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    Title: 店內行銷對於消費者品牌轉換決策之影響
    The Influence of In-Store Marketing on Consumer Brand Switching
    Authors: 張世婷
    Chang, Shih Ting
    Contributors: 張愛華
    Chang, Ai Hua
    張世婷
    Chang, Shih Ting
    Keywords: 店內行銷
    非計畫購買
    品牌轉換
    In-store marketing
    unplanned purchase
    brand switch
    Date: 2013
    Issue Date: 2014-08-06 11:38:39 (UTC+8)
    Abstract: 根據李郁文(2002)研究，有66%的購買決策是在店內形成，代表店內行銷活動會對消費者購買決策造成影響，進而導致品牌轉換的行為。因此，本研究將以製造商角度出發，專注探討店內行銷活動對消費者品牌轉換決策的影響。
    本研究採用便利抽樣方式，抽樣對象為大台北地區在個人用品店購買臉部護膚品的20-49歲女性消費者。選擇屈臣氏及康是美，於2014年5月2日至5月18日展開問卷調查，由訪員先觀察消費者購買行為，當購物完畢後立即上前詢問其受訪意願，篩選條件為本次購買品牌與目前使用品牌不一致。經過三週訪問，總計接觸335位受訪者，回收105份有效問卷。問卷分析採用交叉分析及皮爾森卡方檢定，來瞭解兩個和兩個以上類別或等級變相之間的關係，判定變數之間是否有顯著差異。研究結果發現：
    一、根據受訪者購買行為，分為非計畫購買(32%)、計畫購買品類(22%)、變更計畫品牌(37%)、購買計畫品牌(9%)。消費者有極高的比例(91%)是在店內形成購買決定，因此，店內行活動對於消費者品牌轉換決策有很大的影響。
    二、店內行銷因素影響消費者購買決策前五名分別為：產品訴求符合需要(80%)、正在有折扣及促銷(76%)、試用後，覺得質地適合自己(59%)、是新品上市，所以想嘗試(36%)、店員、藥師或促銷小姐主動推薦(30%)。
    三、消費者購買行為對品牌轉換決策之影響：原使用不同品牌的消費者因產品使用經驗的不同，導致其轉換理由會有所差異。品牌轉換因素的前五名是喜歡嘗試不同的產品(70%)、目前沒有促銷折扣(55%)及產品效用不如預期(50%)、產品質地不適合自己(29%)及銷售人員推薦(18%)。
    四、消費者特性對品牌轉換決策之影響：年齡與收入對不同購買行為有顯著差異，而到店時間間隔則沒有顯著差別。非計畫購買者及變更購買計畫者，其年齡與收入較低；購買計畫品牌者，年齡與收入較高。
    Reference: 中文文獻
    1.今津次郎，1994，POP廣告理論與圖案製作，台北：藝風堂出版社
    2.尼爾森公司，2014，2014年消費者購物行為研究，未出版
    3.李郁文，2003，消費者在商店內之商品選購決策研究—以個人用品店購買開架式保養品為例，政治大學企業管理研究所碩士論文。
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    8.黃雨菁，2001，「POP的靈活運用與相關陳列物所帶來的視覺活化」，藥業市場雜誌，71期，40-49。
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    Description: 碩士
    國立政治大學
    企業管理研究所
    101355015
    102
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G1013550151
    Data Type: thesis
    Appears in Collections:[Department of Business Administation] Theses

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