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系統識別號 U0026-2006201815291800
論文名稱(中文) 探討飢餓行銷透過口碑與從眾行為對消費者購買行為之影響-產品以義美-厚奶茶為例
論文名稱(英文) Exploring the Impact of Hunger Marketing Through WOM and Conformity Behavior on Consumer Purchase Behavior–Taking I–Mei Thick Milk Tea for 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 106
學期 2
出版年 107
研究生(中文) 江孟儒
研究生(英文) Meng-Ju Chiang
學號 R46051280
學位類別 碩士
語文別 中文
論文頁數 69頁
口試委員 指導教授-蔡燿全
口試委員-張心馨
口試委員-許經明
口試委員-小堀和彥
口試委員-陳住銘
中文關鍵字 飢餓行銷  口碑  從眾行為  消費者行為  義美厚奶茶 
英文關鍵字 Hunger Marketing  Word-of-Mouth  WOM  Conformity Behavior  Consumer Behavior  I–Mei Thick Milk Tea 
學科別分類
中文摘要 行銷手段百百種,行銷人員在做決策時總是會思考哪一個方法比較能吸引消費者目光,並使之作出實際購買的行為,此份論文以飢餓行銷為主軸,探討飢餓行銷對於消費者之購買決策行為有何影響,並讓飢餓行銷透過口碑和從眾行為這兩個變數,來探討飢餓行銷是否能顯著地影響著大眾的評論與宣傳,以及是否能讓大眾做出跟風潮而隨波逐流搶購的行動,後面再來探討是否會正向影響消費者的購買意願而進行購買,或反向影響消費者對於該產品的觀感而導致不購買呢?
本研究的量化資料透過網路問卷蒐集,主要由Facebook社團與PTT論壇為發放管道,調查對象為購買過義美-厚奶茶的消費者,共計回收350份問卷,有效樣本數為331份,以統計軟體SPSS之敘述性統計分析、因素與信度分析、相關分析與迴歸分析來驗證本研究的各個變數之假設。經由研究結果顯示:
一、廠商(義美)採取飢餓行銷活動時,飢餓行銷對大眾口碑具有顯著正向影響。
二、大眾口碑對於消費者本身的購買意願具有顯著正向影響。
三、廠商(義美)採取飢餓行銷活動時,飢餓行銷對大眾之從眾行為具有顯著正向影響。
四、大眾之從眾行為對於消費者本身的購買意願具有顯著正向影響。
五、大眾口碑對於大眾之從眾行為具有顯著正向影響。
六、消費者本身的購買意願對於自身購買行為具有顯著正向影響。
英文摘要 There are hundreds of marketing activities in the world. When marketers make decisions, they always wonder which method would be more attractive to consumers and encourages them to actually make purchase. This research focuses on hunger marketing and explore the impact of hunger marketing on purchase decision behavior. The study explores whether word-of-mouth can significantly affect the public's comments and evaluations, and whether conformity behavior can make the public to follow the trend and rush to buy through the word-of-mouth effects or conformity behavior. Next, the study discusses whether these actions will positively affect the consumer to make a purchase, or negatively affect the consumers on the perception of products and lead the consumers not to make purchases?
The quantitative data of this research was collected through the Facebook community and the PTT forum. The survey was designed for consumers who had purchased I-Mei Thick milk tea. We received a total of 350 questionnaires, 331 of which were valid samples. After analyzing the samples, the results of the research are as following:
1. When firm (I-Mei) adopts a hunger marketing, it would have a significantly positive influence on word-of-mouth and conformity behavior.
2. Word-of-mouth and conformity behavior have a significantly positive influence on consumers’ purchase intention.
3. Word-of-mouth has a significantly positive influence on conformity behavior.
4. Consumers’ purchase intention has a significantly positive influence on purchase behavior.
論文目次 摘要 I
SUMMARY II
誌謝 VII
表目錄 IX
圖目錄 X
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 4
第二章 文獻探討 5
第一節 飢餓行銷(Hunger Marketing) 5
第二節 義美食品公司與其產品厚奶茶 8
第三節 口碑 (Word-of-Mouth, WOM) 9
第四節 從眾行為(Conformity Behavior) 13
第五節 消費者購買意願(Purchase Intention) 18
第六節 消費者購買行為(Purchase Behavior) 20
第三章 研究設計與研究方法 23
第一節 研究架構與假設 23
第二節 研究假設 24
第三節 操作性定義與衡量 28
第四節 資料蒐集與分析方法 33
第四章 研究結果與分析 36
第一節 樣本敘述性統計 36
第二節 變數之敘述性統計分析 39
第三節 因素分析與信度分析 41
第四節 相關分析 46
第五節 迴歸分析 47
第六節 假說驗證結果 53
第五章 研究結論與建議 54
第一節 研究結論 54
第二節 管理意涵 56
第三節 研究貢獻 56
第四節 研究限制與後續研究建議 57
參考文獻 59
附錄 65
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