進階搜尋


下載電子全文  
系統識別號 U0026-2906201319123000
論文名稱(中文) 價格促銷、品牌形象與知覺價值對消費者購買意願之影響-以大台南地區品牌包裝茶飲市場為例
論文名稱(英文) The Influence of Price Promotion、Brand Image and Perceived Value on Consumer Purchase Intention-A Study of Brand Packaging Tea Drink's Market in Tainan City
校院名稱 成功大學
系所名稱(中) 企業管理學系專班
系所名稱(英) Department of Business Administration (on the job class)
學年度 101
學期 2
出版年 102
研究生(中文) 曾舜寬
研究生(英文) Shun-Kuan Tseng
電子信箱 r47991213@mail.ncku.edu.tw
學號 r47991213
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-莊雙喜
口試委員-康信鴻
口試委員-周信輝
中文關鍵字 價格促銷  品牌形象  知覺價值  購買意願 
英文關鍵字 Price Promotion  Brand Image  Perceived Value  Purchase Intention 
學科別分類
中文摘要 本研究為瞭解茶類飲料市場的經營者如何掌握消費者的習性與偏好,在不同的消費族群間找到同質性需求,進而有效實施市場區隔策略,遂以品牌包裝茶類飲料作為研究對象,試圖找出品牌形象、價格促銷的行銷模式,是否會改變消費者內心知覺價值,進而影響消費者之購買意願作為研究動機。
本研究旨在探討價格促銷、品牌形象以及知覺價值對消費者購買意願之影響,研究對象以台南地區消費者為主,採用便利抽樣方式蒐集樣本,共計發出 550 份問卷,回收 461 份有效問卷,回收率為 83.8 %,研究樣本經因素分析、信度分析、獨立樣本t檢定、變異數分析、迴歸分析以及Pearson相關分析驗證研究假設。
研究結果發現:
(1)價格促銷會正向顯著影響品牌形象;
(2)價格促銷會正向顯著影響知覺價值;
(3)價格促銷會正向顯著影響消費者購買意願;
(4)知覺價值會正向顯著影響消費者購買意願;
(5)知覺價值在價格促銷與購買意願間具有中介效果。
英文摘要 This study is to understand how the tea drinks market operators master the habits and preferences of customers, find the homogeneity of the demand in the different customers between different ethnic groups, and further implement the market segmentation strategy effectively. The motivation of the research is to take Brand packaging tea as the main focus, and identify whether the marketing mode of brand image and price promotion change customers’ perceived value, and further affect customers' purchase intention.
The aim of this research is to probe the effects of price promotion, brand image and perceived value on consumer purchase intentions. The research subjects are Tainan City consumers. The sample data are collected by convenience sample method. A total of 550 questionnaires were issued, and 461 valid questionnaires are collected, recovery rate 83.8%. The collected data are processed through factor analysis, reliability analysis, independent sample t-test, MANOVA analysis, regression analysis, and Pearson correlation analysis , in which hypothesis is tested.
The results reveal that:
(1) Price Promotion positively and significantly influenced Brand Image.
(2) Price Promotion positively and significantly influenced Perceived Value.
(3) Price Promotion positively and significantly influenced Consumer Purchase Intentions.
(4) Perceived Value positively and significantly influenced Consumer Purchase Intentions.
(5) Perceived Value has mediating effect on the relationship between Price Promotion, Brand Image and Consumer Purchase Intentions.
