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系統識別號 U0026-2806201322561000
論文名稱(中文) 搭售互補性與知覺犧牲對消費者評價與購買意圖之影響
論文名稱(英文) the effect of bundling complementarity and perceived sacrifice on consumer evaluation and purchase intention
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 101
學期 2
出版年 102
研究生(中文) 曾怡郡
研究生(英文) Yi-Chun Tseng
電子信箱 do78123@gmail.com
學號 r46001162
學位類別 碩士
語文別 中文
論文頁數 71頁
口試委員 指導教授-劉宗其
口試委員-陳正忠
口試委員-許永明
口試委員-吳立偉
中文關鍵字 搭售  知覺價值  購買意圖 
英文關鍵字 bundling  perceived value  purchase intention 
學科別分類
中文摘要 近年來,由於國內經濟不景氣與物價上漲,消費者的荷包明顯地縮水,消費動機大幅降低。再加上製造商與零售通路同業競爭激烈,使其積極推行各種促銷策略,以吸引消費者。搭售策略指將兩個或兩個以上的產品或服務包裹在一起,並以單一價格銷售,在市場上被廣泛地運用,既為普遍又是對買賣雙方有利的行銷策略。透過選擇具互補性的產品或服務搭配,創造附加價值;亦或訂定具吸引力的售價,降低消費者購買所付出的金錢成本,皆可以誘使消費者產生購買動機。而此策略提供賣方一個增加銷售及利潤的機會。
過去搭售策略的研究皆是個別探討具折扣效果或包含互補性產品的搭售策略對消費者的評價和購買意圖之影響。本研究將結合上述兩者,既具折扣效果和產品上的整合的搭售策略,以降低消費者購買時所需付出金錢與非金錢成本,並能提高產品的附加價值,進而探討是否對消費者評價和購買意圖產生影響。本研究之產品設定為開架保養品組合-化妝水與乳液,共回收282份有效問卷。經由迴歸分析與中介效果檢定後,本研究結果發現由互補產品構成的搭售有較高的知覺價值,進而增加消費者的購買意圖,而搭售亦可降低消費者的知覺犧牲,提高其對搭售的知覺價值,進而增加購買意圖。因此,搭售策略不僅能顯著地提升消費者對產品的知覺價值及購買意圖,還能提升企業的營收及利潤。此外,知覺價值在知覺犧牲與互補性對購買意圖的影響中皆存在著中介效果,表示消費者藉由購買組合中能明確地感受到價值的提升,而使其產生購買動機。

關鍵詞:搭售、知覺價值、購買意圖
英文摘要 Because of economical depression and the rise in price, consumer’s real income has obviously decreased in recent year. The buying motives substantially decrease. And, facing the fierce competition, firms and retailers adopt a variety of promotion strategies to attract consumers. Bundling, the sale of two or more products or services in one package for a special price, is widely practiced in the marketplace. It is not only a common strategy, but also a beneficial strategy for buyers and sellers. Complementary bundles create added value. The discount price of bundles reduces purchase cost. These can increase consumers’ purchase intention. Besides, bundling provides sellers opportunities to increase both sales and profits.
There are many previous researches on bundling issues, but most of them focus on the effect of savings or complementarity on consumer evaluations and purchase intention. This study will integrate savings and complementarity into bundling strategy. It reduces consumers’ monetary and nonmonetary price, and enhances added value. So, this study investigates how bundling influences consumer evaluation and purchase intention. The results of the research indicate bundles composed of complements have higher perceived value and purchase intention. Bundling can reduce perceived sacrifice and increase perceived value and purchase intention. Therefore, bundling not only significantly enhance product’s perceived value and purchase intention, but also increase sales and profits of firms and retailers.

Key word:bundling, perceived value, purchase intention
論文目次 目錄
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程 5
第二章 文獻探討 6
第一節 搭售 6
第二節 互補性 9
第三節 知覺犧牲 12
第四節 知覺價值 13
第五節 購買意圖 18
第三章 研究架構與研究方法 21
第一節 研究架構 21
第二節 研究假設 22
第三節 研究變數之操作性定義與衡量 27
第四節 研究範圍與對象 31
第五節 問卷設計 31
第六節 資料分析方法 33
第四章 問卷資料分析 35
第一節 樣本敘述性統計分析 35
第二節 因素分析與信度分析 37
第三節 迴歸分析 42
第四節 中介效果檢定 46
第五章 結論與建議 49
第一節 研究結果發現與討論 49
第二節 管理意涵 51
第三節 研究限制與未來建議 53
參考文獻 55
附錄一、前測問卷 63
附錄二、正式問卷 68
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