政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/120332

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/120332

English | 正體中文 | 简体中文 | Post-Print筆數 : 27 | 全文笔数/总笔数 : 113311/144292 (79%)
造访人次 : 50936997 在线人数 : 939

RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.

搜寻范围

查询小技巧：

您可在西文检索词汇前后加上"双引号"，以获取较精准的检索结果

若欲以作者姓名搜寻，建议至进阶搜寻限定作者字段，可获得较完整数据

进阶搜寻

主页 ‧ 登入 ‧ 上传 ‧ 说明 ‧ 关于政大典藏 ‧ 管理

到手机版

政大機構典藏 > 傳播學院 > 傳播學院傳播碩士學位學程 > 學位論文 > Item 140.119/120332

请使用永久网址来引用或连结此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/120332

题名:	消費者思維方式對促銷類型之促銷效果之影響 The effect of thinking style on the promotion effect of promotion type
作者:	姚穎
贡献者:	張卿卿姚穎
关键词:	促銷類型不確定促銷思維方式性別產品態度
日期:	2018
上传时间:	2018-10-01 12:23:03 (UTC+8)
摘要:	過去促銷類型的學術研究多是專注於確定促銷，關於不確定促銷的研究較為稀少，而在這為數不多的不確定促銷研究中，又多聚焦於確定內容不確定價格的不確定促銷，相對忽略了在實務應用中相當常見的確定價錢不確定內容的不確定促銷（具價的神祕贈品）。因此，本研究將以具價的神祕贈品做為不確定促銷的類型，以三個自變項：促銷類型：確定促銷／不確定促銷、思維方式：理性思維／經驗思維、性別：男性／女性，探討消費者的不同思維方式及性別是否會影響促銷類型的促銷效果（包含產品態度及購買意願）。研究結果證實，不論消費者的思維方式是傾向「理性思維」或是「經驗思維」，其對「確定促銷」的「產品態度」皆高於「不確定促銷」，其「購買意願」則是沒有顯著差異；而「男性」及「女性」的「思維方式」沒有顯著差異；「女性」對「確定促銷」的「產品態度」高於「不確定促銷」，「購買意願」沒有顯著差異；「男性」則是對兩種促銷類型的「產品態度」及「購買意願」都沒有顯著差異；而「思維方式」與「性別」對於促銷類型的促銷效果，皆不會產生顯著調節效果。
參考文獻:	一、中文部份張靜中（2017）。《現代市場營銷學教程》。台北：崧博出版事業有限公司。謝安田、顏昌華(2004)。〈顧客參與對服務人員工作投入影響之研究〉。《中華管理學報》，5(3)，P.43-58。二、英文部份 Ailawadi, K. L., Gedenk, K., Langer, T., Ma, Y., & Neslin, S. A. (2014). “Consumer response to uncertain promotions: An empirical analysis of conditional rebates.”, International Journal of Research in Marketing, 31(1), 94-106. Allport, G. W. (1937). Personality: A Psychological Interpretation. New York: Holt, Rinehart & Winston. Boverie, P.E., Scheuffele, D.J. & Raymond, E.L.(1994) . “Multimethodological approach to examining risk-taking.”,Current Psychology,13(4), 289-302. Bruce D. Weinberg.(2001). “Research in Exploring the Online Consumer Experience”, Advances in Consumer Research, 28(1), 227-232. Cacioppo, J. T., Petty, R. E., Kao, C. F., & Rodriguez, R. (1986). “Central and peripheral routes to persuasion: An individual difference perspective.”, Journal of Personality and Social Psychology, 51(5), 1032-1043. Christensen, L. (2007). Experimental methodology.(1st ed.). Boston: Pearson, Allyn and Bacon. Costa, P. T., Terracciano, A. & McCrae, R.R. (2001). “Gender Differences in Personality Traits Across Cultures: Robust and Surprising Findings.”, Journal of Personality and Social Psychology, 81(2), 322-331. Darke, P. R., & Chung, C. M. Y. (2005). “Effects of pricing and promotion on consumer perceptions: It depends on how you frame it.”, Journal of Retailing, 81(1), 35-47, Retrieved from https://doi.org/10.1016/j.jretai.2005.01.002 Deaux, K. (1984). “From individual differences to social categories: Analysis of a decade`s research on gender.”, American Psychologist, 39(2), 105-116. Denes-Raj, V., & Epstein, S. (1994). “ Conflict between intuitive and rational processing: When people behave against their better judgment. ”, Journal of Personality and Social Psychology, 66(5), 819-829. Retrieved from http://dx.doi.org/10.1037/0022-3514.66.5.819 Dhar, S., González-Vallejo, C., & Soman, D. (1999). “Modeling the Effects of Advertised Price Claims: Tensile versus Precise Claims?”, Marketing Science, 18(2), 154-177, Retrieved from http://www.jstor.org/stable/193214 Downey, H. K., and Slocum, J.