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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/146339


    Title: 視障按摩業廣告行銷對消費意願之影響
    The Impact of Advertising and Marketing for Visually Impaired Massage Services on Consumer Willingness to Purchase.
    Authors: 王昱晴
    Wang, Yu-Ching
    Contributors: 蘇威傑
    王昱晴
    Wang, Yu-Ching
    Keywords: 視障按摩
    善因行銷
    個人道德認同
    Visually impaired massage
    Cause-related marketing
    Moral identity
    Date: 2023
    Issue Date: 2023-08-02 13:12:03 (UTC+8)
    Abstract: 近幾年,視障按摩業者面對新冠疫情爆發產生的影響,包括停業、限制開放和消費者需求下降等,都對視障按摩業者來說是一個巨大的挑戰。由於視障按摩業者特殊的身分具有獨特的優勢,因此本研究欲探討消費者因為善因行銷和個人道德感知,在此產業所產生的影響。本研究旨在探討視障按摩業者在行銷活動中運用善因行銷和其他不同行銷手法之
    間的差異,並進一步研究消費者個人道德感知對這些行銷模式的影響。為了達成這個目的,本研究採用了實驗設計的方式進行,設計三種廣告文的樣式:無行銷手法、價格折扣、捐贈等。探討不同手法的行銷策略消費意願的差異,同時也測試個人道德感知對消費意願的影響。除不同行銷方式和個人道德感知外,也觀察男性和女性的消費意願,希望藉此能夠觀察性別對消費意願產生的效果。
    本研究透過紙本問卷發放的方式蒐集樣本,並再後續進行敘述性統計、變異數分析和事後檢定,來對樣本進行分析。根據研究結果顯示,善因行銷可以增加消費者對前往店家消費的意願,並且能夠提高對店家的正面形象。另一方面,在沒有行銷活動和提供價格折扣之間,不管在消費意願和店家形象上街沒有明顯的差別。此外,本研究還發現,消費者的個人道德感知對於視障按摩業者所做的宣傳有顯著影響。當消費者認為業者的行銷活動與其個人價值觀相符時,他們更有意願支持和參與業者的行銷活動。總結而言,本研究的結果對於視障按摩業者在制定行銷策略時提供實務上的建議。
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    Description: 碩士
    國立政治大學
    國際經營與貿易學系
    110351028
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0110351028
    Data Type: thesis
    Appears in Collections:[國際經營與貿易學系 ] 學位論文

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