論文目次 摘要 .........................................I
ABSTRACT ....................................II
第一章 緒論 .................................1
第一節 研究背景 ..............................1
第二節 研究動機 ..............................2
第三節 研究目的 ..............................3
第四節 研究流程 ..............................4
第二章 產業概況及文獻探討 .....................5
第一節 品牌包裝茶類飲料市場概況 .................5
第二節 價格促銷(PRICE PROMOTION) ...... .....11
第三節 品牌形象( BRAND IMAGE ) ..............14
第四節 知覺價值 ( PERCEIVED VALUE ) .........18
第五節 購買意願(PURCHASE INTENTION).........21
第六節 各構面之互動關係及其影響關聯 .............25
第三章 研究方法 .............................27
第一節 研究架構與研究假設 .....................27
第二節 操作性定義及問卷設計....................28
第三節 抽樣與問卷發放 .....................32
第四節 資料分析方法 .....................32
第四章 實證結果與分析 .....................35
第一節 樣本結構分析 .....................35
第二節 因素分析與信度分析 .....................38
第三節 變異數分析 .....................44
第四節 迴歸分析 .............................47
第五節 PEARSON相關分析 .....................51
第六節 研究結果 .............................54
第五章 結論與建議 .....................55
第一節 研究結論 .............................55
第二節 學術貢獻與實務建議 .....................58
第三節 研究限制 .............................59
第四節 後續研究建議 .....................60
參考文獻 .....................................61
附錄 正式問卷 .............................67
參考文獻 一、中文參考文獻
1.方世榮譯(2003),Philip Kotler 著,行銷管理學,東華書局。
2.王杰毅(2011),『品牌形象、涉入程度、生活型態與購買意願關係之研究-以宏碁電腦產品為例』,國立成功大學高階管理碩士在職專班碩士論文。
3.王素梅(2008),『台灣茶類飲料之消費與市場發展』,食品工業發展研究所。
4.王韻、劉瑋婷(2008),『價格促銷與品牌形象對消費者知覺與購買意願之影響-以女裝品牌為例』,2008台灣紡織產業加值創新研討會,pp.39-58。
5.王聖博(2004),『影響消費者購買決策因素之探討-以茶飲料消費者為例』,國立成功大學管理學院高階經營管理碩士在職專班碩士論文。
6.朱冠宇(2012),『價格折扣與限制性促銷對知覺品質和購買意願之影響』,淡江大學國際企業學系碩士班碩士學位論文。
7.吳萬益(2011),企業研究方法(第四版),臺北市:華泰文化。
8.卓俊豪(2012),『品牌形象、知覺價值與顧客滿意度及品牌忠誠度關係之研究:以台北、上海地區華碩品牌筆記型電腦為例』,國立成功大學EMBA 高階管理碩士在職專班碩士論文。
9.林建煌(2005),消費者行為,智勝文化,初版。
10.林瑞萱(2009),陸羽茶經講座,臺北市:坐忘谷茶道中心。
11.邱木城(2011),『農特產品商店品牌形象、促銷活動對消費者購買行為之影響- 以瓜瓜園為例』,國立成功大學高階管理碩士在職專班碩士論文。
12.施妤姍(2012) ,『來源國契合度與品牌形象對知覺品質、產品態度與購買意圖之影響-以德國福斯汽車為例』,淡江大學國際企業學系碩士班碩士論文。
13.范增平(2004),茶藝學(修訂版),臺北市:萬卷樓。
14.陳韋仁(2009),『品牌形象、價格折扣對知覺品質、知覺價值與購買意願之影響—以數位相機為例』,國立成功大學企業管理學系碩士論文。
15.游于葶(2011),『以促銷活動為干擾變數探討知覺價值對購買意願的影響—以全聯與美廉社為例』,國立成功大學企業管理學系碩士論文。
16.蔡舜如(2008),『星巴克咖啡連鎖店消費者之商店形象、知覺價值與購買意願之研究』淡江大學管理科學研究所碩士班碩士論文。
17.簡健威(2012),『品牌形象對消費者購買意願之影響-以F人壽股份有限公司為例』,淡江大學未來學研究所碩士班碩士論文。
二、英文參考文獻
1.Aaker, D.A.(1992),“Managing Brand Equity:Capitalising on the Value of a Brand Name.”,New York:The Free Press,1992 , pp.109-110.
2.The American Marketing Association.(1960). Marketing Definitions: A Glossary of Marketing Terms. Chicago: AMA.
3.Anderson, E. W., & Sullivan, M. W. (1993), “The Antecedents & Consequences of Customer Satisfaction for Firms.” , Marketing Science, Vol.12 , pp.125-143.
4.Banks, J. and S. Moorthy (1999). “A Model pf Price with Consumer Search,”International Journal of Industrial Organization, Vol. 17 , No. 3, pp.371-398.
5.Biel Alexander L.(1993),“How Brand Image Drivers Brand Equity.”,Journal of Advertising Research, Vol. 6 , No. 11-12 :pp.6-12.
6.Bitta, J., Monroe B., and McGinnis J.(1981),“Consumer Perceptions of Comparative Price Advertisement. ”Journal of Marketing Research, Vol.18 , pp.416-427.
7.Blackwell, Roger D. , Miniard, Paul W. and Engel, James F.(2006), Consumer Behavior, 10th ed. ,Publisher: South-Western college.
8.Bolton, Ruth N. and Drew, James H. (1991),“A Multistage Model of Customers' Assessments of Service Quality and Value.” Journal of Consumer Research, March, Vol.17 , No. 4 , pp.375-384.
9.Chandon, P., Wansink B., & Gilles L. (2000), “A Benefit Congruency Framework of Sales Promotion Effectiveness.”, Journal of Marketing, Vol.64 , No. 4 , pp.65-81.
10.Chu, C.W., and Lu, H.P. (2007), “Factors Influencing Online Music Purchase Intention in Taiwan and Empirical Study Based on the Value-Intention Framework”, Internet Research, Vol.17 , No. 2 , pp.139-155.