(1975). “Uncertainty: Measures, research, and sources of variation”, Academy of Management Journal, 18, 562-578. Eckel, Catherine C. & Grossman, Philip J.,(2008). “Men, Women and Risk Aversion: Experimental Evidence.”, HANDBOOK OF EXPERIMENTAL ECONOMICS RESULTS,1(113), 1061-1073. Epstein, S., Lipson, A., Holstein, C, & Huh, E. (1992). “Irrational reactions to negative outcomes: Evidence for two conceptual systems. ”, Journal of Personality and Social Psychology, 62, 328-339. Epstein, S., Pacini, R., Denes-Raj, V and Heier, H. (1996). “Individual Differences in Intuitive-Experiential and Analytical - Rational Thinking Styles.”, Journal of Personality and Social Psychology, 71(2), 390-405. Epstein, S., Pacini, R., Denes-Raj, V., & Heier, H. (1996). “Individual differences in intuitive–experiential and analytical–rational thinking styles. ”, Journal of Personality and Social Psychology, 71(2), 390-405. Retrieved fromhttp://dx.doi.org/10.1037/0022-3514.71.2.390 Godek, John and Murray, Kyle B. (2008). “Willingness to Pay for Advice: The Role of Rational and Experiential Processing. ”, Organizational Behavior and Human Decision Processes, Retrieved from: https://ssrn.com/abstract=1091262 Golden, Linda & A. Johnson, Keren. (1983), “The Impact of Sensory Preference and Thinking Versus Feeling Appeals on Advertising Effectiveness”, Advances in Consumer Research, 10, 203-208. Goldsmith K., and Amir(2010). “Can Uncertainty Improve Promotions? ”, Journal of Marketing Research, 47(6), 1070-1077. Gupta, Sunil (1988). “Impact of Sales Promotions on When, What, and How Much to Buy.”, Journal of Marketing Research (JMR), 25, 342-355. Hayes, J. & Allinson, C. W. (1998). “Cognitive style and the theory and practice of individual and collective learning in organizations.”, Human Relations, 51, 847-871. Jochen Wirtz, Patricia Chew, (2002). “The effects of incentives, deal proneness, satisfaction and tie strength on word‐of‐mouth behavior”, International Journal of Service Industry Management, 13(2), 141-162, Retrieved from https://doi.org/10.1108/09564230210425340 Jundong Hou, Lanying Du, Jianfeng Li, (2008). “Cause`s attributes influencing consumer`s purchasing intention: empirical evidence from China”, Asia Pacific Journal of Marketing and Logistics, 20(4)363-380, Retrieved from https://doi.org/10.1108/13555850810909704 Knight Frank H.(1921). Risk, Uncertainty and Profit, Boston: Houghton Mifflin. Kotler, P. & Armstrong, G.(1994). Principles of Marketing(6rd ed.), New Jersey: Prentice-Hall. Kotler, Philip J.,(1991). Marketing Management(7rd ed.), Englewood Cliffs, NJ: Prentice-Hall. Laran, J., and Tsiros, M.(2013). “An investigation of the effectiveness of uncertainty in marketing promotions involving free gifts”, Journal of Marketing, 77(2), 112-123. Lee, Yih Hwai, and Qiu, Cheng. (2009). “When uncertainty brings pleasure: The role of prospect imageability and mental imagery”, Journal of Consumer Research, 36, 624-635. Leland Campbell, William D. Diamond, (1990). “Framing and Sales Promotions: The Characteristics of a Good Deal”, Journal of Consumer Marketing, 7(4), 25-31, Retrieved from https://doi.org/10.1108/EUM0000000002586 Levin, I. P., Snyder, M. A., & Chapman, D. P. (1988) . “The interaction of experiential and situational factors and gender in a simulated risky decision-making task.”, The Journal of Psychology: Interdisciplinary and Applied, 122(2), 173-181. Lord, K. R., & Kim, C. K. (1995). “ Inoculating consumers against deception: The influence of framing and executional style.” Journal of Consumer Policy, 18(1), 1-22, Retrieved from https://doi.org/10.1007/BF01018086 Mcquarrie, E., & Mick, D. (1999). “Visual Rhetoric in Advertising: Text‐Interpretive, Experimental, and Reader‐Response Analyses.”, Journal of Consumer Research, 26(1), 37-54, Retrieved from https://doi.org/10.1086/209549 Meyers-Levy, J., & Sternthal, B. (1991). “Gender Differences in the Use of Message Cues and Judgments.”, Journal