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系統識別號 U0026-2006201619182900
論文名稱(中文) 負面報導下降價促銷與正面訊息對購買意願之影響 -以味全與統一為例
論文名稱(英文) The Effect of Positive Publicity and Price Promotion on Negative Image-Using WeiChuan & Uni as an example
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 104
學期 2
出版年 105
研究生(中文) 林冠宏
研究生(英文) Guang-Hung Lin
學號 R46031272
學位類別 碩士
語文別 中文
論文頁數 64頁
口試委員 指導教授-蔡燿全
口試委員-吳清在
口試委員-潘忠煜
口試委員-陳淑惠
口試委員-吳慶壽
中文關鍵字 正負面訊息  消費者倫理  涉入程度  購買意願  知覺價值 
英文關鍵字 Positive publicity  negative publicity  purchase intention  perceived value  involvement  consumer ethics 
學科別分類
中文摘要 近年來食安事件頻傳,從2013年的塑化劑、毒澱粉事件以及2014年的黑心油事件,其中被檢驗出涉及案件的公司甚至不乏經過政府認證為GMP優良產品公司的企業,如味全、統一等大型企業,而這些事件也讓台灣的消費者對於台灣的食品產業開始失去信心,並引發許多民眾反彈,甚至抵制、拒絕購買味全的產品,一度令味全公司嚴重虧損。但當味全祭出正面廣告以及降價折扣等行銷手法後,一度滯銷的味全產品卻逐漸買氣回升,也經常看到買一送一的林鳳營被搶購一空情況,因此本研究希望針對正面廣告以及降價折扣對於負面產品的購買意願之影響進行研究,了解到以上的行銷手法是否可以真的挽回消費者的購買意願。以即驗證消費者涉入程度與消費哲倫理的調節效果。
本研究的目的為針對以下構面進行研究:
1.正面訊息對於負面產品購買意願的影響。
2.降價折扣對於負面產品購買意願的影響。
3.消費倫理與產品涉入程度對正面訊息的正面影響之調節效果。

對於正面訊息對於降低負面報導對公司的影響之研究,正面訊息對於消費者之購買意願有顯著之影響,也就是說正面訊息對於陷入負面報導的商品確實可以幫助它們影響消費者之購買意願。而消費者倫理以及涉入程度對於正面訊息影響購買意願的過程中並不會有調節作用。
英文摘要 SUMMARY
In recent years, food scandals have occurred frequently in Taiwan. There have been many companies, including Wei Chuan and Uni, involved in scandals. Angry people have stopped purchasing products involved in tainted flood scandal, especially Wei Chuan. This purchase resistance made Wei Chuan's revenue decline substantially at first, but the sales recovered gradually after Wei Chuan using price promotions and positive publicity to affect consumer purchase intentions. Therefore, the objective of this study is to analyze what factors will affect the willingness to purchase from a company involved in negative publicity as moderated by the effect of involvement and consumer ethics. Wei Chuan and Uni were chosen as the study objects. The results showed that price promotion and positive publicity can positively affect the purchase intention of consumers, but there is no moderating effect of involvement and consumer ethics between positive publicity and purchase intention.
論文目次 摘要 II
Extended Abstract II
目錄 IX
表目錄 XIII
圖目錄 XV
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究流程 3
第二章 文獻探討 5
第一節 負面資訊與正面報導 5
第二節 促銷活動(Sales Promotion) 6
第三節 涉入程度(Involvement) 8
第四節 購買意願(Purchase Intention) 9
第三章 研究方法 14
第一節 研究架構與假設 14
第二節 各變數之操作性定義與衡量 16
第三節 研究設計 18
第四節 資料分析方法 25
第四章 資料分析 28
第一節 樣本資料統計 28
第二節 因素與信度分析 31
第三節 正面報導前後態度差異 34
第四節 調節效果作用分析 35
第五節 降價前後知覺價值差異 40
第六節 降價後知覺價值與購買意願關係 40
第五章 結論 43
第一節 結論 43
第二節 研究貢獻 45
第三節 管理意涵 45
第四節 研究限制與後續建議 46
參考文獻 47
中文文獻: 47
英文文獻: 47
附錄一 味全正式問卷 50
附錄二 統一正式問卷 57

參考文獻 中文文獻:
張正翰. (2014)負面報導下產品品質保證對公司可信度的影響.
陳炳志. (2014)正面報導對負面形象之影響–以中華職棒為例.
榮泰生. (2000)現代行銷學, 五南, 台北.

英文文獻:
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Ahluwalia, R., Burnkrant, R. E., & Unnava, H. R. (2000). Consumer response to negative publicity: The moderating role of commitment. Journal of Marketing Research, 37(2), pp.203-214.

Banks, J., & Moorthy, S. (1999). A model of price promotions with consumer search. International Journal of Industrial Organization, 17(3), pp.371-398.

Blodgett, J. G., Granbois, D. H., & Walters, R. G. (1994). The effects of perceived justice on complainants' negative word-of-mouth behavior and repatronage intentions. Journal of Retailing, 69(4), pp.399-428.

Burke, S. J., Milberg, S. J., & Smith, N. C. (1993). The Role of Ethical Concerns in Consumer Purchase Behavior: Understanding Alternative Processes. Advances in Consumer Research, 20(1).

Carrigan, M., & Attalla, A. (2001). The myth of the ethical consumer-do ethics matter in purchase behaviour?. Journal of Consumer Marketing, 18(7), pp.560-578.

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, pp.143-148.

Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of Marketing Research, pp.307-319.

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Fineman, S. (2006). On being positive: Concerns and counterpoints. Academy of Management Review, 31(2), pp.270-291.

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), pp.331-352.

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Kotler, P., Saliba, S., & Wrenn, B. (1991). Marketing Management: Analysis, Planning, and Control: Instructor's Manual. Prentice-hall.

Luthans, F. (2002). The need for and meaning of positive organizational behavior. Journal of Organizational behavior, 23(6), pp.695-706.

Marion, F. M. (1987). A Delphi analysis of a definition of sales promotion.

Mittal, B. (1989). Measuring purchase‐decision involvement. Psychology & Marketing, 6(2), pp.147-162.

Mittal, B., & Lee, M. S. (1989). A causal model of consumer involvement. Journal of Economic Psychology, 10(3), pp.363-389.

Monroe, K. B., & Krishnan, R. (1985). The effect of price on subjective product evaluations. Perceived quality, 1, pp.209-232.

Muncy, J. A., & Vitell, S. J. (1992). Consumer ethics: An investigation of the ethical beliefs of the final consumer. Journal of Business Research, 24(4), pp.297-311.
Raghubir, P., & Corfman, K. (1999). When do price promotions affect pretrial brand evaluations?. Journal of Marketing Research, pp.211-222.

Trussler, M., & Soroka, S. (2014). Consumer demand for cynical and negative news frames. The International Journal of Press/Politics, 19(3), pp.360-379.

Vitell, Scott J., and James Muncy. "Consumer ethics: An empirical investigation of factors influencing ethical judgments of the final consumer."Journal of Business Ethics 11.8 (1992): pp.585-597.

Zaichkowsky, J. L. (1985). Measuring the involvement construct. Journal of Consumer Research, pp.341-352.

Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. The Journal of Marketing, pp.2-22.
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