11.Campbell, L. and W.D. Diamond (1990), “Framing and Sales Promotion: The Characteristics of A Good Deal.” Journal of Consumer Marketing, Vol.7 , No. 4, pp.25-31.
12.Dodds, W. B., Monroe, K. B., & Grewal, D. (1991),“ Effects of Price, Brand, and Store Information on Byers' Product Evaluations.”, Journal of Marketing Research, Vol. 28 , No. 3, pp.307-319.
13.Engel, James F.,Roger D. Blackwell and Paul W. Miniard.(2001), “Consumer Behavior,8th ed. Arcourt Broce Jorannovich College Publishers. ”The Dryden Press.
14.Fishbein, M. and I. Ajzen (1975),“Belief, Attitude, Intention and Behavior: an Introduction to Theory and Research.” Reading, MA: Addison-Wesley.
15.Fornell, C., Johnson, M. D., Anderson, E. W., Cha, J., & Bryant, B. E. (1996), “The American Customer Satisfaction Index: Nature, Purpose, and Findings.” Journal of Marketing, Vol. 60 , No. 4 , pp.7-18.
16.Grewal, D., Krishnan, R., Baker, J. and Borin, N. (1998), “The Effect of Store Name, Brand Name and Price Discounts on Consumers, Evaluations and Purchase Intentions,” Journal of Retailing, Vol.74 , No. 3, pp.331-352.
17.Hagtvedt, H., & Patrick, V., M. (2008),“Art and the Brand: The Role of Visual Art in Enhancing Brand Extendibility. ”Journal of Consumer Psychology, Vol. 18 , No.3, pp.212-222.
18.Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003) “Customer Repurchase Intention: A General Structural Equation Model.”, European Journal of Marketing; Vol .37 , pp. 1762.
19.Holbrook,(1994), “The nature of Customer Value: An Axiology of Services in the Consumption Experience”, in R.T. Rust and R. L. Oliver, eds., Service Quality:New Directions in Theory and Practice, Thousand Oaks, Ca: Sage Publications , pp.21-71.
20.Jedidi, K., Mela, C.F. & Gupta, S. (1999). “Managing Advertising and Promotion for Long-Run Profitability”. Marketing Science, Vol. 18 , pp.1-22.
21.Jones, T.O. and Sasser, W.E. Jr.( 1995),“ Why Satisfied Customers Defect.”, Harvard Business Review Vol. 73 , No. 6 , pp. 88-100.
22.Kapferer, J. N.(1993),“ Strategic Brand Management: New Approaches to Creating and Evaluating Brand Equity.” The Free Press, NY.
23.Keller, K. L. (1993), “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity.”, Journal of Marketing, Vol. 57 , No. 1, pp.1-22.
24.Keller,K.L.(2001),“Building Customer-Based Brand Equity.”,Marketing Management, Vol.10 , No. 2 , pp.14-19.
25.Keller, K.L.(2008), “Strategic Brand Management: Building, Measuring and Managing Brand Equity. ” 3rded., Prentice-Hall, Upper Saddle River, NJ.
26.Kim, C. K., Lavack, A. M., and Smith, M. (2001),“Consumer Evaluation of Vertical Brand Extensions and Core Brand.” Journal of Business Research, Vol.52 , pp.211-222.
27.Kotler, Philip (1997). “Marketing Management:Analysis,Planning, Implementation and Control.” 9th ed., Prentice-Hall Inc., New Jersey.
28.Kotler, P. (2000). Marketing Management:Analysis, Planning, Implementation and Control, 10th Ed. NJ:Prentice Hall.
29.Kotler, P. (2003), Marketing Management, (11th ed.), New Jersey: Prentice Hall.
30.Kwon, K.N. and Schumann, D.W. (2010), “The Influence of Consumers’ Price Expectations on Value Perception and Purchase Intention”, Advances in Consumer Research, Vol. 28 , pp.316-322.
31.Lawson, R., Park, C.W., and Millberg, S.(1991), “Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency.” Journal of Consumer Research, Vol. 18 , No. 1, pp. 185-193.
32.Mela, C. F., Gupta, S. and Lehmann, D. R. (1997), “The Long-Term Impact of Promotion and Advertising on Consumer Brand Choice,” Journal of Marketing Research, Vol.34 , pp.248-261.
33.Nandan, S. (2005). “An Exploration of the Brand Identity-Brand Image Linkage: A Communications Perspective.” Brand Management, Vol. 12 , No. 4 , pp.264-278.
34.Palmroth, B. (1991).“ Always Remember the Six Buyer Benefits. ”,The American Salesman, Vol. 36 , No. 9, pp.15-18.
