企業管理學系碩士論文
11. 謝羽榛(2013)。品牌形象、品牌知名度、知覺價值影響消費者購買保健食品意願之研究-以屏東縣消費者購買雞精為例,屏東科技大學農企業管理系所學位論文
英文部分
1. Aaker, D. A. (1973), “Toward A Normative Model of Promotional Decision Maketing,” Management Science, Vol.19, No.6, pp.593-603.
2. Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name: Free Pr.
3. Aaker, D. A. (1996a). Building strong brands: New York: The Free Press.
4. Aaker, D. A. (1996b). Measuring brand equity across products and markets.
California Management Review, 38(3), 103.
5. Aaker, D. A., (1991), “Managing Brand Equity: Capitalizing on the Value of a
Brand Name, “New York: the Free Press.
6. Bagozzi, R., H. Baumgatner, and Y. Youjae (1992b), “Appraisal Processes in the
Enactment of Intentions to Use Coupons,” Psychology & Marketing, Vol. 9(6), pp.
469-486.
7. Bauer, R. A. (1960), “Consumer behavior as risk taking,” Dynamic Marketing for
a Changing World, Edited by American Marketing Association, pp. 389-398,
Chicago, IL.
8. Bawa, K. and R. Shoemaker (1987), “The Coupon-Prone Consumer: Some
Findings Based on Purchase Behavior Across Product Classes,” Journal of
Marketing, Vol. 51(4), pp. 99-110.
9. Beem, Eugene R. and H. Jay Shaffer (1981), “Triggers to Customer Action-SomeElements in a Theory of Promotional Inducement,” Marketing Science
Institute,81-106.
10. Bhatnagar, Amit, Sanjog Misra, and H. Raghav Rao (2000), “On Risk,
Convenience, and Internet Shopping Behavior,” Communication of the ACM, Vol.
43(11), pp. 98-105.
11. Blattberg, R. C. and Scott A. Neslin (1990), Sales Promotion: Concepts, Methods,
and Strategies, NJ: Prentice Hall, Inc.
12. Boland, W. A., Connell, P. M., & Erickson, L.-M. (2011). Children's response to
sales promotions and their impact on purchase behavior. Journal of Consumer
Psychology. doi: 10.1016/j.jcps.2011.04.003
13. Buil, I., de Chernatony, L., & Martinez, E. (2011). Examining the role of
advertising and sales promotions in brand equity creation. Journal of Business
Research.
14. C. C. Chang, C. C. Wu, and I. C. Lin (2006), “A Secure E-Coupon System for
Mobile Users,” International Journal of Computer Science and Network Security,
Vol. 6, No. 1, pp. 273-279.
15. Campbell, Leland and William D. Diamond (1990), “Framing and Sales Promotion: The Characteristics of A Good Deal, ”Journal of Consumer Marketing,
Vol. 7, No.4, pp.25-31.
16. Celsi, R. L. and Olson, J. C. (1988), “The role of involvement in attention and
comprehension processes,” Journal of Consumer Research, Vol. 15, No. 2, pp.
210-224.
17. Cox, D. F. (Ed.). (1967). Risk taking and information handling in consumer
behavior. Boston: Division of Research, Graduate School of Business Administration, Harvard University.
18. Cronin, J.J., Brady, M.K., & Hult, G.T.M. (2000). Assessing the effects of quality,
value, and customer satisfaction on consumer behavioral intentions in service
environments. Journal of Retailing, 76(2): 193–218.
19. D. Chincholle, M. Eriksson, and A. Burden, Location-Sensitive Services: It’s Now Ready for Prime Time on Cellular Phonses!, (2002), Proceddings of the 4th Conference on Designing Interactive Systems: Processes, Practices, Methods, and Techniques, 331-334.
20. Davidson J. Hugh (1987), Offensive Marketing: How to Make Your Competitors Follow, 2nd ed. England: Gower Publishing Company Limited
21. Davis, S., Inman, J. J., & McAslister, L. (1992). Promotion has a negative effect on brand evaluations: Or does it? Additional disconfirming evidence. Journal of Marketing research, 143-148.
22. Dickson R. P. and A. G. Sawyer (1990), “The Price Knowledge and Search of Supermarket Shoppers,” Journal of Marketing, Vol.54, pp.42-53.
23. Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of marketing research, 307-319.
24. Dodson, J. A., Tybout, A. M., and Sternthal, B. (1978). Impact of Deals and Deal Retraction on Brand Switching. Journal of Marketing Research, 15, 72-81.
