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    题名: 通路價格整合與銷售檔期對於品牌態度和購買意願之影響
    The impact of omni-channel price integration and promotion period on brand attitude and purchase intention － The case of skincare product
    作者: 許鈺欣
    Hsu, Yu Hsin
    贡献者: 邱志聖
    Chiou, Jyh Shen
    許鈺欣
    Hsu, Yu Hsin
    关键词: 多通路
    全通路
    通路整合
    品牌態度
    購買意願
    銷售檔期
    專櫃保養品
    日期: 2016
    上传时间: 2016-07-01 14:54:02 (UTC+8)
    摘要: 近年來隨著網際網路和智慧型裝置的蓬勃發展，網路購物已成為了民眾日常生活的一部分，消費者的購物習慣也逐漸從實體商店轉向虛擬商城交易，為了因應這樣的購物需求，過往擁有傳統通路優勢的零售品牌商開始積極佈局線上購物市場，紛紛建立自有網路通路或者是與虛擬通路商合作，開闢新的虛擬通路以開創新商機和新客群。本研究想要了解不同種類的產品是否皆適合建立虛擬通路，以涉入程度較高的專櫃保養品做為主要研究產品類別，探討有無虛擬通路對於品牌態度的影響，並且能否藉由正面的品牌態度替品牌商帶來實際的銷售。
    此外，當消費者能夠自由的選擇任一通路進行交易時，對於跨通路的購物體驗需求也就越高，因此，本研究將進一步探討實體和虛擬通路之整合議題，且依據專櫃保養品的通路策略，選擇通路價格整合程度和銷售檔期作為主要的操控變數，藉以了解不同的通路價格整合程度搭配不同的銷售檔期對於品牌態度的影響是否有所差異。
    本研究採2(通路價格整合程度：高、低) x 2(銷售檔期：平日、特殊檔期)的兩因子實驗設計，再加上無虛擬通路的控制組，共分五組。
    研究結果和部分假設吻合，本研究發現建立虛擬通路對於品牌態度有正面影響的假設僅部分成立，而品牌態度對於購買意願確實有正向的影響。此外，當不同的通路價格整合程度搭配不同的銷售檔期，對於品牌整體感觀和通路配置喜好程度有顯著的影響效果，而不論在平日或是特殊檔期，通路價格整合程度越一致，消費者對於品牌態度皆會越好，但特殊檔期相較於平日對於品牌態度的改變程度則沒那麼顯著，也就是說，本研究發現，專櫃保養品牌在思考通路策略時，在平日應盡量保持各通路價格一致，但在特殊檔期時，則可以因應通路檔期活動，讓價格有所差異，對於品牌態度的影響也沒有平日來的顯著。
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    中文部分
    王曉峰,張永強,吳笑一. (2016). 零售4.0 零售革命，邁入虛實整合的全通路時代 一版. 台北市：天下文化.
    尼爾森市場洞察報告.(2016).隨時隨地行動即時購！Shop on the GO: Anytime,Anywhere.
    邱志聖.(2014).策略行銷分析：架構與實務應用 四版. 台北市：智勝文化.
    邱志聖.(2013).行銷研究 實務與理論應用 三版. 台北市：智勝文化.
    描述: 碩士
    國立政治大學
    國際經營與貿易學系
    103351019
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0103351019
    数据类型: thesis
    显示于类别:[國際經營與貿易學系 ] 學位論文

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