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    题名: 折扣形式與商品屬性對消費者購買行為之影響
    The Effect of Price Promotion Types and Product Types on Consumer Behavior
    作者: 程紹怡
    Cheng, Shao-Yi
    贡献者: 樓永堅
    Lou, Yung-Chien
    程紹怡
    Cheng, Shao-Yi
    关键词: 折扣形式
    商品屬性
    認知需求
    購買意願
    再購買意願
    內部參考價格
    知覺品質
    日期: 2021
    上传时间: 2021-08-04 16:38:45 (UTC+8)
    摘要: 本研究欲以2種折扣形式（固定式折扣、賭博式折扣）及2種商品屬性（實用性產品、享樂性產品）作為自變數，探討兩者間的交互作用，是否會影響消費者的購買意願、再購買意願、內部參考價格、知覺品質。基於此觀點，再加入2種認知需求（高、低認知需求）作為調節變數，研究在三階交互作用下，消費者可能產生的各種購買行為，提供廠商作為制定折扣策略的參考方向。
    本研究採用4種問卷進行發放，總共收回364份問卷，將無效樣本去除後，剩餘282份有效問卷，有效樣本率為82.7%，獲得以下結論：
    1.購買實用品時，賭博式折扣相較固定式折扣，降低消費者的購買意願
    2.高認知需求者購買享樂品，固定式折扣相較賭博式折扣，提升消費者的購買意願
    3.低認知需求者購買享樂品，賭博式折扣相較固定式折扣，提升消費者的購買意願
    4.購買實用品時，賭博式折扣相較固定式折扣，提升消費者的再購買意願
    5.購買享樂品時，固定式折扣相較賭博式折扣，提升消費者的再購買意願
    6.購買享樂品時，固定式折扣相較於賭博式折扣，內部參考價格高
    參考文獻: 一、中文文獻
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    描述: 碩士
    國立政治大學
    企業管理研究所(MBA學位學程)
    108363085
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0108363085
    数据类型: thesis
    DOI: 10.6814/NCCU202100901
    显示于类别:[企業管理研究所（MBA學位學程）] 學位論文

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