25. Dommermuth, William P (1989), Promotion: Analysis, Creativity, Strategy, 2nd ed. Boston, Mass: PWS-Kent Publishing Company
26. Dowling, G. R., & Staelin, R. (1994). A model of perceived risk and intended risk- handling activity. Journal of consumer research, 119-134.
27. Engel, J. F., R. D. Blackwell, and D.T. Kollat (1993), Consumer Behavior,7th ed., N. Y.: Dryden Press.
28. Engel, W. and Kinnear. (1987), Promotional Strategy,6 edition., Homewood, IL: Irwin.
29. Engel. J.F., Blackwell, R.D., &Miniard, P.W. (1984). Consumer behavior. 6th ed. Harcourt Broce Joranovich College Publishers, The Dryden Press.
30. Fry, Joseph N. and Gordon H. McDougall (1974), “Consumer appraisal of retail
price advertisement”, Journal of Marketing, 38 (July), 64-74.
31. Gedenk, K., & Neslin, S. A. (1999). The role of retail promotion in determining future brand loyalty: Its effect on purchase event feedback. Journal of Retailing,
75(4), 433-459.
32. Gijbrechts, E. (1993). Prices and pricing in consumer marketing: Some recent
developments. International Journal of Research in Marketing, 10(2): 115-151.
33. Global Mobile Coupons Market 2016-2020 (2016), TechNavio (InfinitiResearch
Ltd.)
34. Grewal, D., Krishnan, R., Baker, J., & Borin, N. (1998). The effect of store name,
brand name and price discounts on consumers' evaluations and purchase intentions.Journal of retailing, 74(3), 331-352.
35. Hawkins, D.I., Best, R.J., & Coney, K.A. (2004). Consumer behaviour: Building
marketing strategy, 9th ed. New York, McGraw Hill/Irwin.
36. Henderson, C. (1985), “Modeling the Coupon Redemption Decision,” Advances
in Consumer Research, Vol. 12, pp.138-143.
37. Hoyer, W. D. and Brown, S. P. (1990), “Effects of brand awareness on choice for
a common, repeat-purchase product,” Journal of Consumer Research, Vol. 17, No.
2, pp. 141-148.
38. Introduction to Mobile Coupons(2007), MMA, Version 97
39. Jacoby, J. and Leon B. Kaplan (1972), “The Component of Perceived Risk,” In
Proceedings, Third Annual Conference. ED. M. Venkatesan. Urbana, IL:
Association for Consumer Research.
40. Jacoby, J., & Olson, J.C. (1977). Consumer response to price: An attitudinal
information processing perspective in Moving Ahead with Attitude Research, Y.
Wind and P. Greenberg, eds. Chicago: American Marketing Association: 73-86.
41. Jacoby, J., Olsen, J. C. and Haddock, R. A. (1971), “Price, brand name, and productcomposition characteristics as determinations of perceived quality,”
Journal of Applied Psychology, Vol. 55, No. 6, pp. 570-579.
42. Kalwani, M. U., & Yim, C. K. (1992). Consumer price and promotion expectations: An experimental study. Journal of Marketing research, 90-100.
43. Kalyanaram, G., & Little, J.D.C. (1994). An empirical analysis of latitude of acceptance in consumer package goods, Journal of Consumer Research, 21
December: 408-418.
44. Kamins, M. A., & L. J. Marks. (1991). The perception of kosher as a third party
certification claim in advertising for familiar & unfamiliar brands. Journal of
marketing Science,91(3), 86 177-85.
45. Kashyap, R., & Bojanic, D.C. (2000). Astructural analysis of value, quality and
price perceptions of business and leisure travelers. Journal of Travel Research, 39
Aug: 45-51.
46. Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. The Journal of Marketing, 1-22.
47. Keller, K. L. (2003a). Brand synthesis: The multidimensionality of brand
knowledge. Journal of consumer research, 29(4), 595-600.
48. Keller, K. L. (2003b). Strategic Brand Management: Building, Measuring and
Managing Brand Equity: Prentice Hall, Upper Saddle River.
49. Kim, C. K. and Lavack, A. M. (1996), “Vertical brand extensions: Current research and managerial implications,” Journal of Product & Brand Management, Vol. 5, No. 6, pp. 24-37.
50. Kotler, P. (1991 and 1997), Marketing Management-Analysis, Planning,
Implementation, and Control., 7th and 9th Edition, New Jersey, Prentice-Hall Inc.