of Marketing Research, 28, 84-96. Pacini, R., & Epstein, S. (1999). “The relation of rational and experiential information processing styles to personality, basic beliefs, and the ratio-bias phenomenon. ”, Journal of personality and social psychology, 76(6), 972-87. Palazon, M., & Delgado-Ballester, E. (2009). “Effectiveness of price discounts and premium promotions.”, Psychology & Marketing, 26, 1108-1129. Paul Edwin Ketelaar, Jonathan van`t Riet, Helge Thorbjornsen & Moniek Buijzen (2016). “Positive uncertainty: the benefit of the doubt in advertising,” International Journal of Advertising, Retrieved from https://doi.org/10.1080/02650487.2016.1231163 Peppers, Don and Martha Rogers (2004). Managing Customer Relationships: A Strategic Framework., New York: John Wiley & Sons. Pierre Chandon, Brian Wansink, Gilles Laurent (2000). “A Benefit Congruency Framework of Sales Promotion Effectiveness.”, Journal of Marketing, , 64(4), 65-81. Putrevu, S., & Lord, K. R. (1994). “Comparative and noncomparative advertising: Attitudinal effects under cognitive and affective involvement conditions.”, Journal of Advertising, 23(2), 77-91, Retrieved from http://dx.doi.org/10.1080/00913367.1994.10673443 Raghubir, Priya, J. Jeffrey Inman, and Hans Grande(2004). “The Three Faces of Consumer Promotions”, California Management Review, 46, 23-32. Raghubir, Priya.(2004). “Free gift with purchase: Promoting or discounting the brand?”, Journal of Consumer Psychology, 14, 181-185. Ruiz, Salvador & Sicilia, Maria. (2004). “The impact of cognitive and/or affective processing styles on consumer response to advertising appeals.”, Journal of Business Research, 57(6), 657-664. Schultz, Don E., William A. Robinson, and Lisa A. Petrison .(1998). Sales Promotion Essentials, Chicago: NTC Business Books. Schwarz, N., & Clore, G.L. (1996). “Feelings and phenomenal experiences.”, Social psychology: Handbook of basic principles, 433-465, New York: Guilford. Sladek, R. M., Bond, J. J., & Phillips, P. A. (2010). “Age and gender differences in preferences for rational and experiential thinking. ”, Personality and Individual Differences, 49, 907-911 ,Retrieved from http://dx.doi.org/10.1016/j.paid.2010.07.028 Spigner, C., Hawkins, W., & Loren, W. (1993) . “Gender differences in perception of risk associated with alcohol and drug use among college students.”, Women Health, 20(1), 87-97. Tversky, A., & Kahneman, D. (1992). “Advances in prospect theory: Cumulative representation of uncertainty. ”, Journal of Risk and Uncertainty, 5(4): 297-323. Urbany, J.E., P.R. Dickson, and W.L. Wilkie.(1989). “ Buyer uncertainty and information search”, Journal of Consumer Research, 16(9), 208–215. Wilson, Timothy D., David B. Centerbar, Deborah A. Kermer, and Daniel T. Gilbert (2005). “The Pleasures of Uncertainty: Prolonging Positive Moods in Ways People Do Not Anticipate”, Journal of Personality and Social Psychology, 88 (1),5-21. Wittgenstein, Ludwig. (1986). On Certainty. , Oxford: Basil Blackwell. Yi, Y. & Yoo, J. (2011). “The long term effects of sales promotions on band attitude across monetary and non-monetary promotions.”, Psychology and Marketing, 28(9), 879-896.
描述:	碩士國立政治大學傳播學院傳播碩士學位學程 105464012
資料來源:	http://thesis.lib.nccu.edu.tw/record/#G0105464012
数据类型:	thesis
DOI:	10.6814/THE.NCCU.COMM.036.2018.F05
显示于类别:	[傳播學院傳播碩士學位學程] 學位論文

文件中的档案:

档案	大小	格式	浏览次数
姚穎.pdf	2360Kb	Adobe PDF2	6	检视/开启

在政大典藏中所有的数据项都受到原著作权保护.

社群 sharing

著作權政策宣告 Copyright Announcement

1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.

DSpace Software Copyright © 2002-2004 MIT & Hewlett-Packard / Enhanced by NTU Library IR team Copyright © - 回馈