35.Parasuraman, A., & Grewal, D.(2000). “The Impact of Technology on the Quality-Value-Loyalty Chain:A Research Agenda.” Journal of Academy of Marketing Science, Vol. 28 , No. 1 , pp.168-174.
36.Park, C.W.,Jaworski, B. J., & Maclnnis, D. J.(1986), “Strategic Brand Concept-Image Management.”, Journal of Marketing, Vol. 50 , No. 4 , pp. 135-145.
37.Pars, Sahbaz R. and Gulsel, Ciftci (2011),“The Effects of Brand Image on Consumers’ Choice.” International Journal of Business and Social Science, November, Vol. 2 , No. 20 , pp.227-238.
38.Perry, A. and D. Wisnom III (2002),“ Before The Brand: Creating The Unique DNA of An Enduring Brand Identity.”, New York: McGraw-Hill Publishing Co..
39.Petrick, J. F., & Backman, S. J. (2002).“ An Examination of Golf Travelers’satisfaction, Perceived Value, Loyalty, and Intention to Revisit.”,Tourism Analysis, Vol. 6 , No. 3, pp.223-237.
40.Petrick, J. F. (2004),“ First Timers and Repeaters Perceived Value.”, Journal of Travel Research, Vol.143 , No.8 , pp.29-38.
41.Pope, N. (1998), “Consumption Values, Sponsorship Awareness, Brand and Product Use.”,Journal of Product and Brand Management , Vol. 7 , No. 2 , pp.124–36.
42.Raghubir, P. and C. Kim(1999), “When Do Price Promotion Affect Pretrial Brand Evaluations?”,Journal of Consumer Research, Vol. 36 , No.2 , pp.211-22.
43.Reynolds, T. J. & Gutman, J.(1984) ,“Advertising is Image Management. ”Journal of Advertising Research , pp. 7-11.
44.Schiffman, W. L., & Kaunk, L. L. (2000). Consumer Behavior. 7th ed. New Jersey :Prentice-Hall.
45.Sheth, J. N., Bruce, I. N., & Barbara, L. G. (1991). “Consumption Values and Market Choice.”,Cincinnati, Ohio: South Western Publishing.
46.Sirohi, N., McLaughlin, E. W. and Wittink, D. R. (1998),“ A Model of Consumer Perceptions and Store Loyalty Intentions for a Supermarket Retailer. ”, Journal of Retailing, Vol. 74 , No. 2 , pp. 223-245.
47.Spears, N., & Singh, S. N. (2004).,“Measuring Attitude Toward the Brand and Purchase Intentions.” Journal of current issues and research in advertising, Vol. 26 , No. 2 , pp.53-66.
48.Srivastava, M., & Kamdar, R. M. (2009),“ Brand Image Formation as A Function of Involvement and Familiarity.” Paradigm, Vol. 13 , No. 1 , pp.84-90.
49.Stum, D. L. and Thiry, A. (1991),“ Building Customer Loyalty. ”,Training and Development Journal Vol. 45 , No. 4 , pp.34-36.
50.Sweeney Jillian C.,Soutar Geoffrey N.(2001),“Consumer Perceived Value: The Development of Aa multiple item scale .”, Journal of Retailing 2001 ,Vol.77 , pp.203-220.
51.Sweeney, J. C. and Soutar, G. N. (1999),“The Role of Perceived of Risk in the Quality-Value Relationship:A Study in Retail Environment. ”,Journal of Retailing, Vol. 75 , No. 1 , pp.77-105.
52.Zeithaml, V. A. (1988), “Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence,” Journal of Marketing, Vol. 52 , No. 3, pp. 2-22.
53.Zeithaml, V. A., Leonard, L. B., & Parasuraman, A.(1996), “The Behavioral Consequences of Service Quality. ”, Journal of Marketing, Vol. 60 , No. 2 , pp.31-46.
三、網路參考資源
1.中華民國經濟部統計處http://www.moea.gov.tw/Mns/dos/home/Home.aspx/。
2.中華徵信所http://www.credit.com.tw/CreditOnline。
3.台灣區飲料業同業公會http://www.bia.org.tw/。
4.台灣茶葉網站 http://www.tea-taiwan.com.tw/index.asp。
5.台灣趨勢觀察報告-生活者研究所飲料文明進化論,黃振嘉博士http://blog.udn.com/115346/3730764。
6.百度百科網站資料http://wenku.baidu.com/。
論文全文使用權限
  • 同意授權校內瀏覽/列印電子全文服務,於2018-07-04起公開。
  • 同意授權校外瀏覽/列印電子全文服務,於2018-07-04起公開。


  • 如您有疑問,請聯絡圖書館
    聯絡電話:(06)2757575#65773
    聯絡E-mail:etds@email.ncku.edu.tw