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系統識別號 U0026-3001201507003500
論文名稱(中文) 價格,品牌形象,知覺風險以及希望對於福袋知覺價值與購買意願的影響
論文名稱(英文) The Effect of Price, Brand Image, Perceived Risk and Hope on Perceived Value and Purchase Intention toward New Year Lucky Bags
校院名稱 成功大學
系所名稱(中) 國際企業研究所
系所名稱(英) Institute of International Business
學年度 103
學期 1
出版年 104
研究生(中文) 陳郁安
研究生(英文) Yu-An Chen
學號 R66014062
學位類別 碩士
語文別 英文
論文頁數 137頁
口試委員 指導教授-賴孟寬
口試委員-蔡惠婷
口試委員-蔡東峻
中文關鍵字 價格  品牌形象  知覺風險  希望程度  知覺價值  購買意願 
英文關鍵字 Price  Brand Image  Perceived Risk  Hope  Purchase Intention 
學科別分類
中文摘要 每到農曆新年,新年福袋的發行成為極為普遍的潮流。許多百貨公司都會選擇在農曆大年初一齊推出不同內容及價格的福袋,也因此社會大眾都有機會購買或接觸。藉由購買新年福袋,消費者有機會可以獲得極為高價的產品,也有機會獲得想買而尚未有機會購入的品項。在本研究中,主要在探討影響消費者購買新年福袋的潛在因子及潛在因子對於福袋的知覺價值之影響。其中包括福袋價格的設定,透過高價與低價的操作設計以研究價格幅度的影響。由於新年福袋的不公開特性,使福袋充滿神秘性但同時也存在風險,而不同風險取向的消費者將對於福袋購買意願產生影響。此外,希望程度也列入潛在因子之列,由於福袋內容無法事先預知,但仍有大量消費者願意排隊並購買,因此購買及評估產品價值的當下,希望程度的強弱會影響消費者的購買行為。2013年,由於政府發布更新版新年福袋定型化契約中提及發行公司需一併公開內容物品牌,因此本研究也探討品牌形象喜好程度對於知覺價值及購買意願之影響。總結而言,本研究主要在研究影響新年福袋購買意願之潛在因子,其中包含價格、品牌形象、知覺風險及希望程度等及其各自間的交互作用。
透過問卷發放,一共收回 224份有效問卷。本研究的研究結果如下所述:
1. 價格、品牌形象、及希望程度皆對新年福袋的知覺價值及購買意願產生正向且顯著的直接影響。
2. 知覺風險對於新年福袋的知覺價值及購買意願產生負向且顯著的直接影響。
3. 價格、品牌形象、知覺風險及希望程度間存在交互作用,而各因子間的交互作用對於新年福袋的知覺價值及購買意願產生顯著的影響,可因此強化與知覺價值及購買意願之程度,同時也可藉由交互作用弱化負相關的知覺風險之影響。
英文摘要 Lucky bag is made with various but unknown random kinds of products in a grab-bag style, and sold for at a steep discount through department stores on the first day of the New Year. Every Chinese New Year, the launch of New Year lucky bags has become a very popular trend. Many department stores will launch lucky bags on the first day of Chinese New Year with different contents and prices. In this research, the main objective of the study is to investigate the potential factors (price, brand image, perceived risk and hope) that will influence consumer on purchasing lucky bags, including their perceived value and purchase intention. Also, the interaction effects between all the potential factors will be examined in the research.
The results indicates that price, brand image, perceived risk and hope all have significant direct effect on perceived value and purchase intention. Also, there are interaction effects between the potential factors based on the results in the research. It implies that all the factors would affect each other on perceived value and purchase intention. For example, if the brand image preference is high, the effect on perceived value and purchase intention will be enhanced if the high discount offered. Thus, the research findings can be concluded as followed. First, the potential factors would effectively and directly affect respondents’ perceived value. For price, brand image and hope, theses three factors affect perceived value and purchase intention positively. For perceived risk, this factor affects dependent variables in a negative way. Second, there are interactions effects between these potential factors toward purchasing lucky bags.
論文目次 CHAPTER I INTRODUCTION 1
Research Background 1
Research Objective 2
CHAPTER II LITERATURE REVIEW 6
Price Bundling 6
Perceived Value and Purchase Intention 8
Price 12
Brand Image 14
Perceived Risk 17
Hope 23
Interactions between Independent Variables 25
Interaction between price and brand image 25
Interaction between brand image and perceived risk 26
Interaction between price and perceived risk 27
Interaction between hope and price 28
Interaction between hope and brand image 29
Interaction between hope and perceived risk 30
Conceptual Model 31
CHAPTER III METHODOLOGY 33
Operational definition of research variables 33
Independent variables 33
Dependent variables 37
Research Design 38
Product Selection 38
Experimental Materials 39
Questionnaire Design 42
Pretest 45
Modification 52
Formal Data Collection 57
CHAPTER IV RESULTS AND DISCUSSIONS 59
Data Handling 59
Data Coding 60
Manipulation Check 62
Validity and Reliability 62
Variables Indexes Measurement 74
Hypothesis Testing 75
CHAPTER V CONCLUSIONS AND SUGGESTIONS 99
Conclusions 99
Empirically Tested Model 103
Academic Contributions 104
Managerial Implications 106
Limitations and Suggestions for Future Research 108
REFERENCES 110
APPENDIX A: The Pretest Questionnaires (Version A, B & C) 118
APPENDIX B: The Formal Questionnaires (Version A & B) 131
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