系統識別號 U0026-2008201023252100
論文名稱(中文) 促銷對規範性評估、知覺價值及購買意圖的影響-以連鎖咖啡店為例
論文名稱(英文) The Influence of Promotion on Normative Evaluation, Perceived Value and Purchase Intention – An Empirical Study of Coffee Chain Store
校院名稱 成功大學
系所名稱(中) 企業管理學系碩博士班
系所名稱(英) Department of Business Administration
學年度 98
學期 2
出版年 99
研究生(中文) 鄭昌祐
研究生(英文) Chang-Yu Cheng
學號 r4697109
學位類別 碩士
語文別 中文
論文頁數 78頁
口試委員 指導教授-莊雙喜
中文關鍵字 促銷活動  規範性評估  知覺價值  購買意圖 
英文關鍵字 promotion activities  normative evaluation  perceived value  purchase intention 
中文摘要 近幾年隨著咖啡連鎖店的興起,國內咖啡市場的競爭日漸激烈。面臨產業競爭激烈的環境之下,業者積極使用各種促銷方式來增加消費者購買產品的意願。對消費者而言,價格的降低會使其支付的金錢減少,亦即其所作的犧牲減少了。但消費者是否會因為價格的降低而影響對產品的知覺價值?又在這種情況下是否影響消費者自身之規範性評估?
英文摘要 In the last few years, the domestic coffee chain store's competition is intense day after day. To survive in this competitive environment, many promotion activities are launched in order to increase sales. Although, to consumer, price cut makes lower expenditure, does it also mean to decrease their sacrifice? Whether consumer affects their normative evaluation and perceived value because of price cut?
This investigation takes consumers with experience of buying from promotion activities as the subjects of the study. We collect data through online questionnaire. This research bases on literature review create the cause-and-effect model of promotion activities, normative evaluation, perceived value and purchase intention. Through factor analysis, reliability analysis, regression analysis, structural equation modeling and MANOVA by the SPSS and AMOS, we probe into the cause-and-effect relationship of each construct in the research in order to have a close look at the management implication.
The empirical results indicated that positive paths exist on the chain of promotion activities with normative evaluation and perceived value. We also found that promotion activities would mediate purchase intention through normative evaluation and perceived value.
論文目次 摘要 I
Abstract II
誌謝 III
目錄 IV
表目錄 VI
圖目錄 VIII
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 研究步驟與流程 2
第二章 文獻探討 4
第一節 促銷 4
第二節 規範性評估 7
第三節 知覺價值 8
第四節 品牌形象 10
第五節 購買意圖 12
第六節 各構面之關係 14
第三章 研究方法 16
第一節 研究架構 16
第二節 研究假說 17
第三節 研究變數之操作型定義 18
第四節 研究問卷設計 19
第五節 抽樣方法及樣本分析 23
第六節 資料分析方法 24
第四章 統計分析與結果 27
第一節 研究樣本之敘述性分析 27
第二節 因素分析 29
第三節 信度分析 35
第四節 迴歸分析 38
第五節 研究架構整體模式之適配度分析 48
第六節 人口統計變數在各研究變數之差異 56
第五章 研究結論與建議 63
第一節 研究結論 63
第二節 管理意涵 66
第三節 研究限制與後續研究建議 67
參考文獻 69
附錄-正式問卷 74
參考文獻 一、中文文獻
張重昭、周宇真,(1999),「知覺品質與參考價格對消費者知覺價值與購買意願之影響」企業管理學報 88. V45期P1-36。
Aaker, David A.,(1973), “Toward A Normative Model of Promotion Decision Making,” Management Science, Vol.19, No.6, pp.593-603, 1973
Aaker, David A., (1996), Building Strong Brand. Consumer Behavior and Marketing Action, Kent Publishing Co.,
Aaker, David A., ( 1996 ), Measuring Brand Equity Across Products and Markets, California Management Review, Berkeley,Vol.38, pp.102-120.
Ajzen, Icek and Fishbein, Martin,(1972), Attitudes and normative beliefs as factors influencing behavioral intentions, Journal of Personality and Social Psychology, Vol 21(1).
Bei, L. T., & Shang, C. F. (2006). Buliding Marketing Strategies for State-Owned Enterprises Against Private Ones Based on The Perspective of Customer Satisfaction and Service Quality. Journal of Retailing and Consumer Services, 13,1-13.
Bitta, Albert J. Della, Kent B. Monroe and John M. McGinnis, ( 1981 ), Consumer Perceptions of Comparative Price Advertisements, Journal of Marketing Research, Vol.18 , pp.416-427.
Bredahl, L., Brunso, K., & Grunert, K. G. (2004). Consumer Perception of Meat Quality and Implications for product development in the meat sector-A reviews. Meat Science, 66,259-272.
Burton, Scot, Donald R. Lichtenstein, Judith Garretson, and Richard G. Netemeyer (1998), "A Scale for Measuring Attitudes Toward Private Label Products and an Examination of its Psychological and Behavioral Correlates, Journal of the Academy of Marketing Science, Vol 26,No. 4, 293-306.
Campbell, Leland and William D. Diamond, ( 1990 ), Framing and Sales Promotions: The Characteristics of A Good Deal, Journal of Consumer Marketing, Vol.7, Iss.4, pp.25-31.
Chen, Z., & Dubinsky, A. J. (2003). A Conceptual Model of Perceived Customer Value in E-Commerce: A Preliminary Investigation. Psychology & Marketing, 20, 323-347.
