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論文名稱(中文) 手機促銷方式與折扣幅度對品牌形象改變與購買意願之影響-以行動通訊產業為例
論文名稱(英文) The Effects of Handset Promotion Type and Discount Level on Brand Image Change and Purchase Intention – An Example of Mobile Communication Industry
校院名稱 成功大學
系所名稱(中) 電信管理研究所
系所名稱(英) Institute of Telecommunications and Management
學年度 99
學期 2
出版年 100
研究生(中文) 林珊如
研究生(英文) Shan-Ju Lin
學號 r96981079
學位類別 碩士
語文別 中文
論文頁數 75頁
口試委員 指導教授-蔡東峻
口試委員-陳勁甫
口試委員-李奇勳
中文關鍵字 促銷方式  折扣幅度  品牌形象  品牌形象改變 
英文關鍵字 Promotion Type  Discount Level  Brand Image  Brand Image Change 
學科別分類
中文摘要 近年來,行動通訊產業市場競爭激烈,廠商為吸引消費者目光,進行各種行銷策略以期增加消費者購買意願;相較於其他行銷策略,促銷方式的運用與折扣幅度的大小為電信業者經常使用以吸引消費者目光、引發購買意願的方法。促銷對消費者是有利的,能付出較少的金錢成本、商品知覺價值提升;但對業者而言,是否會因促銷使消費者對業者品牌形象看法改變? 消費者購買手機需與電信業者簽訂長期合約,也表示消費者需與電信業者相處兩年之長期關係,所以不同品牌形象的電信業者進行促銷,消費者購買意願是否不同,並且對進行促銷的業者其品牌形象看法是否產生改變?

為探討以上問題,本研究利用實驗設計的方式來蒐集資料,共進行八個組間因子設計實驗,以分析促銷方式、折扣幅度和業者品牌形象高低對購買意願與品牌形象改變的影響。本研究所得重要結論如下:

(1)消費者選購手機時,對零元手機促銷方案購買意願較高;但對提供零元手機促銷與折扣促銷的電信者業者其品牌形象改變看法無差異。

(2)促銷方式對購買意願和業者品牌形象改變之影響不會被電信業者品牌形象高低干擾。

(3)消費者選購手機時,對折扣幅度大的促銷方案購買意願較高;但對提供高折扣幅度與低折扣幅度促銷的電信者業者其品牌形象改變看法無差異。

(4)折扣幅度大小對購買意願和業者品牌形象改變之影響不會被電信業者品牌形象高低干擾。
英文摘要 Competition is fierce in the mobile communications industry in recent years. In order to attract consumers, firms are using a variety of marketing strategies, expecting to increase consumers’ purchase intentions. Compared with other strategies, sales promotions and price discounts are the strategies frequently used by telecom operators to attract consumers. Sales promotions are beneficial to consumers since they allow consumers to pay less. However, the question of concern for operators is whether or not sales promotions could change the brand images of operators in consumers’ minds. If consumers renew their contract with operators, they would need to sign long-term contracts with operators. Therefore, would sales promotions of different operators with different brand images result in different purchase intentions? Also, would consumers change their view toward an operator’s brand image when the operator is offering sales promotions?

An experiment with eight factorial between-subject designs is conducted to analyze and answer how different promotion types, discount levels, and operators’ brand images influence consumers’ purchase intentions and change operators’ brand images in consumers’ minds.
The conclusions of this research are as follows:

(1)Zero-price mobile phone promotion has the stronger positive effect on consumers’ purchase intentions than discount promotion, but both of them do not have significant effect on operator’s brand image change.

(2)Operator’s original brand image does not moderate the influence of promotion types on consumers’ purchase intentions and operator’s brand image change.

(3)Promotion discount level has the positive effect on consumers’ purchase intention, but do not have significant effect on operator’s brand image change.

(4)Operator’s original brand image does not moderate the influence of discount levels on consumers’ purchase intentions and operator’s brand image change.
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 文獻回顧 6
第一節 促銷方案 6
第二節 電信產業中的促銷方案 9
第三節 品牌形象 11
第四節 不同促銷方式的影響 12
第五節 業者品牌形象的干擾影響 14
第六節 折扣幅度的影響 16
第七節 業者品牌形象的干擾影響 18

第三章 研究方法 21
第一節 研究架構與假設 21
第二節 研究設計 23
第三節 變數操弄與衡量 24
第四節 正式實驗設計 31
第五節 資料分析方法 34

第四章 結果分析與討論 36
第一節 樣本結構 36
第二節 基本資料敘述性統計分析 37
第三節 研究變數之操弄檢定 39
第四節 促銷方式和業者品牌形象對購買意願與品牌形象改變的影響 42
第五節 折扣幅度和業者品牌形象對購買意願與品牌形象改變的影響 45
第六節 小結 49

第五章 結論與建議 50
第一節 研究結論 50
第二節 實務建議 53
第三節 研究限制與未來研究建議 54

參考文獻 56
【網站部分】 56
【中文部分】 56
【英文部分】 57

表目錄

表2.1 電信業者手機促銷方案 10
表3.1 本研究實驗之因子設計 24
表3.2 業者品牌形象之問項 26
表3.3 品牌形象改變之問項 27
表3.3 購買意願之問項 27
表3.4 前測樣本對電信業者品牌形象 30
表3.5 前測樣本對高低折扣幅度之看法 31
表4.1 各實驗組之有效樣本分佈表 36
表4.2 受測者基本資料之敘述性統計表 38
表4.3 受測者對電信業者品牌形象整體看法之T檢定 39
表4.4 受測者對折扣幅度的看法之T檢定 40
表4.5 各變數問項之信度分析 41
表4.6 促銷方案和業者品牌形象下之購買意願的平均值 42
表4.7 促銷方案和業者品牌形象對購買意願影響之二因子變異數分析表43
表4.8 促銷方案和業者品牌形象對業者品牌形象的平均值 44
表4.9 促銷方案和品牌形象對業者品牌形象影響之二因子變異數分析表 44
表4.10折扣幅度和業者品牌形象對購買意願的平均值 46
表4.11折扣幅度和業者品牌形象對購買意願的影響之二因子變異數分析表 46
表4.12折扣幅度和業者品牌形象對業者品牌形象的平均值 47
表4.13折扣幅度和品牌形象對業者品牌形象的影響之二因子變異數分析表 48
表4.14研究假設驗證匯整表 49


圖目錄

圖1.1 研究流程圖 5
圖2.1 品牌形象架構圖 12
圖3.1 研究架構圖 22
圖4.1 促銷方式與購買意願之交互作用圖 43
圖4.2 促銷方式與品牌形象改變之交互作用圖 45
圖4.3 折扣幅度與購買意願之交互作用圖 46
圖4.4 折扣幅度與品牌形象改變之交互作用圖 48
參考文獻 參考文獻

【網站部分】

東方消費者行銷資料庫E-ICP(2009)。
產業情報研究所,http://mic.iii.org.tw/index.asp。
公開資訊站,http://newmopsov.twse.com.tw/。
資策會FIND網站,http://www.find.org.tw/find/home.aspx。
國家通訊傳播委員會,http://www.ncc.gov.tw/chinese/index.aspx。
中華電信,http://www.cht.com.tw/。
遠傳電信Fetnet,http://www.fetnet.net/cs/Satellite/FETnet/FnHome。
台灣大哥大,http://www.taiwanmobile.com/index.html。
亞太電信,http://www.aptg.com.tw/aptg2/index.html。
威寶電信,http://www.vibo.com.tw/CWS/index.html。

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中華電信(民99年),中華電信九十八年度年報。
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