51. Kotler, P. (1996), Marketing Management: Analysis, Planning, Implementation
and Control, 9th ed., NJ: Prentice-Hall.
52. Kotler, P. and G. Amstrong (1998), Principles of marketing, 8th ed, NJ: Prentice
Hall Inc.
53. Kotler, Philip (2000), Marketing Management: Analysis, Planning, I
mplementation and control, 10th Edtion, New Jersey, Prentice Hall Inc
54. Laroche, M., Pons, F., Zgolli, N., & Kim, C. (2001). Consumers use of price promotions: a model and its potential moderators. Journal of Retailing and
Consumer Services, 8(5), 251-260.
55. Laurent, G., Kapferer, J.-N. and Roussel, F. (1995), “The underlying structure of
brand awareness scrores,” Marketing Science, Vol. 14, No. 3, pp. 170-179.
56. Lichtenstein, D.R., Ridgway, N.M., & Netemeyer, R.G. (1993). Price perceptions and consumer shopping behavior: A field study. Journal of Marketing Research,
30: 234-245.
57. Lichtenstein, Donald R., Netemeyer, and Scot Burton. (1995). "Assessing the
Domain Specificity of Deal Proneness: A Field Study." Journal of Consumer
Research 22 (December): 314-326.
58. Liebermann, Y., & Stashevsky, S. (2002). Perceived risks as barriers to Internet
and e-commerce usage. Qualitative Market Research: An International
Journal,5(4), 291-300.
59. Lockyer, T. 2005. The perceived importance of price as one hotel selection
dimesion. Tourism Management, 26: 529-537.
60. Marion, F. M. (1987) A Delphi Analysis of a Definition of Sales Promotion,
Dectoral Dissertation, Memphis Sates Unirersity.
61. McCarthy, J. E. and Jr. W. D. Perreault (1984), Basic Marketing, Homewood,
illinois: Richard D. Irwin.
62. Mela F. Carl, Sunil Gupta and Donald R. Lehmann (1997),“The Long-Term Impact of Promotion and Advertising onConsumer Brand Choice , ” Journal of Marketing Research ,Vol.XXXIV , May , pp.248-261。
63. Mitchell, V. W. and Boustani, P. (1993), “Market development using new products and new customers: A role for perceived risk,” European Journal of Marketing, Vol. 27, No. 2, pp. 17-32.
64. Mitchell, V. W. and Boustani, P. (1994), “A preliminary investigation into pre-and post-purchase risk perception and reduction, ”European Journal of Marketing, Vol. 28, No. 1, pp. 56-71.
65. Monroe, K.B. (1990). Pracing marking profitable decisions (2thed). New York: Mcgraw-Hill.
66. Monroe, K.B., & Krishnan, R. (1985). The effect of price on subjective product evaluations. In Perceived Quality. MA: Lexington Books: 209-232.
67. Murray, K. B. and Schlacter, J. L. (1990), “The impact of services versus goods on consumers' assessment of perceived risk and variability,” Journal of the Academy of Marketing Science, Vol. 18, No. 1, pp. 51-65.
68. Neslin, S. A. (1989), “An Alternative Explanation for Lower Repeat Rate After 93 Promotion Purchases”, Journal of Marketing Research, 26(2): 205-213.
69. Nijs, V. R., Dekimpe, M. G., Steenkamp, J. B. E. M., & Hanssens, D. M. (2001). The category-demand effects of price promotions. Marketing Science, 1-22.
70. Olson, J. C. & Jacoby, J. (1977). Consumer response to price: an attitudinal,
information processing perspective, in Yoram Wind and Marshall G. Grenberg eds. Moving Ahead With Attitude Research. Chicago: America Marketing Association: 73-86.
71. Parasuraman, A. (1997). Reflections on going competitive advantage through customer value. Journal of the Academy of Marketing Science, 25(2): 154-161.
72. Percy, L. (1997). Strategies for Implementing Integrated Marketing Communication. NTC Business Books, Chicago.
73. Petrick, J.F. (2005). Segmenting cruise passengers with price sensitivity. Rourism Management, 26: 753-762.
74. Petrick, J.F. ( 2005 ) . Segmenting cruise passengers with price sensitivity. Rourism Management, 26: 753-762.
75. Prentice, R. M., (1985) “The FCB Approach to Advertise/Promotion Spending, ”In The Relationship Between Advertise and Promotion in Brand Strategy , R. A. Strang , ed., Cambridge : Marketing Science Institute , pp.75-90
76. Raghubir, P. (2004). Coupons in context: discounting prices or decreasing profits? Journal of Retailing, 80(1), 1-12.
