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系統識別號 U0026-1907201622365300
論文名稱(中文) 線上促銷對消費者購買通路決策之影響
論文名稱(英文) The Impact of Online Promotion Towards Consumers Decision on Purchasing Channel
校院名稱 成功大學
系所名稱(中) 高階管理碩士在職專班(EMBA)
系所名稱(英) Executive Master of Business Administration (EMBA)
學年度 104
學期 2
出版年 105
研究生(中文) 陳美錡
研究生(英文) Mei-Chi Chen
學號 R07034322
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-鄭至甫
口試委員-蔡東峻
口試委員-張紹基
口試委員-李慶芳
口試委員-林豪傑
中文關鍵字 價格促銷  知覺價值  知覺信任  刺激反應理論 
英文關鍵字 price promotions  perceived value  perceived trust  stimulation response theory 
學科別分類
中文摘要 近年來由於電子商務的通行,包括政府機關資訊工業策進會也大力推行支持推動,全球零售電子商務在2014年市場規模達到1.672兆美元,2015年預估將達到2.046兆美元;全球零售電子商務年年上升,反觀台灣市場,104年的成長已趨緩,僅有0.32%,網路的特性讓消費者容易比價,當國內的廠家還在削價競爭,沉浸在紅海微薄的利潤時,再加上中國淘寶網及阿里巴巴的威脅,國外如亞馬遜Amazon已轉換策略-設立實體店面,企圖結合實體店面體驗與大數據強化優勢。
參考國外的經營策略,反思國內廠商現況,為爭取顧客及同業競爭,一昧的以價格促銷來吸引消費者,除了削減企業經營的本質利潤外,卻忽略了顧客對於產品的品質與價格是否對等能引起顧客的購買慾望?或是購買後,發現產品品質與價格不符合顧客期待而造成退貨,反而增加物流及營運成本的墊高? 過往的文獻,大都討論單一通路的消費意圖或是衝動型購買,鮮少探討在產品品質與價格促銷下,當一家商店同時擁有虛擬與實體商店時,消費者的知覺認知是否仍一致? 本研究即以線上促銷的提示下,高單價商品之產品品質知覺價值與知覺信任透過內在認知,顧客對線上或線下交易決策。
本研究採量化SPSS及最小平方法進行實證分析,並針對有網路購物經驗之消費者統計分析,收集了204份樣本。研究結果顯示,消費者對於價格促銷的產品會引起顧客的興趣及購買欲望,但其因為高單價產品的關係,大都會選擇實體店面交易,探討其因素,確認產品品質及交易價值是否相符,以期降低風險的存在。
此研究衍生意義,現今的廠商大都經營單一通路(虛擬或實體),其營業利潤因為網路資訊的搜詢容易與廠商間的競爭已被大幅削減,廠商應思考成立實體店或是虛擬店,結合大數據,精準行銷,提高企業營利。
英文摘要 In this study by using SPSS and the least square method for empirical analysis , and collected 204 samples which are consumers with online shopping experiences. The results show that the consumers will increase the interest and desire to buy products if they have price promotion, but because of the high-priced products, consumers will choose physical stores to buy the products. To study the factors, consumers expect to lower the risk by verifying the product quality and the value of transaction in physical stores. The meaning of the study is that the retailers which only run single path (virtual or physical) business, the profits are reduced because of it is easy to research from internet and the competition from other retailers. The retailers should consider setting up additional physical or virtual stores and combine with big data to market precisely and then increase the profits
論文目次 中文摘要························································I
Extended Abstract ·············································· II
誌謝···························································V
目錄·························································· VI
表目錄························································VIII
圖目錄·························································IX
第一章 緒論 1
第一節 研究背景與動機 3
第二節 研究範圍與貢獻 5
第三節 研究流程圖 6
第二章 文獻探討 8
第一節 理論基礎:SOR 8
第二節 零售業 11
第三節 線上與線下及O2O 12
第四節 價格及促銷 13
第五節 產品品質 20
第六節 知覺價值與知覺信任 22
第七節 研究假設 23
第三章 研究設計與方法 27
第一節 研究架構與假設 27
第二節 研究變數的操作性定義與衡量 28
第三節 研究設計 30
第四章 資料分析與討論 32
第一節 樣本敘述性資料分析 32
第二節 信度分析 34
第三節 效度分析 34
第四節 相關分析和區別效度分析 36
第五節 模型分析與假說檢定 36
第六節 數值討論 38
第五章 結論與建議 41
第一節 研究結論 41
第二節 管理意涵與實務貢獻 43
第三節 研究限制與後續研究建議 45
參考文獻 46
附錄 55
問卷內容 55









表目錄
表1-1 零售業營業額及年增率 1
表1-2 2013年Top 5電子商務零售業者 2
表2-1 SOR理論發展出的相關文獻 9
表2-2 行政院主計處「中華民國行業標準分類第九次修正民國100年3月 11
表2-3 價格相關理論 14
表2-4 促銷定義彙整表 16
表2-5 促銷的分類 17
表2-6 促銷與顧客關係 19
表2-7 產品品質與價格文獻 21
表2-8 知覺價值與知覺信任相關文獻 23
表4-1 受測者之基本資料結構表 32
表4-2 構面之信度 34
表4-3 收斂效度分析表 35
表4-4 相關係數與區別效度數值表 36
表4-5 研究假設檢定表 38
表4-6 網路商店類型經營調查報告 39







圖目錄
圖1-1 研究流程圖 7
圖2-1 刺激-有機體-反應模式(Reynolds 1974) 8
圖2-2 虛擬商店刺激與反應框架圖 (Dennis, et al. 2009) 10
圖4-1 研究假設路徑圖 37

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