Cox, D.F. (1967). Risk Handling in Consumer Behavior-An Intensive Study of Two ase,” in Donald F. Cox (ed.), Risk Taking and Information Hadling in Consumer Behavior. Boston: Harvard University Press,34-81.
Danneels, E., & Kleinschmidt, E. J. (2001), Product Innovativeness From the Firm’s Perspective: Its Dimensions and Their Eelation with Project Selection and Performance, Journal of Product Innovation Management, 18(6), 357-373.
Dobni, D. and V. A. Zeithaml, 1990. In Search of Brand Image: A Foundation Analysis. In M. E. Goldberg, G. Gorn, and R. Pollay, Advances in Consumer Research, Provo, UT: Association for Consumer Research Press.
Dodds, William B., Kent B. Monroe and Dhruv Grewal, ( 1991 ), Effects of Price, Brand and Store Information on Buyers’ Product Evaluations, Journal of Marketing Research , Vol.28, pp.307-319.
Dumana, T., & Mattilab, (2005). The Role of Affective Factors on Perceived Cruise Vacation Value. Tourism Management, 26, 321-323.
Engel, James F., Roger D. Blackwell and Paul W. Miniard, ( 2001 ), Consumer Behavior, 8th ed.,”Harcourt Broce Joranovich College Publishers,The Dryden Press.
Engel, J. F., Kollat, D. J. and Blackwell, R. D., (1973),“Consumer Behavior”, Orlando: Dyrden Press, 1994.
Fennell, Geraldine, 1978. Consumer's Perceptions of the Product-Use Situation, Journal of Marketing, 42(Apr), pp.38-47.
Gastaldoa, P., Heynderickxb, I., Vicariob, E., & Zuninoa, R. (2005). Objective Quality Assessment of Displayed Images by Using Neural Networks. Signals Processing : Image Communication, 20,643-661.
Gwinner, K. P., & Swanson, S. R. (2003), A Model of Fan Identification: Antecedents and Sponsorship Outcomes, The Journal of Services Marketing, 17(2-3), 275-294.
Jacoby, J., & Olson, J. C. (1985). Perceived Quality”, Lexington, MA: Lexington Books.
Keller, Kevin Lane, (1993). Conceptualizing, measuring and managing customer-based brand equity, Journal of Marketing, 57, pp.1-22.
Kotler, P., “Marketing Management,”11th edition, Prentice-Hall, New Jersey, 2000
Luick, John F. and Willian Lee Ziegler, “Sales Promotion and Modern Merchandising,” McGraw-Hill Company, Ner York, 1968
Monroe, Kent B., (1990), Pricing: Making Profitable Decisions, 2nd Ed., McGraw-Hill Publishing Company.
Monroe, K. B., & Krishnan, (1985). The Effect of Price on Subjective Product valuation in Perceived Quality : How Consumer View Stores and Merchandise. New York : McGraw-Hill Book Company.
Myers, James H. and Allan D. Shocker, (1981). The Nature of Product-Related Attributes, Research in Marketing, Greenwich, CT: JAI Press.
Mowen, J. C. (1995), Consumer Behavior, New Jersey: Prentice Hall.
Olson, J. C. (1977). Price as an Information Cue: Effect in Product Evaluation,” in Receding of the Third Annual Conference of the Association for Consumer Research, eds. M. Venkatesan, Collede Park. MD: Association for Consumer Research, 167-179.
Park, C. W., B. J. Jaworski and D. J. MacInnis, (1986). Strategic Brand Concept-Image Management, Journal of Marketing, 50(4),pp.135-145.
Petrick, J. F.; Backman, S. J.; Bixler, R. (1999). An Investigation of Selected Factors Effect on Golfer Satisfaction and Perceived Value. Journal of Park and Recreation Administration, Vo. 17, No.l, pp: 40-59.
Pride and Ferrel., “Marketing:Concept and Strategies(7th ed),” Houghton Mifflin, Boston, 1991
Rossiter, John R. and Larry Percy, (1987). Advertising and Promotion Management, New York: McGraw-Hill Press.
Rook, D. W. & Fisher, R. J. (1995), Normative Influences on Impulsive Buying Behavior, Journal of Consumer Research, 22(3), 305-313.
Shimp, Terence A., (1997), “Advertising, Promotion, and Supplemental Aspects Integrated Marketing Communications,” 4th ed, Dryden Press, Harcourt Brace Chicago.
Solomon, Michael R., (1983). The Role of Products as Social Stimuli: A Symbolic Interaction’s Perspective, Journal of Consumer Research, 10(Dec), pp.319-29.
Teas, R. K., & Agarwal, S. (2000). The Effect of Extrinsic Product Cues on onsumers’ Perception of Quality, Sacfifice, and Value. Journal of the Academy of Marketing Science, 28(2), 278-290.
Wilkie, William, (1986), Consumer Behavior, New York: John Wiley and Sons Press.
Wooten, D. B. and Reed II, A., (2004) “Playing It Safe: Susceptibility to Normative Influence and Protective Self-Presentation", Journal of Consumer Research,31(3),pp.551-556,
Zeithaml, Valarie A., (1988), Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence, Journal of Marketing, Vol.52, pp.2-22.
  • 同意授權校內瀏覽/列印電子全文服務,於2020-12-31起公開。

  • 如您有疑問,請聯絡圖書館