77. Rao, A. R. and Monroe, K. B. (1988), “The moderating effect of prior knowledge
on cue utilization in product evaluations,” Journal of Consumer Research, Vol. 15,
No. 2, pp. 253-264.
78. Rong, C. and He Feng (2003), “Examination of Brand Knowledge, Perceived Risk and Consumers’ Intention to Adopt an Online Retailer,” Total Quality
Management and Business Excellence, Vol. 14(6), pp.677
79. Rossiter, J. R. and Percy, L. (1987), Advertising and Promotion Management,
McGraw-Hill, Singapore.
80. S. Dominikus and M. Aigner (2007), “mCoupons: An Application for Near Field
Communication (NFC), ”Proceedings of the 21st International Conference on Advanced Information Networking and Applications Workshops, Vol. 2, pp. 421- 428.
81. Schiffman, L. G., & Kanuk, L. L. (2000). Consumer Beheaviour.
82. Schultz, DonE. And William A. Robinson (1982), “SalesPromotion Management”,
Chicago, IL: Crain book.
83. Scott, C. A. (1976). The effects of trial and incentives on repeat purchase behavior. Journal of Marketing research, 263-269.
84. Seipel, Carl-Magnus (1997), “Premiums-Forgotten by Theory,” Journal of
Marketing , Vol.35 , pp.26-34 , 1971
85. So, May W. C. and Domenic Sculli (2002), “The Role of Trust, Quality, Value, and Risk in Conducting E-Business,” Industrial Management + Data Systems, Vol.
102(9), pp. 503-512.
86. Srinivasan, S., Pauwels, K., Hanssens, D. M., & Dekimpe, M. G. (2004). Do
promotions benefit manufacturers, retailers, or both? Management science, 617-
629.
87. Srinivasan, S., Popkowski Leszczyc, P. T. L., & Bass, F. M. (2000). Market share
response and competitive interaction: The impact of temporary, evolving and structural changes in prices. International Journal of Research in Marketing, 17(4), 281-305.
88. Sun, B., Neslin, S. A., & Srinivasan, K. (2003). Measuring the impact of promotions on brand switching when consumers are forward looking. Journal of Marketing research, 389-405.
89. Sweeney, J.C., & Soutar G.N. ( 2001 ) . Consumer perceived value: the development of a multiple item scale. Journal of Retailing, 77(2): 203-220.
90. T. Shojima, Y. Ikkai, and N. Komoda (2004), “A Method for Mediator Identification Using Queued History of Encrypted User Information in an Incentive Attached Peer to Peer Electronic Coupon System,” Proceedings of the 2004 IEEE International Conference on System, Man and Cybernetics, Vol. 1, pp. 1086-1091.
91. Thaler, R.H(. 1985). Mental accounting and consumer choice. Marketing Science, 4(3): 199-214.
92. Voss, G.B., Parasuraman, A., & Grewal, D. (1998). The role of price, performance and expectations in determining satisfaction in service exchanges. Journal of Marketing, 62 Oct: 46-61.
93. William B. Dodds, Kent B. Monroe and Dhruv Grewal. (1991), Effects of Price, Brand, and Store Information on Buyers' Product Evaluations. Journal of Markeing Research, 28(3): 307-319.
94. William W.H. (1967). Communication and Organizatio Behavior. Homewood, IL: Richard D. Irwin, Inc: 56.
95. Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1-14.
96. Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2), 195-211.
97. Zeithaml, V.A. (1988). Consumer perceptions of price, quality and value: A means-end model and synthesis of evidence. Journal of Marketing, 52 July: 2-22.
網站部分
1. Statista.com https://www.statista.com/statistics/275670/adult-mobile-coupon-users-in-the- united-states/
2. 資策會 https://mic.iii.org.tw/IndustryObservations_PressRelease02.aspx?sqno=456
論文全文使用權限
  • 同意授權校內瀏覽/列印電子全文服務,於2019-06-28起公開。
  • 同意授權校外瀏覽/列印電子全文服務,於2019-06-28起公開。


  • 如您有疑問,請聯絡圖書館
    聯絡電話:(06)2757575#65773
    聯絡E-mail:etds@email.ncku.edu.tw